Remember that you don’t occupy too much of your clients’ brain space, and that they aren’t sitting around trying to think of who they can refer you to. This isn’t because they don’t like you, but just that they are busy too. In his book, “Referrals: The Professional Way”, Frank Maselli offers these ways to stay on top of your clients’ minds:
- Make phone calls for quick contact and timely conversations.
- Send e-mail, an e-newsletter or a periodic message with an article or research report attached.
- Send any articles you write, which elevate the perception of your abilities in the mind of your client.
- Magazine subscriptions: stay away from financial pubs, and rather send one that you know they have an interest or hobby in. A classy no-fail favorite is National Geographic. Contact the subscription department and let them know you are sending it as a gift and it will appear with your name on it every month
- Make conference calls: An easy and inexpensive way to give high-value service to your top clients. Keep them tactical and short, and maybe host a guest speaker to do a market update.
- Letters, cards and postcards: People love to get a handwritten, personal letter or postcard. Look for uncommon times to send cards, and not just on birthdays and big holidays.
- Webinars: These are a great way to communicate complex ideas. Just e-mail your clients the URL and the whole process is automated from there.
- Gifts: Obey any restrictions your company may have, and stick with something thoughtful and creative.
- Events: You should have a regular calendar of events set up throughout the year, such as seminars, golf outings, dinner, etc.
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