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Step 7: Build Relationships Where Your Customers Become Your Sales People

The ultimate goal for any business is to build relationships where your customers effectively become an extension of your sales team: These customers become your Brand Ambassadors. They are the people recommending you to others, they are giving testimonials and they are attending your events. These are the customers who you have a continual dialogue with; they feel special and appreciated and want to tell people about the fantastic service they receive from you.

Whilst word of mouth is an essential part of viral marketing there are other forms to consider:

  • Networking
  • Referrals
  • Affinities
  • Incentives
  • Loyalty Schemes
  • PR
  • Newsletters
  • Recommendations
  • Testimonials

Viral marketing spreads, so take every opportunity to encourage it. Always look out for the chance to build those relationships with both existing and potential customers. When examining the type of relationship your customers have with your business, you want it to be a positive and rewarding experience. It is therefore important to look at creating a brand experience, something that they will associate purely with your brand.

When you examine popular brands that we come across every day, there are particular companies who are very successful at creating a strong brand experience as well as delivering positive customer experiences, which encourage referrals. These brands go so far as to have a very definite personality that is consistently and effectively presented and communicated through all of their marketing communications.

When looking to encourage your customers to recommend you, it is also essential to consider how you will achieve the referral and secure that new customer. Your existing customers will be telling your story, you must make sure that they are telling the story you want them to tell. It is important to reinforce the right messages to your existing customers to ensure that they are relaying them correctly.

Once your existing customers have communicated your story, to put it simply, there are 4 main things to follow:

  • Incentivise the referrals
  • Ask for referrals
  • Make it easy to refer
  • Say thank you for the referrals

It is all about engagement!  It is about creating the dialogue, sustaining the dialogue and demonstrating that you understand the customers’ needs. It is also about delighting them!Give the customer an experience they will want to tell other people about! Go the extra mile, remember how to make their tea, reassure them that you have their best interests in mind. Add value wherever possible.

Gail Goodman encapsulates engagement marketing in a 3-step process:

If done correctly, engaging with your existing customers will naturally and organically lead to new customers. Concentrate on those valued existing customers, communicate with them, delight them, build that relationship and maintain it.

We really hope that you have enjoyed reading our 7 blogs looking at the ‘7 steps to achieving real, engaging relationships with your customers’.


We hope that you found the content useful and informative and we wish you success with your future marketing communications.

If you have missed any of the steps you can find them here : Step 1Step 2Step 3Step 4Step 5Step 6.

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