marketing in the world of relationship selling - bmakc
DESCRIPTION
Be human. Make them feel. Create an emotional response. The service industry has no product to see or touch, so in a world of commercialism and material objects, how can we sell what we can’t see? The answer is simple. We must sell the experience, the relationship, and the tangible or intangible results of the service. We must show the buyer that our service, which quite honestly is the same service they can get from the guy down the street and the 10 other places across town, is better than their service. What is unique about what we are offering? It’s You. It’s Us. It’s the RELATIONSHIP. Mark Waxman, CMO of CBIZ, will take us through the relationship selling experience and how it has changed the game and impacts what we do as marketers. And he’ll show us how that relationship is going to help us build the unique value proposition to ultimately land new clients.TRANSCRIPT
RELATIONSHIPMARKETING
Mark WaxmanChief Marketing Offi cer
CBIZ, Inc.408.794.3528
[email protected] W. Santa Clara St., Suite 450
San Jose, CA 95113
Has technology fundamentally changed the principles of relationship marketing?
Do the principles of relationshipmarketing remain unchangeddespite the changes in technology?
or
The FIRSTIrrefutable Law of Relationship Marketing
Emotions • Trust • Value / Respect / Appreciation
They’re people.
“They” are not an audience“They” are not prospects“They” are not a demographic…
The SECONDIrrefutable Law of Relationship Marketing
• Get to know ’em• Find commonalities• Find needs
• It’s not what you have, it’s what they need
It takes two.
The THIRDIrrefutable Law of Relationship Marketing
It’s a process, not an event.
Awareness
Comparison
Transaction
Reinforceme
nt
Advocacy
Suspect
Prospect
Proposal
Satisfied
Very Satisfied
Loyal
SALE
Every stage, every touchpoint is an opportunity
The FOURTHIrrefutable Law of Relationship Marketing
• What do they value?
Give before you get.
The FIFTHIrrefutable Law of Relationship Marketing
• Avoid jargon/be simple
• Have a personality• Teach your
employeesto speak
Speak human.
Hi!
Summary:The Five Laws
• They’re people• It takes two• A process not an
event• Give before you get• Speak human