3 Relationship Marketing Secrets to Take You Through 2018
Similarly, instead of bombarding customers with excessive amounts of decent content, deliver high-quality content that touches pain points, but on a less frequent basis. Not sure what your customers want to hear most? Evaluate the questions they ask all the time, then turn those answers into content.
3. Bond With Your Customers
A study by IPSO notes that emotional connections influence three-quarters of consumer purchasing decisions, while subconscious whims drive 90 percent of those choices. Gallup research revealed that forming a connection with potential buyers leads to more conversions and the potential to outsell the competition by as much as 85 percent.
One surefire way to build that bond is through memorable experiences. For example, when a Zappos customer delayed returning a pair of shoes due to the death of a loved one, a representative took care of everything free of charge. Zappos empathized with the customer by offering condolences on behalf of the company and sending a floral arrangement to the customer.
It’s time to move your company to a new era of sales built on a foundation of relationship marketing. In the coming 12 months and beyond, seek out touchpoints that put you and your buyers on the same page. You’ll spend less time and money foraging for clientele, and you’ll get the advantages of committed customers for life.
Jeff Epstein is the CEO and founder of Ambassador, a trusted referral software company that empowers brands to increase customers, referrals, and revenue by leveraging and scaling the power of word of mouth. Epstein is a lifelong entrepreneur with a law degree from Chicago-Kent College of Law, Illinois Institute of Technology, and a degree in business from Michigan State University.