3. Relationship marketing is a relationship
management strategy designed to encourage
strong, lasting connections to your brand.
The goal is to turn prospects into customers
that generate repeat sales and encourage
word-of-mouth promotion (referrals).
What is
Relationship Marketing?
4. ALARMING STATISTICS
• The #1 reason a customer does not come back…
they forgot about you.
• 95% of your happy customers will purchase from a
competitor on an impulse.
• For each month that you don’t communicate with
your customers, you lose 10% of your influence.
5. Case Study:
Professional Organizer
“Oh, I wish I had known you were still in
the area. Since I never heard from you after
we finished working together, I assumed that
you’d moved away or you were doing something
else. I just hired another organizer to do some
work with me, and I was not nearly as happy
with her work as I was with yours!”
7. 67% of business today is driven by
personal referral and word-of-mouth.
What are you doing to maintain customer loyalty
(repeat business)?
What are you doing to attract referrals?
91% of customers say they would
give referrals, but 80% have
not been encouraged to do so.
8. REFERRALS
To ask or NOT to ask…that is the question!
If you don’t ASK, you don’t GET!
Don’t ASK for referrals,
DESERVE them!
9. HOW I DID IT…
Became more intentional about getting to know people as
people.
Made them feel valued by expressing appreciation and
remembering their birthday
Built a know-like-trust relationship
Increased my top-of-mind awareness so I am always
REMEMBERED.
10. “It doesn’t matter how much someone
knows, likes and trusts you if they don’t
REMEMBER you when they’re ready to
make a buying decision.”
- Kathy Paauw
How are you staying
TOP-OF-MIND?
11. “People don’t care how much you know
until they know how much you care.”
-John Maxwell
• The better you are at mastering relationships, the
better you will be at thriving in your personal and
business life.
• People can find anything
online.
Differentiate
yourself by
showing how
much you care.
12. Differentiate and
you will no longer be
COMPETING!
Differentiate
Are you doing the
SAME THING
as your competitors?
13. The most powerful
way to differentiate…
…be remembered as someone
who makes others
FEEL VALUED!
14. Relationship Marketing
3 Core Principles
RELATIONSHIP-BUILDING CARDS
MARKETING
CARD
PRINCIPLE #1
Reach out in the spirit of building relationships first (80% of the time:
thank you, birthday, holidays) and marketing second (20% of the time).
15. Relationship Marketing
3 Core Principles
PRINCIPLE #2
Build your PERSONAL BRAND with:
• Friendship: develop through texts, calls,
cards, and the web (social media, etc.)
• Celebration: celebrate your clients through
pictures, gifts and heartfelt messages
• Service: offer stellar service that will not be
forgotten
16. Case Study:
Real Estate Broker: Jay McHugh
“In 2008 I took my Real Estate Brokerage from 5
offices and 47 agents to 14 offices and 300 agents
simply by using a system, which we call “Random Acts
of Cardness.”
We are on pace to sell $1 Billion of Real Estate in 2015
-- a 41% increase in 2 years, thanks to the system we
have been using to express gratitude and stay in touch
with our clients and other important people.”
YOUR PERSONAL BRAND
17. Case Study:
Realtor Jim McCord
Card sent to his client who bought a home last
year. The client opened a new dental office and
was mentioned in the local paper. The Realtor put
the article on the front of a card and sent it with
brownies.
How would receiving a
card like this make
YOU FEEL?
Celebration
YOUR PERSONAL BRAND
18. Get the address and birthday of people you meet
so you can keep in touch and stay top-of-mind!
Visit my book website for more networking tips!
www.TheMusicOfYourHeart.com
Celebration
19. • Is this about you and the features you offer, or
do you make it about them and how they will
benefit?
• Your product / service means little without the
context of what it will do for your customer!
• They buy stories, ideas, solutions, strategies.
Features
vs.
Benefits
YOUR PERSONAL BRAND
Service
20. Three Stages of Marketing Message Maturity:
1. Novice - It’s all about me and how great I am.
2. Intermediate - It’s all about how great our product or service
is.
3. Expert - It’s all about you and how we can best serve you.
Two of the most powerful words in the
English language: YOU and YOUR
I will provide…
or
YOU will receive…
YOUR PERSONAL BRAND
Service
21. Relationship Marketing
3 Core Principles
PRINCIPLE #3
Master the bridge between high-tech and personal touch
by implementing a system that will allow you to stay in touch
with your clients and prospects, in a personal way, utilizing the
convenience of your computer, tablet, and hand held device.
SYSTEM: Saving You Significant Time Energy Money
22. Case Study
Challenge for this online membership beauty academy: members
pay monthly and sometimes their credit card payments don’t go
through (expire, maxed out, etc.)
How this challenge was addressed:
• 4 emails sent: 6% success rate in getting the member to resolve
the payment issue
• Postcard sent: 15% success rate
• Greeting card sent with Robert’s photo on it*: 30% success rate
*Message in the card was identical to the message in the second email.
*Greeting cards are opened 11 times more than any other piece of mail.
24. She taught her consultants to send
3 handwritten thank you notes every
night before bed.
Mary Kay Ash
Mary Kay Cosmetics ($1.2 billion empire)
25. Tom Hopkins
• Within 5 years he went from making less than $50 a month in
Real Estate to building an ANNUAL sales volume of more than
$14 million
• SECRET WEAPON: Thank You Note Habit
(10 hand-written thank you cards every single day)
America’s #1 Sales Trainer and Bestselling Author of
“How to Master the Art of Selling Anything”
99% of his business was
by referral within 3 years!
26. Tom Hopkins: Thank You Note Habit
• Thank you for talking with me on the telephone.
• Thank you for meeting with me.
• Thank you for your business.
• Thank you for your kind referral.
• Thank you for the excellent service you have provided for me.
• Thank you for taking your time to consider letting me serve you
(after first refusal).
• Thank you for taking your time to analyze my services
(after they bought from someone else).
• Thank you for using our service/product
(sent at one year anniversary).
27. Joe Girard was born during the
depression in one of the most
deplorable ghettos in Detroit.
How successful did Joe become?
• The Guinness Book of World Records: "World's Greatest Retail Salesman" for
12 consecutive years.
• Sold an average of 6 cars everyday.
• Sold 13,001 cars during his selling career… all at retail.
What was his secret?
He built and maintained relationships. Joe sent 12 cards to each of his prospects
and clients every year. He created top-of-mind awareness by keeping in touch
with them.
28. What kinds of cards did Joe send?*
• Thank you notes
• Cards of encouragement (get well)
• Cards of congratulations (wedding, baby, job promotion)
• Birthday cards
• Holiday cards (Season’s Greetings, Valentines, Thanksgiving)
• Helpful news and information
• Small gifts to his best customers and referral partners
*An automated system was not available at the time,
so Joe hired two full-time employees to buy his
cards and handwrite messages for him.
30. Opportunities to be remembered as
someone who makes others feel valued:
• Express gratitude
• Birthday
• Anniversary (annual renewal, major purchase)
• Congratulations (baby, engagement, wedding, retirement)
• Recognition (promotions, awards, graduation, etc.)
• Thank you (business, referral, gift, hosted meal)
• Sympathy
• Apology
• Holidays (Thanksgiving, Valentine’s Day, etc.)
DO NOT MIX THESE WITH MARKETING!
(no business cards)
Send a Personalized Greeting Card
31. CUSTOMER RETENTION
The cost of retaining an existing customer is
10% the cost of acquiring a new customer.
A 5% improvement in customer retention equals
25-85% improvement in profitability:
• Reduces marketing costs
• Easier to upsell existing customers
32. • 48% of sales people never follow up with a prospect
• 25% of sales people make a second contact and stop
• 12% of sales people only make three contacts and stop
• Only 10% of sales people make more than three contacts
• 2% of sales are made on the first contact
• 3% of sales are made on the 2nd contact
• 5% of sales are made on the 3rd contact
• 10% of sales are made on the 4th contact
• 80% of sales are made between the 5th -12th contact
SALES STATISTICS
FACT: 80% OF SALES
are made between the 5th-12th contact
33. The #1 reason customers leave to do
business with someone else:
PERCEIVED
INDIFFERENCE(68% of customer defection is because they think you do not care!)
Become a CHAMPION
thank-you note sender!
"Who does not thank for little will not thank for much."
~Estonian Proverb
34.
35. Did a great job – I grew to know, like and trust him!
Offers other services I could use – roof & gutter
cleaning, walkway/driveway pressure washing
Had more work than he could handle by himself, and
wanted to attract more business so he could afford to
hire more help and have more free time.
I have not heard from him since May, 2009.
For each month you don’t make contact,
you lose 10% of your influence.
36. OOPS!
How will I remember his name and how to
contact him?
Will he get my repeat business/referrals?
The cost of acquiring a new customer is 10 times
the cost of retaining an existing one.
What are YOU doing to be remembered by YOUR
customers, prospects and referral partners?
37. RELATIONSHIP-BUILDING CARDS
MARKETING
CARD
CASE STUDY:
Window Washer
Idea: Send five customized and personalized stay-in-touch cards a year,
using an automated system (4 relationship-building cards, 1 marketing card)
Cost: $8.30 (including postage and labor) and a little time to set up your
cards and your recipient list, then click “send” once.
ROI: His service visits yield $200-$500; ROI well worth $8.30 to keep me as
a customer and attract referrals, too!
38. MARKETING CARD WITH A FREE TIP
CASE STUDY:
Window Washer
Hi (First Name)!
Happy Spring to you! I hope you have
survived the harsh winter we just had
and are looking forward to warmer
weather as much as I am.
You may find that the sun rays
heighten your awareness of all the
grime that has accumulated on your
windows over the winter. I thought you
might enjoy having the recipe for my
streak-free window cleaning solution
that I used on your windows the last
time I was there.
If you find that you don’t have time to
clean the windows yourself, I would be
delighted to assist. Give me a call and
we’ll schedule an appointment that is
convenient for you.
Warm regards,
Steve
Steve’s Streak-free
Window Cleaning Solution
Mix together and put in a spray
bottle:
1/2 Cup of Vinegar
1/2 Cup of Rubbing Alcohol
2 Tablespoons of Cornstarch
2 Cups of Water
Steve Smith
(Business Name)
206-888-8888
43. Activities
• Online: social media, website
capture pages, blogs
• Offline: direct mail, event
marketing, networking
Opportunities
• Thank you, birthday, holiday
• Recognition
• Lifestyle & celebration
• Marketing & promotion
Vehicles
• Texting
• Phone calls
• Email
• Web/social media
• Face-to-face
• Greeting cards
Memory Jogger
• Family
• Friends
• Professionals
• Service providers
• Salespeople
• Facebook friends
• Cell phone contacts
Plug the leaks and get your sales cycle spinning faster!
When you
build the
relationship,
prospects
become
customers!
When you build
the relationship,
customers
become repeat
customers & give
you referrals!
44. • The average person has 250 people in their network. Each can
connect you to their 250 people... that equates to 62,500
potential connections!
• A well-maintained network of only 100 people can lead to
millions of dollars in business over time when you stay in touch
and build those relationships.
• Make a list of your top 100 clients and differentiate yourself
from your competition by following a simple inexpensive plan to
keep in touch and build relationships.
45. Focus on building relationships
with the contacts you already have.
Nurtured Relationships = Repeat Business & Referrals
46. Nurtured Relationships =
Repeat Business & Referrals
1. Meet more people:
• Add them to your contact manager (use groups)
• Stay in touch
2. Connect successful people together:
• Be known as the connector: “I have someone
that you need to meet!”
• This builds your brand exponentially
3. Appreciate more people:
• Send a nice-to-meet-you card
• Call them (even if you just get voice mail)
• Send a small gift
• Remember their birthday
• Set up a meeting to learn more about them (in person or by phone)
• Refer business to them
48. • Create and send a real paper greeting card from the
Internet, without leaving your home or office.
• Send completely customized cards with your own graphics,
handwriting, signature and personal message.
• Card and labor (printing, addressing, stuffing, stamping
and taking to the post office) costs only $1.17 per card!
• Include gifts and gift cards with your greeting card.
…is now available
for greeting cards
and gifts!
49. • Single card to a single address (birthday card and gift)
• Single card to a group of addresses (holiday card)
• Multiple cards to a single address (new customer welcome
quarterly campaign)
• Multiple cards to a group of addresses (tip-of-the-month
campaign to your list of referral partners)
Saving
You
Significant
Time
Energy
Money
Ways to Send Cards
Using an Automated
SYSTEM
50. Case Study:
Real Estate agent: Elizabeth Ward Small
National Top Producing REALTOR
Burlington, NC
Sent 12 postcards (one/month) to 240
households in her region
52. Cost for Elizabeth’s monthly community
service postcards sent to 240 households,
all automated over a 12-month period:
$2100*
($8.76 per person)
Elizabeth’s referrals
SKYROCKETED!
*included postcard, labor and postage
53. Why multiple contacts?
The average prospect
will not do business with you
until they have seen or heard
from you at least 7 times.
58. Quarterly Postcard
$0.39 postcard
$0.34 stamp
$0.73 x 4 = $2.92 per person/yr.
Quarterly Customized Greeting Card
$1.17 card
$0.49 stamp
$1.66 x 4 = $6.64 per person/yr.
What would that kind of
TOP-OF-MIND AWARENESS
be worth to you?
What you send out comes back!
60. What do all of these business professionals
have in common?
Jim McCord
Elizabeth Ward
Small
Kathy Paauw
They are all using the same
Relationship Marketing tool
with an opportunity attached.
Their businesses spend
several thousand dollars yearly
and the system they use
pays them back even more!
Jay McHugh
