This question should be raised by many entrepreneurs, especially in a scenario where the business owner knows a potential client, exchanges business cards, and says, “nice to meet you.”
For example, how would I develop a relationship with a busy architect so that he includes my work and services in his future decoration project? Simple. Build relationships with 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 you need to reach your potential clients at least 3 to 10 times to get them to interact with you, right? Sometimes, even more. So, it’s crucial to establish a marketing system that allows you to stay in touch with these potential clients. There’s a reason why someone wants to be part of your mailing list and receive three messages within the first seven days. But there’s also a reason to space out newsletters. Even if a client/subscriber doesn’t read all the publications, the “marketing” disseminated through the network makes them understand that I and my product are “here” always sharing valuable information. This lets them know that there is availability to help them with the “turn on” of their business.
The best way to build a business relationship is by providing value. Occasionally sending a direct mail with promotions 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 are ready to sell your products or services, it doesn’t mean that your potential clients will be too. They will buy when they are ready or have an urgent need for the product you are offering. Until then, your job is to provide value, educate them, and remind them that you are there and available for when they are ready.
If you are providing value, you really don’t need to worry about following up too frequently. But if you are just reaching out to talk about sales, you will quickly become a nuisance and lose some potential clients along the way. People will no longer be interested in what you have to offer. But consider this: if they don’t want to hear from you, the likelihood is that they won’t buy from you either. If they ask you to 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? Make sure you are not focusing on one, two, or three contacts. It may take some time to win over these clients, 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