Creative Ways To Stay In Touch

It would be great if, after meeting an affluent prospect, they immediately turned into a client.???

It would also be great if I could fly.?

The likelihood of either of those occurring is somewhere between the proverbial slim and none.

Which brings us to the topic of staying in touch. I call these “McGuffins” which is an old theatrical term for what’s the reason why a character does something.

We will use McGuffins in the context of??? “What are the reasons or excuses I can think of to stay in ongoing contact with my prospective clients.?”

Naturally, this will depend on whether your marketing is one-to-one, or one-to-many.

Allow me to explain…

For example, I am mostly in the business of One-To-Many marketing. My focus is on attracting as many people as possible into my community, and then through my articles, blogs and videos build trust and credibility.

Contrast that with One-To-One marketing???.

Back in the day, I very much wanted the wealth management division of a large financial institution as a client. I initially met the head of the division at a financial conference, but as is so often the case, nothing tangible resulted from that brief meeting.?

However, by diligently researching her on social media I was able to learn that she was a huge Abraham Lincoln buff. I went on eBay and discovered a rare book, 1919 Memories of President Lincoln by Walt Whitman. To be honest, it wasn’t terribly expensive and eBay is a great resource for finding unique McGuffins.

I sent it to her along with a note that said. ‘I came across this recently and since I know you have an interest in Abraham Lincoln, (as I do), I thought you might enjoy it.”

Now, I’ll admit that my saying I’m a Lincoln buff is? a bit of a fib, but I do believe in being a chameleon when it comes to prospecting for new business. If I learn that my prospective clients are interested in vintage Corvette’s, you can damn well be sure that I’m going to develop at least a passing knowledge about the cars.

So what happened? Did she immediately call me into her office and hire me????

Sadly no.?

However she did send me a nice note, so it was what I would call a successful first date.???

Every other month I would send her something personalized. ?? Sometimes it was Lincoln related, other times it connected with other hobbies or interests I knew she had, based on my internet stalking.?

Naturally, I also sent her copies of the blogs I wrote and my books.

While no one thing tipped the scale in my favor, the cumulative outreach effort did.???

The financial institution became a huge consulting client for me, worth in excess of $850,000 over the years.

Obviously one can’t mount this type of campaign for everyone. (That’s why you want to combine “One-To Many” marketing with “One-to-One” marketing.)

However, I urge you to develop a “hit” list of ideal prospects. Who are the 8 people you would most like to do business with? Then develop a detailed plan to not only get connected, but to stay in touch and turn that ideal prospect into an engaged and enthusiastic client.???

As always the challenge is not so much “what “ to do as it is “how” to do it.

Which… if you would like some assistance in doing this, I’ve decided to start back up (in a very limited way) my personal coaching program. There’s some information and an application if you think this might be something that would be helpful.

Go??HERE???to learn more about it.

Thanks,

Mark