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Friday, November 16, 2007

Getting Business Through Relationship Marketing

Relationship Marketing And Getting Business: Vital Principles For Sales

By Terry L. Brock

“The personal element is not tangential to business. It is business.” Mark McCormack.

The other day I met someone at a business meeting who was getting started in a service business. As we talked he told me he was trying to “get the word out” about the services he and his partners have for their market. When I asked him what he was doing he told me he was calling prospects to ask for meetings.

This is a nice tactic but often fails when the person doesn’t know you well. We are all bombarded with way too many messages today. We have way to many email messages, we’re now getting massive amount of text messages, and we have lots of Podcasts and video Podcasts to process. TV, radio and newspapers are all begging for our attention. So the guy I met and his new business are facing a very steep uphill climb to get business.

We’re swamped with messages and interaction from Twitter, Facebook, MySpace, LinkedIn and more social networks every day. I must get about 3-4 messages every day from someone wanting me to join their LinkedIn or other social network system. Some of these people I don’t even know. I might have met them, but I don’t know them and there is a big difference. There is no solid foundation on which to build a relationship. Meeting someone once at a Chamber of Commerce meeting and swapping cards does not a strong relationship make!

Relationship Marketing is the key for building your business. People listen to those they respect. The concept of “trusted advisor” is a buzzword we hear a lot today and it is profoundly important. You want to do those things that help you become that trusted advisor. This takes time and you have to take time to make it work. It is not a quick fix. Like exercise you have to practice it regularly for best results.

Trying to build a relationship too fast is like going into an unknown town and hoping to get a lot of close friends real fast. You have to do the right things in the right way over a period of time to get results. You’re building trust. This takes time and it can’t be rushed.

I suggested a few items to the gentleman I met the other day as he seemed like a sincere, good person and I wanted to help him. Here are some of those suggestions and a few extra for good measure that you can implement.

Ways To Build Trust

1. Build Trust As An Expert. Relationship Marketing is more than just being nice and friendly. You have to have something that is valuable to the other person. Do your homework and become an expert in an area in which people need assistance and need problems solved.

  1. Be Consistently Dependable. Everyone can be good for the first meeting. However, it is the subsequent meetings and the little things that matter most. A true professional is consistent and dependable throughout a relationship.
  1. Provide Value First. Think of it like priming an old-fashioned water pump. You have to put water in first before any comes back. Be the one who gives something of value to the other person to initiate the relationship. One of the best ways to provide value is to get business for them. To do that, learn about what they provide and see if you can generate business for them. That will get their attention and most people will want to reciprocate in some way.
  1. Write Valuable Articles In A Place They Respect. Write articles for your target market in magazines, Blogs and papers they respect and read. Become well known to important buyers and influencers and you’ll stand out above the crowd. You build trust in relationships by being the authority. Be the “Go To” person in your field.
  1. Speak To Your Target Market. Use public speaking opportunities to get your message promulgated. Many groups meet and are looking for high-quality speakers. Focus on solving their problems and helping them, not promoting your business when you speak. If you help them think, make them laugh, and let them learn, they will come to you and want to have you help them.
  1. Put Your Message On YouTube As A Video. Hey, if you’ve got serious value for the market and you’re really good, get the message out there to people. Let the marketplace judge what you have to offer. This is great test marketing. This is a great way to objectively find out what people like and where you should focus your efforts. Take a look at what I’m doing at and you’ll see what you can do as well.
  1. Go Beyond Relationship Marketing To Value Creation. Too many people have read a book or two about handing out cards, taking someone to lunch or calling on the phone to “pick their brain.” Ugh! Instead, figure out ways to add value for the other person. Get them business. Solve a problem they have. This value creation on your part will go a long way to establish, build and maintain relationships. From that you can create a bountiful stream of income for your business.


Terry Brock is an international marketing coach and columnist who helps businesses market more effectively, leveraging technology. He shows busy professionals how to squeeze more out of their days using time-honored rules and practical technology tools. He can be reached at 407-363-0505, by e-mail at or through his website at

Copyright © 2007, Terry Brock, All Rights Reserved Internationally. No portion may be reprinted or used without prior written permission.