How to Stay Relevant With a Prospect
Let’s say you connected with someone new. You might’ve had a first meeting or conversation or something as little as an email exchange. Either way, the result was some form of, “Let’s stay in touch.”
Maybe the timing was wrong.
Perhaps they were too busy.
Whatever the case, the challenge became how to stay in touch and, more importantly, what to say in those periodic conversations.
I have two ideas for you …
First, business. Be on the lookout for news items relevant to their company or their industry. Send a link in an email with the message, “I saw this and thought of you.” It demonstrates two things: You are paying attention and you are keeping them top of mind.
You might also think about sending them an example of a success story your company had for another client. Tell the story and include a sample. This builds your brand as a problem-solver.
The second idea is personal …
At the beginning of the pandemic, I wrote an e-book and in it I pointed out there were three things people were concerned about:
- What to watch
- What to eat
- Activities for the kids
I included a link to my online cookbook and one specific recipe for pizza on the grill. The dozens of thank you emails I received from as far away as New Zealand proved my point.
Don’t be afraid to get personal. The best kind of clients are the ones who become friends and this kind of action builds the relationship.
The basics are to be consistent with your ongoing check ins and as relevant as possible. Keep it interesting and keep it coming.
And here is a link to my online cookbook, just for fun: www.FarkaBerry.com
Bill Farquharson can be reached at 781-934-7036 or through The Sales Vault at BillFarquharson.com
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.