Soften the selling message to blend with RCM.
While the continuing focus of RCM is strengthening the buyer’s image of the seller, a carefully balanced product/service message, presented as an “afterthought” (even though it could inform and benefit the buyer) is the low-key temperament needed to properly blend with RCM content. The results using this “soft-sell” approach can not only outperform a “harder” message, it won’t hurt the seller/buyer relationship. And, wouldn’t you be more willing to read, and possibly consider, a “special, limited time offer” if it appeared secondarily in a personalized message of admiration, commitment and friendship?
Maintaining RCM credibility optimizes its benefits.
As tempting as it might become to put a “plug” in for a sales/service promotion in every letter and note, too many and you risk discrediting the basic RCM premise. (I.e., The little boy who cried “wolf” did it so many times that no one came when he really did need help.) The same result can happen to the little boy who cries “deal” too often. If you hold true to its principles and tenets, the body of your RCM business will come from relationship centered marketing’s improving seller/buyer relations.
RCM enhances all other customer marketing.
Considering you probably have a finite number of customers and contact-worthy prospects to receive RCM, and as they don’t require more than four RCM contacts per year, you may find a need to send your RCM recipients additional promotional information. The best way to supplementarily “advertise” to your RCM recipients is in a format that doesn’t appear to be RCM. Then, you won’t dilute your RCM’s effectiveness. This is done by avoiding the use of RCM style cards, letters or notes for anything other than your RCM. Instead, send an “urgent” email, colorful flyer, official notice bulletin, etc.
Begin your RCM early to maximize referrals.
This direction is only for RCM. When you’re looking for business outside of your RCM, anything that brings new customers, clients, patrons or patients through your doors is encouraged. Whatever you choose; from the vast array of advertising media, IT marketing, in-house promotions and trade shows, etc., they’re all independent of your RCM. But, after your shopper becomes your customer, recheck all of their data for accuracy, then begin your RCM to them as soon as possible. Immediate after-purchase contact reassures your customers of your commitment to them and increases the possibility you’ll become part of the “buying” story they’ll tell others. You definitely want to be remembered while the purchase is still your customers’ “news” to their friends.
