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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

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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

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“Traditional Marketing talks at people.

Relationship Marketing talks with them.”

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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.”

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Fostering Customer Loyalty

• Creating stronger connections

• More relevant conversations

• Longer term engagement

• Open communication

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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

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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

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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

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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

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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.

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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

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What Do Your Prospects Care About?

• Feeling good

• Looking good

• Saving money

• Saving time

• Avoiding effort

• Making money

• Feeling safer

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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

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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

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PEOPLE PROSPECTSQUALIFIED PROSPECTS

CUSTOMERS FANS

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Relationship Marketing Is An A.R.T

• ATTRACT

• RELATE

• TRUST

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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

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“If your business comes from relationships, relationships should

be your business.” – Doug Ales

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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

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“The richest people in the world look for and build networks, everyone else looks

for work.” – Robert Kiyosaki

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How To Develop TRUST

(Get Your Audience to YES)

• Compelling offers

• Qualify

• Overcome objections

• Close

• Deliver

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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

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Customers

Focus: building relationships, enhancing experience, becoming their go-to person

• Innovation

• Streamline operations

• Feedback

• New products/services

• Exceed expectations

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It costs 5x more to get a new customer than to retain a current one.

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Prospects

Focus: awareness, visibility, credibility, authority

• Educate

• Solve problems

• Give amazing value

• Offer resources

• Reinforce results of working with you

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Metrics Are Critical To Relationship Marketing

➢Repeat sales

➢Customers spending habits

➢Open rates for email

➢Customer referrals

➢Social media engagement

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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

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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

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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

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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

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Value Of Relationship Marketing

• Enhanced target audience segmentation

• Better marketing messaging

• More specific marketing positioning

• Greater customer loyalty

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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

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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

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When word of mouth

trumps any other marketing activity,

you've become a master at

Relationship Marketing

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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

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