Clark

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Relationship Building- Keys To Growing Your
Business
Strelmark, LLC 1717 K Street NW Suite
600 Washington DC 20036 Tel [phone]
1472 www.strelmark.com
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Introductions

• Name
• Company Name
• What you sell (Product or Service)
• Who is your target?
• What are you most interested in getting out of
  todays session or your biggest challenge?

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Overview

• How To Build Relationships with Decision Makers
• Determining Targets- Avoiding Happenstance
  Networking
• Building Trust- The Key to Professional Services
  Growth
• How to Grow Expand Your Current Client Base

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• I waste half my marketing budget, I just dont
  know which half,
• Mr. Alfred Heineken
• Collateral is just for credentialing will not
  bring in business

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How To Build Relationships with Decision Makers

• Three keys to success in real estate investment
  location, location, location
• Three keys to success in building business
  relationships with decision makersgolf, golf,
  golf
• Cant access executives, but they make time for
  golfhandicaps have decreased

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How to win a Presidential election in 1992
Its the economy, stupid.
How to win new clients
Its the target, stupid.
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Who is the decision maker for your product or
services? AVOID BLANKET BRANDING!
Tighten Target Demographic

• Title- Completely different approaches,
  organizations, infrastructure
• Size of organization- Guerilla versus army
  tactics
• Type of organization- Tech savvy, bricks mortar
• Primary- prospective client
• Secondary- makes recommendations, good referral
  source.

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Building Trust- Avoid Navel Gazing

• External Focus
• Communications Planning
• Information Distribution
• Relationship Building Ideas
• Influencing

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Client Case Study Geekspeak Sales
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Geekspeak Sales
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Geekspeak Sales
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Geekspeak Sales
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Still More Geekspeak Sales
Our proprietary solution delivers highly
scalable integrated software components creating
operational support systems for feeder route
determination and interconnection. - CEO who
shall remain nameless
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Non-Geekspeak
Our voice chips are easy to use. Theyre
cost-effective. They have unlimited applications.
And they last forever. - a smarter CEO
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Psychographic Model-Think like a Client

• What is their professional reason for hiring your
  firm? They only care how what you sell affects
  them and how they can use it to their benefit
• What is their key motivator personally and
  professionally?
• Why would someone recommend your services?
• Building trust with both

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Establishing Trust Services- Zero cost value add

• Analogous to politics
• A respected brand is an implied promise of
  quality
• Branding challenges for professional services
• Direct relationship to its people
• Sustained through people advice
• Brand inventory credentials, reinforcement,
  psychographics, perceptions, messages

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How to Expand Your Current Client Base

• Understand customers, prospects, and target
  market(s)
• Identify opportunities - and select which of them
  to pursue
• Manage your pipeline effectively
• Define the companys value proposition and
  competitive differentiation
• Accelerated sales result from distinct
  differentiation

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Selling Differentiation-The Competitive Analysis

• After conducting a complete analysis
• Avoid Duplication, differentiate by starting a
  new category, position your sale as unique
• Everyone can name the first in anything, few can
  name the second or third
• For example, who was the third person to fly solo
  across the Atlantic?
• The second?but the first.

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Start a New Category

• But, who was the first woman?

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Amelia..!!!!!!!
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Relationship Marketing Framework
Awareness
Credibility
Preference
Sales and After Sales
Recognize Us
Know Us
Want to Use Us
Ongoing Relationship
Mass Communications
Dialogue Communications
Incentive Marketing
Client Communications
Interest
Communicate
Convert
Keep Them Happy
Goals
Branding
Relationship Marketing
Public Relations Web communications Mail
strategies Issue seminars Pre-qualification White
Papers Benchmarking Conference panels speaking
Incentives Awards presentations Value/bundling
pricing After sales-audits Credentials
presentations
Loyalty programs Golf campaigns Use of
hospitality Newsletters Social events Tailored
correspondence Creative customer -satisfaction
strategies
Customize mailings Industry forums Salon
dinners Issue events Vertical penetration
strategies Customized feedback Tailored follow-up
campaigns Progress Audits
Marketing Database
Source ADL and Strelmark