In my initial post, I shared three “Easy Steps to Grow Your Small Business or Organization” – outlining how cost-effective and impactful email marketing can be.  Today, I’d like to expand on these steps to business growth by focusing on the fundamental point of marketing – attracting and retaining customers. In this era, digital tools are allowing entrepreneurs to understand, communicate with, and relate to their customers as never before.

Yet, building the best customer relationships still begins by all businesses asking themselves one pivotal question: If your company’s only product was the customer relationship itself, how good would your product be?

With this question top-of-mind, consider some tips on how entrepreneurs can use smart tools and strategies to nurture customer relationships and help build a successful business.

1.     Understand the relationship factor: Recognize that the individual relationship is your single most important asset. It’s your first sale, your follow-up sale — your lifetime sales. Great relationships will change the way your business grows.

2.     Know your customers: Know what they want and how they want you to communicate with them. Connect with them using cost-effective and personalized methods. Email marketing is one such tool that can help you build stronger relationships with your customers and result in big cost savings.

3.    Ask and listen: Listening is the heart of every successful relationship. People want to be heard – and to know that what they say matters to you. Establish an authentic exchange by using tools such as online surveys to stay in touch with customer needs. Identify pain points and respond with timely promotions and/or offerings that keep them satisfied and coming back.

4.    Earn and protect customer trust: Above all, people value trust in their relationships. Earn trust and keep it by continuously working to maintain the integrity of your customer relationships. Use engaging email newsletters to build familiarity and trust so your customers think of you first.

5.    Share your expertise: People want to learn from you. The exchange of knowledge turns trust into loyalty. Email marketing campaigns can feature your knowledge and serve as an ongoing resource for your customers. Inspire repeat business by putting your value, expertise, and brand out in front.

The secrets to growing great relationships are simple, but the more creative and resourceful you are in applying them will make your relationships stronger and more valuable.

Stu Carty, Regional Development Director San Francisco Bay Area, Constant Contact, is a veteran sales and marketing specialist with more than 20 years of experience. He leads free seminars on email marketing, interactive training workshops, and industry-specific programs throughout the region. To learn more go to http://sfbayarea.constantcontact.com/regional/events.jsp.

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