The relationship capitalism that helped Italy grow its industrial structure in the economic boom has outlived its historic function for too long, to the point of becoming an element of weakening of Italian industry. But if relationship capitalism must be overcome , this does not mean that relationships have to disappear from the business world.
There is a stream of marketing studies, which has its point of reference in Ivan Misner, creator of business networking, which focuses precisely on relationships and knowledge to increase customer research opportunities and increase turnover. It's called "referral marketing" and is the basis of a business strategy that costs little but is worth a lot.
Marco Vasciminni, a business consultant with long experience, talks about it clearly and competently in the agile volume "Referral Marketing and business management".
It is a matter of methodically and not occasionally using the primary network (the people we usually frequent), the secondary one (more extensive and with fewer ties) and finally the circles, the various professional areas with which we come into contact.
This entire network of relationships must be managed by clarifying one's positioning, assuming an attitude that is neither impatient nor invasive towards potential targets but based on messages based on the client's needs. Skilful management of presentation meetings, always based on credibility and professional competence, is essential for this form of marketing and the real secret lies in the management of references, those that are received and those that are given and which constitute a sort of currency of exchange for this type of marketing.
Vasciminni describes all these steps in detail before tackling, in the second part of the text, a very effective description of business management, through an effective business model that allows you to keep the numerous variables and production processes under control.
References:
Marco Vasciminni: Referral Marketing and business management – Mind Edizioni – Milan p. 110 euros 8,90.
