‘Relationship marketing’ has long been a buzz phrase, but what does it actually ‘mean’ for small business owners?
It used to be that good customer service was enough. But, as Tom Asacker says in “An Eye For Branding”, customer service is a ‘lean-back’ practice, where employees and technology are used to be ‘friendly’ to make the customer experience an ‘enjoyable’ one. But what if your competitor actually provides a ‘stimulating’ experience ... not just an ‘enjoyable’ one? This requires a far more proactive approach, one where staff ‘lean-forward’ to actively engage with and connect with the customer ... in other words, a ‘relationship’.
Creating a relationship like this is not dissimilar to ‘romancing’ a partner. You need to understand their wants and needs, what makes them tick and what totally turns them off. This understanding in the personal sense means you can connect with the other person in a way that works for them ... imagine if you did it for your clients.
It’s not as daunting as it sounds. My local coffee shop does it in their every day conversations ... they know I like my coffee STRONG but they also know I don’t like too much milk. So their latest suggestion is a ‘door-stop’ – a double-shot espresso with more milk than a macchiato, less than a latte. When they have it ready for me before I even walk in the door, they literally “have me at hello”.
Another example is my graphic designer, who connects with me on Facebook and regularly attends my events. Without a huge time investment on her part (or mine), she understands me, what I like and what I don’t like in terms of marketing, branding and business image. So when it comes time to putting together a new piece of work for me, it’s easy. I love it – I don’t have to brief her on the details, just explain my outcomes.
Software programs like CRMs (customer relationship management) make the process of tracking ‘relationship details’ easier ... but often small business owners think it's not necessary as it's only them. When asking for inspiration for this piece I had some really interesting responses ....
@alyciaedgar Often hear owners say they don't use a CRM as it's just them. Not the point. It's about enabling you to get to know your tribe.
and then this in response ...
@katetribe exactly and the more you know them, the more effective your message becomes and you are better placed to help them.
Which leads me to the next very interesting part of 'relationship' building. These response came from Twitter. From people I am yet to meet. We have exchanged 'tweets' on different issues ... but the very fact that they 1) responded to my call for help and then 2) continued the conversation themselves demonstrates the powerful relationship-building tool that social media platforms (like Twitter and Facebook) are. The latest versions of CRMs now include social media tracking ... so if I was for example to give Kate Tribe a call to further discuss this article, I would look up her details in my CRM and instantly see her latest social media activity. That does AMAZING things in terms of being able to be 'in relationship' with someone.
Never mind the technology ... that's all mechanics. The paradigm shift is putting relationships at the heart of your marketing efforts ... and working out from there. Relationship marketing is not another 'activity' that you do ... it's the hub off which all the other spokes hang.
What do you do to build and maintain relationships with your customers and clients? Do you use a CRM? If so, which one? Do you use social media to stay in touch with your 'tribe' or do you prefer traditional methods, like a good-old-fashioned card in the mail? Please leave your comments below ... I'm fascinated by how others do it.
(If you want to talk to someone about implementing a good CRM in your business, I work with the team at Evolution Marketing - they are small business specialists and understand the unique needs of that market. And they understand marketing 'first' - the software is just the vehicle. There are also many great 'cloud' based solutions now - just do a google search and have a look around)
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