One of the things you will notice about the ladder in this segment of the Word of Mouth Media discussion on the relationship ladder is that there are some new words.
As we look back on Rung #1 - SPAM, it is accompanied by the emotion that is generated by this kind of activity - DISDAIN. And even as we move up to Rung #2 - NOISE (slightly more targeted communications than Rung #1), it can still elicit IRRITATION.
Hopefully once you have reached Rung #3 and have started getting a response, you have your audience INTRIGUED. But intrigue isn't enough to keep you moving up in engagement with your prospects.
Rung #4 - DIALOGUE gets you to a place where you can distinguish true INTEREST in whatever you are offering (whether selling a product or a service, or trying to get someone to believe in you or your ideas).
A level of COMFORT results from getting to Rung #5 - CONVERSATION. This can be comfort with your product or service or just comfort with the fact that someone cares enough to fully converse with them about what they are after versus just what you are offering.
Rung #6 is really the Holy Grail for most marketers and that is getting to a place where you can actually get the client/prospect to TRUST you.
This is also where you begin to move your own needle by getting the referral for (or conversion to ) a sale. It is also the place where if you deliver against your promise in both the product or service and the whole set of experiences pre- and post-sale, then you have a great chance of this person referring you to others. TRUST is an essential component of relationship and of continued engagement.
So this is the place that you must be if you are counting on viral marketing as a core component of your marketing plans.
Stay tuned for the last rung, REPUTATION, coming tomorrow.
Chicke Fitzgerald | founder Solutionz Media and CEO Solutionz Group www.solutionz.com
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