Every Thursday morning, every week of the month, every month of the year, I meet with my referral group. We are group of business men and women who each take sixty seconds to explain to the rest of the group something new and interesting about us. So, each week, I speak about internet marketing. Same 26 people. Same 26 businesses. Over and over and over again.
Here’s the payoff: Every once in a while, one of them sends me a lead / referral, based on what he knows about me and my company.
I tell you that story so I can tell you this one.
I recently interviewed a potential client about his most pressing business need. He’s in the insurance industry. Here’s how that went:
Him: I need my good clients to buy more from me, and to send me more referrals.
Me: How many good clients do you currently have?
Him: Six to Seven Hundred
Me: That’s a lot!!! How many times do you talk with them in a month, or in a year?
Him: (dramatic pause) None. Maybe once a year.
Me: None? Heck, that lizard is talking to your clients every time the game comes on!
Do you think that if he communicated with his six to seven hundred good clients with the same consistency that I do with my 26 breakfast buddies, that he might increase his leads and sales?
I’m not making fun of him, as we’re all struggling with the problem of keeping our good customers. But, what if he wrote an article once a month about a not so well-known benefit of his products and services that his good customers might enjoy? What if he shared with his clients and prospects a recent article he read that caught his attention? What if he wrote a blog post on his website every couple of weeks highlighting a brief glimpse of other current customers enjoying his services? What if he shared these things with his customers? There’s a Payday here!
Whether it’s 26 friends, or seven hundred clients, they want to hear interesting stuff from you. Often.
Action Steps: Write a personal, interesting, non-salesy blog/article at least once a month. Integrate it with an e-mail system like Mail Chimp so you can blast it out with a single click. Then: integrate both with your website to create an engaging online experience different than any of your competitors.
When you interact with your customers consistently, they’ll thank you for it, in many different ways. And some of those ways will probably increase your cashflow.
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