One of the most important things you can do as the chief marketer of your own business is stay top-of-mind with your prospects and clients. The reason this is so critical is that, if you are not top-of-mind when their need arises for your services, the probability that they will end up buying from you is greatly decreased.
You may be thinking that staying top-of-mind is an expensive,
time-consuming proposition. It does not have to be. In fact, it can be much easier and much more effective than you ever imagined. Take a look at the seven ideas below. You will see that they are not difficult, are not time-consuming, and are not costly. Most important, they are effective.
Send Thank You Notes
How could it get any easier than this? Sending thank you notes demonstrates professionalism. Beyond that, the notes are additional opportunities for you to get your name and company in front of clients, prospects, and business associates. Like nice-to-meet-you note cards, they can be store-bought or custom designed. Also, as with note cards, you want to downplay any obvious "salesiness." Remember, often less is more, and this is one of those times.
Send Nice-to-Meet-You Notes
What do you think when you open an envelope and realize that someone has taken the initiative to send you a "nice-to-meet-you" note? If you're like most people, your first thought may be, "It is nice of them to take the time to send this." Your second one may be, "That is very professional." Of course, you may even think, "I wish I had done this."
Why do such notes cause us to stop and think? Because sending handwritten notes is thought to be a thing of the past. With e-mail, voice-mail, and other technological advances, handwritten and mailed notes stand out and are appreciated. It is readily apparent that the sender not only had the thought to send a note, but also took the time to write it, put it in an envelope, stick a stamp on it, and drop it in the mail. Does this actually take a lot of time? Not really. But it's more than most of us do, and with our lives being so chaotic, it is appreciated.
Types of cards
You have a few options when it comes to note cards. One is buying store-bought cards. These may have "Thank You" or "Nice to Meet You" on the front. You can also choose plain cards; it's up to you. For an even more professional look, have a custom card designed. This is even more impressive, especially if you downplay the business aspect of the card. Perhaps it is a plain card with your logo (not too large) on the cover. Another type of note card is a custom designed postcard. These allow you to write quick notes, apply stamps, and drop them in the mail. They don't make quite the impression that custom note cards do, but if they help you be consistent, they are the perfect way to go.
I read once (I wish I could remember where) that only five percent of us consistently write notes. Be one of this five percent and you are certain to stand out from the rest and make a great impression.
Send Greeting Cards
Everyone enjoys receiving greeting cards, and sending them gets you noticed. Opportunities include birthdays, anniversaries, congratulations, get well, just because and holidays, such as New Year's, Thanksgiving, Valentine's Day, Halloween, and others. I advise to skip the most popular holidays. Although it is perfectly valid to send cards at times such as Christmas, yours is more likely to be just one of many cards received.
Send Introduction Letters
Most of us think of introduction letters when we first go into business, and taking advantage of this is worthwhile. But it's not the only time you should utilize this tactic. Tell family, friends, and others what you are doing, for whom, how you benefit your clients, and that you are actively seeking referrals.
Your letter is a prime opportunity to build good relationships and promote your business. Make the information in your letter clear, complete, straightforward, and concise, allowing your readers to quickly absorb the information and recall or refer to it effortlessly.
I am often asked how you start a letter that is intended for someone you have lost touch with. It's easy. Be honest. Just say that you realize it has been a while and that you would like to stay in touch more often.
Mail Personal Letters
Few of us still take the time to write and send letters. What a fantastic opportunity this is! The recipients immediately realize that you took time to write the letter and add something personal. Sending letters that are specific to the recipient is an effective way to set yourself apart and be remembered. The personal aspect of your letters could include any of a multitude of items -- acknowledging the recipient's promotion or other achievement, noting the recipient's family member's success, etc.
Send Announcements
Are you one of those people who says, "I don't like to toot my own horn"? If so, get over it. No one else is going to toot it for you. If you insist on not tooting your own horn, don't wonder why your competitors' successes get acknowledged and yours do not.
Be sure to tell your clients and prospects when you have something of interest to announce. It could be an award you received, a new hire, your new location (yes, treat this as an opportunity, not just a necessity), or even breaking your sales goals. To determine what you could announce, use this little technique. Pretend that you are having lunch with a business associate and ask, "You know what?" Then they reply, "What?" And you answer with the information, for instance, "I was awarded Entrepreneur of the Year by the local chamber of commerce." If you think this will provoke a response, such as "That's great! Tell me more," then the announcement is worth sending.
Mail Articles
All-too-often, the only mail our clients, prospects, and business associates receive from us is sales-related. That's probably because just as often all we think to send to clients and prospects is sales-oriented materials. How unfortunate! How uncreative! How disappointing! This is a fantastic opportunity to set yourself apart not only from your competitors, but also from most other businesspeople.
As you get to know your clients, prospects, and associates, note the things that interest them, such as: he golfs, she skis, he loves basset hounds, she dances, they own a sailboat, he vacations in Maine, her daughter is attending Penn State, she beat breast cancer, or anything else that is pertinent to them as businesspeople and as people in general.
The idea is to show them that you are thinking about them. By sending articles that are of interest to them, you not only demonstrate that you are thinking about them, but you also show them that you are thinking of them in times other than when you want to make a sale. This helps establish relationships, and most profitable relationships start by showing that you care.
As you can see, staying top-of-mind doesn't have to take an inordinate amount of time or break the bank. Select the ideas that you can and will implement consistently and get started. It won't be long before you see your sales and referrals increase dramatically.
