Relationship Marketing for Prospects

As personal selling to cold prospects becomes more difficult and expensive and as business-to-business marketers come to realize the prime prospects in their niche markets are relatively few, relationship marketing becomes the priority.

First there were the separate discipline of advertising, public relations, direct marketing, sales promotion, event management and personal selling, then integrated marketing communications brought all those separate disciplines together in one combined approach to the marketplace. Relationship marketing is integrated marketing communications to qualified individuals.

For the business-to-business marketer relationship marketing has four components:

- Developing and maintaining a list of key prospects, which means winnowing down a mailing list of 2000 to the best 200, or to the top 100, decision-makers in your specialty.

- Staying in contact with the list and requalifying it; “Still the same decision-maker? And assistant? Same address? Same general qualifications?

- Establishing credibility with key prospects over time by offering choices of content by trade media, the Internet, phone, mail or in person.

- Being on call when a need arises. On first contact perhaps 95 percent of your key prospects will have no immediate need. But over time, perhaps 100 percent will have a need.

The last bullet point is why repeated direct mail canvassing of a large database to gain a few immediate prospects is not a wise relationship marketing strategy. Instead of harassing key prospects with that kind of mail (and cheapening the perception of your company), it is better to send valuable information to a much smaller, more qualified list and create a favorable perception with them. Include qualified opinion leaders on that list. So they may digest your information and have knowledge of your products/services when asked by a decision-maker.

How do you get the attention of decision-makers, and how do you get them interested in your products or services?

Today decision-makers are scan-readers bookmarking, or rolodexing, future resources. Unless there is an immediate need, they don’t have time to thoroughly read valuable, targeted content on particular products or services, they only have time to differentiate between good content and promotional schlock. The source of the good content gets filed, put in a rolodex, or bookmarked on a Web browser for the inevitable future need. That exchange, your good content for the decision-maker’s interest and attention, is the beginning of a marketing relationship. It is no coincidence the increasing dominance of the Internet and the World Wide Web and the resulting overflow of information have made credible, targeted content important to every business-to-business sales and relationship marketing effort.

How do you stay in touch with and on the short list of the majority of your prospects who do not have an immediate need?

Canvass your select prospects regularly offering content by phone, email or mail in exchange for more information about their needs. They will respond as their needs change and develop, or if they tire of their current provider(s). Sometimes making it onto a short list of invited bidders is as far as the prospect will allow the relationship to develop. But if you make that short list, you are conducting a successful relationship marketing effort.

Establishing the credibility of your company’s special expertise in solving prospective purchasers problems paves the way for your sales consultants to provide the decision-maker with expert professional service to customize your offering and close the sale. The consultant is introduced into the relationship as a person possessing valuable information needed by the prospect to solve a problem.

Internet Marketing Promotion And Advertising Online Direct In 3 Easy Steps

Sometimes The Cheapest Deals Are Not Necessary The Best

I would be the first person to testify to that if I were standing right in front of you now. Even if the Internet marketing promotion and advertising direct methods has been around for quite awhile, the business world online is rapidly evolving.

Here are the 3 steps to ensure that you maximize your advertising and promotional dollars. A wise business person knows best when to put his money into a product and when to hold back.

Step 1: Determining Your Core Target Market

Before I get shot down here let me just make a bold statement. This advice is really an old age, proven strategy but the best way to explain it is this way.

You can start out by drafting how your business will help the prospect either financially, physically or emotionally. Pin pointing the exact problem that your prospect faces and then seeing your product or services as a solution will indeed bring you to an immediate advantage point.

Step 2: Budget Versus Quality

We all know that today a web hosting solution can be ranging from $10 – $100 monthly for a good service. Its all good and the cheaper the better. However, for Internet marketing promotion and advertising online direct methods this will not be entirely true.

So, your mindset should be that when it comes to advertising, good quality prospects or leads comes with a hefty price. You can always do a quick research by checking out the feedback of customers who used that certain advertising deal.

Step 3: Letting The Cat Out Of The Bag

My biggest secret yet is this: find a really reliable source for advertising which does everything for you. If they’re good then repeat your internet marketing promotional activities again and again.

Once its all dried up move on to the next and repeat the entire process all over again. Sure, it takes some effort but its only worth a few days work for months or massive revenue. Call it passive income generation.

Even if you feel a little nervous because it is your first time using Internet marketing promotion and advertising online direct methods do not fear. Remember that life is too short and you must take risks to live life to the full.

Advantages of the Forex Market

1. Greater Liquidity. According to the Bank of International Settlements’ 2007 Triennial Central Bank Survey, the average daily turnover in traditional foreign exchange markets is estimated at $3.21 trillion. The overall turnover in the forex market is more than 10 times the combined daily turnover on all the world’s equity markets. For traders, this means that it’s easier to get in and out of trades at the price you want. At least from this perspective, the forex market is safer than other markets.

2. Leverage. To put it simply, leverage is the ability to trade with borrowed money. Many brokers offer traders 200:1 leverage at no additional cost — meaning traders can trade 200 times the amount of capital they’ve deposited in their account. Leverage allows traders to more precisely define the amount of risk they want to assume, and can allow for above average returns as well. It should be noted that leverage needs to be used cautiously; in fact, poor usage of leverage is one of the primary causes of forex traders losing all the wealth in their account. Used prudently, though, the amount of leverage the forex market offers — which is far greater than what other markets offer, and typically comes at no additional commission cost — can help traders earn greater returns while staying maintaining a level of risk that is appropriate for their investment portfolio.

3. 24 Hour Availability. The forex market is truly a global market; it is open 24 hours a day. While many stock markets have after hours trading, those markets are often very illiquid during those times; in other words, prices can be more volatile, and it can be harder for traders to get in and out of positions at the price they want. On the other hand, the forex market is active 24 hours a day, as banks across the world are active participants during their hours of operations.

4. Abundance of Direct Access Brokers. In most equities and futures markets, most brokers do not provide traders with direct access to the counter party of their trade; in other words, traders have to give their trade to a broker — who in turn adds a fee, and then passes it on to the party that actually takes the trade. In the forex market, though, online forex brokers typically are the counterparty to the trade. This allows traders to enjoy trading at a lower price. For active traders, this can end up resulting in significant savings over time.

These advantages are a big part of the reason why forex trading has become more common amongst individual traders over the past decade, and why its popularity continues to accelerate.