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Relationship Marketing - the new alternative to advertising
by Lynnette Butler, www.cancangirls.co.nz
People buy from those they know, like and trust. In this day and age of excessive marketing, relationship has grown to be one of the most relevant reasons to purchase from a particular person/business. These kinds of relationships cannot be bought, they are built by the giving of information, being a contributing part of communities, and one-on-one communications. Credibility is an essential part of building a relationship. How will a client prospect be able to trust you are knowledgble if you don't show them? The testimonials of satisfied clients, endorsements by leaders in a community, linkage to a known brand, will all help build credibility, as will expression of knowledge in a public forum, such as speaking or published opinions. Be seen, and be heard, but don't be selling loudly. When speaking or contributing written articles, express your knowledge, don't hawk your product. If you want to be heard, there has to be a WIIFM (What's In It For Me) element for the audience. First impressions DO count. LOTS. Make sure the first (and every) contact a prospect or customer makes with your company is a good one. Ensure that every member of your team dresses and speaks appropriately when they represent you and your business in the public environment. Make sure your vehicles and premises are attractive and presented well - and this includes your online real estate! Keep your website modern and relevant, background research for products or services are often conducted online, so your web presence is every bit as important as your real-world one. Have an effective communication channel - be in front of your customers and networks at least once every 3 months - if you are not there, your competition will be! Be sure to attend networking functions, call your clients, and/or send out email communications, regularly. Return all calls and emails, even if only to say WHEN you will be available. Under promise and over deliver on communication expectations, your clients will love you for it! People buy from those they know, like and trust - it's up to you to build that confidence through effective relationship marketing to your existing customers and networks.
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