When entering the market we were met with bright colours, organic products and friendly indigenous women and children, selling a variety of healthy juices squeezed and prepared right in front of you. Strangely however, everything looked exactly the same! The market must have had about 20 fresh juice vendors, all serving identical mixes of juice at identical prices. Even their menus, branding and stall designs all matched each other identically.
What was even stranger though was when Miky took my hand and walked straight past the first six stalls. He passed all of these identical juice stalls only to order a standard juice from a lady sitting in, well, an identical juice stall.
He ordered a carrot and cucumber juice with ginger. The same juice he orders every morning. The lady smiled lovingly when he greeted her and already had his ingredients ready. Miky has been coming to the San Blas market almost every day since moving to Cusco five years earlier. He never buys from any other vendor, not because of the juice, but because of her.
I soon realised that most locals had a specific vendor or a specific seat in the market. Many shared spaces and didn't mind waiting in a queue to order, even if one of the other stalls had opened they would wait to be served at their specific stall. The relationships these vendors have built with their customers are real.
The interactions are true, honest and natural. These connections cannot be faked, impersonated or replicated and are met with an undying sense of loyalty. On top of that, customers are making referrals, referrals that hold merit.
In a more modern society, organisations often hide behind their brands. Trends may keep your customers interested in the short run but it is important that one recognises the individuals who will get and engage with the heart of your brand. Prioritise this consumer segment and create an environment that is defined by this relationship, built on receptiveness, flexibility and human connection.
Ultimately this will allow you to create a community that will follow you, support you and inspire you.
This article first appeared on www.pullingrabbits.co.za
