Relationship Marketing – Strategic Alliances And Sales
In a former lifetime the MD of ProfiTune, Peter Rowe, developed and marketed workshop management software for the automotive trade and, in that era his friend, Mark Boyce, developed vehicle specification and diagnostic software for the same market.
Mark and Peter had not talked for years, when he saw Peter’s name attached to a management article he had recently contributed to a trade magazine, and rang him. They spent the usual 20 minutes understanding each other’s current business, wished each other well, and rang off.
Two days later Peter had an email from an automotive business owner who, reading the same article and the mention of Peter’s software background, rang to see if he could recommend a good vehicle specification program!
Naturally, Peter gave him Mark’s contact details, cc’d Mark on his response, and with a bit of luck, Mark will get a sale – and the Client a solution!
Now, ask yourself:
- What would have happened if Mark had not been on the ball and rung to renew a past strategic alliance?
- Would Peter have had Mark sufficiently in mind after 5 years to refer the enquiry to him?
- What was Mark’s likely return-on-investment on his $3 call?
- Do you think this was a one-off initiative on Mark’s part – or do you think he has made a habit of keeping his eyes open for opportunity?
- Do you take a similar approach to building your business?
- What could happen if you did?
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