Most people spend more time looking for new business than keeping in touch with current and former clients. But nurturing the relationships you already have is crucial to growing the foundation of a successful business. Finding a way to keep in touch with those contacts on a regular basis is integral to keeping both you and your business ever present in their minds.
In today’s environment people move and change companies more frequently than in the past. The products and services they buy today may be different when they change companies or get a promotion. Keep in touch with their career paths and their needs.
How much is too much?
Emails can be perceived as spam or junk mail if they’re sent too frequently. Emails should have a purpose with information that might spark their interest. A birthday, industry news or updates on your company may be justification to send out and email. Interesting industry articles, web links or “How To” tips may be of interest to your clients. A simple database may be necessary to keep track of the frequency of your communication.
Listen and react
Given the opportunity, listen to your client and try to understand their concerns, needs and pain points. Look at ways to modify your offerings, or add a service to resolve their issues. Problem solving is a valuable asset to offer your clients. Cultivate the clients you currently have and build a stronger partnership for future growth.