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E x per t Ad vice LinkedIn, and put a note in your diary to contact them in another 90 days. Often your franchisor will have suggested call scripts, email text and supporting marketing or communications materials to send to clients so take advantage of those materials.
No doesn’t always mean no It’s a reality in business that you will face the word “no”. The way to view it is that “no” is just one fifth of a “yes”. It can mean: “No not right now but I’d like to talk to someone later”. “No for me, but I do know someone who needs your help”. Staying in touch regularly increases your effectiveness, and all it costs you is your time.
Getting referrals
front people, you might ask questions of a speaker at another event or offer to share your expertise as a guest speaker. However you approach it, it’s a great way of building trust with potential new clients.
Tap into social media With over 80 per cent of professionals using LinkedIn a LinkedIn profile is a must. Connect with any clients or potential referrals partners you know. If you are a keen social networker you might also use twitter to connect with influencers, journalists, professional bodies etc that might be a key contact to reach your target market.
Maximise any opportunities to network offline Social networking is great but nothing beats face to face. Research local networking groups in your area for opportunities to attend events
The best time to get a referral from a client is when they have expressed how happy they are with you. This is where following up with clients every 90 days helps. That’s your opportunity to check in and perhaps source a testimonial.
These might include:
Once a client has expressed how happy they are, ask them if they would be ok with it if you used their comment as a testimonial.
Start writing
Make it easy for them and send a follow up email with their comments in text for them to edit or approve. You will easily get testimonials following that process. You can also then follow up thanking them for their testimonial and asking them for referrals. This can feel a bit awkward. However, offering some praise yourself initially makes it easier. We often overlook our family and friends as a source for referrals. People who love you and respect you, want to see you do well so don’t forget to let them know what you do and the sort of clients you work for.
Other ways to maximise success A disciplined approach to building and maintaining your sales funnel will build the foundation for effective marketing. However, there are many other ways to help generate warm leads. These include:
Speaking If you get the chance to speak at an event, take it! You might volunteer to be a participant at an event that gets you in
• Local business chamber
• Local business women’s networking group
• Local school, church or sporting group
Write helpful articles or blog posts. Submit them to your local paper, include them in your email newsletters and distribute via social networks.
Show up to events Events can be a great way to meet potential prospects or channel partners. You can hold your own, exhibit at a trade event or sponsor an event. Look into events such as: • Local Business Expo
• Local Chamber meetings • Local fundraisers
These can all help raise your profile locally and generate new contacts who could be potential clients or referrals.
Develop relationships with channel partners Build relationships with other businesses who you do not compete with but who may target similar clients. These might include:
• Financial planners
• Business coaches and consultants • Recruitment consultants • Virtual Assistants
All of these may have databases that you could extend a relevant offer to or provide articles to.
Use email marketing Consistent email marketing is still a great brand builder and keeps you top of mind with clients and prospects. Use and customise any email newsletters that are already created for you via your franchisor or create your own email marketing program.
Get yourself in the press If you are an articulate and savvy business owner consider tapping into any PR opportunities. Contribute articles to local papers, or let them know of any events you might be involved with. Entering local business awards is also a great way to achieve press coverage.
Keep nurturing prospects and customers Make sure you are constantly nurturing your prospects and customers. This is where your database and a good email marketing system are critical. It makes it effortless for you to stay in touch and keep your brand top of mind. For key customers make sure you diarise a regular phone catch up, face to face meeting and perhaps once a year take them to lunch. Keep learning from your customers, what challenges are they facing, what can you help with, what can you learn from them? Finally, bring a relentless mindset to your marketing. Have a good system that means that you are consistently building your sales funnel and your local profile and you will have a consistent flow of new business. Michelle Gamble is the Chief Angel of Marketing Angels a national marketing agency working with small to medium clients in Sydney, Melbourne, Brisbane and Perth.
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