It’s interesting how many people won’t call someone (or make an appointment to see them) until they need something.
Be unique in the marketplace and contact people regularly and give them some value. The value could be as simple as them knowing that you haven’t forgotten them. It could be an article about their specific industry or they type of business they do. Perhaps they have won an award for something – or you feel they should win an award. These are all reasons to keep in touch.
Compare that to regular e-mail campaigns that we all receive “regularly” with on-going sales pitches. I find that to be so passe’ and boring. When it becomes so much more about who is sending me the note than it is about me the receiver of the note – that is the time I take them off my list.
Jim Cecil of Nurture Marketing writes that growing customers is a lot like tending a garden. He talks about nururing tips such as starting with a plan, preparing your field, and plant quality seeds, among other steps.
Offer helpful tools and resources, or just send a dose of inspiration periodically. Think about this: how many handwritten notes have YOU received in the past 90 days? Right, neither has your customer or prospective customer. Perhaps one or two if you send them out – but most people would say none. In a recent training session, one of the participants told me he had gotten one from his mom. THAT DOESN’T COUNT!
A useful exercise might be to make a list of five reasons to contact your customer base, your prospective customers, and your referral partners – there may be five different reasons for each group – and then plan your process to contact these important contacts over the next 90 days.
Post your ideas and successes – it inspires others.