Marketing in the World of Relationship Selling - BMAKC

RELATIONSHIPMARKETING

Mark WaxmanChief Marketing Offi cer

CBIZ, Inc.408.794.3528

mwaxman@cbiz.com160 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