Are You Building Relationships Or Just Meeting
People?
Personal marketing makes it easier to
sell, by building relationships nurtured on awareness, value and trust.
Make your relationships more fruitful by making them personal. Use these
powerful yet simple tips from the book, "Secrets of Power
Marketing: Promote Brand You". It is the first guide to personal
marketing for non-marketers. We buy you, your company and your product -
in that order. And when it comes down to choices we would rather buy
from someone we know and like.
How can you build the relationships with
your clients and prospects? Follows these examples. You will be
pleasantly surprised with the results.
Say thank you
Everyone wants to hear 'thank you'. The easiest way to say thank you is
verbally - but the most powerful and memorable is with a hand written
note. We receive so few hand written notes that we read them first and
value them because we know you took the time to write it personally. Say
thank you to your clients for the opportunity to work with them. Say
thank you for considering you - even if they did not hire you. Look for
opportunities to say thank you; thanks for the lead, information,
invitation, advice, idea, introduction, publishing your article,…
Say Congratulations
The cousin to 'thank you' is 'congratulations'. Say, 'Congratulations on
becoming president of the association', 'getting the new job',
'appearing in the paper', 'completing a successful project',
'volunteering for a charity', 'winning the award', 'being nominated',
'expanding the business', 'opening a new office',.. This is a great way
to make first contact with a prospect or key influencer. Always say it
in a hand written note.
Send postcards
Open your mail. What do you find? - bills, junk, flyers, post card. What
do you read first? I read the post card to see who it is from and from
where? When you travel, (on business or vacation), send post cards to
your important clients and prospects. Keep your message simple and sign
your full name clearly. Even when you don't travel use post cards to
stay in touch, say thank you or congratulations. You could use postcards
of a local attraction or print your own customized cards.
Send books
Most receive and throw away a lot of business cards. But when we receive
a book we keep it and put in on a shelf. We might read it or at least
glance at it. Give a book that supports your message or one that you
know your client will love. Always sign it with a personal note. Check
with the authors - they might give you a deal if you buy a bunch.
Volunteer in your associations and
community
Don't volunteer because you think it is good marketing. It is, but you
never know when it will pay back. Get involved in causes in which you
believe. Others see you doing good things and they begin to know you and
like you. And we would rather do business with those we know and like.
The Body Shop has used this pratice to effectively market itself. Notice
how many big consulting firms get involved with United Way. It is a good
cause and they get to meet prospects in a friendly environment.
Maintain your database
Build a list of names and information about your clients and prospects.
Include what and when they buy. Look for patterns. Treat your best
clients better. The airlines and hotels do this well. Stay in touch with
your clients through your database and record all contacts. Record any
personal information you learn such as birthdays, spouse's name,
favorite pastime and awards they won. Remember how it feels when you
walk into your favorite restaurant and the maitre'd calls you by name
and asks if you want your regular table?
Celebrate what's in common
We like those who are like us. Don't change your ways. Instead associate
with those who share your interests and make sure they know about your
business. Every one of your interests and pastimes brings you closer to
others. Are you a golfer, runner, gardener, sailor, square dancer,
parent, soccer fan, ..?
Build relationships with your clients and
prospects. It is the way to sustain your business.
© 2004 George
Torok
George Torok is co-author of
"Secrets of Power Marketing", 'Canada's first guide to
personal marketing for the non-marketer'. He speaks to corporations and
associations to help them grow by helping people with their
communication and thinking skills. To arrange for George to speak to
your people call 800-304-1861
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