Client Relationships – Touch Them Frequently

This is sound advice that I wish someone would have bluntly pointed out to me when I was getting started. No, I’m not talking about your significant other, I’m talking about clients and prospects. No, I’m not talking about laying the ground work for a sexual harassment suit either, I’m talking about engaging your client/potential client base.

The idea behind frequent touch-points goes beyond the branding concern. If one of your clients cannot immediately associate your company name with your provided service than you are doomed to loss down the road. Likewise, if you present to a prospect, but do not follow up like a high school mathlete waiting for a T-89 to go on sale, then you will lose that prospect as a client. The real failure that lies here is two fold, the two I have vaguely described above; one: keep in constant contact with your current clients to let them know you are still here at their beckon call for anything they need that falls within your stream of service, and two: constantly remind your prospects that you are still here, awaiting that first beckon call to provide them with outstanding service that fits their needs and their budget.

How do you do this? there’s a few options:

1. Newsletter (either print or email, preferably the ladder for price/distribution/tracking reasons) this newsletter can be either quarterly, monthly or bi-weekly depending on how much time and news you have. I would refrain from increasing frequency beyond bi-weekly due to the notion of SPAM.
2.The “Just wanted to say hello” email or letter. This is a very simple and very laid back form of just getting your logo and tag line in front of your target audience (do not do this more than bi-monthly –> people have received restraining orders for less)
3. Holiday cards. BE CAREFUL here! If you are going to do this be sure to highlight on “holidays” not SPECIFIC holidays, just because you’re Christian or Jewish does not mean that all of your prospects/clients celebrate Jesus’s birth or 8 days of presents…
4. Events. If you are just starting out, this may not be up your alley, however, there are ways to take advantage of this on a budget if you have a few resources to tap into…

1. A notable speaker (or one who could be notable) within a phone call or postcard’s distance
2. A friend or colleague within the industry who can offer a service, even if it is just a few morsels of knowledge
3. A friend who is a comedian (or trying to be one)
4. Access to a nice or convenient venue
5. A solid hook-up on booze or food (ie friend in the distribution business/promotion companies/caterer)

Worst case you have none of these things…. Keep you eyes peeled for local silent auctions and try to grab a decent event for 30-50 persons or somewhere within the confines of your budget.


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