Parker's Points
March 2007
10 Marketing Actions to Reconnect with Potential Clients or Referrers
We've all had the experience of going to networking events and collecting business cards. Some people have so many cards that they make a special database of people they met at networking events. Others keep the cards in a box or business card files. I've got several files full of cards myself. Sometimes I don't even remember who all the people are. Periodically I purge the file of the unknowns to make space for new ones.
Is everyone you meet a potential client or referrer? It starts with the conversation you have when you first meet the person. Focus on those in your target market and/or those people who know lots of people in your target market (influencers and strategic partners).
It is with those two categories of people that you want to begin building relationships. To build the relationship you will want to stay connected with them. (You don't want them to forget you!)
Here are some ideas of ways to stay connected in addition to the usual breakfast, lunch, coffee and dinner possibilities. As you look at these activities, think about some questions you might ask a prospect or referrer to get you the information to do the follow up. You'll need a system of some sort to record this information.
- Hobbies - Send information about hobbies the referrer or potential client has expressed an interest in. Invite the person to an event that focuses on the hobby. Examples: You collect antiques. Send an article on antiquing or go to antique auction with potential client.
- Cultural interests (museum, theater, music etc) - Send a review of a play you spoke about. Include a handwritten note letting them know you were thinking of them. Invite the person to a concert or similar event.
- Birthday - Send a birthday card if you know his/her birthday. It may be awkward to work birthday dates into the conversation unless someone has a birthday on that day but sometimes the topic of horoscopes does come up in a conversation so you at least know the month of the person's birth.
- Winter holiday - Send a Holiday or New Year's Card with a note or invitation to a party. There are those who say that people get so many cards at that time of year that the person won't remember their card. Then you could be a little innovative. Maybe try Christmas in July. Some send Thanksgiving cards so that their card is the first to be received. You do want to be remembered!
- Interesting business idea - If you've talked about an interesting business idea, send an article about the topic to the person. Any article on a topic of mutual interest (not just business) will work.
- Nonprofit connections - If you walk in a "Walk for Hunger" or volunteer at Habitat for Humanity, ask the potential client or influencer to join you.
- Religious or spiritual group connection - If your connection is through a religious organization or spiritual group, watch for programs of common interest and call the person to join you in participating.
- Community organization connection (PTA, Little League, Chamber of Commerce, Rotary) - If it turns out that your lives overlap in unexpected areas, renew your connection at meetings. Volunteer to help and recruit your potential client or influencer to join you.
- Your publications (newsletter, blog, article you wrote) - If you write a newsletter, put the potential client or influencer on your list. Some firms have updates or comments on current issues that they send to clients. Add your prospect or referrer to the office mailing list. Be sure the person knows why and from whom he/she is receiving the mailing. When you write an article that gets published send them a copy.
- Your presentations - Invite prospects and referrers
to be your guest at workshops and meetings at which you are speaking.
If your presentations are not local, be sure your prospects and
referrers know that you are speaking and the topic on which you
will be speaking.