I was talking recently with a good friend, Bob Rasmussen. Bob is a creative and
passionate guy who throws himself into whatever he does. He’s a great guy to have a cup of coffee
In our conversation we talked about networking and how to
stay in touch with people in our business and professional circles. Somewhere
in that discussion Bob said this to me:
there is no B list”
He went on to clarify. “Everyone in your network is
important. Don’t ignore anyone.”
He was right (of course).
We love to segment. We group, we tag, we classify. And
that’s okay. It would be hard to organize the mass of information we all face
without the ability to sort it out somehow.
But sometimes we go too far. It’s not that we shouldn’t
segment our customers or prospects. We should. Because that enables us to serve
them better. People are different and they have different needs, different tastes
and different wants.
But Bob was talking about something else.
Don’t take people for granted. Don’t discount or disregard
someone just because they don’t seem to be of obvious benefit to you right now.
Another way to put this is: Treat everyone well.
And, in the case of marketing our businesses, Bob’s advice
means stay in touch with everyone on your list. If someone is important enough
to be in your database then stay in touch with them. Don’t judge them. Don’t
assume they have no interest in you or what you do.
That’s not to say you treat everyone exactly the same. It
doesn’t mean you have lunch with everyone or talk on the phone regularly with
everyone. Most of us couldn’t. Too many friends. Not enough time.
But it does mean you find a way to stay in touch with
everyone in your network. It means you acknowledge that if they’re in your
database they are important to you. So, find ways to reach out and touch them
on a regular basis.
It’s not hard to do.
Here are some easy ways to stay in touch with everyone in
-Send an email newsletter (see www.constantcontact.com)
-Send relevant articles to people (“email a friend”)
-Mail postcards (see www.sendoutcards.com)
-Invite people to events (if they’re local
-Send email greeting cards or post cards
-Send a print newsletter (see www.usps.com)
Leverage the technology you have. Make it work for you. Once
you get something setup it’s easy to manage.
Last month when I sent my free monthly email newsletter
(Smart Marketing) I added some names from my database. Just a few people I
hadn’t connected with in a while. I wasn’t looking for business from them. I simply
wanted to keep in touch. It took all of 30 seconds to add their names to my
As a result of that I have several meetings with people who
might need my services. If nothing else, I’ve re-established a friendship and
strengthened my network.