The Friendship Factor
customer-driven economy, corporations must move from product-based
campaign marketing to a customer-focused personalized approach. People
want to feel important and they want to know that you have expertise with
their life or work issue. The more you demonstrate your specific
understanding of their problems, concerns and aspirations, the more quickly
they'll buy from you, often without really understanding what you are
When you sell high in customer organizations
the close rates are higher, and sales cycles are shorter. Besides, there are
no "surprise" decision makers at the point of close.
Modern Customer-based Relationship Approach
"Anyone who views a sale as a transaction is
going to be toast down the line. Selling is not about peddling a product.
It's about wrapping that product in a service – and selling both the product
and the service as an experience. This approach to selling helps create a
vital element in the process: a relationship," says Marilyn Carlson,
CEO Carlson Companies
management is the management of customer communication over a
It includes relationship strategy and multi-channel relationship programs
that produce both
business value and customer experiences on a scale not seen in
Customer-focused approach helps corporations
overcome the following challenges that inhibit their growth:
advertising is more expensive
and less effective due to increasing media fragmentation
Direct marketing is not an effective
relationship building approach, as it merely directs wave after wave of
product campaigns at fatigued customers
Product proliferation means a significant
increase in competition vying for customer attention and crowding mass
and direct marketing channels.4
Relationships – Your Key Business Skills
relationship is two
people eliciting responses from each other. If you want a change in
response, then you must change your own actions.
As a business professional, you should ask
yourself: "What business am I in?". The answer is quite simple: if your
business has anything to do with people – and ALL businesses do - you are in
the business of building relationships. "Some people think that if they sell
things, they are in the business of selling. They aren't. They are in the
business of building relationships – because that's how you sell things."1...
Rapport – the Key to
You cannot influence someone unless he or she
likes you in some way.
Rapport is the key to
It starts with acceptance of the other person's point of view, their state
communication. To influence you have to be able to appreciate and
understand the other person's standpoint. And these work both ways: I cannot
influence you without being open to influence myself...
Connecting with People
Best Technique to Win the Customer Over...
Understanding Risks Perceived by Customers...
Marketing and Selling Is All About
to Your Customer...
Differentiating With Different Types of
Retaining Your Existing
Case in Point