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I’ve talked in past posts about the importance of being involved in your community as part of building good relationships with your customer base. Here’s a tip related to this that I heard years ago but was recently reminded of again.

A friend of mine sells manufacturing equipment over a large, multi-state area. Given the size of his territory, he can only see most of his customers once a month.

Many of his customer visits are in smaller, out-of-the-way towns. He normally arrives the night before the customer meeting, but before going to the hotel, he makes it a point to pick up a copy of the local newspaper to read. As a result, he’s more engaged and informed the next day about what’s going on in the community than he would be otherwise. He says it just makes conversations go better, especially those in informal meetings over breakfast and lunch. As an alternative, he sometimes catches the local TV news, but he maintains there’s nothing better than the local newspaper to get him up-to-date. And besides, he says those papers are often more interesting than the ubiquitous USA Today.

It’s a small thing and the trade area of your water systems business probably doesn’t cover multiple states. But the point remains – most of us like to do business with people that are part of our community. For you, that may mean coaching Little League or serving in a volunteer organization or even being involved local politics. Whatever the venue, being engaged with your customers also means being involved with what’s going on in your community.

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