Today, I want to pose a confronting question. It’s one I’ve thought about a lot, and it’s crucial for anyone running a business. Here it is: Would your customers fight to save your business? It’s a big question, isn’t it? Let me share a story to illustrate what I mean.
The Story of Spring Gully
A few years ago, I came across a remarkable story about a company in South Australia called Spring Gully. They’d been around for 60 years, producing condiments like sauces, mustards, and chutneys. Then, one day, they sent out a media release announcing they were shutting down. They explained they couldn’t afford to keep going. They weren’t cracking the major supermarkets, and it had become too expensive to operate as a micro producer. They wanted to close up shop before it became impossible to pay their staff.
But then something extraordinary happened.
A Community Rallies
South Australians, known for their pride in local produce, weren’t going to let Spring Gully go down without a fight. A “Save Spring Gully” campaign sprang to life. People protested in the streets, radio stations launched campaigns, and the story made headlines. The owners were overwhelmed by the support. But the campaign wasn’t just about shouting into the void, it led to action. One of the big supermarket chains, either Coles or Woolworths, stepped in and placed a million dollar order. The other quickly followed, doubling that order. Spring Gully was saved, and they got back on their feet. This story stuck with me because it showed the power of customer loyalty and what it truly means to have your customers fight for you.
Building Deep Customer Connections
You might think only trendy or glamorous businesses can inspire this kind of loyalty. But Spring Gully wasn’t selling the latest tech or a groundbreaking innovation. They were selling tomato sauce, mustard, and chutneys. So how did they build such fierce customer loyalty? The answer lies in consistency, quality, and connection. Over six decades, they: Made great products. Listened to their customers. Adapted to changing needs. Maintained meaningful relationships. This concept is what I call customer proximity, keeping your customers close.
The Danger of Distance
In today’s world, it’s easier than ever to keep our customers at arm’s length. Automated emails, chatbots, and digital-first approaches are convenient, but they risk creating a disconnect. We should be doing everything we can to keep our customers close. That means: Building real relationships. Asking them what matters to them. Evolving based on their feedback. When you keep your customers close, you’re not just selling a product, you’re creating a partnership.
The Ultimate Test – Would Your Customers Fight to Save Your Business?
Here’s the real kicker: If you put your hand on your heart and asked, “Would my customers fight to save my business?”, what would your answer be? For most businesses, if we’re honest, the answer is probably “no.” But here’s the challenge: Think about the businesses you personally support. Which ones would you fight to save? Why would you fight for them? Now, look at your own business. What would it take to make your customers feel that kind of connection to you?
Winning the War on Customer Proximity
Creating a business your customers would fight for isn’t just about the products or services you offer. It’s about how you make people feel, how you engage with them, and how deeply you connect. So, take a moment to reflect. What can you do to build those meaningful relationships? What changes can you make to bring your customers closer? Because when the chips are down, customer loyalty could be the thing that saves your business.
Food for Thought
Would your customers fight to save your business? It’s a big topic, and it’s one worth thinking about deeply. I’ll leave you with that question to ponder.
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