The Best Relationship Between Marketer and Client

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Like any other relationship, the one between a marketing agency and their client is driven by mutual expectations, obligations, and goals. Here are the 4 C's that make up the essential elements in a marketing relationship.

Communication

The importance of communication can't be emphasised enough. Though it may seem obvious, communication involves both talking and listening! Clients must be clear about the type of assistance they need, and what they are hoping to achieve. Once the client has communicated this, it is then the marketer's turn to come up with a plan best suited to the client's needs. This should then be relayed, and tweaks made until the plan is ready to be put into action. In order for a marketing campaign to be successful, both parties have to engage and consult with each other on a regular basis. It's polite to return phone calls and emails promptly, and to give plenty of notice if you need to change a meeting time. With great communication, there is less chance for misunderstandings and mistakes.

Consensus

Another key aspect of the relationship is consensus. In the initial meetings and throughout the project, the marketer and their client must agree on things like time frame, project scale, and budget. This also ties in with communication, as the two groups must be able to talk about any issues that arise. It is best to come to a consensus on things like budget at the beginning of the project, so that the marketer can plan their strategy accordingly. We know that this isn't always possible, so if changes need to be made on either side, it is their responsibility to open up that discussion as soon as they can.

Commitment

As with personal relationships, this professional one should be based on commitment. Both parties are obligated to the other in some way, and this is a commitment that needs to be maintained throughout the entire project. The thing to keep in mind is that both marketer and client share a common goal - that is, to come up with marketing solutions for the company. It's a results-oriented relationship, and if both marketer and client are committed, they can produce rewarding results. Marketers work both with and for you to ensure the best results, and it's in your best interest to be communicative and let them do their job!

Clarity

Clarity goes hand in hand with certainty, and both are incredibly important when building up a good marketing relationship. At the beginning of a project, clear objectives need to be set so everyone knows what they are working towards. There may be twists and turns, so both parties must be updated about the goals, challenges, and progress of a project. Being vague is not helpful at all, and constant to and fro emailing to explain can slow progress.

For more marketing tips and tricks, check out the blog run by this Sydney marketing agency: http://blog.heardmarketing.com.au/

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Creating a Consistent Referral Base Through Professional Relationship Development

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There are several methods of Public Relations and Marketing and there are many firms out there offering you outstanding services, each with the intention of assisting you in achieving your goals.

In the arena of obtaining new patients, I have determined that anyone can create an "acute" inflow of new patients into their practice, and this most certainly has value.

On the other hand, how about creating a "chronic" inflow of new patients that are referred to you as a result of you having created, built and maintained a relationship with those that are (and could be) sending you patients? How valuable would that be? The value would persist day after day, year after year.

Let's focus on finances for a moment. While the "typical" forms of marketing and promotion do obtain results, these can also be acute. This is because you have to consistently fine tune them based on the market change and that causes a consistent expenditure of funds.

On the contrary; by creating, building and maintaining a professional relationship with a referral source, there is no continual cost. Two exceptions to this would be your time, which is undoubtedly valuable, and the other is obtaining the knowledge and skill to apply this successfully. And imagine if your staff was equipped with the know-how and skill too!

Some firms promote concepts like; do lunches, bring gifts, send out promo, send out testimonials, etc. All of these examples are sales components. The private practice owners and the staff that are out executing these ideas all look like another "drug rep" or "equipment rep" in the viewpoint of the referral source. Furthermore, the private practice owners I've had the pleasure of working with hate sales!

There is a specific, precise skill and know-how of how to actually see a referral source and (once physically there) how to execute your meeting without ever being perceived as a "salesman". This approach is so effective that those I have interviewed rave about the ease, comfort and results they obtain in comparison to all other forms of obtaining referrals. You would think that all private practices would be clamoring to learn it! The point is; most have been steered in other directions, obtained some acute results, have been told it really cannot be done, or have just given up. In my personal experience, those I have spoken to simply do not believe it is possible!

My overall message is this: Those that send you business, or have the potential to do so, are so highly valuable that treating them with paper" really does not grant them the importance they truly have in obtaining that "chronic" inflow.

Building a great professional relationship is the way to go, but you should realize it is a specific skill that you can learn. Learn how to do it from someone that has a track record, decide to become an expert at it, and just go for it!

You will end up creating, building and maintaining a consistent referral base. Not to mention, according to reports, you'll have fun doing so!

Craig Ferreira, CEO
Survival Strategies, Inc.

I have personally trained and consulted 1,000s of businesses of all types in 23 countries since the 70's. In 1986 I began consulting exclusively to the physical therapy profession and in 1994 Survival Strategies was born. Taking our success with physical therapy marketing, we now coach a multitude of professions and specialize in the development of long-lasting professional relationships in all aspects of business.

Craig Ferreira
Survival Strategies, Inc.
(800) 834-0357

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