This fall we bought a new house in Capital Heights directly beside a large, beautiful old brick church.
When we moved in we were sure that within a few days someone would notice the new life in the house and come knocking, and maybe, if we were lucky – if we were really, really lucky – drop off some baked goods. At the very least we expected an invitation to a potluck dinner or just a “welcome to the neighborhood!” greeting. Days fell to weeks which gave-way to months with no contact. We chalked it up to the fact that maybe it was an older congregation and door-knocking, even to a next door neighbor, was just not something they had the energy to do.
We were content with an occasional wave from the guy who handles their grounds.
Until one day, in our mail, I noticed a seemingly-generic religious newsletter. It was innocuous enough and boldly addressed to CURRENT RESIDENT. I imagined that some mega-church in town had decided to do a direct mail campaign and we were caught in the radius of their shotgun blast of recipients; however, upon further inspection I discovered that it was from none other than the church with which we share a fence.
Mind you, we are already happy with our current church and even a knock on the door wouldn’t change that, but if our interaction with our neighboring church had been even remotely more pleasant with even the most basic modicum of consideration, we would have been happy to refer our neighborhood friends to them, or at the very least tell them what wonderful, friendly people are in their congregation.
What does your interaction with your current and potential customers communicate?
Are you treating them like a neighbor… or a CURRENT RESIDENT?