guidelines for relationship building and networking an exploratory focus n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Guidelines for relationship building and networking – An Exploratory Focus PowerPoint Presentation
Download Presentation
Guidelines for relationship building and networking – An Exploratory Focus

Loading in 2 Seconds...

play fullscreen
1 / 27

Guidelines for relationship building and networking – An Exploratory Focus - PowerPoint PPT Presentation


  • 71 Views
  • Uploaded on

Guidelines for relationship building and networking – An Exploratory Focus. Prof M Roberts-Lombard. SMALL & MEDIUM ENTERPRISES. SMALL & MEDIUM ENTERPRISES. In a study of 76 countries SME’s contribute 64% to economy Informal economy – accounts for 26% of GDP. WHAT IS A BRAND?.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Guidelines for relationship building and networking – An Exploratory Focus' - calida


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
guidelines for relationship building and networking an exploratory focus

Guidelines for relationship building and networking – An Exploratory Focus

Prof M Roberts-Lombard

small medium enterprises
SMALL & MEDIUM ENTERPRISES

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

small medium enterprises1
SMALL & MEDIUM ENTERPRISES

In a study of 76 countries

SME’s contribute 64% to economy

Informal economy – accounts for 26% of GDP

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

what is a brand
WHAT IS A BRAND?

Psychological construct – held in mind of those aware of:

Branded product/person/organisation/

movement

World of social enterprises, community based initiatives (including the co-operative movement):

Management talk about “global identity” and the “what and why” of their businesess

Note: Take branding far beyond the logo

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

branding in the non profit sector
BRANDING IN THE NON-PROFIT SECTOR

Branding in the social sector – inflection point

New approach:

Understand the strategic roles that brands can play, namely:

Driving broad, long-term social goals

Strengthening internal identity, cohesion and capacity

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

can relationship marketing assist
Can Relationship Marketing assist?

What is Relationship Marketing?

Marketing activities that are aimed at

building relationships

with stakeholders to ensure

trustand long-term commitment

with an organisation, ensuring that the

stakeholders, beneficiaries or community does not switch to another brand

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

relationship marketing
Relationship Marketing

FOCUS

- building relationships

trust

long-term commitment

stakeholder retention

In case of community (continued community involvement and buy in)

increased profitability

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

relationship marketing1
Relationship Marketing

Reasons for using Relationship Marketing?

Difficulty in attracting new funders, and investors and to strengthen the buy in of beneficiaries and the community

Links with the organisations mission and objectives

Stakeholders’ expectations

Increase in similar organisations (e.g. HIV AIDS)

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

relationship marketing2
RELATIONSHIP MARKETING
  • A STRONG FOCUS ON THE RETENTION OF CUSTOMERS (will remain as long as you are perceived as relevant and seen to deliver the service)
  • AN ORIENTATION TOWARDS STAKEHOLDER OR COMMUNITY BENEFITS
  • A TIME HORISON WHICH IS LONG TERM
  • A FOCUS ON DELIVERING A QUALITY SERVICE TO STAKEHOLDERS OR THE COMMUNITY
slide12
A COMMITMENT TOWARDS INDIVIDUALS OR GROUPS
  • A STRONG FOCUS ON COMMUNITY INVOLVEMENT
  • THE STIPULATION THAT QUALITY IS THE RESPONSIBILITY OF ALL EMPLOYEES WITHIN THE ORGANISATION!!!!!!!!!!!!!!!!!!
key factors to ensure that strong relationships last
TRUST, ETHICS

(Ask questions about broadening your focus, is it ethical?)

COMMITMENT

RELIABILITY

KEEPING OF PROMISES

UNDERSTANDING

EMPATHY

MUTUAL GOALS

SHARED VALUES

RESPECT & SINCERITY

CARING & AFFECTION

DEPENDABILITY

TWO-WAY COMMUNICATION

WARMTH, INTIMACY

RESPONSIVENESS

KEY FACTORS TO ENSURE THAT STRONG RELATIONSHIPS LAST
the development of a relationship marketing strategy basic principles
THE DEVELOPMENT OF A RELATIONSHIP MARKETING STRATEGY - BASIC PRINCIPLES
  • OPEN COMMUNICATION CHANNELS
  • TRUSTWORTHINESS
  • MAINTAIN CONTACT
  • THE LEVEL OF TRUST, HONESTY AND ETHICAL BEHAVIOUR THAT EXIST
advantages of a relationship marketing approach to business practice
ADVANTAGES OF A RELATIONSHIP MARKETING APPROACH TO BUSINESS PRACTICE
  • FUNDERS/INVESTORS OR THE PUBLIC ARE WILLING TO PAY A HIGHER PRICE FOR A PRODUCT OR SERVICE DUE TO AN INCREASED ADDED VALUE RECEIVED
  • THIS ADDED VALUE COULD ENCOMPASS THE EXISTENCE OF TRUST AND COMMITMENT AND THE REPUTATION OF THE SOCIAL ECONOMY ORGANISATION
slide17
WHAT DOES A RELATIONSHIP BUILDING APPROACH ACHIEVE?:
  • Superior relationships with stakeholders
  • Long-term sustainability
  • Satisfied customers
  • Differentiation opportunities
  • Increased sustainability
  • Providing effective sustainable service to everybody in need of the service

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

slide18
METHODS USED TO BUILD RELATIONSHIPS:
  • Rewarding of membership
  • Promotional offers
  • Discounts
  • Prizes
  • Using the internet (eg: send emails to customers)
  • CRM systems
  • Networking (ASEN)

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

slide19
NEW BRAND FOCUS FOR BRAND MANAGERS OF SOCIAL ECONOMY BUSINESSESS:
  • How is the brand aligned with the mission, values and strategy of the organisation?
  • Alignment of image and identity
  • What is the contribution of the brand to internal cohesion and trust?
  • The role of the brand in enhancing operational capacity
  • and driving social impact

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

slide20
NEW BRAND FOCUS FOR BRAND MANAGERS OF NON-PROFIT ORGANISATIONS:
  • How does brand management increase commitment and pride among staff and the organisational management
  • High brand integrity may strengthen internal cohesion and trust among partners
  • Enable an organisation to do more
  • Translate into a greater willingness to experiment, take risks and drive innovation

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

use networking to build relationships
Use Networking to Build Relationships

The focus of networking should be to create quality relationships with other organisations

What is achieved by networking:

Benchmarking

Ability to compare and discuss common issues

Gain economies of scale

Increased access to information

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

join networking communities
Join networking communities

By joining networking communities, the organisation is able to connect with a larger group of potential partners

Various networking communities include:

www.bni.com (operates globally)

www.networkingcommunities.com

www.ecademy.com

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

tips on strengthening business relationships
TIPS ON STRENGTHENING BUSINESS RELATIONSHIPS

Make a list of everyone you work with, and get to

know them

Introduce yourself as a business owner in the social

sector to other business owners and social economy

business owners

Treat your suppliers like honorary employees

Empower your employees to act like the owner

Institute a good and solid business reputation

within a business community and among your peers

Talk – and listen to your community and stakeholders

Maintain a strong referral system

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

principles to consider
PRINCIPLES TO CONSIDER

Keep in mind that networking is about being geniune, and building trust

Ask yourself what your goals are in participating in networking meetings – to pick groups that will help you with what you are looking for

Visit as many groups as possible that spark your interest – Notice the tone and attitude of the group

Ask open-ended questions in networking conversations – Questions that ask who, what, where, when, and how

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

principles to consider1
PRINCIPLES TO CONSIDER

Become known as a powerful resourcefor others – Powerful source – people will turn to you for suggestions

Have a clear understanding of what you do and why, for whom, and what makes your doing it special – or different from others

Be able to articulate what you are looking for and how others may help you

Follow through quickly and efficiently on referrals you are given – When people give referrals, your actions are a reflection on them

DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

networking tips in summary
NETWORKING TIPS – IN SUMMARY
  • Be prepared
  • Arrive early
  • Have a plan
  • Be a giver and/or Connecter
  • Leaver your troubles behind
  • Listen with focus
  • Be genuine
  • Do Teach/Don’t sell
  • Follow up
  • Follow up some more

DEPARTMENT OF MARKETING MANAGEMENTWhere good enough is simply not good enough

thank you
THANK YOU

For kindly listening and for your warm welcome.