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I was reviewing marketing materials for a new business campaign and thought there was a lot of valuable information to share.

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 priceEach 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.

Building your Marketing Relationship and Securing New Clients

#1 – Overcome 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 addresses 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 Becoming More Personable – “ Increase Awareness
You will now need to build on the attention you garnered in 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 withWhat 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 Becoming Personal
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 things you can do to establish a relationship is to get people to talk about themselves and their situation.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 things you can do to establish a 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 questions about the challenges they face as well as their successes of the past. Try to find out what is their greatest motivational factor and what are 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.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 you 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 ?

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 relationship will begin.

For a jump start to your success, contact our Marketing Coach !

Morris N. Mann, Ph.D. – Small Business Coach

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