In a world of connectivity, relationship marketing proves to be more crucial than ever when it comes to a company’s interactions with its clients and customers. While the traditional form of marketing relies heavily upon transactional, short-term results, relationship marketing fosters an ongoing partnership that adds value for both your clients and your business. This partnership subsequently creates a more memorable and positive business interaction.
In consideration of such, I have found that there are three ways to both incorporate and capitalize upon relationship marketing in a business model.
Invest in people, not results.
Rather than merely considering a client as another number or transaction, recognize the opportunity to invest in a relationship that could ultimately lead to more interactions with your current clients, as well as with others in their social circles. Approach each interaction with intention, aiming to understand the individual you are working with in order to ensure they feel valued; the greater your initial effort to learn about the client, the more you can capitalize such knowledge.
Relationship marketing relies heavily upon how you craft a unique experience for the individual, catering to their specific needs. I’ve found that something as simple as a personalized email with client-relevant information, or a small gift to express gratitude for their business, creates a sense of reciprocity; the client feels acknowledged, which, in turn, generates greater trust, thereby benefiting the business.
Involve the client.…[Read More]
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