Relationship Marketing - It's All in the Attitude
Aristotle said, "We are what we repeatedly do; excellence, then, is not an act, but a habit." Part of this habit needs to include an ongoing positive attitude toward our customers. They assume that you¹ll give them a great big "thank you" after they buy your product or service. However, is that "attitude of gratitude" found throughout the selling process, in good times and in bad, in sickness and in health?
In our work, we need to instill a sense of loyalty to our customers, a loyalty that comes from relationship marketing. It gives us a positive attitude that can get us through most situations.
How do we convey to our people or our teams how important attitude is and convince them that nurturing relationships will help their sales? We need to show them future benefits. Here are two to consider:
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Customers will become your best advocates. When they're happy and feel cared for, they will spread the word about you and your product or service. We can always use referrals. Ww need to visualize is that once you have a base of loyal clients with whom you have a good relationship, referrals will come more frequently.
Customers will become your best advocates. When they're happy and feel cared for, they will spread the word about you and your product or service. We can always use referrals. Ww need to visualize is that once you have a base of loyal clients with whom you have a good relationship, referrals will come more frequently.•We will enjoy our work more. Too often we are not sure of how secure we are with a client. When we know exactly where we stand with a client, there¹s less anxiety. This security comes from a working relationship that has been based on mutual respect and trust. The net result is greater peace of mind and the desire to achieve more.
We will enjoy our work more. Too often we are not sure of how secure we are with a client. When we know exactly where we stand with a client, there¹s less anxiety. This security comes from a working relationship that has been based on mutual respect and trust. The net result is greater peace of mind and the desire to achieve more. Here are some specific tactics:
•Go beyond "surface" information. During calls or meetings- find out customers¹ hobbies, names of family members, likes and dislikes, and birthdays. This information can be used to turn customers into friends that your company truly cares about. When it's a special day for them, make sure it¹s your company that remembers.
Go beyond "surface" information. During calls or meetings- find out customers¹ hobbies, names of family members, likes and dislikes, and birthdays. This information can be used to turn customers into friends that your company truly cares about. When it's a special day for them, make sure it¹s your company that remembers. •Feel comfortable with casual calls. Think of reasons to call customers with new information and ideas, unrelated to selling or marketing, just to stay in contact. Good friends always enjoy hearing from each other, even if it¹s just to say "hello." An attitude of informal interactions is a major building block. You¹ll know it¹s working well when customers start calling your people and sharing the joy of a new baby, an engagement, or a promotion.
Feel comfortable with casual calls. Think of reasons to call customers with new information and ideas, unrelated to selling or marketing, just to stay in contact. Good friends always enjoy hearing from each other, even if it¹s just to say "hello." An attitude of informal interactions is a major building block. You¹ll know it¹s working well when customers start calling your people and sharing the joy of a new baby, an engagement, or a promotion. •Prove dependability. Have yourself f and your teammake sure that when they make promises and guarantees, they keep them. Customers love to hear these magic sentences: "I'll take full responsibility for that," and, "Consider it done." Faithful salespeople yield faithful customers.
Prove dependability. Have yourself f and your teammake sure that when they make promises and guarantees, they keep them. Customers love to hear these magic sentences: "I'll take full responsibility for that," and, "Consider it done." Faithful salespeople yield faithful customers.•Serve, serve, serve. Convey the importance of putting the customers¹ needs before anything else. Perhaps your customers rely on your product or service after normal business hours. Therefore, give them their home number and pager. This is like giving the customer an insurance policy. It's unlikely that it will be used. However, it's reassuring to clients.
Serve, serve, serve. Convey the importance of putting the customers¹ needs before anything else. Perhaps your customers rely on your product or service after normal business hours. Therefore, give them their home number and pager. This is like giving the customer an insurance policy. It's unlikely that it will be used. However, it's reassuring to clients.•Give thanks for bad news. We usually celebrate successful deals and let customers know how much their business means to us. However, what happens when we lose an order to a competitor, or the client¹s cash flow limits their buying power? In my business, like most businesses, every proposal does not provide me with new income. Even with the rejections, I show appreciation by sending a note of thanks for their consideration. This has resulted in business that was unexpected.
Give thanks for bad news. We usually celebrate successful deals and let customers know how much their business means to us. However, what happens when we lose an order to a competitor, or the client¹s cash flow limits their buying power? In my business, like most businesses, every proposal does not provide me with new income. Even with the rejections, I show appreciation by sending a note of thanks for their consideration. This has resulted in business that was unexpected. •Avoid "dark corners". It¹s been said that ugly things grow in dark corners. If something is going wrong, be quick to inform customers. Often we delay in giving people bad news, which only makes matter worse. When trouble appears, encourage you team to shed some "light" on the problem before it¹s too late. Even if there isn¹t a solution available, by letting the customer know that every effort is being made, you¹re keeping the relationship open and honest.
Avoid "dark corners". It¹s been said that ugly things grow in dark corners. If something is going wrong, be quick to inform customers. Often we delay in giving people bad news, which only makes matter worse. When trouble appears, encourage you team to shed some "light" on the problem before it¹s too late. Even if there isn¹t a solution available, by letting the customer know that every effort is being made, you¹re keeping the relationship open and honest. •You gotta have heart. We need to remember that selling is done with both the head and the heart. Keep other people's feelings in mind. When people do business, there is an emotional element to the process. Customers ask themselves, "Is this really the best decision?", or "This seems good now, but will it stay that way?" When customers buy from us, we need to remember that sometimes working with us is not just a business decision. Our product or service might even cost more than a competitor¹s. However, since we¹ve built a relationship with them, it¹s that relationship that keeps us in their good graces.
You gotta have heart. We need to remember that selling is done with both the head and the heart. Keep other people's feelings in mind. When people do business, there is an emotional element to the process. Customers ask themselves, "Is this really the best decision?", or "This seems good now, but will it stay that way?" When customers buy from us, we need to remember that sometimes working with us is not just a business decision. Our product or service might even cost more than a competitor¹s. However, since we¹ve built a relationship with them, it¹s that relationship that keeps us in their good graces. Think thanks. We must all remember to thank people for what they do that helps our lives. It¹s like giving them a rare and special gift. One would think it's elementary, but stop now and think of a time when you've helped someone and have gotten no word of thanks in return. I'm sure you'll agree that it does leave you with an unpleasant memory.
Now I would like to share with you one of the key reasons for my success with relationship management.
In research that I've conducted in my seminars with salespeople, I¹ve asked , "Do you send out personal notes to your clients?" I¹ve also inquired, "How many of you receive notes from clients or business associates?" The response indicates that few people take this practice seriously. As a follow_up, I ask, "When you have received notes of appreciation, how does that make you feel?"
I suspect you already know the answer to this last question.
When building relationships, in addition to desiring a consistent positive attitude, we have many opportunities to stay in front of our customers with a handwritten note. Yes, handwritten. In today's fast-paced and technical world, it's important to keep the personal touch. I¹m talking about short notes that communicate a thoughtfulness that cannot be duplicated with any other correspondence. (Or use my wonderful new electronic system that still sends your note as a “real’ personal letter/card in the US mail with a first class stamp. www.appreciationpower.net hit option 2 and send a free card on me and let me know your thoughts.)
To maximize the potential of this correspondence, I suggest that you and your people use my "power of three." This relationship building tool works by taking 15 minutes at the beginning or end of the day and writing three cards or notes. Send one to a prospect with whom you're trying to start a relationship, one to a client just to say hello, and one to a business friend to say thanks. We sometimes forget that the people we work with or meet in our industry are very helpful in building our business. You can also include an article that they may find of interest. By the end of the week, you¹ll have made 15 "goodwill" contacts, and by the end of the year the total will be 750. Think of the "business seeds" you¹ll have planted. Some can definitely germinate into additional business.
Keep in mind that in order for your people to have a positive attitude toward relationship marketing, it starts with you. The tactics listed in the article also apply to the relationships that you are building with your staff. Harvey S. Firestone said, "It is only as we develop others that we permanently succeed."
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Andrea R. Nierenberg, President of The Nierenberg Group, author ,speaker and business consultant. Ms. Nierenberg who has been called a "networking success story" by The Wall Street Journal, has had a 26 year career as a leader in sales and marketing, and is an in-demand business networking expert both at home and abroad. She is the author of three books—all of which have become essential reading for businesses worldwide. Nonstop Networking: How To Improve Your Life, Luck and Career —used by companies as a business development textbook and a top seller at Amazon.com. Million Dollar Networking: The Sure Way to Find, Grow and Keep Your Business — the ultimate textbook for her corporate clients. Savvy Networking: 118 Fast & Effective Tips for Business Success — a critical tool for professionals looking for simple ways to boost their business.
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