ORIENTATION TRAINING

Relationship Marketing

Judy M. GroffAdvisory System and Program Development LeaderNCCE

DEFINITION

Relationship marketing is the process of attracting,

maintaining, and enhancing relationships with

elected officials and other key people.

Advisory Leader Roles

Ambassadors

Door Openers

Cultivators

Solicitors

Ambassadors

A role for lots of leadersSpreading the word is the focusEnjoy networkingMake people curious to learn moreExample:

Speak to civic groups

Door Openers

Behind the scenes workersWill provide contact and profile information

about key leadersLend their name for influence“Not what you know, but who you know”Example:

Will call the critical person with request

CULTIVATORS

Warm-up the groupCreate a setting for informal exchanges of

business to occurEnjoy using their social circleExample:

Hosting an annual festive event for elected officials and other political leaders

SOLICITORS

Makes the “ask” and is usually successfulHigh risk so want all questions answeredNeed to be very well informedExample:

Advisory leaders go with Extension Administration to Washington to make visits to Congressmen at their offices.

NEEDS

What are our county Extension needs for

relationship marketing?

Are advisory leaders interested in performing

any of these roles?