Sabtu, 24 November 2007

A POCKET FULL OF BUSINESS CARDS

by C.J. Hayden, MCC

Meeting new people in person is still one of the best ways to market your services. If you
do a good job at this, you will quickly end up with a desk drawer filled with business
cards. But then what do you do with them?

Timely and consistent follow-up is the key to successful marketing. Meeting someone
once is rarely enough to bring you business -- repeated contacts are what do the trick.
You always want to follow up with prospective customers, of course, but you should also
follow up with potential referral sources.

A good referral source is someone who interacts with your desired customers on a regular
basis. For example, as a business coach who works with many start-ups, I look for
referrals from accountants, attorneys, career counselors, and people who teach small
business classes.

There are three avenues you might choose to follow up with people you have met: by
phone, by mail, or in person. Let's look at the uses of each one.

With prospective customers, you can phone them to see how interested they are in what
you do and try to set up a meeting. The meeting might be in person or by phone,
depending on the nature of your business. You can mail them a marketing letter, or a
brochure with a personal note. You could also call or write to refer them to your web site
or invite them to your next presentation.

The most effective way to contact prospects is usually call-mail-call. Call first to develop
interest, and if you can't reach them to set up a meeting on the first try, send them
something by mail or e-mail. Then call again to see if they are ready to take the next step.

If someone is a potential referral source rather than a prospect, your best approach is to
establish a reciprocal relationship. You might call to begin getting acquainted, exchange
information about yourselves by mail, or arrange to meet in person to find out more about
each other's work.

It is completely appropriate to call another business person you have met and say, "I
think we might be serving the same type of customers; could we get to know each other
better so maybe we could exchange referrals?" Another easy and friendly way to follow
up with anyone you meet is to send a handwritten "nice to meet you" note with only your
card enclosed.

Be careful when making contact by fax or e-mail. Many people are offended by faxes or
e-mail messages that are essentially generic marketing letters. It's more advisable to use
these media as tools to communicate more personally with people you have already
opened a dialogue with. If you choose to fax or e-mail someone who isn’t expecting to
hear from you, be sure to personalize what you write for each prospect.

After your initial contact, think of ways to keep in touch on a regular basis. Call to see
how people are doing, or to tell them what's new with you. Send a note with a clipping or
cartoon, or e-mail a link to an interesting web site. Don't forward jokes or inspirational
stories, though, unless you know for sure the recipient will appreciate them.

To follow up in person, schedule lunch or coffee, or invite your contacts to an upcoming
event you plan to attend. Once you have a large follow-up list, consider a regular
newsletter, ezine, or postcard mailing.

To manage your follow-up activities, you need a contact management system. When your
list is short, you can use a notebook or 3 x 5 cards. You will quickly outgrow a manual
system, however. By the time you reach 200 contacts or so, you'll be ready to graduate to
a computerized system designed for contact management, such as Microsoft Outlook or
ACT!

However you choose to keep track of your contacts, the important thing is to stay
organized. Always have one central place where you record who you meet, what contact
you have had so far, and when it will be time to follow up next.

If a business card you have collected doesn't belong to a prospective customer or referral
source, throw it away. There's no point in keeping the card of someone you don't plan to
follow up with.


C.J. Hayden is the author of Get Clients Now! Thousands of business owners
and salespeople have used her simple sales and marketing system to double or
triple their income. Get a free copy of "Five Secrets to Finding All the
Clients You'll Ever Need" at http://www.getclientsnow.com

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