Build the Marketing Relationship With Your Prospects

Build the Marketing Relationship With Your Prospects
Congratulations, you've done the research into
understanding your prospects' hot issues and have gotten
noticed because you've demonstrated that you understand
what solutions they are seeking.

Your prospect has given you their contact information in
exchange for your great, solutions-packed free give-away.
They may also have sent an email, filled out a contact form
on the website, or come up to speak with you after a
presentation you've given.

At this stage in the marketing relationship when the
interest is mutual, avoid the temptation to sell them a
service or product. Successful people know that most sales
are made after the seventh or eighth contact with a
prospect - few are made after just one email, phone call or
letter.

It's the same with your marketing, don't try to book an
appointment the first time a person contacts you.

Remember, with each interaction you are earning their
trust. As a result, your prospective profitable client will
be open to what you have to offer. Each follow-up brings
them closer to the purchase of your services.

Your marketing efforts at this point are focused on
building the relationship with prospects and clients rather
than just trying to "sell" them your services. You want to
let them know that you consider them and their issues to be
important and welcome a chance to help them.

You accomplish this by ensuring that each contact with them
provides something meaningful for them. You never want to
waste anyone's time (or yours!) by following up without a
specific purpose. Remember, you are being of service to
them by sharing useful information.

Here are some examples of valuable content you could
provide to prospects, on a consistent basis, to keep
growing the relationship:

* great book you've just read

* list of business resources you use; i.e. printers, web
designers, writers, etc.

* interesting blog posting (yours or someone else's)

* latest industry news

* helpful articles you've written

* upcoming teleseminar (yours or someone else's)

* special discount on products or services

* list of useful industry-specific support, i.e. forums,
associations, conference, new products

* invitation to an upcoming seminar/workshop (yours or
someone else's)

People won't slap down their money on the table until they
feel confident that they know and trust you. There are many
marketing tactics such as writing articles, giving
interviews, having testimonials that can also help
establish your credibility with your prospects and clients.

If you keep building value and credibility in people's
minds by keeping in contact and sharing your expertise with
them, you'll move them towards the next step in the
marketing relationship - the commitment step. In other
words, the sales step!

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Jody Gabourie, The Small Business Marketing Coach, delivers
simple, innovative and powerful marketing strategies to
help business owners find and keep their most profitable
clients. To learn more about how she can help you take your
business to the next level, and to sign up for her FREE
special report, ezine and articles, visit her site at
http://www.JodyGabourieMarketingCoach.com