You’ve been networking and come away with a handful of business cards. When you call them up, how likely is it that they need your products or services at that exact moment in time? I thought so. Highly unlikely. Or perhaps you’ve done some work for a client, and have no projects, plans or work in the diary with them for some time.

How do you keep yourself ‘front of mind’ so that when they need you next time, they don’t go to someone else? How do you keep the door open to cross-sell and up-sell to them somewhere down the line? How do you fuel the fires in your clients so that they will keep coming back, and bring others with them?

You have to keep in touch.

The phrase I invented for this is KIT Marketing (that’s ‘Keep In Touch’ marketing if you hadn’t guessed!). If you’ve heard it before, Rob Brown thought of it first! And it’s the easiest and best way to keep your clients feeling wanted. It keeps them ‘in the loop’ and puts you at the forefront when they want something doing. KIT Marketing is reminding people that you are still here, and that you still matter. It’s boosting yourself and your services, whilst maintaining existing relationships (and maybe getting some new ones in the process!)

KIT Marketing doesn’t require much thought or planning, but when you put a little effort in you will get a lot back. Here are some rules for increasing the effectiveness of your KIT Marketing plan:

Look at your contact time. The phrase ‘little and often applies here. Maintaining meaningful contact is essential. Frequent, shorter ‘touch points’ have a larger impact than a marathon slog for a few days after you meet them.

Book in your next contact time. Close the loop! While you are on a call to a customer, client, or prospect, book in for the next time. Don’t just leave it to chance as to when you might ‘remember to call’.

Take responsibility. If you have booked the time to make a call, make the call! Miss the call, and you could undermine the trust you’re building, and also miss out on a relationship-building opportunity just by neglecting a call.

Stick to your plan. Keep to your planned calls, even if they call you a few days before. This will show that you still care, and that you can stick to any agreements that you make.

Network with people you want to do business with. Why not invite your customers, clients or prospects to a networking event? It’s a good a place as any to build on the relationship and also make some (possibly well needed) introductions.

Face to face is powerful. A spontaneous (or pre-planned) face to face visit is often well appreciated. Why make a call when you can say it over coffee?

Be informed. Stay up-to-date with their businesses. Are there any new major developments that could affect your relationship? Not only will it give you a better insight into their work, it will give you something extra to discuss when you touch base.

Business is personal. A recent survey in the US showed of all the mail delivered, only 4 percent is personal. The message here is to hand write things! (Assuming your handwriting is legible!) Good old fashioned pen and paper works wonders to send notes, thank yous, congratulations, recognition for their achievements, awards, ‘wins’ and PR. And to just say ‘hi’.  Click here to see Part II

 

Rob's Quick Tips