The A.R.T. of Relationship Marketing

Transcription

1 The A.R.T. of Relationship Marketing Turn Your Marketing into a Customer Building Machine

2 Expectations Why relationship marketing the fastest path to success How to identify the right type of relationships to build How to create a process that helps you start building relationships How to quickly and easily add relationship building tools to your marketing

3 Traditional Marketing talks at people. Relationship Marketing talks with them.

4 Relationship marketing is a methodology designed to foster customer loyalty, interaction and long term engagement. It s designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.

5 Fostering Customer Loyalty Creating stronger connections More relevant conversations Longer term engagement Open communication

6 Why Is This Important? You become the go to expert You can play a bigger role You are able to solve problems You create a partnership mindset

7 Why Relationship Marketing? Popular in direct selling industries Perfect for offline and online marketing activities Creates an emotional connection Focuses on: Retaining customers Positioning you as a problem solver Influencing repeat purchases Fostering trust Facilitating future marketing

8 Why Is An Emotional Connection Critical? It s the fastest path to getting business There are a ton of competitors Separates you from your competition Helps your clients see you as a problem solver Let s your prospects make their decision in their own time

9 You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you. - Dale Carnegie

10 How Most Promo Distributors Establish A Connection I can source your promo items Here are catalogs/websites, let me know what you want to order Tell me what you re doing now and I can beat your current supplier on price, service, time, etc.

11 What Inspires An Emotional Connection? Being relevant to your target audience Offering a solution that is specific to their problem Getting your prospects to see you care about them

12 What Do Your Prospects Care About? Feeling good Looking good Saving money Saving time Avoiding effort Making money Feeling safer

13 Understanding The Decision Making Process People make decisions emotionally People justify decisions with facts People are egocentric People look for value People think in terms of people You can t force people to do anything People love to buy People are naturally suspicious People are always looking for something People buy direct because of convenience and exclusivity People like to experience it before they buy it Most people follow the crowd

14 What Stops People From Buying No clear offer Not enough information to say YES It s unclear how you solve their problem No immediacy/timing The decision maker isn t being reached Never created a know, like, and trust factor

15 PEOPLE PROSPECTS QUALIFIED PROSPECTS CUSTOMERS FANS

16 Relationship Marketing Is An A.R.T ATTRACT RELATE TRUST

17 How You ATTRACT Your Ideal Client (Build Your Following) Know who your ideal client is Determine how you want to show up Pick a strategy Create a plan For client building: focus on visibility, credibility Position you as an authority Start moving people through their own decision making process Provide compelling value to get on your prospect s radar

18 If your business comes from relationships, relationships should be your business. Doug Ales

19 How To RELATE To Your Audience (Vibe Your Audience) Be a leader and a problem solver Create relatable content Value. Value. Value Learn to ask better questions Encourage interdependence between all parties you, prospects, customers, suppliers Express cooperation not competition Offer feedback on early stages of program development, relaunches, rebranding to show up as a partner

20 The richest people in the world look for and build networks, everyone else looks for work. Robert Kiyosaki

21 How To Develop TRUST (Get Your Audience to YES) Compelling offers Qualify Overcome objections Close Deliver

22 "If people like you they will listen to you, but if they trust you they'll do business with you." - Zig Ziglar

23 Customers Focus: building relationships, enhancing experience, becoming their go-to person Innovation Streamline operations Feedback New products/services Exceed expectations

24 It costs 5x more to get a new customer than to retain a current one.

25 Prospects Focus: awareness, visibility, credibility, authority Educate Solve problems Give amazing value Offer resources Reinforce results of working with you

26 Metrics Are Critical To Relationship Marketing Repeat sales Customers spending habits Open rates for Customer referrals Social media engagement

27 Metrics are Critical To Relationship Marketing Repeat sales Customers spending habits Open rates for Customer referrals Social media engagement

28 Why Relationship Marketing? Be the first resource for all that is your product and service Be meaningful, personalized, and create lasting impressions Can be employed in any tactical activity 2-way conversation Create new programs, fill holes, satisfy wish lists, identify trends, create better products Build tribes and give others a platform to edify you Systemize your business High satisfaction, higher value

29 How Relationship Marketing Helps Your Business Goals-based Track, test and refine messaging and tactics Values-based; relationship extends beyond intrusive advertising and sales messages Connects people, processes, and technology to increase profitability and reduce operational costs Empowerment-based. Empower colleagues, listen and respond to consumers, offer valuable products and services to create a distinct advantage

30 Questions Relationship Marketing Answers Who are my customers? Why do they buy? How do I need to provide for them long term? Why do they return? Customer Service Close to home Convenience Price Product selection

31 Value Of Relationship Marketing Enhanced target audience segmentation Better marketing messaging More specific marketing positioning Greater customer loyalty

32 Relationship Marketing Tools Blogs/Vlogs Social media interaction (pages, groups) campaigns Speaking Presentations

33 Relationship Marketing Activities Case studies Special pricing flyers Trends in your prospect s industry How promo items can work for them Problem solving

34 When Is Relationship Marketing Effective? You are ready and willing to listen to what your customer needs and where they feel voids You are ready to ask questions and listen The conversation is interactive and gets stronger as the relationship becomes more intimate You re making strong connections based on a mutual partnership

35 When word of mouth trumps any other marketing activity, you've become a master at Relationship Marketing

36 Next Steps Brand audit Decide on a strategy Determine your customer s lifetime value Allocate a budget Create your tactical plan Create a feedback loop Review and modify plan

37 Please complete your session evaluation now to receive credit for session attendance.