Eight unique “touches” defined for your entire customer base

Continuing our 10 Days of Christmas theme, we return to the essential requirement of being visible to your marketplace.

Each of us has a past, an existing, and a future set of customers to whom we must remain visible.  Although we mentioned nine minutes per day needed to be spent on social media to do so, we must also create eight specific touches for your entire marketplace/database that are unique and add-value.

Some examples of these touches will be found throughout this article but may include things such as:
•    a quarterly ezine/eNewsletter
•    specific articles sent to them
•    invitations to events
•    personal visits
•    handwritten notes
•    referrals/introductions
•    webcasts
•    training offerings

Get creative and new!  Remember that each “touch” must be about adding value and differentiating yourself.  Selling is a contact  sport and the effort of building a “touch campaign” is to stay on the top of mind of your marketplace.

Action Step

Come up with (and write down) no less than eight unique ways to “touch” your prospects, customers, and clients this year.

Define what it will take to create each of these touches, and put these on the calendar.  Eight touches throughout the course of the year (when you are NOT simply trying to sell them something) will create an exposure to you about every 1 ½ months.

This consistency and effort will help keep you front and center in their minds and hearts.  Here is a hint for you; Integrate your social media postings and findings into your “”touch campaign” and link much of this back together.

Convert your customers into clients. Here’s why.

The smartest sales people manage a little basket called their clientele.

The customer buys from us once or once in a while. A client buys from us all the time. A customer is a transaction. A client is a relationship. A customer is focused on what they pay. A client is focused on what they get for what they pay. Because with the customer it’s about cost and price. With the client, it’s about value and return on the investment they made.

Let’s put it this way: The customer is a one night stand, and the client is a marriage.

Think about all the work you go through to land a customer. All that prospecting. You identify all the suspects, and narrow it down to the prospects through profiling.

You say to yourself, “This is going to be an ideal prospect for me.”

Then you go to personal branding campaign. Because we hear it’s not what you know, it’s who you know. Here’s what it really is: It’s not who you know, it’s who knows you. So we brand ourselves in a certain way and we market ourselves out there.

We present our brand to the marketplace in the interest of getting an appointment with our prospect. We get an appointment, then we go out and engage in the short course on selling. We ask questions and listen. We open our customers and engage with them. We get involved in a discovery process of finding out who they are and what’s important to them.

Because the product doesn’t sell, the problem sells. So we look for the:
•    Pain
•    Fear
•    Challenge
•    Issue

We’re looking for what we can potentially create a solution for. So we respond accordingly and put our presentation together. After we deliver our presentation, of course the customer has questions or concerns. Or what you might call objections. We learn to address those objections. We build an objection guide so that we can overcome the most common objections. We do this so we can smoothly transition into that closing section of the sales presentation where we ask for the business.