Relationship Building: The Key to Success

Successful businesses do not just communicate with prospects and customers for special sales events or introduction of new products. I think we should be making our company indispensable to our customers, which is a vital key to marketing success. I think it is a terrific way to add value, enhance our brand name and position against our competition. Here is six ideas on relationship-building strategies that may help us transform our company into a valuable resource for our customers:

Communicate frequently

How often do we reach out to customers other than to collect our money or sell them more stuff? Do the bulk of our communications focus on product offers and sales? For best results, it is important to communicate frequently and vary the types of messages we send. Instead of a constant barrage of promotions, I think we need to sprinkle in helpful newsletters or softer-sell messages. The exact frequency we choose will depend on the industry type and even seasonality, but for many types of businesses, it is possible to combine e-mail, direct mail, phone contact and face-to-face communication to keep prospects moving through our sales cycle without burning out on our message. I have begun working on a brochure (on my own time) and will show it to you later. We need to start a training and development newsletter (one page both sides) to mail to our customers. We can use this to educate our customers and to promote product uses.

Offer customer rewards

Customer loyalty or reward programs have worked well for many types of businesses, from retail to cruise and travel. My wife and I get discounts when we are returning cruise customers with the same cruise line. The most effective programs offer graduated rewards, so the more customers spend, the more they earn. This rewards our best, most profitable clients or customers and cuts down on low-value price switchers-customers who switch from program to program to get entry-level rewards. Whenever possible, we need to offer in-kind rewards that remind our customers of our company and its products and services.

Hold special events

I mentioned this to you the other day. The company-sponsored training or golf outing is back. With the renewed interest in retaining and up-selling current customers, company-sponsored special events are returning to the forefront. Any event that allows our staff to interact with our best customers is a good bet, whether it's a springtime golf outing, a summertime pool party or an early fall barbecue or free training for their staff. Just choose the venue most appropriate for our unique customers and their business.

Build two-way communication

When it comes to customer relations, "listening" can be every bit as important as "telling." Use every tool and opportunity to create interaction, including asking for feedback through our Web site and e-newsletters, sending customer surveys (online or offline) and providing online message boards. Customers who know they are "heard" instantly feel a rapport and a relationship with our company.

Enhance our customer service

Do we have a clearly dedicated staff or channel for resolving customer problems quickly and effectively? How about online customer assistance? One of the best ways to add value and stand out from the competition is to have superior customer service. I have noticed that our competitors do not offer an online customer service. Customers often make choices between parity products and services based on the perceived "customer experience." This is what they can expect to receive in the way of support from our company after a sale is closed. Top-flight customer service on all sales will help us build repeat business; create positive word-of-mouth and increase sales from new customers as a result. I know we have had some problems and will most likely have problems in the future, so customer service is important. This is a small world and word of mouth moves at the "speed of light" when it is bad news.

Launch multicultural programs

It may be time to add a multilingual component to your marketing program. For example, you might offer a Spanish-language translation of your Web site or use ethnic print and broadcast media to reach niche markets. Ethnic audiences will appreciate marketing communications in their own languages. Bilingual customer service will also go a long way toward helping your company build relationships with minority groups.