Relationship Market based assets for strategic and tactical sales
- Steve Fleetwood
- Sep 23
- 3 min read
Extract from our New Public (prior clients only) Course: "The Genius Entrepreneur and Business Leaders"
-Sustainable Sales for Future Markets and Economies
RMBA's, or Relationship Market Based Assets will be another key for future trends applications. Why?, As people and markets become more and more isolated and digitalised, the foundational need, want and desire for human connection will be amplified as it is embedded with the survival instinct, then, followed by what can we build or create or experience together!
Human connection, compatibility, mutual reward ("In the best Interest's of ALL- principle), can meet this with your product and service.
When I lectured at university on Marketing, I would take my students through the journey over the semester of being Marketing consultants (in business groups) for a new business a particular group of students had created. And, they had to think through, the foundational psychological aspects, needs, wants and desires of their Target market. Then Build multiple Marketing programs whilst building RMBA's, which goes beyond BRAND building (or can be viewed as the break down and fundamental elements of your BRAND).
Relationship Market Based Assets are going to be ever increasing required for this psychological need to be fulfilled as societal structures break down and new forms come to bear. RMBA's consist of many elements, and benefits (mostly Intangible), including:
- Client/Customer loyalty and interaction depth and richness,
- The "Heart and Mind" experience internally for your clients and customers,
- Expectations and experience levels of service,
- Quality of Process (Sales) to Outcome to Longevity to Product Life Cycle,
- Opportunities (and depth) to deepen relationships with your market,
- Promotional activities become more responsive,
- MOAT building or Barrier to Entry are well defined and easy to strengthen,
- Brand Extensions are easier to navigate and 'jump over' to new markets,
Strategic Sales (SS), are with the long term view in mind (Equity Value Creation (earnings power, growth and margin expansion), Community Value enhancement and improvement (Quality of Life for the general populace and community), Legacy building (stand the test of time built on principles that are perpetual and permanent).
Its an imperative that RMBA's with SS formulation, planning then implementation for your Marketing Plan be a large part of this process to develop, improve and grow! AND, if you have insight of a foundational Psychological need,want, desire with a FUTURE Trend,
Then this can and most probably will put you in a strategic advantage (sustainable?, this requires more skills!).
Tactical Sales (TS), are a bottom up strategy with either:
- A stimulant for the quarter or end of financial year stimulus,
- Immediate cross selling in the moment,
- A entrant for "Test the Waters" for new markets,
- A introduction to vertical and horizontal margin capturing (for strategic marketing, and supply chain enhancement) e.g. "we make and control our own xyz widgets, So the buck stops with us!...So we offer 100% guarantee AND, if your not completely satisfied then.." (etc etc),
So you can build with TS for RMBA's improvement. Again, plan this with your Strategic Sales and Marketing Plan, dovetail and synergise. I was consulting to one of the largest Printers to our state, and they had 1000's of clients, and, normally our Tactical Sales process for our clients is always, to achieve for them "Quick and Easy WINS" (low hanging fruit), to build momentum quickly with us!
Within 4 weeks, we had a new contract from the MFS of over 6 figures!, We used our trademark tactical sales process, which unearth's and reveals gold nuggets promptly!
However, we would NOT have been able to achieve this unless his companies RMBA's were on point!
Our new course:
"The Genius Entrepreneur and Business Leaders" -Sustainable Sales for Future Markets and Economies, will develop, improve and grow your RMBA's.
Join myself and others to Build equity value, community value and a Legacy for your organisation, business, whilst also developing, improving and growing Culture and Leadership values!
This course is broad based with focus on top line. This is normally for only for our private clients but now Public availability (6 weeks long, twice per week, I will be running the initial courses) !...
There are 3 options available:
3 options: Gold, Platinum and the Diamond option. Times and Pricing have been set. And released shortly.
This is an online course initially (unless we have a concentrated city/state of registers).
The first 5 Registers have a 50% off, the next 5, 25% off, and it is capped at only 30 people.
Contact Star for a consult with our MBA+ consultants....for fast development, improvement, and growth in Sales, marketing, leadership, and culture.....
Also our new book will be available within the week from Amazon (or here for download).
We have also now offering Founders Consultation (with myself).
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