Marketing 101 – Joy
My marketing guru, Cheryl Hanson, is talking to me about referral marketing, and that is great, because I know that referrals are at the heart of maintaining a steady flow of clients – happy clients tell their friends. It also occurs to me that what we are really talking about is Relationship Marketing. No, not where there is an account executive assigned to a gazillion dollar company, but where a solopreneur like me develops relationships with people who are a lot like me.
In relationship marketing, a customer profile, buying patterns and a history of contacts are maintained in a sales database, and an account executive is assigned to a customer and charged with fulfilling their needs and maintaining a relationship. Collaborative Transitions Coaching is not a large company, and as yet, we don’t service large companies. This disqualifies me from the traditional definition of relationship marketing.
Because I don’t like to be boxed in by definitions, here’s how I think referral marketing is similar to relationship marketing: I am defining who I love to work with, the people I have fun with and am delighted by. Based on that, I know many buying patterns and thought processes. I have a very simplified “database” of customers, some notes about conversations we have had, the classes they have taken from me, and those who began coaching with me.
Here’s what I can tell you about the people I love to work and hang out with: They love to learn, explore and occasionally take part in an adventure – expanding, tinkering, and tackling the vast mystery of our universe. They love to think, what I call noodling, applying what they learn to who they are, and then take action. They refuse to be a victim, and are tired of being forced to live in their weakness. They seek independence, yet recognize how all of humanity is interdependent, and embrace the diversity of that. They are open to the possibility that they are a leader, and are ready to explore that thought and assume the responsibility that role brings with it. They are steadfast advocates for people who are not treated well by others. They have a deep desire to be excellent at everything they do, yet know when to ask for help, even though it is not in their nature to do so. They have a compassionate nature, and are deeply loving, giving of themselves, and mindful of the triad of mind, body and spirit. They desire to live consciously and with intention, filling their lives with peace and joy.
My next Marketing 101 step is all about building “relationships”. I am very happy with this part of the marketing concept. This is where I get to meet lots of new people; people who are of like-mind. As you read the description of the people I love to work with, and hang out with, do you resonate with it? Do you feel like I am describing you, or who you would like to be? It doesn’t matter if you aren’t ready to work with me – I would just like to meet you, and get to know you. I’m not out to make a sales pitch – I am simply desiring to build relationships.
Susan Scott says in her book, Fierce Conversations, the conversation IS the relationship. Let’s talk! I would like to get to know you better. My telephone number is (402) 304-1902 and my email is firstname.lastname@example.org. Touch base, and we will schedule a longer conversation. I am really looking forward to it.
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