Relationship Marketing

During an economic slowdown, businesses often reduce, or completely eliminate dollars that are spent on marketing and advertising. To compensate for the slack, it becomes more and more imperative to build quality customer relationships and create a vast referral network<. Here are three tips from Karen Saunders, owner of the design firm MacGraphics Services (macgraphics.net). Consider these tips from Karen Saunders, to help you increase your sphere of influence and generate sales:

1. Be consistent. Stay connected with your most loyal customers by giving them a call or sending them regular emails and newsletters. A 5 percent increase in customer loyalty can add 20 percent to 80 percent to your bottom line, studies show.

2. Show them the love. A simple and sincere card can make a huge impression on someone, especially if they’re having a bad day. Send customers a customized postcard once a month, or develop a system for remembering birthdays and anniversaries (include a gift card, if your budget allows). Consider using an online service that manages contacts and prints and mails postcards and greeting cards.

3. Spread your wings. If you know 250 people, there’s a good chance they each know at least 250 people, and so on. When you build a strong network and nurture meaningful relationships with the people you serve, you have the potential to garner unlimited referrals. In turn, you will be less affected by economic down cycles. Start making relationship marketing part of your daily business activity.

How did he do it?

Joe Girard was born during the depression in one of the most deplorable ghettos in Detroit city. Joe had a difficult relationship with his father. At a very young age, Joe started shining shoes of people in saloons. He had a tough childhood. But even though Joe came from a poor background and had a hard start, he became really successful.

How successful did Joe become?

The Guinness Book of World Records listed Joe Girard as the "World's Greatest Retail Salesman" for 12 consecutive years. People actually used to lineup to meet Joe, so that he could sell them cars. There would always be a queue in front of Joe Girard’s dealership on every Saturday morning. Joe Girard sold more cars individually than most dealers sell in total. He sold an average of 6 cars everyday, throughout his selling career. He sold 13,001 cars during his selling career… all at retail.

What's his secret?

He built and maintained relationships. Joe used to send 13 cards to all his prospects and clients every year. One greeting card every month and one for Christmas. He created a place for himself in the brains of his prospects and clients by keeping in touch with them. He made sure that he was in peoples' minds when they had to buy a car. And that is how he sold 6 cars a day, everyday.

Checklist:

• Keep in touch with people regularly.
• Send them “Thank you” notes.
• Send them season’s greetings.
• Send them news and information that will be beneficial to them.

It may sound a bit old fashioned but people still like that personal touch. Make your clients feel appreciated and they will gladly refer your business.