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Stop being treated like a commodity

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Had enough of being asked "what's your price?" or losing business to some low-balling fool?

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Get more appointments. Close more deals. And sell more profitable services.

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STOP being held hostage by the job boards. Put technology in your corner to reduce you cost per candidate by as much as 90%.

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Six points to cost-justify relationship marketing

Does relationship marketing really work?
Is it cost-effective?
Can we afford it?

Good questions! In fact, these are the ones we hear most often. To help you evaluate the value of relationship marketing, we've compiled a list of some of the most common uses as well as financial comparisons...and REAL results from Haley Marketing clients.

#1: New Clients

Relationship marketing will help you open doors that will lead to new clients. Exactly how many new clients are needed to justify your investment depends on the value you place on a client. If you know what a typical client is worth (in dollars and cents), you can easily determine what we have to produce. Usually it's a pretty small number.

Recently, a client in Florida told us they had received six new orders from their first Haley Marketing mailing. They paid for a whole year of marketing in just one mailing!

#2: Annual cost of a sales rep

Relationship marketing will help your sales people be more productive. How? By eliminating cold calls, and helping sales reps concentrate on their best clients and prospects. Cold calls are mostly a waste of time. Try warm calls instead.

Relationship marketing will build awareness of your company and help your company stand apart from the competition. Your sales reps follow up with prospects who already know about your company. To make the calls even easier, your relationship marketing materials will provide many opportunities to start conversations.

Once implemented, your relationship marketing program will ensure consistent follow-up. If a client isn't ready to make a buying decision, or doesn't have a need right now, your marketing process will maintain contact until the person is ready to buy. Your sales people can focus on clients who need help today!

One client in central Michigan decided to implement our relationship marketing program rather than hire a dedicated outside sales rep. All sales are managed by the president and this company's inside support staff. So, if you are looking for ways to grow sales without the expense of additional sales reps, consider implementing a relationship marketing program.

#3: Start slow

For clients with a large geographic marketing area, or for clients with offices in multiple markets, the cost of a relationship marketing program can be considerable. Many clients elect to start slow, implementing relationship marketing in one market, and then expand into additional markets as their results justify a more comprehensive program.

#4: Less than a sales call

As you can see in this worksheet, for less than the cost of a single sales call, relationship marketing will allow you to stay in touch with a client or a prospect, every month, for an entire year. Relationship marketing offers very low-cost, top-of-mind awareness!

Cost of a Sales Call Example Your Company
Sales Rep's Annual Salary $40,000 ________
Taxes and Benefits (25% of salary) $10,000 ________
Travel and Expenses ($100 per week) $5,000 ________
Total Annual Cost (excluding overhead) $55,000 ________
Number of Sales Calls per Week 25 ________
Number of Work Weeks per Year 50 ________
Total Calls Made per Year 1,250 ________
Cost of a Single Sales Call $44.00 ________
Cost of Relationship Marketing Example Your Company
Annual Relationship Marketing Investment (a) $8,000* ________
Number of Prospects Targeted (b) 500 ________
Number of Marketing "Touches" per Year (c) 12 ________
Investment per Prospect per Touch (a ÷ b ÷ c) 1.33 ________
Average Cost per Marketing Touch 0.75 0.75
Total Cost per Mailing (d) $2.08 ________
Annual Cost to Market to One Prospect (c x d) $24.96 ________

* Investment schedule is an example only. Please call Haley Marketing Group to determine the costs of various marketing options for your company.

#5: Client retention

Nothing's more maddening than losing a long-time customer to some new competitor offering ridiculous mark-ups. With all the competition today, customer loyalty seems to have become a thing of the past. And as you know, losing good customers hurts. It's a terrible drain on profitability and morale.

On the other hand, making a small improvement in customer retention can really enhance your bottom-line.

The adjacent chart from the Harvard Business School Press illustrates the benefits of customer retention. With just a 5 percent increase in retention, service industries saw on average a 70 percent increase in profits. Think what a similar increase in customer retention could do for your company.

#6: One final consideration

The bottom-line is that relationship marketing is cost-effective. It will keep your company top-of-mind. It will help your sales people be more focused on their best clients and prospects, and it will help make their selling activities more productive. Relationship marketing will help you open doors and build the relationships needed to grow your business. We hope it will make sense for you!