Relationship marketing is a proven strategy that leads to more repeat and referral business. The one thing that keeps most people from doing it is that it takes some of that old-fashioned effort. So set yourself apart from the crowd of people doing the bare minimum and remind your clients why they love doing business with you by using these strategies:
Phone Calls: A quick phone check-in is a great way to deepen relationships with your clients, friends, colleagues, etc. Make sure that you are calling with the authentic purpose of learning more about them and not trying to sell anything. Use the FORD technique of asking questions about the following categories: Family - Occupation - Recreation - Dreams. Schedule a few calls when you’re in the car between appointments and use an opener like, “It’s been too long since we’ve spoken, I just wanted to call and check in on you. What’s new and fun in your world?”
Gifts: Set yourself apart by celebrating your contacts outside of the standard holiday schedule, (Valentine’s Day, Thanksgiving, Christmas, etc.). If you’re into Donuts then go with National Donut Day. Go to your favorite local donut shop and buy gift certificates for your top (20, 50,100) clients and send them out with a small personal hand-written note. It will be delightfully unexpected. Check out more random “national” days here.
Enroll in a Relationship Marketing Campaign: Depending on your budget, you can go with high-end options like Harry and David and spend over $100 per year per client, or something like LoLo’s Gift of the Month program that is $18 per year per client. It all depends on the value of your customers. John Rulin of Giftology recommends reinvesting 5%-10% of the annual profit for each client.
Hand-written notes: Yes, the US Postal Service is still in operation and stamps work the way they always have. There’s nothing like getting a hand-written note from someone who is thanking you for being a client and friend. The nice thing is that so few people do it today that your note will stand out like a diamond amongst the junk mail. Gather a collection of all purpose note cards, seasonal cards, fun cards - whatever you like best. Go ahead and pre-buy stamps so you have everything you need right at your fingertips and can knock out some note cards every day.
Make an appearance: If you really want to blow your top clients away, then figure out an appropriate time to make an appearance in their lives. Remember that actions speak louder than words. Does their son or daughter have a big sports event coming up? Is there a non-profit they support hosting an event? When you show up, it will mean the world to them.
