Relationship Marketing

Relationship Marketing is targeted at building stronger and long lasting relationships with clients and other companies. The business is done with a strategic orientation, where the relationship is improved with existing customers rather than finding new customers. It is meant to cater to the needs of individual customers. Its major part involves studying the need of the customer and how it changes in different circumstances.

Relationship marketing applies techniques like marketing, sales, customer care and communication. The relationship is not only enhanced but its life period is increased by these strategies. And as the customer realizes the value of relationship, they are drawn closer. This marketing not only focuses on building relationship and attracting customers to their products and services but also how to retain them.

A raw form of Marketing came into existence in the 1960s. But, organizations were still facing difficulty in selling products, so a system was developed to sell low cost goods to larger group of customer. Leonard Berry and Jag Sheth originated this marketing, in 1982. It was started in B2B markets and industries, which involved long term contracts for many years.  Over the period of time, various marketing strategies were improved and relationship marketing was one of them.

Relationship marketing is applicable where the customers have many options in the market for the same product or service and the customer is entitled to make a selection decision. In such a kind of market, businesses try to maintain their clients by providing comparatively better products and good service and hence, achieving customer loyalty. And once it is achieved it becomes difficult for competitors to do well in the market. The customer turnover wasn't paid attention on as the main attention was on customer satisfaction. This kind of marketing was initially named as defensive marketing. Offensive marketing is the marketing strategy where not only new customers are attracted, but also the sales are stepped up by increasing the purchase frequency. This kind of marketing concentrates on freeing dissatisfied customers and acquiring new customers.

According to a research, the cost of retaining an old customer is only ten percent of the cost of getting a new customer, which makes sense to not to run around to get new customers in relationship marketing. And according to another research done by cross-sectional analysis, says that, a five percent improvement in customer retention is responsible for twenty-five to eighty-five percent of the profit. Usually high cost is incurred when getting new customers, so if sufficient number of existing customers is retained, there will be no need of acquiring new customers.

Once the customer trust is gained his chances of switching to other company becomes relatively less, he buys goods in bulk, he buys other supplementary goods and he starts neglecting average price variation. This maintains the unit sales volume and there is an increase in dollar-sales volume. The existing customers will be like a living advertisement. If he is satisfied with the company he will recommend it to his friends and acquaintances.

Since the existing customers are familiar with the process, it will take less time and money to educate them about the procedures putting fewer burdens on employees also and making them feel more satisfied with their jobs. The customers are divided into groups based on their loyalty. This procedure is known as relationship ladder of customer loyalty. The groups in ascending order are prospects, customer, client, supporter, advocate and partner.

Due to the advancement in computers and Internet, software has been developed to facilitate customer relationship management. With the help of this software the tastes, activities, preferences, and complaints of customers are tracked. Almost all the companies have this software in their marketing strategy, which benefits the customer as well as the company.

Thus the main aim of relationship marketing is to construct and maintain relationship with committed clients who are meant to bring profit to the company. The other benefits achieved are confidence building and social benefits. 

Recognizing Target Market

Achieving good sales is the ultimate target of any firm. Many criteria, such as competitive pricing, near perfect product, reaching out to correct audience and motivational advertising, are responsible for this and should be dealt with in marketing.

First things first, all the efforts will go futile if the correct audience is not recognized. It is the major factor in getting abundant sales, because the right customers aren't targeted, they won't buy the product. The right customers are known as targeted customers or niche market, those who will be happy to buy products that fulfill their needs and is also less pricey.

Small businesses shouldn't fear competition with large companies as they produce products considering a bigger spectrum, which sometimes won't be customer specific as the products are more generalized and they don't much care about the competition they might get from others. This gives an opportunity to the smaller firms to produce products, which can cater to the need of a section of people whose needs aren't met specifically by the large companies.

Although it seems like a silly question, but firstly, a firm should understand who are the people they want to target. The success lies behind understanding this, which requires thorough research and analysis. Various factors must be considered. The age group is the first factor, whether the product will be useful to babies or children or teenagers or youngsters or middle aged or old. Sometimes there is a possibility that the product will cater to the needs of all age groups. Next thing to consider is gender. Marital status, occupation, ethnic background, health status, income status, education, hobbies, etc., are some of the factors that should also be pondered upon.

After decided upon the customer group to be targeted, the benefits that can be provided by the product to this group should be jotted down. A thorough examination of the service or product should be done for this purpose. If there is sufficient time, a survey can be conducted on the current customers and pose them with questions like what they liked in the products they are using, anything discomfort they are facing, do they want anything to be changed to make the product better, etc.

After making a list of all the benefits, thought should be applied to which of these benefits will actually help the targeted audience. Make a short list of the benefits that will be advantageous and send it to the marketing department. It can surely help in their marketing plan and can boost up sales.

Internet has made reaching out to the targeted customers can be very easy. Search engines can be utilized to the maximum extent for this purpose. The thing to be exactly searched can be typed as a keyword or search phrase in the search engines and the results brought on the first three pages will be of great value. But lots of time and investment is involved in this process, as different keywords will fetch different search results. So efforts should be made to finally get what is desired.

Next best thing is reaching out by newsletters and ezines. Many ezines are related to marketing, finance, shopping, Internet, etc. A number of ezines websites can be found in an ezines directory, which even contains the contact information, advertising price, etc. The list of ezines website sites should be cut down to which are relating to the target market and ad should be placed in the ones selected which should include all the product advantages if the ad allows that many words.

Recognizing the target market is crucial to any successful advertising and sales campaign. Once it is recognized, they can be reached through different channels like websites, newspapers, magazines, etc. This makes the customer think that he is being directly addressed to. And since the whole approach will interest them, the amount of traffic received in return will be simply overwhelming and the whole effort will be worth it.    

 

Marketing through E-mail and Issues Surrounding it

Email marketing is one of the forms of direct marketing, which is done via Internet. Emails are sent to potential customers to boost the business, and gain the trust of the customer by disclosing relevant information and help them to make good shopping decisions. It also enhances the relationship with a current customer, by repeating business with them. In simple words the procedure of sending emails to customers is known as email marketing.

The major advantage of email marketing is that it doesn't consume a lot of time, is minimal resource consuming and is also cost-efficient. Within a short period, a large audience can be targeted. Features such as Subscriptions, bounced messages, web bugs, and click through help enables businesses to track potential customers. Since the customers can be directly reached, feedbacks can be collected with ease. In terms of cost also it is not as expensive as newsletters. Reports have proven that this is the next best marketing technique after search marketing. It is effective in tracking the returns on investments.

Email marketing is a modernized version of mail marketing. The advantage over direct mail marketing is that it takes less time to reach a customer than mailing. Like people check their mailboxes daily, inbox is also checked by majority of the Internet users on a daily basis. Over the period of time, lots of helpful tools and web services have been developed. List host is web service that provides lots of options to the marketers like managing huge emails and email address database. If the budget is more, list managers can be hired who can be given charge of opt-in-email newsletters and managing databases. Software is also available in the market that does this job too.

When the customer fills the form for the first time, there are check boxes to be ticked which reflects their interests. Depending on these choices, an advertiser sends information to them, this is known as opt-in-email advertising, because the customer has opted to receive emails and marketing like this isn't illegal. The content of the email can be elaborate, but it shouldn't be too long as people are really busy for that. The call to action, also known as effective words, in the email should be chosen with care. It's not necessary that the content should revolve around only one item; related product's information can also be included. This is known as cross selling. By using email blasting or sending an email to multiple customers at a time can save a lots of time and will also increase the efficiency.

The dark side of email marketing is spamming or also known as bulking. Some companies collect email addresses of people illegally and send irrelevant mails to them, which can be very annoying. Some hackers design an email like an advertisement, but when clicked on downloads adware and viruses that can destroy a computer, which makes it even more dangerous. To make matters worse, the Direct Marketing Association of America has petitioned to make spamming legal. Some prohibitions are also placed on providers who help out business organizations to manage their email marketing by giving them already prepared email templates.

Most of the mailing websites have added the facility of separating spam from genuine email by creating separate folders for both and this is known as spam filtering. But in case of large number of spam mails, a useful mail can go into that folder and can go unnoticed and gets deleted with the rest of the spam mails. This kind of mail is known as false positives. But the chances of this happening are rare. There are many laws against spamming like United States' Can-Spam act, Europe's privacy and electronic communications regulations. According to these laws, the companies should get their return address authenticated, false physical addresses should not be included and a one click unsubscribe link should be place in the email. The lesser penalty involves companies sending spam to be blacklisted and on a larger scale, they can be heavily fined.      
 

Selling to a Woman Vs Selling to a Man

Different approaches should be taken when selling products or services to a man when compared to a woman. As they say that men are from mars and women from Venus both of them think very differently and hence, their thinking should be influenced by different methods.

For example, when a man decides to buy a car he looks out for the latest model, speed, mileage, etc. But when a woman goes out to buy a car she will choose a car depending on the color. She would like it match it either with her work dress or accessories like watch and will be concerned whether there is enough space to store her necessities. Because their psychologies differ so much, they should be convinced to buy a product using different methods.

Presentation is also very important. The salesperson talking to a male client doesn't have to concentrate much on looks and cleanliness. It is okay if he doesn't have the required documents on hand and his sleeves are folded up. But when the same salesperson is referring to a female client, he should be spotless from head to toe. He should comb his hair properly, have manicured nails and even his shoes should be well-polished. The salesperson should be prepared with all the necessary documents before hand and shouldn't go rushing in front of the customer. Women seek perfectionism.    

Words should be spoken with extra care in front of a woman customer. Women are better listeners and they will analyze each spoken word. A lot of emotion should be involved in the talking because women are drawn to emotions immediately. Like when selling clothes to a lady, tell her how you will feel bad for her if she has to sweat badly in the summer due to her nature of job. Pick a nice cotton dress for her and ask her to try it. The customer will be highly touched and will take less time to buy the product. Seventy five percent of the job is done if she is won emotionally.

Next important point is to never stop talking in front of the female customer. The moment the salesperson stops talking, she will start thinking deeply about the product and will start examining every detail of the product and will give a second thought to the product. Women have the capability of multi-tasking. They will be able to listen as well as read the manual at the same time. So keep her involved into many things at a time. A man lacks the talent of multi-tasking. If a male client gets involved with something else, stop speaking immediately because he will be unable to concentrate on both the things and it will lead him into a confusion state.

Another point to be taken care of is, it's not a good idea to have a woman salesperson when a male client is to be handled. Women talk a lot and men are bad listeners. The woman salesperson will go on and on about the product and the man will just nod his head without getting any meaning out of it. They will not able to express properly whether they are getting the point or not. But on the other hand, a woman client can easily express how much she has followed. Even if they don't speak it out, her facial expressions will tell it all. So when a salesperson is dealing with a female customer, he or she should watch out for the client's expressions. If she shows any state of confusion or dislike, try taking a different approach.

Men clients can be made to understand about the product by simply drawing the outlook of the product using a simple pen and paper. Men have a good capability of visualizing the three dimensional images of the product which is being referred to. But women are not so good that. To present a clear picture, the sample or the actual product should be shown to her.

Complimenting a male customer is a very good idea. He will be over whelmed and will take it in a good sense. But a woman is a careful listener, so any compliment should be given with extra care. Any fake compliment will be immediately detected. 

  

Qualities of a Business Analyst

Analysts used to be the ones who had a technology degree but were able to back it up with some basic business knowledge. Now the times are changing. Business analysts are business people who specialize in technology. They can work both spectrum’s of the field.

Qualities of a business analyst may include some degree in technology. They know that the business is to lead the way in technology, not the other way around. Just because it is a cool new thing does not make it a practical application for today’s market. It may not fit the bill next month or even next week.

Another quality a business analyst has is the ability to be comfortable in the board room as well as in front of the drawing board. He or she will know how to address a meeting of the stakeholders, while still going back to IT and mapping it out for the department. A great quality for any business analyst is what some call bi-lingual speech. Being able to discuss issues in a clear concise language everyone can understand.

The business analyst is going to be a research person. He or she will always be doing something to gain more knowledge. Whether it is for the company or for their own personal gratification the business analyst will know knowledge is the key to success.

One of the best attributes for the business analyst is being able to supply options. He or she will know what is available and from whom. The business analyst is not a bobble headed yes man. He or she will state the facts and tell the stakeholders or department leaders if the idea is solid or not. He or she will let people know when a problem exists with a concept or idea. The business analyst will be able to tell why the problem occurs.

Being open minded is a good quality for the business analyst. He or she can impart an impartial viewpoint to theories and opinions. The business analyst will be able to choose vendors from an objective point of view.

Qualities bestowed on a business analyst include knowing the attributes of another individual. He or she can show that person where their expertise can help a project. The business analyst will not surround him self or her self with people who do nothing. He or she will find the people who can do the job. This may mean the large team stakeholders are expecting may only be a handful of qualified individuals.

The qualities of a business analyst will allow him or her to look into the future to see where business and technology are going. He or she will be collecting information all along the way to help with the next step or phase which is coming. He or she will be able to map market trends. The business analyst will be able to see economic bubbles before they occur and take steps to avoid disaster.

A good business analyst will be one of the best assets a company or organization can invest in. Finding a business analyst with these qualities is like finding a pot of gold at the end of a rainbow. The business analyst will tell you where to invest it.

Why use a business analyst

There are some business people who are not sure why they would need a business analyst. This can be a hard decision to make. The easiest way to determine whether or not a business could benefit from a business analyst is to decide what the business wants to accomplish. If there is a problem that can not be pinpointed the use of a business analyst could be beneficial.

Not all business analysts have to be called in from the outside. There may be a qualified individual in the organization which can meet the qualifications of a business analyst. It may be someone in the IT department. It may be someone who is familiar with the workings of all the departments. A quick search of qualified applicants can determine this issue.

The business analyst can help with formulating a plan of action which allows the stakeholders to pinpoint where a problem exists. Narrowing down the problem can be handled by the business analyst through research and data. Once the problem has been uncovered, the business analyst will be able to determine which is the best course of action. A project report can be written outlining the steps needed to reach a pre-determined solution.

The good business analyst will be able to act as a liaison between departments. He or she will be able to speak with each department. At times the department teams may falter or second guess themselves. The business analyst will be able to motivate the teams. He or she will be able to point out the strengths each individual has. This will allow the teams to aggressively approach each task at hand. The qualified business analyst will be able to express the needs of the stakeholder and the end user in such a way for the IT department and others involved can understand.

There are times when stakeholders and the development team are on the same page but each is interpreting something different. The qualified business analyst will be able to set the wheels in motions which allow both stakeholders and development teams to understand what is needed.

Unless the business analyst asks questions and listens carefully, the entire scope of the project can be placed in jeopardy. It is up to the business analyst to weigh all the facts and do the research necessary for everyone to understand what is being requested. Once the teams know what is required of them the business analyst can keep each team informed of the others performance and completion of set tasks.

In the long run the business analyst can be an asset to the company for many years. He or she can build a rapport with each team and department within the company for future project programs being developed. As new technology becomes available the business analyst will be able to inform stakeholders what may need to be done to implement it into the workings of the company. Outside sources will be more easily obtained with someone familiar with the project programs and what is necessary to accomplish the task. The experience of a business analyst will show when it comes time to lead a meeting to explain what is happening. The vision of a company can be designed by the qualified business analyst.

Why use a business analyst

There are some business people who are not sure why they would need a business analyst. This can be a hard decision to make. The easiest way to determine whether or not a business could benefit from a business analyst is to decide what the business wants to accomplish. If there is a problem that can not be pinpointed the use of a business analyst could be beneficial.

Not all business analysts have to be called in from the outside. There may be a qualified individual in the organization which can meet the qualifications of a business analyst. It may be someone in the IT department. It may be someone who is familiar with the workings of all the departments. A quick search of qualified applicants can determine this issue.

The business analyst can help with formulating a plan of action which allows the stakeholders to pinpoint where a problem exists. Narrowing down the problem can be handled by the business analyst through research and data. Once the problem has been uncovered, the business analyst will be able to determine which is the best course of action. A project report can be written outlining the steps needed to reach a pre-determined solution.

The good business analyst will be able to act as a liaison between departments. He or she will be able to speak with each department. At times the department teams may falter or second guess themselves. The business analyst will be able to motivate the teams. He or she will be able to point out the strengths each individual has. This will allow the teams to aggressively approach each task at hand. The qualified business analyst will be able to express the needs of the stakeholder and the end user in such a way for the IT department and others involved can understand.

There are times when stakeholders and the development team are on the same page but each is interpreting something different. The qualified business analyst will be able to set the wheels in motions which allow both stakeholders and development teams to understand what is needed.

Unless the business analyst asks questions and listens carefully, the entire scope of the project can be placed in jeopardy. It is up to the business analyst to weigh all the facts and do the research necessary for everyone to understand what is being requested. Once the teams know what is required of them the business analyst can keep each team informed of the others performance and completion of set tasks.

In the long run the business analyst can be an asset to the company for many years. He or she can build a rapport with each team and department within the company for future project programs being developed. As new technology becomes available the business analyst will be able to inform stakeholders what may need to be done to implement it into the workings of the company. Outside sources will be more easily obtained with someone familiar with the project programs and what is necessary to accomplish the task. The experience of a business analyst will show when it comes time to lead a meeting to explain what is happening. The vision of a company can be designed by the qualified business analyst.