Client contact is so extremely important when growing and running any business. In the PR world, however, it is essential. You don't want to seem fake or phony when contacting clients who you haven't been in touch with for a while or who you no longer do business with. So, how do you create or re-establish valued relationships that could turn into long-term business? Easy, just use my 3 surefire tactics!
#1. Set up a Google alert. People tend to over complicate things. Every single time you pitch a potential client or do business with a client- setup a Google alert in his or her name and one in their company's name. The first thing you should do every single day is scan your Google alerts and then send an appropriate email or make a phone call on this subject. I would do this once a week. It avoids being generic and shows the customer you do care.
#2. Be a giver. I know so many people who refuse to spend actual money buying noteworthy gifts. Hey, they work. Why would you skimp on this? If I don't hear from a former client in over two months, I send them a $25 Starbucks gift-card. Yes, I do this every two months regardless if I hear from him or her. Why? Because in the long run, it works! Rewarding clients for doing business with you, beyond giving them a stress ball with your logo on it, is a proven ROI generator.
#3. Keep a secret note stash. Yes, if a client is talking to you about one thing and says, "Excuse me, my daughter Trish just called. Let me call you back," then excuse the call but write down that this client has a daughter named Trish. Next, schedule yourself to send your client something for Trish the following week. Again, tie in the giver step. If your client had a death in the family, send flowers. If your client mentions trying to lose weight, send something that compliments this goal. Be personal without being obvious. Remember, the devil is in the details.
I truly hope these three tactics help you improve client contact and - eventually- your profit margin.
Until tomorrow,
Coco the CEO
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