Permission is not Permanent

So you've built a permission asset, you're on easy street right? No. Don't be one of those startup guys that think successfully raising some money means you've won the game. This is only the beginning. Permission only lets you continue to delight the customer.

How did you gain that permission in the first place? You earned it by doing something remarkable enough that folks decided to give you permission to keep pitching.

Permission is not permanent. You have to constantly delight your customers with your new pitches. You have to constantly add value. As soon as you start pitching things to them that are not relevant, not remarkable, not right, you will lose that permission asset.

Let them know you value their permission. It's not always easy but you have to keep over-delivering.

Comments

[Joseph Joel Sherman]

Very true. Permission must be continually earned. I have learned, sometimes the hard way, that a "foot in the door" is just that, a foot, and not permission to "move in". I cannot rely on yesterday's permission.

[Strategic Growth Advisors]

A splendid post. On a similar not, I believe that marketing is a constantly evolving subject and no single magic word, formula or strategy is permanently applicable to please customers.

Keep those articles coming!