We have talked about the inner circle and how to take advantage of knowing more about your customer than they sometimes do. You need to combine your ability to touch base with being visible in the community and with the media. Let media know about the events and ask them about making personal time to attend. Even though they may not take you up on it, at least you extended the invitation. If you can gain some personal time with the client, then you have moved the business relationship from a business level to one of further friendship. Getting to this level is not easy to achieve. You need to work at being visible and keeping in touch regarding events of interest at all times. Your postage bill should be fairly large each month and if it is not then you are not doing your job. Look at who you contact and how, then increase it through some of the suggestions given in previous chapters. Your newsletter should include community events, sponsorship opportunities, and also a plea for donations. If other businesses perceive that you are really involved in making a difference, then you are likely to gain more visibility with your customers. Do not let any opportunity to be in touch with your customers slip away, be prepared to phone, email or send information at all times. Keeping in touch keeps your customers aware of what you are doing. The more they read about you the more they will think of you when a project comes along that requires your expertise. Do not let yourself say you will do it later when now is the perfect opportunity. |
