by Guest Blogger, D’vorah Lansky
This is my 3rd of 3 posts as a guest blogger on your site. I’d like to again thank Charly for having me as a guest. Today I’d like to share with you and excerpt from my new book, Connect, Communicate, and Profit. If you enjoy it, you’ll have the opportunity to request a free chaper at the bottom of this post. Publishing a book as been a lifelong dream of mine. Enjoy the following excerpt.
People do not want to be sold, but they do want to buy. So why should they buy from you? People want to buy from people they like. You might buy a car one time from a person, but if that person doesn’t keep in touch with you what’s the likelihood of you buying another car from them? Alternatively, what if that person sent you a card with a picture of you in front of your new car saying, “Hope you are enjoying your new car! Be sure to stop by for a free car wash when you are in the neighborhood.” What if they went on to keep in touch with you through the years and send you an anniversary card on the anniversary of the date you purchased your car? This is relationship marketing. It’s appreciating others, letting them know you care and making sure you come to mind when they have the need for your product or service.
Traditional marketing consists of newspaper ads, Yellow Page ads, even Internet ads or Google ads, and they don’t have that personal touch. There are a lot of ways you can touch people. Greeting cards is one of them. It sets you apart in that people have something from you in their hands letting them know that you care and letting them know they they are important to you. By appreciating others you’re going to grow your business. By keeping in touch, you will be keeping in mind and thus, when they need your product or service, you are going to be the one that they think of.
Are You Sending Out to Give or Are You Sending Out to Get?
Let’s talk about two different types of mailings that business people send out and you decide which type could be most effective. Are you sending give to give or give to get types of mailings to your clients? A give to get mailing is something that many professionals send out, thinking that they are touching their clients in a positive way. Here’s an example: “Hi. I’m your local salesperson. Here is a recipe card and I’m never too busy to take care of your referrals.” Why would I want to send them referrals or want to do business with them? This type of card is not a card of appreciation that encourages relationship building. It is a give to get type of card. They gave me a recipe card, but they want to get my referrals. They haven’t built credibility or trust. Why should I give them my referrals?
A give-to-give card could be from someone you met at a chamber of commerce event saying something like, “It was nice meeting you at the Chamber of Commerce networking event. I enjoyed our conversation and look forward to seeing you again soon.” That’s a give-to-give card. That type of heartfelt card would certainly get my attention. This is a person that I’d want to get to know better and who knows where that could lead. This could end up turning into business, a friendship, an introduction, or a warm entry the next time I go to an event.
So there’s a big difference between give to give and give to get. Before you send out an e-mail or a card, stop and read it as if the message were addressed to you and pay attention to how it makes you feel.
I can’t stress enough how much marketing is based on relationships. Businesses that grow the quickest truly understand this concept. They focus on building the relationship and not on the sales or profits. So the bottom line is if you focus on relationships first, your business is going to grow so much faster than if you are only interested in making that sale.
If you enjoyed this article, I invite you to receive a free chapter of my book at
I’d love to hear your comments and questions and look forward to getting to know you.
All the best,
Relationship Marketing Wizard | Author | Speaker | Educator