Turn Your Customers Into Purchasing Partners
Recently, I have seen an explosion in what I refer to as “personalized messaging.” Personalized messaging can be defined as marketing to each person on an individual basis, related to their interests and their preferences. This method of marketing is extremely effective and can often act as a catalyst to developing brand champions. Furthermore, when you establish a one-to-one relationship with individual customers, the traditional “customer” classification is transcended, and they become what I call a “Purchasing Partner.”
A Purchasing Partner (PP) is a person your company has established open communication with. This shows that you’ve taken the time to learn about them, in terms of their interests, buying preferences, habits and, most importantly, what they’ve actually told you. This means that you’ve been interacting and listening to them on an individual basis rather than treating them as part of an aggregate trend.
A Purchasing Partner relationship works on the premise that we know what the PP wants and needs, and we know how and when the PP wants us to deliver it. This creates the foundation for timely and always relevant communications with the individual consumer (PP). Once established, this is a partnership that will continue to grow and blossom in ways that traditional methods of expecting all consumers to respond the same way to one advertisement could never achieve.
The ability to treat customers as individuals not only creates Purchasing Partners, it fosters brand advocates. By delivering personalized service, the value of the relationship with customers explodes to the point where they tell their family and friends how wonderful and different your company is.
This is the holy grail of marketing; third party endorsements delivered by your own customer. This is exactly the power of personalized marketing. Don’t delay. Develop your army of Purchasing Partner brand advocates today.
Please call us for more information on developing Purchasing Partners.