Relationship MarketingBNI 10 Minutes

10th September 2010

Broad Client Mix• E-Businesses

– Eterna Shirts, Tool&Fix, Office Providers, Cheshire Electrical Decor, Acassa• Hospitality

– Peckforton Castle, Combermere Abbey, Curzon Hotel• Manufacturing

– Maineport, JR Boone, Wall Lag• Business Services/Consultants

– Sagegreen, Turners Accountants, BLOCC• Healthcare

– BD Seminars, James Murphy• Retailers and Wholesalers• Creative Agencies, Web designers• Business Networking Groups• Etc…etc….etc…etc… .. .

What Do I Do?

Help clients find new customers

Help clients generate more business

Help clients make money

………by effective use of Internet-based stuff

Client Relationships• Many businesses get the majority of their

clients by referral and recommendation• Many businesses get the majority of their

profit from their existing clients• Relationships are therefore critical to success

Relationship Marketing• Building good long term relationships with

customers through regular communication• It doesn’t happen overnight• People prefer to do business with people that

they know, like and trust• ‘Process’ not an ‘event’

Awareness > Comparison > Transaction > Reinforcement > Advocacy

Can accomplish with Digital Marketing

Online tools• Website– Inviting, supportive, interactive– Encourage two-flow

• Blog– Develop conversations, offer advice

• Email– Permission based, easy opt-out– Useful/interesting content, expand their knowledge– Tailor the messages to different groups

• Social Media– Interact and network with clients and prospects

Outcomes• Build trust• Build knowledge• Brand evangelists• Establish a loyal ‘tribe’

Referrals and Repeat Business

We Deliver• Consultancy and advice– “Help! What do I do to…?”

• Training– “I’d like to learn more…”

• Planning (Strategic and tactical)– “How are we doing to achieve this….?”

• Implementation– “We need someone to help us with…”

Good Referrals• Businesses that rely upon referrals and

recommendations– Professional practices (e.g. Law, Acountancy, Cosmetic

medicine)– Specialist shops, restaurants

• E-businesses• Trade/business associations– Franchisors– Local business groups

• Business Development – Consultants– Trainers

Questions

THANK YOU