In order for our products to compete in this aggressive market, ' active listening ' is always necessary. That is, we must always be attentive to what our customers demand in order to know how to adapt to them.
In this process, identifying them from head to toe is extremely necessary, and serving them in any sales process and even once the sale has been made (post-sale), in order to increase their loyalty.
Just keep this in mind: it costs 5 times more to attract a new customer than to retain existing customers.
This is why we must move from transactional marketing to a new and polished relational marketing.
But… What is relational marketing? And what about transactional marketing?
You may not be familiar with the terms, but there are examples that you can experience every day. In principle, transactional marketing is defined, according to Kotler, as a process of planning and executing the concept, price, promotion and distribution of ideas, goods and services to create exchanges that satisfy the objectives of the individual and the organization.
In this sense, the customer approach is like a static being , where the small business email list or sale towards the same is marked by the traditional model of the 4Ps . That having the final objective, almost always, of attracting more and more clients, while making the mistake of forgetting about those that have already had.
Thus, under the transactional marketing approach, the brand launches products on the market and customers buy them , the company speaks and the customer listens, and the products and advertising messages are practically the same as each other.
You must be thinking, “ That doesn’t work in this day and age! ” – you couldn’t be closer to the truth. Starting in the 1990s, the concept of relational marketing was developed , where the customer is put at the centre and listened to , taking as its main objective to build customer loyalty in order to continue providing them with our products.
