the a.r.t. of relationship marketing - expo.ppai.orgexpo.ppai.org/sessions/handouts/expo 2018 the...
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The A.R.T. of Relationship Marketing
Turn Your Marketing into a
Customer Building Machine
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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“Traditional Marketing talks at people.
Relationship Marketing talks with them.”
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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“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.”
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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Fostering Customer Loyalty
• Creating stronger connections
• More relevant conversations
• Longer term engagement
• Open communication
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
Sweetsp
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“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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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.
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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What Do Your Prospects Care About?
• Feeling good
• Looking good
• Saving money
• Saving time
• Avoiding effort
• Making money
• Feeling safer
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
Sweetsp
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Sweetspot Strategies, Inc. [email protected]/954.804.9413
PEOPLE PROSPECTSQUALIFIED PROSPECTS
CUSTOMERS FANS
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Relationship Marketing Is An A.R.T
• ATTRACT
• RELATE
• TRUST
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
Sweetsp
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“If your business comes from relationships, relationships should
be your business.” – Doug Ales
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
Sweetsp
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“The richest people in the world look for and build networks, everyone else looks
for work.” – Robert Kiyosaki
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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How To Develop TRUST
(Get Your Audience to YES)
• Compelling offers
• Qualify
• Overcome objections
• Close
• Deliver
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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"If people like you they will listen to you, but if they trust you they'll do business
with you." - Zig Ziglar
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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Customers
Focus: building relationships, enhancing experience, becoming their go-to person
• Innovation
• Streamline operations
• Feedback
• New products/services
• Exceed expectations
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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It costs 5x more to get a new customer than to retain a current one.
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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Prospects
Focus: awareness, visibility, credibility, authority
• Educate
• Solve problems
• Give amazing value
• Offer resources
• Reinforce results of working with you
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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Metrics Are Critical To Relationship Marketing
➢Repeat sales
➢Customers spending habits
➢Open rates for email
➢Customer referrals
➢Social media engagement
Sweetspot Strategies, Inc. [email protected]/954.804.9413
Sweetsp
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c. 9
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4.9
413/ab
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eetspo
tstrategies.com
Metrics are Critical To Relationship Marketing
➢Repeat sales
➢Customers spending habits
➢Open rates for email
➢Customer referrals
➢Social media engagement
Sweetspot Strategies, Inc. [email protected]/954.804.9413
Sweetsp
ot Strategies, In
c. 9
54
.80
4.9
413/ab
igail@sw
eetspo
tstrategies.com
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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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Value Of Relationship Marketing
• Enhanced target audience segmentation
• Better marketing messaging
• More specific marketing positioning
• Greater customer loyalty
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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Relationship Marketing Tools
• Blogs/Vlogs
• Social media interaction (pages, groups)
• Email campaigns
• Speaking
• Presentations
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Relationship Marketing Activities
• Case studies
• Special pricing flyers
• Trends in your prospect’s industry
• How promo items can work for them
• Problem solving
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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When word of mouth
trumps any other marketing activity,
you've become a master at
Relationship Marketing
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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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
Sweetspot Strategies, Inc. [email protected]/954.804.9413
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tstrategies.com