In Relationship Marketing, you want to attract Targets looking for your expertise on the problem they need to solve.
You may have a Unique Selling Proposition(USP) that defines your core business and may include how you are better than your competitors. If you sell “inventory software” or are an outsource for “inventory and shipping management”, you may define your USP as “saving customers time in managing inventory” or “reducing order to delivery time.”
Your USP is the tactic Customers need in their strategy of reducing costs. Their strategy leads to their goal of increased profits. Or their goal may be greater customer satisfaction which leads to more orders and higher revenues.
Most of your Targets goals in this economy are higher revenues or reduced costs. They also work toward stronger Brand, market share, inventory turn, profit margins, employee turnover, energy consumption, customer share and many more.
Your value to your customer is how you increase, decrease, improve, slow, build, grow, squeeze, shrink, and eliminate to name a few of their principal drivers. Jill Konrath, “Snap Selling”
In traditional marketing, you advertise your USP to an industry or use direct mail or perhaps solicit by phone to reach potential Buyers (Suspects). You want to reach Buyers who might have your Service as a Priority right now ( Buying Cycle).
In Traditional Marketing this is a continuous effort to match your service to the time when they need it. In Relationship Marketing, you use New Media technology to have your USP available when they go searching in their Buying Cycle. Now, when they find you, it is already a priority.
You can see how the ROI would be much higher in Relationship Marketing.
New Media includes Website Optimization for the Internet, Emails and Responders, and Social Media Publishing as three broad categories. At the heart of these Media are permission, interaction, and free information.
You use Keywords to find the niche where your Suspects are going to look for Free Information. You invite them to read all you can offer on your expertise. You invite them to engage and trade their contact information for your free information. With their emails, you follow up with more information or newsletters to build a trusted relationship. You can offer incentives to convert them to customers.
This can be all automatic with New Media Technology. First, you become a trusted resource and they become a Prospect. Secondly, when they decide you are in alignment with their objectives, they become a Customer. There is no limit on how many Suspects you can reach or Prospects you can have in the pipeline. Once the systems are established, they work automatically.
See a 6 page Free Report on Automatic Customer Building
Read a 12 page report on Relationship Marketing
Call with questions 1-800-646-0717 Mark Kaplan or Email
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LAWRENCE
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