Building Relationships 101

Relationship Management is probably the most misunderstood terminology used in marketing today. No, it has nothing to do with dating services, or family counseling! Relationship Management is the process one goes through to retain current client bases, while growing the number of incoming new clients.

As business owners, we take on the role of 'juggler', and those of us that are more apt to 'juggle' multiple tasks, are also more likely to find a faster road to success. There are no absolutes in life, and marketing is no different... no-one can ALWAYS juggle EVERYTHING.

The trick is to know your own limits, and juggle as much as possible, while retaining the quality of service that your clients have come to expect from you.

Relationship Management Do's

- Send welcome letters, thank you notes, sincere follow ups, and include the client's name at least twice. - Keep notes during any phone conversations, and keep a file of ALL email correspondence to use as a reference. - Pick up the phone and call to say hi... offer your help.

- Share stories of personal success and failure... become human by proving that you understand their heartache or hard times through having experienced it yourself (Empathy)

- Repeat back to your client, what they have agreed to, or discussed, make sure you understand their needs correctly. - Give definitive deadlines and delivery dates, and stick to them.

Relationship Management Don'ts

- React defensively when confronted with a complaint or issue.

- Make promises you can't keep.

- Allow past experiences that are similar, effect the current situation... treat each new occurance as unique. - Insult your client's intelligence by lying to them, or patronizing them. People see through this. - Play the 'expert'... if you're not certain of something, admit it openly, and use your resources to be the person that FINDS the answer needed. - Underestimate your client's understanding of your business...

In order to make Relationship Marketing work for you, you first must understand the dynamics of a successful 'relationship' with your client. Your business, the services you offer, and your client's needs will all play a part in what your particular dynamics are.

Using Web Design as an example, I know going into a new client relationship, that we are going to be building a site specific to their needs, and my personal taste has nothing to do with it. On the other hand, either does my client's personal taste... my most important role in managing these relationships, is making my client understand that the most important 'taste' is that of THEIR client, or THEIR web site visitor!

Relationship Management is a dish best served, only once you recognize the direct corrolation between people's habits and human nature. Everything we do here on the Internet is based on the reactions of humans, based on human nature. Grasp that reality, and you are on your way to understanding how to attract their attention.

------------------------------------------------------------ About The Author: Ginger Geracitano offers her experience as a Web Designer and Business & Marketing Coach through her weekly E-Zine, The Portal To Success. Subscribers receive tips, strategies, and her product reviews every Friday. http://theportaltosuccess.com