Mapping Affinity Relationships

Challenge: One of the most effective ways to grow, is by nurturing our affinity relationships.  Affinity can be felt for the company, specific people/teams, philosophy/culture, or admired work examples.  It is reflected in statements like “A company, or organization I’d recommend to others”.  It is consistent with Net Promoter Score (NPS) metrics. 

Example: FM worked with a team that understood the value of relationships, but attended to them only when time allowed.  Given the urgency of other deadlines and demands, affinity-building usually fell to the bottom of the “To-Do List”.  FM analysis demonstrated the relationship between positive affinity among client decision-makers, and factors like closure rate and cost-of-sale.  We found that success rates were 2X higher when opportunities were affinity-driven through a referral, or prior relationship.  In addition, the business closed faster, and with fewer resources required to win. Rather than viewing affinity-building as a tertiary growth strategy, it became a central tenant of the organization’s approach to growth.

Application: FM created an ongoing program to nurture affinity relationships, with seasonal, focused efforts. The program included offer development, outreach support, presentation spark development, and follow-through efforts.

Results:

• Resulted in multiple wins, including largest new client win in past three years

• Improved overall win rate and lowered cost of sale

• Created repeatable approach to inform future growth efforts

“The conventional way of selling products out of the catalogue no longer works: the relationship needs to become more sticky.”  ― Frans van Houten, Businessman