BUILD THE MARKETING RELATIONSHIP WITH YOUR PROSPECTS

Congratulations, you’ve done the research into understanding your prospects’ hot issues and have gotten noticed because you’ve demonstrated that you understand what solutions they are seeking.

Your prospect has given you their contact information in exchange for your great, solutions-packed free give-away. They may also have sent an email, filled out a contact form on the website, or come up to speak with you after a presentation you’ve given.

At this stage in the marketing relationship when the interest is mutual, avoid the temptation to sell them a service or product. Successful people know that most sales are made after the seventh or eighth contact with a prospect – few are made after just one email, phone call or letter.

It’s the same with your marketing, don’t try to book an appointment the first time a person contacts you.

Remember, with each interaction you are earning their trust. As a result, your prospective profitable client will be open to what you have to offer. Each follow-up brings them closer to the purchase of your services.

Your marketing efforts at this point are focused on building the relationship with prospects and clients rather than just trying to “sell” them your services. You want to let them know that you consider them and their issues to be important and welcome a chance to help them.

You accomplish this by ensuring that each contact with them provides something meaningful for them. You never want to waste anyone’s time (or yours!) by following up without a specific purpose. Remember, you are being of service to them by sharing useful information.

Here are some examples of valuable content you could provide to prospects, on a consistent basis, to keep growing the relationship:

• great book you’ve just read
• list of business resources you use; i.e. printers, web designers, writers, etc.
• interesting blog posting (yours or someone else’s)
• latest industry news
• helpful articles you’ve written
• upcoming teleseminar (yours or someone else’s)
• special discount on products or services
• list of useful industry-specific support, i.e. forums, associations, conference, new products
• invitation to an upcoming seminar/workshop (yours or someone else’s)

People won’t slap down their money on the table until they feel confident that they know and trust you. There are many marketing tactics such as writing articles, giving interviews, having testimonials that can also help establish your credibility with your prospects and clients.

If you keep building value and credibility in people’s minds by keeping in contact and sharing your expertise with them, you’ll move them towards the next step in the marketing relationship – the commitment step.  In other words, the sales step!