Regular Contact complemented by Education…
The desired position for anyone is an Advocate that is also a client. The more of these you have the more stability and profitable your business will be. Within all relationships there is two dynamics that play out and each is responsible for building a different aspect of the relationship.
To move individuals from a prospect to an advocate requires that regular contact be made. This contact will normally be quite intense during the initial stage of the relationship the important thing is that either party may end the relationship at any stage. If the initial contacts result in a mutually desirable outcome (or potential of) then an ongoing contact may result. The important thing is that regular contact will eventually result in the person moving up the loyalty ladder.
To ensure that you are building the emotional side of the relationship requires an additional dynamic to be present… Education. This is essential in any relationship, without education the onus is on the person to become educated about who you are and what you do. The challenge is that human beings naturally see only a perception of reality. This leaves plenty of room for miscommunication, unrealistic expectations, and confusion. Once a person feels any of these things they are more likely to stay with the norm or worst still make no decision.
By providing consistent, nurturous, and respectful education we allow our prospects and clients to know who we are and what we do. The communication should be open, honest so a much higher level of relationship results. On top of this you no longer need to sell each person your product or service, they become so highly educated that they realise their own needs and purchase to solve their needs. No longer do you need to sell them.
Building the ideal relationship…
You know that you have built the ideal relationship when an existing or potential client thinks of your product or service…they immediately think of you!
Ask yourself honestly how many of your clients would do this, and you may discover that you need to do a little more work on improving some of your relationships.
The essence of Relationship Marketing in helping you build the ideal relationship, it’s foundation is built on integrity, honesty, openness, trust and mutually profitable exchange. Relationship Marketing simply consists of one individual communicating with another individual…regardless of their company or position.
When you build your business using Relationship Marketing, you develop a referral-based business by becoming a trusted advisor, confidant and friend to your client.
This process forms the basis of two very powerful questions to keep in mind anytime you’re working on the development of your business. First ask yourself, “Is this action positioning me as a trusted advisor?” and then, “Am I building a referral-based business by what I am doing?”
If you can’t answer yes to these two questions, you should immediately stop what you are doing and consider another course of action that will help you achieve your desired outcome…building the ideal relationship!
Live with passion,