|
|  |
| |
|
| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: re: re: re: re: A New Business Model for Email Marketing #1 | Views: 592 | | Oct 19, 2004 6:03 pm | | re: re: re: re: re: A New Business Model for Email Marketing #1 | # | 
Cijaye DePradine | | Hello again Denise,
Your feedback is a great extension to the ongoing conversation! I love it.
The "building" process really is key here. It is key to the relationship with our own businesses and with our customers. We do need to take it back to the basics, start at the begining and make a difference over a longer duration and in a consistent manner.
Our focus can never be on the MONEY - this is (what I believe) the "silent killer" of businesses. Relationships take time, which is exactly why businesses take time. The sooner "new business" owners realize this, the better.
Cijaye
> Denise Ryder wrote:
> Cijaye...
>
>Thank you for the comments!!
>
>I totally agree that it is important that small business owners maximize on the relationship marketing. Customers don't want to be "sold," I mean all a business owner has to do is sit and think...do I like to be sold?? What makes you think your customers are any different. Remember the golden rule, treat your customers the way you want to be treated ;o)
>
>Small business owners don't have to go through a chain of command in order to have a decision made, they can make changes as they go. THAT'S another unique advantage that we have...therefore the switch to relationship marketing is not as much a challenge for us.
>
>You comment about the challenge being time and resources in order to make that change is very valid. However, if it means the difference in staying open or not...that little extra time and effort will pay-off volumes in the end.
>
>Start small and build the momentum - it's like a train, it takes a little bit to get rolling but once it does...man!!! it's hard to stop.
>
>There doesn't have to be a trade off at all. If you are an owner who has walk in customers, you can start today by actually getting to know your customers a bit better. Take the time to ask them how they are and build from there. Train your staff properly in customer service and be more personable. You staff in many cases is the first line of communication that your customers have with your business...the more professional and personable they are, the better your business image is for you.
>
>This change doesn't need to involve a huge amount of time and energy, it can be done by just doing little things everyday and the more important aspect is to be CONSISTENT. Don't plan to start relationship marketing one day and let it last a week and then go back to the "norm." Keep at it.
>
>Automate where you can. Send out a little company newsletter every month and keep your business in the minds of your customers. DON'T SELL...go the route of information, the kind of information that helps people make a more informed buying decision. By providing information you are pegging yourself as your customer's expert in your given industry. An expert that has the trust and rapport of their customers which will lead to a sale.
>
>Automate...but don't forget the "human" side to things as well...make your messages personable as if the customer was standing right in front of you and you were chatting ;o)
>
>Cijaye, I understand about the time and energy but in this day and age, it isn't hard to put relationship marketing into place. If small business owners want to gain a bigger profit share, use relationship marketing to the hilt. Start small as I said and just keep adding to it and they will soon see the results ;o)
>
>Denise Ryder
>Marketing Coach
>
>> Cijaye DePradine wrote:
>> Hello Denise,
>>
>>I love your feedback - especially the last point where you said "THAT mindset is where the smaller business owner can take and use to their advantage by BEING that one-on-one relationship building empire."
>>
>>It is definitely important that small business owners recognize this opportunity and maximize their ability to maintain and nurture relationships more directly than the larger corporations. The challenge with this sector is - there tends to be an ongoing battle for more time and resources.
>>
>>So how do we create that balance?
>>
>>We find solutions that allow us to downsize the amount of work and time we put in and whereever possible, we automate it.
>>
>>In fact, I actually have a client who has produced an automated software program to nurture relationships for you while you sleep! What a wonderful world we live in - where there are solutions everywhere we look, as long as we care enough to do so...
>>
>>Best regards...
>>
>>> Denise Ryder wrote:
>>> Hi Chen and Cijaye...
>>>
>>>Agree with both your views. In this day and age of saturation and the fact that we are hit constantly with hundreds of messages from companies, relationship marketing comes to customers like a breath of fresh air. "What you actually want to get to know me first and see how you really can help me???"
>>>
>>>I agree Cijaye, you can not rely on just one method in order to build a relationship. While it is true that a sales rep is the first line of communication that a company has and of course the first "exposure" with respect to relationship marketing...it takes many different methods and exposures all working at once.
>>>
>>>Perhaps the mindset is that as a larger company we don't have time to build a relationship...that we have sales margins to meet and boards to keep happy...so we will get the sale anyway we can.
>>>
>>>THAT mindset is where the smaller business owner can take and use to their advantage by BEING that one-on-one relationship building empire.
>>>
>>>Just some food for thought ;o)
>>>
>>>Denise Ryder
>>>Marketing Coach
>>>
>>>> Cijaye DePradine wrote:
>>>> Very well put Chen! If I can offer an extension to your statements as well, it would be that, beyond relationship marketing (direct or indirect), all other avenues should be considered as well. It's not enough anymore to target a customer through ONE method. The reason being that our customers are inundated by information. We are only going to be recognized if we come from all directions and secure their interest in one of two ways:
>>>>
>>>>1). In the one direction that really matters to them
>>>>2). Because they finally take a moment to realize that "hey, this company is everywhere I look, listen or experience; what do they have to say and does it matter to me?"
>>>>
>>>>This can no longer be done through simple and singular methods unless that customer is 100% loyal (which in itself is a very difficult place to arrive at).
>>>>
>>>>Best regards...
>>>>
>>>>Cijaye DePradine
>>>>SMP Network Facilitator
>>>>http://SMP-network.ryze.com
>>>>
>>>>
>>>>> Chen Sun wrote:
>>>>> I’d like to propose a new business model for email marketing.
>>>>>
>>>>>I don't like bulk mail, and believe that relationship email is the way to go. What is relationship email? And why is this a new term?
>>>>>
>>>>>Consider 95% of all companies--how do they market? They use relationships, with a sales representative.
>>>>>
>>>>>What percentage of all companies use bulk email? I estimate less than 1%.
>>>>>
>>>>>Thus, it seems that probably more than 94% of all companies can still utilize email for relationship marketing, if they can fight through all the spam.
>>>>>
>>>>>If 94% of all firms still can use email for relationship marketing, how do they? They should use it in conjunction with their relationship selling. To understand this, we need to ask another question.
>>>>>
>>>>>Presumably, websites are suppose to do web marketing. Do static corporate websites really work like they're suppose to--bring in millions on a single Internet channel? Only a few do. Are most static websites seen frequently even by a regular relationship customer? No. Thus, it seems that websites aren't working.
>>>>>
>>>>>The goal is to have email market primarily where there is a relationship. This relationship email can encourage the recipient to visit the existing website.
>>>>>
>>>>>My next post will describe what a relationship email should do.
>>>>>
>>>>>
>>>>>Chen Sun
>>>>>WebAndNet.com
>>>>>a Web Inventions eNterprise, WINning Solutions
>>>>> Private Reply to Cijaye DePradine | | Oct 20, 2004 10:41 am | | re: re: re: re: re: re: A New Business Model for Email Marketing #1 | # |
Denise Ryder | | Cijaye...
It is excellent, huh!!!!??? ;o)
The "building" process is the key here and as soon as business owners realize it then I am sure they too will see just how effective it can be.
The marketing quote that we always use "it's 10 times harder to find a new customer than it is to keep an existing customer happy" comes into play here ALL the time!
People do business with people they know, like and trust. TRUST being a key factor (in my opinion). The way to build upon that trust is of course to build relationships with their customers.
The burning question now is HOW???
It has to be a natural, non-forced kind of thing. Start by treating customers the way you would want to be treated and then see if there are other things that you can do to help customers make a more informed buying decision. INFORMATION is truly key. A car salesman can tell me all the bells and whistles that come with my car but it doesn't mean jack to me...take the time and explain WHY that is important to mention to me. SHOW me why I need a dual transmission and all that other stuff.
The other aspect as well that comes into play with all of this is the fact that business owners spend all their time working "IN" their business and very little time working "ON" their business. We are all the best techies in the world when it comes to performing the actual "work" that we do. We are the best accountants, marketing coaches, personal coaches, massage therapist, etc...we have that aspect of our business down pat...but when it comes to working "ON" it by setting marketing into place, networking, building on customer relationships, THAT'S WHERE THE BALL IS DROPPED. That is why, in my opinion, business owners find it so hard to adapt to a relationship marketing mindset.
Denise Ryder
Marketing Coach
> Cijaye DePradine wrote:
> Hello again Denise,
>
>Your feedback is a great extension to the ongoing conversation! I love it.
>
>The "building" process really is key here. It is key to the relationship with our own businesses and with our customers. We do need to take it back to the basics, start at the begining and make a difference over a longer duration and in a consistent manner.
>
>Our focus can never be on the MONEY - this is (what I believe) the "silent killer" of businesses. Relationships take time, which is exactly why businesses take time. The sooner "new business" owners realize this, the better.
>
>Cijaye
>
>
>> Denise Ryder wrote:
>> Cijaye...
>>
>>Thank you for the comments!!
>>
>>I totally agree that it is important that small business owners maximize on the relationship marketing. Customers don't want to be "sold," I mean all a business owner has to do is sit and think...do I like to be sold?? What makes you think your customers are any different. Remember the golden rule, treat your customers the way you want to be treated ;o)
>>
>>Small business owners don't have to go through a chain of command in order to have a decision made, they can make changes as they go. THAT'S another unique advantage that we have...therefore the switch to relationship marketing is not as much a challenge for us.
>>
>>You comment about the challenge being time and resources in order to make that change is very valid. However, if it means the difference in staying open or not...that little extra time and effort will pay-off volumes in the end.
>>
>>Start small and build the momentum - it's like a train, it takes a little bit to get rolling but once it does...man!!! it's hard to stop.
>>
>>There doesn't have to be a trade off at all. If you are an owner who has walk in customers, you can start today by actually getting to know your customers a bit better. Take the time to ask them how they are and build from there. Train your staff properly in customer service and be more personable. You staff in many cases is the first line of communication that your customers have with your business...the more professional and personable they are, the better your business image is for you.
>>
>>This change doesn't need to involve a huge amount of time and energy, it can be done by just doing little things everyday and the more important aspect is to be CONSISTENT. Don't plan to start relationship marketing one day and let it last a week and then go back to the "norm." Keep at it.
>>
>>Automate where you can. Send out a little company newsletter every month and keep your business in the minds of your customers. DON'T SELL...go the route of information, the kind of information that helps people make a more informed buying decision. By providing information you are pegging yourself as your customer's expert in your given industry. An expert that has the trust and rapport of their customers which will lead to a sale.
>>
>>Automate...but don't forget the "human" side to things as well...make your messages personable as if the customer was standing right in front of you and you were chatting ;o)
>>
>>Cijaye, I understand about the time and energy but in this day and age, it isn't hard to put relationship marketing into place. If small business owners want to gain a bigger profit share, use relationship marketing to the hilt. Start small as I said and just keep adding to it and they will soon see the results ;o)
>>
>>Denise Ryder
>>Marketing Coach
>>
>>> Cijaye DePradine wrote:
>>> Hello Denise,
>>>
>>>I love your feedback - especially the last point where you said "THAT mindset is where the smaller business owner can take and use to their advantage by BEING that one-on-one relationship building empire."
>>>
>>>It is definitely important that small business owners recognize this opportunity and maximize their ability to maintain and nurture relationships more directly than the larger corporations. The challenge with this sector is - there tends to be an ongoing battle for more time and resources.
>>>
>>>So how do we create that balance?
>>>
>>>We find solutions that allow us to downsize the amount of work and time we put in and whereever possible, we automate it.
>>>
>>>In fact, I actually have a client who has produced an automated software program to nurture relationships for you while you sleep! What a wonderful world we live in - where there are solutions everywhere we look, as long as we care enough to do so...
>>>
>>>Best regards...
>>>
>>>> Denise Ryder wrote:
>>>> Hi Chen and Cijaye...
>>>>
>>>>Agree with both your views. In this day and age of saturation and the fact that we are hit constantly with hundreds of messages from companies, relationship marketing comes to customers like a breath of fresh air. "What you actually want to get to know me first and see how you really can help me???"
>>>>
>>>>I agree Cijaye, you can not rely on just one method in order to build a relationship. While it is true that a sales rep is the first line of communication that a company has and of course the first "exposure" with respect to relationship marketing...it takes many different methods and exposures all working at once.
>>>>
>>>>Perhaps the mindset is that as a larger company we don't have time to build a relationship...that we have sales margins to meet and boards to keep happy...so we will get the sale anyway we can.
>>>>
>>>>THAT mindset is where the smaller business owner can take and use to their advantage by BEING that one-on-one relationship building empire.
>>>>
>>>>Just some food for thought ;o)
>>>>
>>>>Denise Ryder
>>>>Marketing Coach
>>>>
>>>>> Cijaye DePradine wrote:
>>>>> Very well put Chen! If I can offer an extension to your statements as well, it would be that, beyond relationship marketing (direct or indirect), all other avenues should be considered as well. It's not enough anymore to target a customer through ONE method. The reason being that our customers are inundated by information. We are only going to be recognized if we come from all directions and secure their interest in one of two ways:
>>>>>
>>>>>1). In the one direction that really matters to them
>>>>>2). Because they finally take a moment to realize that "hey, this company is everywhere I look, listen or experience; what do they have to say and does it matter to me?"
>>>>>
>>>>>This can no longer be done through simple and singular methods unless that customer is 100% loyal (which in itself is a very difficult place to arrive at).
>>>>>
>>>>>Best regards...
>>>>>
>>>>>Cijaye DePradine
>>>>>SMP Network Facilitator
>>>>>http://SMP-network.ryze.com
>>>>>
>>>>>
>>>>>> Chen Sun wrote:
>>>>>> I’d like to propose a new business model for email marketing.
>>>>>>
>>>>>>I don't like bulk mail, and believe that relationship email is the way to go. What is relationship email? And why is this a new term?
>>>>>>
>>>>>>Consider 95% of all companies--how do they market? They use relationships, with a sales representative.
>>>>>>
>>>>>>What percentage of all companies use bulk email? I estimate less than 1%.
>>>>>>
>>>>>>Thus, it seems that probably more than 94% of all companies can still utilize email for relationship marketing, if they can fight through all the spam.
>>>>>>
>>>>>>If 94% of all firms still can use email for relationship marketing, how do they? They should use it in conjunction with their relationship selling. To understand this, we need to ask another question.
>>>>>>
>>>>>>Presumably, websites are suppose to do web marketing. Do static corporate websites really work like they're suppose to--bring in millions on a single Internet channel? Only a few do. Are most static websites seen frequently even by a regular relationship customer? No. Thus, it seems that websites aren't working.
>>>>>>
>>>>>>The goal is to have email market primarily where there is a relationship. This relationship email can encourage the recipient to visit the existing website.
>>>>>>
>>>>>>My next post will describe what a relationship email should do.
>>>>>>
>>>>>>
>>>>>>Chen Sun
>>>>>>WebAndNet.com
>>>>>>a Web Inventions eNterprise, WINning Solutions
>>>>>> Private Reply to Denise Ryder | | |
| |
| |
