People enter into a relationship with a couple of goals: one to keep the relationship exciting and fresh, and one to deepen the relationship over time. Most relationships will endure a great deal of stress and strain over time and can be dramatically impacted by conflicts, infidelity, neglect, etc. Often times it is during these times that people in a relationship to seek some form of help. For these two reasons, the use of relationship marketing has grown incredibly in recent years.
“Relationships Marketing” is a strategic approach designed to foster open dialogue, customer loyalty and mutually respectful long-termterm engagement. It is specifically designed to build strong relationships with clients by providing them with relevant information directly tailored to their individual needs and desires and by opening up open communication. The ultimate goal of “Relationships Marketing” is to cultivate brand loyalty through building trust, which creates positive word of mouth, referrals, and future sales. This is achieved by understanding the customer’s needs & expectations, which lead to effective strategy & creative direction. It also includes the development of a strong Brand Identity that resonates with clients.
In most large organizations, the relationships within the corporate organization fall on a very even keel. There are always exceptions, but generally, at all levels, the key to business success is creating and nurturing strong relationships at all levels of the organization. The top management has an important role to play here, as does everyone else in the sales team, from the regional manager to the field sales representative. By making it easier for everyone to communicate with high-value customers, a solid brand message gets communicated and this creates a high level of customer loyalty.
Although there are a number of good relationship marketing strategies that can work for any level of business, the most critical strategy involves creating and nurturing relationships at all levels. Although it is easy to fall into the trap of using reactive marketing techniques such as direct mail, TV advertising, newspaper ads, business cards, or brochures to communicate with top-level customers, these types of “quick fixes” do not go far enough. At the lower levels, such as through cold calling or creating a great customer service program, the message should be more personal and more tailored towards the individual customer. When it comes to creating long long-term relationship building, the concept of being a Partnerships Person is essential.
There is one key concept to remember when developing relationship marketing strategies: Always leave something for the customer. In other words, never “give away” anything. Developing a strong relationship with your customers will only strengthen your position and will increase your likelihood of gaining new sales. However, to create true relationship marketing theories, a strong understanding of the concepts of marketing, psychology, and business needs to be developed. This includes learning how to use the various attraction marketing strategies to gain referrals, build brand loyalty and maintain a steady level of positive buzz among customers.
In conclusion, creating and maintaining long-term relationships takes patience, planning, honesty, and a dedication to continually learn and grow. The five levels of customer support are also at the core of this concept, because each level is important in its own way. While this concept can be implemented easily by small business owners, large corporations, universities and hospitals, even smaller businesses and individuals can benefit by using this technique. Therefore, a consistent and ongoing effort needs to be made to build relationships by all possible means. However, it is equally important to remain consistent in the execution of the strategies to maximize the benefits.