Relationship Marketing


One of the best examples of utilizing networking techniques is the business model of Relationsihp Marketing or as it is cometimes called Network Marketing, Direct Marketing, or MLM. We can learn so much from this business model. For over 30 years BNI, the world’s largest business referral organization called it “word-of-mouth-advertising”. Recently all of the wording has beenchanged to “Referral Marketing”. The law of reciprocity is the philosophy used in Relationship Marketing. The title on Robert Kiyosaki book The Business School says – For People Who Like Helping People.

Paul Zane Pilzer, noted entrepreneur and economist, says Network Marketing will be the next trillion dollar industry. When Donald Trump was asked what he would do if he had lost everything and had to start over said, “Network Marketing.”  Robert Kiyosaki says, “The wealthiest people in the world join or build networks. The rest of the people just look for work.”  Warren Buffet owns a number of network marketing companies.

Would you agree business is all about relationships? As Bob Burg says, “People do business with those they know, like, and trust.” When you attend an informational session for most direct marketing companies, the speaker will always talk about how important networking is developing a business. These sessions are great opportuniies for learning effective methods of building your business using networking.

Go Pro, the bestseller written by Eric Worre discusses the 7 Steps to Becoming a Network Marketing Professional. They are the exact same skills you will learn at many of the educational sessions of a business networking organiation.

Here are the steps:

Step 1 is meeting people, having conversations, or finding prospects. Tom “Big Al” Schreiter has written dozens of books on that initial meeting describing “what you say and what you do.”
Step 2 is inviting them to a meeting, what we call a 121 to learn more about them. Never try to sell someone when you first meet them.
Step 3 is a presentation or sharing information on how you can help each other’s business. Most presentations are just a series of questions to learn.
Step 4 is follow up, the part most people miss in networking. Network marketers use contact management systems to follow up.

See how closely these first four steps follow what we teach beginning networkers? The last three steps complete the process.

Step 5 is helping them to become a customer or client or at least helping them with their business. They remember how much you care. People buy how you make them feel.
Step 6 is gettting them started right. Education is the key to becoming good networkers. Good networkers read at least one non-fiction book as week.
Step 7 is promoting events, workshops, and educsaation sessions where they can learn more. People love getting together. There is a yearning for belonging.

We teach in networking groups to never expecting overnight success. Anything worth while takes time. There is no Silver Bullet. Networking is all about building trust and rapport, so florists may generate income quicker than financial advisors. Network Marketers learn it is never Geting Rich Quick.

In Dean Graziosi book on Millionaire Success Habirs he devotes an entire chapture on The Power of Story. Every successful  network marketer has a great story. We have all heard Facts Tell and Stories Sell. The only thing people remember about your conversation is your stories.

Other similarities between Networking and Relationahip Marketing include positivity, personal growth, accountability, personal and business relationships, low start-up costs, economy proof, enjoying people,

quality products or services, being international, and fun.

“Networking is marketing. Marketing yourself, marketing your uniqueness, marketing what you stand for” – Christine Comaford-Lynch

See you at the next networking event!


About Author

Gail “The Connector” Stolzenburg
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  Gail “The Connector” Stolzenburg’s new book, “CONNECTIONS: Contacts to Clients”, was just released.

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