This question should be raised by many entrepreneurs, especially in a scenario where the business owner meets 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’s crucial that you establish a marketing system that allows you to keep in touch with your potential clients at least around those numbers.
There’s a reason why someone who signs up for my email list receives three messages within the first seven days. And there’s a reason why I space out my newsletters. Even if a subscriber doesn’t read all the posts, the “marketing” of reminding them that I’m “here” always sharing valuable information and letting them know that I’m available to help them does the “turn on” job.
The best way to build a business relationship is by providing value. Occasionally sending a direct mail with promotions that serve to remind your potential client about your product or service won’t do much for building a relationship. You should provide the prospective client with valuable information or relevant content within your industry. Something that helps, educates, and makes them feel good.
It’s important to remember that just because you’re ready to sell your products or services doesn’t mean your potential clients are. They will buy when they 
are ready or have an urgent need for what you’re offering. Until then, your job is to provide value, educate them, and remind them that you’re there and available for when they’re ready.
If you’re providing value, you really don’t need to worry about following up too frequently. But if you’re just reaching out to talk about sales, you’ll quickly become a nuisance. And you will lose some potential clients along the way. People will no longer be interested in what you have to offer or may not want to hear from you anymore. But consider this: if they don’t want to hear from you, the likelihood is they won’t buy from you either. If they request that you remove them from your email list, they are just helping you improve the quality of your list.
So don’t take it personally. Remember that doing business takes time, and sometimes a long time.
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’re not stopping at one, two, or three contacts. Create a long-term follow-up system that provides value and you’ve already taken a first step. It may take some time to win them over, but in the end of the long process, the results will appear and a consistent client base can materialize.
LINDENBERG JUNIOR
Journalist & Consultant
www.kisuccess.com