1. Presented by Kathy Paauw

2. Kathy Paauw Certified Business & Personal Coach Productivity Consultant Business owner since 1995

3. Relationship marketing is a relationship management strategy designed to encourage strong, lasting connections to your brand. The goal is to turn prospects into customers that generate repeat sales and encourage word-of-mouth promotion (referrals). What is Relationship Marketing? www.RelationshipMarketingQueen.com

4. ALARMING STATISTICS The #1 reason a customer does not come back… they forgot about you. 95% of your happy customers will purchase from a competitor on an impulse. For each month that you don’t communicate with your customers, you lose 10% of your influence.

5. Case Study: Professional Organizer “Oh, I wish I had known you were still in the area. Since I never heard from you after we finished working together, I assumed that you’d moved away or you were doing something else. I just hired another organizer to do some work with me, and I was not nearly as happy with her work as I was with yours!”

6. HINT: They’re already IN YOUR BACK YARD!

7. 67% of business today is driven by personal referral and word-of-mouth.  What are you doing to maintain customer loyalty (repeat business)?  What are you doing to attract referrals? 91% of customers say they would give referrals, but only 11% of sales people ask for them.

8. REFERRALS To ask or NOT to ask…that is the question! If you don’t ASK, you don’t GET! Don’t ASK for referrals, DESERVE them!

9. HOW I DID IT…  Became more intentional about getting to know people as people.  Made them feel valued by expressing appreciation and remembering their birthday  Built a know-like-trust relationship  Increased my top-of-mind awareness so I am always REMEMBERED.

10. “It doesn’t matter how much someone knows, likes and trusts you if they don’t REMEMBER you when they’re ready to make a buying decision.” - Kathy Paauw How are you staying TOP-OF-MIND?

11. “People don’t care how much you know until they know how much you care.” -John Maxwell The better you are at mastering relationships, the better you will be at thriving in your personal and business life. People can find anything online. Differentiate yourself by showing how much you care.

12. Differentiate and you will no longer be COMPETING! Differentiate Are you doing the SAME THING as your competitors?

13. The most powerful way to differentiate… …be remembered as someone who makes others FEEL VALUED!

14. Relationship Marketing 3 Core Principles RELATIONSHIP-BUILDING CARDS MARKETING CARD PRINCIPLE #1 Reach out in the spirit of building relationships first (80% of the time: thank you, birthday, holidays) and marketing second (20% of the time).

15. Relationship Marketing 3 Core Principles PRINCIPLE #2 Build your PERSONAL BRAND with: Friendship: develop through texts, calls, cards, and the web (social media, etc.) Celebration: celebrate your clients through pictures, gifts and heartfelt messages Service: offer stellar service that will not be forgotten

16. Case Study: Real Estate Broker: Jay McHugh “In 2008 I took my Real Estate Brokerage from 5 offices and 47 agents to 14 offices and 300 agents simply by using a system, which we call “Random Acts of Cardness.” We are on pace to sell $1 Billion of Real Estate in 2015 -- a 41% increase in 2 years, thanks to the system we have been using to express gratitude and stay in touch with our clients and other important people.” YOUR PERSONAL BRAND

17. Case Study: Realtor Jim McCord Card sent to his client who bought a home last year. The client opened a new dental office and was mentioned in the local paper. The Realtor put the article on the front of a card and sent it with brownies. How would receiving a card like this make YOU FEEL? Celebration YOUR PERSONAL BRAND

18. Get the address and birthday of people you meet so you can keep in touch and stay top-of-mind! Visit my book website for more networking tips! www.TheMusicOfYourHeart.com Celebration

19. Is this about you and the features you offer, or do you make it about them and how they will benefit? Your product / service means little without the context of what it will do for your customer! They buy stories, ideas, solutions, strategies. Features vs. Benefits YOUR PERSONAL BRAND Service

20. Three Stages of Marketing Message Maturity: 1.It’s all about me and how great I am. 2.It’s all about how great our product or service is. 3.It’s all about you and how we can best serve you. Two of the most powerful words in the English language: YOU and YOUR I will provide… or YOU will receive… YOUR PERSONAL BRAND Service

21. Relationship Marketing 3 Core Principles PRINCIPLE #3 Master the bridge between high-tech and personal touch by implementing a system that will allow you to stay in touch with your clients and prospects, in a personal way, utilizing the convenience of your computer, tablet, and hand held device. SYSTEM: Saving You Significant Time Energy Money

22. Case Study Challenge for this online membership beauty academy: members pay monthly and sometimes their credit card payments don’t go through (expire, maxed out, etc.) How this challenge was addressed: 4 emails sent: 6% success rate in getting the member to resolve the payment issue Postcard sent: 15% success rate Greeting card sent with Robert’s photo on it*: 30% success rate *Message in the card was identical to the message in the second email. *Greeting cards are opened 11 times more than any other piece of mail.

23. 3 Relationship Marketing Pros Mary Kay Ash Tom Hopkins Joe Girard

24. She taught her consultants to send 3 handwritten thank you notes every night before bed. Mary Kay Ash Mary Kay Cosmetics ($1.2 billion empire)

25. Tom Hopkins Within 5 years he went from making less than $50 a month in Real Estate to building an ANNUAL sales volume of more than $14 million SECRET WEAPON: Thank You Note Habit (10 hand-written thank you cards every single day) America’s #1 Sales Trainer and Bestselling Author of “How to Master the Art of Selling Anything” 99% of his business was by referral within 3 years!

26. Tom Hopkins: Thank You Note Habit Thank you for talking with me on the telephone. Thank you for meeting with me. Thank you for your business. Thank you for your kind referral. Thank you for the excellent service you have provided for me. Thank you for taking your time to consider letting me serve you (after first refusal). Thank you for taking your time to analyze my services (after they bought from someone else). Thank you for using our service/product (sent at one year anniversary).

27. Joe Girard was born during the depression in one of the most deplorable ghettos in Detroit. How successful did Joe become? The Guinness Book of World Records: "World's Greatest Retail Salesman" for 12 consecutive years. Sold an average of 6 cars everyday. Sold 13,001 cars during his selling career… all at retail. What was his secret? He built and maintained relationships. Joe sent 12 cards to each of his prospects and clients every year. He created top-of-mind awareness by keeping in touch with them.

28. What kinds of cards did Joe send?* Thank you notes Cards of encouragement (get well) Cards of congratulations (wedding, baby, job promotion) Birthday cards Holiday cards (Season’s Greetings, Valentines, Thanksgiving) Helpful news and information Small gifts to his best customers and referral partners *An automated system was not available at the time, so Joe hired two full-time employees to buy his cards and handwrite messages for him.

29. Case Study Las Vegas cocktail waitress

30. Opportunities to be remembered as someone who makes others feel valued: Express gratitude Birthday Anniversary (annual renewal, major purchase) Congratulations (baby, engagement, wedding, retirement) Recognition (promotions, awards, graduation, etc.) Thank you (business, referral, gift, hosted meal) Sympathy Apology Holidays (Thanksgiving, Valentine’s Day, etc.) DO NOT MIX THESE WITH MARKETING! (no business cards) Send a Personalized Greeting Card

31. CUSTOMER RETENTION The cost of retaining an existing customer is 10% the cost of acquiring a new customer. A 5% improvement in customer retention equals 25-85% improvement in profitability: Reduces marketing costs Easier to upsell existing customers: nurtured customers make 47% larger purchases than non-nurtured leads.

32. 48% of sales people never follow up with a prospect 25% of sales people make a second contact and stop 12% of sales people only make three contacts and stop Only 10% of sales people make more than three contacts 2% of sales are made on the first contact 3% of sales are made on the 2nd contact 5% of sales are made on the 3rd contact 10% of sales are made on the 4th contact 80% of sales are made between the 5 th -12th contact SALES STATISTICS FACT: 80% OF SALES are made between the 5 th -12 th contact

33. The #1 reason customers leave to do business with someone else: PERCEIVED INDIFFERENCE ( 68% of customer defection is because they think you do not care!) Become a CHAMPION thank-you note sender! "Who does not thank for little will not thank for much." ~Estonian Proverb

35.  Did a great job – I grew to know, like and trust him!  Offers other services I could use – roof & gutter cleaning, walkway/driveway pressure washing  Had more work than he could handle by himself, and wanted to attract more business so he could afford to hire more help and have more free time.  I have not heard from him since May, 2009. For each month you don’t make contact, you lose 10% of your influence.

36. OOPS!  How will I remember his name and how to contact him?  Will he get my repeat business/referrals? The cost of acquiring a new customer is 10 times the cost of retaining an existing one. What are YOU doing to be remembered by YOUR customers, prospects and referral partners?

37. RELATIONSHIP-BUILDING CARDS MARKETING CARD CASE STUDY: Window Washer Idea: Send five customized and personalized stay-in-touch cards a year, using an automated system (4 relationship-building cards, 1 marketing card) Cost: $8.30 (including postage and labor) and a little time to set up your cards and your recipient list, then click “send” once. ROI: His service visits yield $200-$500; ROI well worth $8.30 to keep me as a customer and attract referrals, too!

38. MARKETING CARD WITH A FREE TIP CASE STUDY: Window Washer Hi (First Name)! Happy Spring to you! I hope you have survived the harsh winter we just had and are looking forward to warmer weather as much as I am. You may find that the sun rays heighten your awareness of all the grime that has accumulated on your windows over the winter. I thought you might enjoy having the recipe for my streak-free window cleaning solution that I used on your windows the last time I was there. If you find that you don’t have time to clean the windows yourself, I would be delighted to assist. Give me a call and we’ll schedule an appointment that is convenient for you. Warm regards, Steve Steve’s Streak-free Window Cleaning Solution Mix together and put in a spray bottle: 1/2 Cup of Vinegar 1/2 Cup of Rubbing Alcohol 2 Tablespoons of Cornstarch 2 Cups of Water Steve Smith (Business Name) 206-888-8888

39. Window washer’s response… “I can’t afford it! and I don’t have time!”

40. He can’t afford NOT to! “Insanity: doing the same thing over and over again and expecting different results.” --Albert Einstein

41. #1 Commodity that can never be replaced TIME

43. Activities Online: social media, website capture pages, blogs Offline: direct mail, event marketing, networking Opportunities Thank you, birthday, holiday Recognition Lifestyle & celebration Marketing & promotion Vehicles Texting Phone calls Email Web/social media Face-to-face Greeting cards Memory Jogger Family Friends Professionals Service providers Salespeople Facebook friends Cell phone contacts Plug the leaks and get your sales cycle spinning faster! When you build the relationship, prospects become customers! When you build the relationship, customers become repeat customers & give you referrals!

44. The average person has 250 people in their network. Each can connect you to their 250 people... that equates to 62,500 potential connections! A well-maintained network of only 100 people can lead to millions of dollars in business over time when you stay in touch and build those relationships. Make a list of your top 100 clients and differentiate yourself from your competition by following a simple inexpensive plan to keep in touch and build relationships.

45. Focus on building relationships with the contacts you already have. Nurtured Relationships = Repeat Business & Referrals

46. Nurtured Relationships = Repeat Business & Referrals 1.Meet more people: Add them to your contact manager (use groups) Stay in touch 2.Connect successful people together: Be known as the connector and the problem solver! “I have someone that you need to meet!” This builds your brand exponentially 3.Appreciate more people: Send a nice-to-meet-you card Call them (even if you just get voice mail) Send a small gift Remember their birthday Set up a meeting to learn more about them (in person or by phone) Refer business to them

47. The Internet has COLLAPSED INEFFICIENCIES! What Amazon did for books… What Netflix did for movies… What iTunes did for music…

48. Create and send a real paper greeting card from the Internet, without leaving your home or office. Send completely customized cards with your own graphics, handwriting, signature and personal message. Card and labor (printing, addressing, stuffing, stamping and taking to the post office) costs only $1.17 per card! Include gifts and gift cards with your greeting card. High Tech, High Touch! NOT an E-Card, but a REAL card! …is now available for greeting cards and gifts!

49. Single card to a single address (birthday card and gift) Single card to a group of addresses (holiday card) Multiple cards to a single address (new customer welcome quarterly campaign) Multiple cards to a group of addresses (tip-of-the-month campaign to your list of referral partners) Saving You Significant Time Energy Money Ways to Send Cards Using an Automated SYSTEM

50. Case Study: Real Estate agent: Elizabeth Ward Small National Top Producing REALTOR Burlington, NC Sent 12 postcards (one/month) to 240 households in her region

51. NOVEMBER BLANKET & COAT DRIVE DECEMBER TOYS FOR TOTS DRIVE What you send out comes back!

52. Cost for Elizabeth’s monthly community service postcards sent to 240 households, all automated over a 12-month period: $2100* ($8.76 per person) Elizabeth’s referrals SKYROCKETED! *included postcard, labor and postage

53. Why multiple contacts? The average prospect will not do business with you until they have seen or heard from you at least 7 times.

54. Campaign: Great to meet you Template in campaign

55. Campaign: Tangled Whale (encouragement)

56. Campaign: Making a Difference (appreciation)

57. Campaign: Christmas Card Sent to 826 people with a single mouse click!

58. Quarterly Postcard $0.39 postcard $0.34 stamp $0.73 x 4 = $2.92 per person/yr. Quarterly Customized Greeting Card $1.17 card $0.49 stamp $1.66 x 4 = $6.64 per person/yr. What would that kind of TOP-OF-MIND AWARENESS be worth to you? What you send out comes back!

59. REQUEST MY FREE EBOOK 7SecretsToFabulousFollowup.com

60. What do all of these business professionals have in common? Jim McCord Elizabeth Ward Small Kathy Paauw We are all using the same Relationship Marketing tool that was set up to be self-funded. Our respective businesses spend several thousand dollars yearly and the system we use pays us back even more! Jay McHugh

61. Contact the person who invited you to this webinar to learn more… OR Schedule a complimentary 30-minute consultation with me at this link: www.ConnectWithKathy.comwww.ConnectWithKathy.com