| The Theory of Relationship Building
A strategy of nurturing
Nurture (nur'cher) v. 1. To care for, tend, and develop through the stages of growth.
2. To educate.
Lifetime customers are not won overnight. Long-term, profitable customer relationships must be carefully planned and managed.
Nurturing is a philosophy; a strategy for maximizing customer yield. The process is easy to understand:
- Get to know the people you're trying to reach—learn their motivations
- Show these people you care about what matters to them
- Communicate with value not hype; build trust by being honest and direct
Every audience is different. How you nurture depends on the type of decision-maker you are trying to reach, and the existing relationship you have with that person. Craft your nurturing to fit the needs (and interests) of the recipients. For example, if you are marketing to CEOs, demonstrate your impact on the bottom line. If you are marketing to HR managers, show how you can reduce costs and make their life easier.
Nurturing is all about persistence. The key to a successful nurturing process is to keep you top-of-mind until the customer is ready to buy. To see how nurturing works with specific types of audiences, click the links below.
Links:
Nurturing Prospects
Nurturing Clients
Nurturing Candidates
Nurturing Influencers
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