Keeping in touch may just be the most important marketing strategy you’ll ever use. You’ll need to connect with potential clients many times before they’ll feel comfortable hiring you or purchasing your products. If you don’t have a systematized and automated keep-in-touch strategy in place, you may end up leaving business on the table.
Keep in mind that there is an important distinction between following up with potential clients, colleagues, and others on a personal one-to-one level, and developing an automated keep-in-touch strategy where you broadcast electronic newsletters and other e-mail and send regular mail messages. When you’ve met someone and exchanged contact information, you have permission to communicate with him/her, to start or continue a dialogue that is valuable to both of you. However, this does not give you permission to add that person to your mailing list. Any automated messaging must be done with the person’s explicit permission. With that said, it’s perfectly acceptable, once you get to know people, that you ask them if they’d like you to subscribe them to your newsletter. Then, if they accept your invitation, you have permission to send it to them along with special offers and promotions.
Keeping in touch with your potential clients is critical to developing trust and credibility and will keep you in the forefront of their minds when they need you, your services, or the products and programs you offer.
Posted by Deb Bercume and Sherry Dutra, Certified Book Yourself Solid Coaches