Organizations can help drive revenues by managing and improving the level of relationships. Following is a table and graphic that identifies 7 levels of business relationships beginning as a “record in a database” and evolving into a “friend”. A friend is the best type of customer as they will send referrals and are likely to purchase other products.
The 7 Levels of Business Relationships:
Record in database – no communication, no relationship
Contact – communicated once or so by phone, email, or social media
Prospect – a contact that may become a customer
Acquaintance – communicated more than once, good prospect
Customer, single product – Possibly met once or more
Good Customer – purchased more than once – Speak or meet occasionally,
Friend – Great customer, will send referrals, likely to purchase other products
To drive revenues, your staff members need to build relationships by moving contacts from Level 1 to hopefully Level 7. The most likely way to achieve a Level 7 relationship is to interact with the contact in a non-business setting, such as with an out-of-office event.
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