The document discusses building and leveraging customer relationships. It proposes that relationships are strategic and should be measured, quantified, and used to increase revenue opportunities. A 7-step process is outlined for developing relationship engagement plans, including understanding the situation, measuring relationships, identifying key people, assessing relationships, analyzing findings, determining goals and initiatives, and implementing the plan. Workshops are suggested to demonstrate how to improve relationship coverage, communicate more effectively, and provide differentiated value to customers.

1. 1

2. 22© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
"Most
people
agree
that
rela.onships
are
important;
but
the
key
is
to
measure,
quan.fy,
and
leverage
them,
thereby
increasing
revenue
and
profit
opportuni.es!"

3. 3
Brands
&
Products
I
have
worked
with…
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

4. 4
What
do
I
do?
§ I work with B2B companies that
have relationships with medium
to large size customers who
would like to elevate their
existing relationships to
becoming strategic partners in a
way that is value added and
measurable.
§ I help companies to move from a
Customer a Relationship
transactional approach to a
Customer Relationship Building
Strategy.
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

5. 5
Today’s Discussion
q Proposi.on
q Perspec.ve
q Process
q Workshops
q Website
q Working
Examples
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
Theory
Prac.ce

6. 6
The
Proposi.on
§ The
days
of
just
focusing
on
revenue
and
profit
targets
have
gone.
§ A
Customer
Plan
is
required
to
make
Business
Plans
work.
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
§ Building
rela.onships
is
a
strategic
process,
not
just
transac.onal.
§
We
need
to
understand
the
‘Customer’s
Percep.on’
and
meet
their
needs.

7. 7
Why
are
Rela.onships
Important?
“All
things
being
equal,
people
buy
from
their
friends
-­‐
all
things
not
being
equal,
people
s.ll
buy
from
their
friends.”
Mark McCormack
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

8. 8
How
do
we
Build
Rela.onships?
“Building
rela.onships
needs
to
be
done
in
a
way
that
adds
value
so
as
to
ensure
that
it
happens
and
is
maintained.”
Charles
BaSle
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

9. 9
Today’s Discussion
q Proposi.on
q Perspec.ve
q Process
q Workshops
q Website
q Working
Examples
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
Theory
Prac.ce

10. 10
Perspec.ve
Where
we
are
now?
What
do
we
need
to
accomplish?
What
do
we
need
to
do?
Relationship
Engagement MAPPING
ASSESSING
DEVELOPING
Skills
Knowledge
Tools
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

11. 11
Today’s
Discussion
q Proposi.on
q Perspec.ve
q Process
q Workshops
q Website
q Working
Examples
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
Theory Practice

12. 12
1. UNDERSTANDING
7
Step
Rela.onship
Engagement
Plan
2. MEASURING
3. IDENTIFYING
4. ASSESSING5. ANALYZING
6. DETERMINING
7. IMPLEMENTING
Situa.on
Summary
Goals
Key
Ini.a.ves
12© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
Process

13. 13
Rela.onship
Mapping
–
How?

14. 14
Fill
out
Key
Rela.onships
for
us
and
the
Customer

15. 15
Today’s Discussion
q Proposition
q Perspec.ve
q Process
q Workshops
q Website
q Working Examples
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
Theory Practice

16. 16
Customer
Perspective
Relationship
Mapping
Client
Insights
Client
Attributes
& Roles
Communications
Focused
Relationship Plan
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
Workshops

17. 17
What’s
in
the
Workshop?
§ Demonstrate
ways
to
beSer
to
reach
the
right
people
in
the
decision
chain.
§ Understand
the
rela.onship
gaps;
thereby
improving
the
rela.onship
coverage
both
in
depth
and
breadth.
§ Use
real
examples
in
a
risk
free
arena.
§ Maximize
communica.ons
by
developing
a
common
language.
§ Cul.vate
and
strengthen
client
coverage.
§ Show
how
to
provide
beSer,
differen.ated
value
to
the
client.
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

18. 18
Benefits
§ Builds
the
first
block
in
a
Rela.onship
Strategy
Planning
process.
§ Increase
credibility,
and
be
seen
as
a
strategic
partner.
§ Broaden
the
current
scope
of
engagement.
§ Be
beSer
able
to
influence
client’s
decisions
at
all
levels.
§ Raise
the
bar
on
percep.on
of
Individuals
and
Account
Teams
as
a
REAL
Partners.
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

19. 19
Today’s
Discussion
q Proposi.on
q Perspective
q Process
q Workshops
q Website
q Working Examples
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
Theory
Prac.ce

20. 20
Website
Support
© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C

21. 21© ConnXN 2012. Except as provided by the Copyright Act , no part of this publication may be reproduced, stored in
a retrieval system or transmitted in any form or by any means without the prior written permission of the publisher.
C
“All lasting business is built on friendship.”
Alfred A. Montapert
The Supreme Philosophy of Man: The
Laws of Life.
21

22. 22