The Power of KIT (Keep In Touch) Marketing to Turn Business Cards into Sales Part II
There are many methods that you can use to keep in touch. You don’t have to use all of them (or any of them, if you can think of some better ones!). Most of the best methods do involve some form of writing, but it shouldn’t be an arduous task. If you’ve taken the time to write something to a client, they’ll notice!
Thank You Notes. Think about this. How much do you like to hear someone thanking you for your services, or a favour? In fact, sending a thank you card FOR NO REASON can work. When was the last time you thanked a client just for being a client? It could make all the difference.
Newsletters. The newsletter is the fastest and easiest way to get ‘you’ to the masses. The most common newsletter style is now the Ezine – an electronic magazine that anyone with a computer can receive. It is a great way to share knowledge with your clients, customers and prospects. You don’t have to use any kind of ‘hard sell’ through it, although it can be a very useful advertising tool.
The key points to remember about your newsletter are frequency (don’t put one out, and then leave it for three months - keep up to date), and quality over quantity. Your Ezine or newsletter only has to be about 300 to 600 words long, and as long as the content is gripping and useful, you will do well. Good content also gives them another reason to contact you.
Gifts. Well intentioned gifts keep the lines of communication open and remind them that you are there. They needn’t be expensive, though it’s essential they are thought through and even researched. I was once given a crate of wine for a presentation. I don’t drink wine, and my wife Amanda seldom drinks either. So it wasn't a great idea.
Evaluations. Asking for feedback never hurts. Just remember to take any criticism gracefully.
Send Information. Any time that you see a newspaper article or magazine clipping that one of your clients might find interesting, send it to them. This will again make them feel understood, and wanted. Who knows, they might just cotton on and start doing the same for you!
Have a KIT Kit! Why waste time in queues, airport lounges, waiting rooms and traffic jams? People love to get mail, so carry a selection of cards, stamps, common addresses, envelopes, stationery and quotes. You can thank, congratulate, commiserate, cheer up, make laugh, show appreciation and offer advice, in just a few seconds. If you don’t, the moment goes, and we’ve all got a bagful of good intentions. Use your handbag, sports bag, briefcase, car glove compartment or diary to keep you mobile and ready for action!
The final caveat here. This stuff takes time, so decide who you’re going to work on. Have a cauldron of hot prospects, people on your team bus, good friends and support network, key clients and mentors. Not everyone deserves your attention! And remember, despite all of these great ways to boost your relationships, some things don’t always work out for the best. Learn when it is the right time to move on.
Now get your KIT on and get marketing!
Rob's Quick Tips
The KIT Marketing ACRE
Ability. When you can demonstrate that you know both them and their business, you can show your true value and the benefits of working with you.
Concern. Be aware of your client’s feelings, and to a certain extent, their personal goings-on. Build a bond with the person behind the business.
Reliability. Keep on top of your contact. Follow up when you need to follow up, and find reasons to add value to them ‘outside the transaction’.
Enthusiasm. Your clients come first, and make sure that they know it! Ensure that you can deliver all you say you can, and more. If your clients can see that you will go over and above for them, they might just do the same for you.