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Small Business Coach>
Relationship Marketing for your Business
FOUR STEPS TO BUILDING MARKETING RELATIONSHIPS
I was reviewing marketing materials for a new business
campaign and thought there was a lot of valuable
information to share with my small business coaching
clients
It became really clear that marketing is the process of
developing a relationship with your customer/client.
This relationship process is applicable to a large business
organization as well as a single practitioner service
business.
The Steps of DEVELOPING A MARKETING RELATIONSHIP
Challenges that Need to be Overcome:
#1 Being Unknown - this is the first stage when your
prospect does not know who you are
#2 Recognition without Awareness - this is like being an
acquaintance you recognize but don't know anything about
them.
#3 From Impersonal to Personal - your client prospect has
an awareness of your business – product/service, but is not
sure what it does for them.
#4 - Connection and Commitment - this is when your
prospective client understand that you can help them but is
unsure of trusting that you will be the right person to
come through with results in the right time frame and right
price
Each of the steps in this relationship building process
needs to have a different focus. If you have more than one
person in your organization handling these marketing
efforts, then make sure to be consistent. Your
organization should have everyone "on the same page", by
training them to have the same message, approach, and
solution to offer prospects.
How to Buildyour Marketing Relationships and Secure New
Clients
#1 - Overcoming the Unknown
The aim at this point in your relationship is to generate
interest. You want to find the right message that will
draw the attention of your prospective targeted clients
It is most helpful for this to develop a Core Marketing
Message which is often called an "elevator speech". This
is a short concise message that communicates the essence of
what you do.It addressed the kind of clients you work with,
the problems you solve and the results you get.
It should be one to two sentences maximum, but informative
enough to elicit interest
#2 Communicate and Increase Awareness
You will now need to build on the attention you garnered
from your "elevator speech". This means presenting your
business in detail by answering the questions of who you
are and how your product/service works.
It is crucial to keep a clear focus of the benefits you
offer to prospective clients and address questions of:
• Who you work with
• What approach (program/system) you use
• Your background, training, expertise
• The track record of success
The most effective way to convey this message is by using
an example of one of your past success stories. Stories
are easy for people to relate to.
These objectives are often accomplished through a brochure.
In today's internet savvy marketplace it is incumbent in
most cases, to have a website presence to establish
credibility as well.
#3 Become Personal – Ask Questions
As highlighted by Dale Carnegie in his best selling book
"How to Win Friends and Influence People", one of the most
important and effective ways to establish a personal
relationship is to get people to talk about themselves and
their situation. It is no different in business
relationships
This is when you want to ask your prospect questions about
the challenges they face as well as their successes of the
past. Try to find out what is "dream goals" as well as
their short term and long term goals.
This information is crucial, because without it you will
not know how to personalize and apply your service/product
to fit the needs of your prospect
#4 Make the Connection and Get the Commitment
This is the challenge of getting commitment from the
prospect to move forward with you. It is often best to
offer your prospect a proposal which includes how your
service/product will benefit them and solve the challenge
they face
The proposal should include the financial terms as well as
time frame you expect will be needed to reach initial short
term goals.
If you make an offer and it is not readily accepted or
someone says "I'll think about it – make sure to probe
further and flush out their concerns. Ask them, if we
could clarify and solve that issue will be ready to make
the commitment ?
While these are straightforward lessons that apply to all
relationships, it can be challenging to find the right way
to apply it to your own business. A business marketing
coach can help you make such a plan work successfully.
SUMMARY
The key factor in success in marketing developing business
relationships is being able to focus on the needs of your
prospective client and build trust.
Trust comes from establishing your credibility and
competency. From you paying close attention to the needs
of your prospective client.
When you have done that you must show you have a cost
effective solution and your business relationship will
begin.
Good luck and wishes for success ! Small Business Coaching, About Editor-Morris N. Mann Online Resources, Articles for Success, Link to Business Success, , Home, Make a Business Plan, Money for Business, Successful Entrepreneur Sales Management Tools, Profitable Business Strategies, From Editor, Table of Contents, Contact Us,
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