Relationship marketing (AMA 052412)

1,067 views
1,012 views

Published on

How do you develop closer relationships with your prospects and customers? How much are those relationships worth to you? or to them? and how do you know?

I delivered this presentation to the American Marketing Association's Virtual Exchange on May 24, 2012.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,067
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Relationship marketing (AMA 052412)

  1. 1. Improve Y ourRelationships -Starting Today!Jeff Weinberger www.dsthree.com © Jeff Weinberger & DS3 Consulting
  2. 2. Marketings ResponsibilityDeveloping and managing relationships www.dsthree.com 2
  3. 3. This story is fiction. Any similarity toreal-life characters or events is purelycoincidental. www.dsthree.com 3
  4. 4. Engage W and How henTargets WantThey tell us - we need to learn to hear it www.dsthree.com 4
  5. 5. courtesy of touchpointdashboard.com www.dsthree.com 5
  6. 6. www.dsthree.com 6
  7. 7. Stop Shouting - Let ThemTalkLook closely at specific actions - nomatter how small. www.dsthree.com 7
  8. 8. Stop Shouting - Let ThemTalkLook closely at specific actions - nomatter how small.Profile based on action patterns www.dsthree.com 8
  9. 9. Stop Shouting - Let ThemTalkLook closely at specific actions - nomatter how small.Profile based on action patternsUse your data & learn whatquestion(s) to ask www.dsthree.com 9
  10. 10. Transformation www.dsthree.com 10
  11. 11. Transformation www.dsthree.com 11
  12. 12. Finding the Value RevenueDisruption Potential Share of Wallet Reference Loyalty www.dsthree.com 12
  13. 13. Engaging EffectivelyLearn the customer triggers www.dsthree.com 13
  14. 14. Engaging EffectivelyLearn the customer triggersDesign your communications around target- defined actions, and Listen. Hard. www.dsthree.com 14
  15. 15. Engaging EffectivelyLearn the customer triggersDesign your communications around target- defined actions, and Listen. Hard.Keep doing this after the sale! Repeat/on- going business and referals depend on it! www.dsthree.com 15
  16. 16. Engaging EffectivelyLearn the customer triggersDesign your communications around target- defined actions, and Listen. Hard.Keep doing this after the sale! Repeat/on- going business and referals depend on it!Build stronger, lasting relationships immune to competitors www.dsthree.com 16
  17. 17. W W hat e’ve Learned1) Engage in a two-way relationship -how and when the customer is ready www.dsthree.com 17
  18. 18. W W hat e’ve Learned1) Engage in a two-way relationship -how and when the customer is ready2) Deliver what your customer needs -when and how they need it. www.dsthree.com 18
  19. 19. W W hat e’ve Learned3) Focus on building the relationship -from their perspective. www.dsthree.com 19
  20. 20. W W hat e’ve Learned3) Focus on building the relationship -from their perspective.4) Engaging at the point targets want toengage will lead more customers to your www.dsthree.com 20
  21. 21. Start today.Make your marketing moreeffective.Thank you! @jweinberger www.dsthree.com21

×