Posted on August 21, 2017
B2B relationships are at risk of becoming weakened if not correctly nurtured.
The concept of a relationship is taken from the word ‘relate’, when two groups of people have a connection based on a mutual understanding of one another.
Your target market has a perception of your business based on what they see, hear, read and experience. This perception may be a perfect image of what you believe are your core business values. Or, it may completely differ and negatively impact the image you wish to project. Most likely it is somewhere between the two.
Every interaction that a client or prospect has with your business and with those who represent it, will shape the way your brand is viewed. Thereby influencing their choice to start, continue or stop doing business with you.
Let’s discuss some of the ways that you as a financial marketer can build and maintain strong, lasting relationships with your target market.
Define your client
Begin by gaining a clear understanding of who your target market are. What they need, what they want, what they currently know and need to know about your business. Once you know what is important to your audience, you can speak to them in an authentic way. Which really resonates, giving you the leverage to better influence their choices.
Clarify and keep your promise
Members of your target market will generally become your clients because they believe in the initial promise made by your business. To deliver a set of benefits and standards if they do business with you.
Therefore, aligning your core business values with how you present yourself outwardly. Position your brand by considering your core values, the services you offer and what your target market needs. Communicate these values internally to all associates within your business. Thereby ensuring that everyone representing your brand will consistently reinforce its promise.
Furthermore, you must maintain a relationship with a loyal client. By doing this, it will trigger the emotional response that made them choose to do business with your brand in the first place. Your clients will have a basic awareness of who they perceive your business to be, and if you continue to prioritise adding value, they will keep on coming back for more.
Keeping these 3 steps in mind will help showcase your brand. In a way that is trustworthy, authentic and relevant to your client’s needs.