As more businesses turn to the Internet
for marketing purposes, and fewer business ventures involve face-to-face
contact, one of the aspects of successful business marketing is getting lost.
In years past, companies depended on face-to-face relationships for building a
successful client base. Today, more business ventures are forced to accept the
new reality and learn relationship building from an entirely new
perspective. Building relationships with clients is still the best way to
find long-term success in business, it simply needs to be evaluated differently
in today's global economy. This leaves many companies struggling with gaining
more clients through successful relationship building in a new marketplace.
Communication matters
Entrepreneur
Magazine offered some great tips for relationship building. At the
very top of that list is developing information that helps clients make a
decision. Communication is the secret to great relationship building and this
can be done in numerous ways, even through the internet. Whether a company
decides to utilize social media, articles or newsletters, keeping clients
informed is the best way to strengthen the relationship.
Not all about sales
While sales will drive long-term
business success, developing relationships will be what leads to long-term
client building success. When providing reliable, verifiable, and well thought
out information to customers and potential customers, do not always focus on
selling to that customer. One of the most effective ways to drive sales is to
enhance the credibility of the company, the leadership of the company and the
product or services that are offered. Providing great information while not
constantly begging for a sale can be very effective.
Customer development
Another important aspect of relationship
building is active involvement. All too frequently, entrepreneurs tend to
filter their client relationships down to salespersons, customer service staff
and others in the company. Once the account is landed it is oftentimes easier
to do this than deal with them on an ongoing basis. However, keeping in contact
with clients on a regular basis can help not only develop that customer
further, but can lead to new business. Another important benefit of keeping
actively involved in customer development is staying in touch with what is
happening across the company. This regular interaction keeps the entrepreneur involved
in all aspects of the company.
There is little doubt that the internet,
social media marketing and a global marketplace have changed how entrepreneurs
deal with clients and potential clients. However, rather than becoming more
detached from the relationship-building aspect of business, this is the time
when better relationship building should become the norm. While business
development, product development and sales have a major impact on the long-term
success of a business, relationship building will ultimately be the deciding
factor in long-term success.
Image credit: Stuart Miles: http://www.freedigitalphotos.net/images/shaking-hands-through-computer-shows-online-deal-photo-p211003
