* Online course: https://www.voiceofthebusinessacademy.com/course/put-r-back-your-crm Today it is more important than ever to build better relationships with your buyers as, in this day and age of social media, they now talk to 130+ people at a time. They have a megaphone, making it easier for positive and negative messages to spread fast and wide. Organizations may delight in learning more about their buyer relationships than ever before and in providing features and services to please every possible aspect. But buyers delight in neither. They simply cope. They mostly tolerate all the nuances that organizations are passing off as relationships with them. Buyer satisfaction rates are at an all-time low, while complaints, boycotts, and other expressions of buyer discontent rise. Ironically, the very things that organizations are doing to build relationships with their buyers are often the things that are destroying them. Buyer relationships are powerful in theory but troubled in practice. When organizations ask their buyers for friendship, loyalty, and respect, too often they don’t give those buyers friendship, loyalty, and respect in return. This webinar will go over the techniques necessary for building better relationships with your buyers.

1. Building Better Relationships with Your Buyers
Primary Research CX/CI Experts
www.market-awareness.com
Monthly Intelligence Webinar Series:
Building Better
Relationships with Your
Buyers

2. Building Better Relationships with Your Buyers
VoiceoftheBusinessAcademy.com
• On-demand courses and roadmaps
• Accreditation and certification
• “How” in addition to “why”
• Templates to implement in your
organization
• Created by professionals who have
implemented in the real-world
• Organizations can select courses to create
their own training programs

3. What We’ll Be Covering
• Understanding relationships
• 3 primary relationship domains
• Linking domains to communication approaches
• 6 different types of relationships
• Classifying your existing customers into types
• Underlying rules of the different types of relationships
• Assigning values and market share to types
• Moving a customer to another type to increase price or market share
• New organizational view of customers
• Reorganizing around relationships
• Conclusion
Building Better Relationships with Your Buyers

4. Background of Relationships
Building Better Relationships with Your Buyers

5. Background of Relationships
What organizations think:
Building Better Relationships with Your Buyers

6. Background of Relationships
What buyers think:
Building Better Relationships with Your Buyers

7. Background of Relationships
Building Better Relationships with Your Buyers

8. Three Domains of Buyer Relationships
Building Better Relationships with Your Buyers

9. Classifying Your Buyers
Building Better Relationships with Your Buyers

10. Classifying Your Buyers (continued)
Six types of buyers:
TYPE 1: Basic Exchange
TYPE 2: Business Partners
TYPE 3: Fling
TYPE 4: Best Friends
TYPE 5: Buddies
TYPE 6: Master–Slave
Building Better Relationships with Your Buyers

11. Classifying Your Buyers (continued)
Six types of buyers:
TYPE 1: Basic Exchange
TYPE 2: Business Partners
TYPE 3: Fling
TYPE 4: Best Friends
TYPE 5: Buddies
TYPE 6: Master–Slave
Template from webinar to classify your buyers
Building Better Relationships with Your Buyers

12. Classifying Your Buyers (continued)
Understand how to classify your existing buyers
Building Better Relationships with Your Buyers

13. Classifying Your Buyers (continued)
Understand how to classify your existing buyers
Building Better Relationships with Your Buyers
Efficiency
Relationship Strength
Technology
Hybrid
Human to Human
Customer Relationship Domains with Classification Types
Master-
Slave
Fling
Basic
Exchange
Business
Partner
Best
Friends
Buddies

14. Classifying Your Buyers (continued)
Which relationships offer the most value to your organization?
Building Better Relationships with Your Buyers
Customer Relationship Domains and Price & Market Share
Higher
Price
Higher Market Share
Fling
Best
Friends
Master-
Slave
Basic
Exchange
Business
PartnerBuddies

15. Classifying Your Buyers (continued)
Encouraging desired relationships
Building Better Relationships with Your Buyers
Encourage Desired Relationships (example)
Higher
Price
Higher Market Share
Fling
Best
Friends
Master-
Slave
Basic
Exchange
Business
PartnerBuddies
(27 Buyers)
(38 Buyers)

16. Classifying Your Buyers (continued)
Building Better Relationships with Your Buyers

17. Classifying Your Buyers (continued)
A new customer view is needed
• Cannot view all buyers as the same – each is different – even within one customer
• Dissatisfied buyers have a huge platform to tell others
• Relationships need to be viewed as long-term assets
• Your organization needs to understand the benefits leveraged by different relationships
Building Better Relationships with Your Buyers

18. Webinar Conclusion
Building Better Relationships with Your Buyers

19. Building Better Relationships with Your Buyers
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20. Building Better Relationships with Your Buyers
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