This question should be raised by many business owners, especially in a scenario where the business owner knows a potential client, exchanges business cards, and says, “nice to meet you.” For example, how do I develop a relationship with a busy architect so that he thinks of me for a future decoration project? Building relationships requires dedication and frequency. In marketing, “frequency” plays an important role. Sending a card saying “it was a pleasure meeting you” a month later is a great start.
You know that you need to reach your potential clients at least 3 to 10 times in order to get them to interact with you? Sometimes, even more! So, it is crucial that you establish a marketing system that allows you to keep in touch with your potential clients at least around those numbers. There is a reason why when someone signs up for my email list, they receive three messages within the first seven days. And there is a reason why I space out my newsletters. Even if a subscriber to my newsletter does not read all the posts, the “marketing” of reminding them that I am “here” always sharing valuable information and letting them know that I am available to help them does the “turn on” work.
It is important to remember that just because you are ready to sell your products or services, it does not mean that your potential clients are receptive.
Take a look at your “follow-up system” this week. What is the frequency with which you are communicating with your potential clients? Do you have a system that ensures they are hearing from you repeatedly? Is that system automated? Are you providing value? Make sure you are not stopping at one, two, or three contacts. Create a long-term follow-up system that provides value, and you have already taken the first step. It may take some time to win them over, but in the end, the results will show, and a consistent client base will materialize.
LINDENBERG JUNIOR
Journalist & Consultant
www.kisuccess.com