How To Raise Yourself From Failure To Success…With Drip Marketing: Part 1

Obviously, you must stay in touch with the people with whom you already do business. Not only do you want their referrals, but you want them to become long-term clients. Here are two great ways to ensure that happens.

Make Welcome Calls And Send Introductory Letters To New Clients

While this appears like an obvious thing to do, you’d be surprised how many people don’t do it. If a person is to become a long-term client, you want to do all you can from the moment that person hires you. You want them to feel like they’ve made a good decision and won’t have any regrets later from doing business with you.

The first thing to do is to call each new client and welcome him or her in to your business. In fact, you don’t even have to do this yourself, you can have one of your assistants do it. But no matter who does it, the message has to be the same: Emphasize to the client that you are happy to have him or her on board and that you and your staff will do everything you can to assist them in process. Provide your contact information (office phone, mobile phone, e-mail address, etc.) and let them know to contact you whenever they have any questions, concerns or comments.

While that introductory phone call is good, a “welcome package” is even better. This package should include a personal “thank you” letter explaining your services, a description of your guarantee, an outline of your office hours and your contact information. Go ahead and include a membership certificate, indicating your “guarantee” that your new clients will receive the services your have promised to deliver. (Assuming you are selling a advisory fee).

I’d also suggest sending new clients a small gift. It doesn’t have to be big and it need not be expensive, but it should be something that shows you value their business. Whatever the gift, the idea here is to surprise your clients and show them that you intend to exceed their expectations.

Create A System That Keeps Your Clients Close

While a phone call and a free gift make a good first impression, you also want to ensure that these new clients become long-term customers.  To make sure that happens, you’ll want to create a “sequenced follow-up mailing campaign.”

This approach consists of a series of letters, recorded interviews with satisfied clients, information from financial experts, copies of interesting and informative articles, etc. A sequenced follow-up mailing campaign has a twofold purpose. First, it reinforces the idea that you are an expert at what you do. Second, it creates opportunities for you to provide such additional financial services to your clients as retirement planning, insurance coverage and tax reduction.

Putting the pieces together for this system will take a little time, but the results will be worth the effort. Ask a client who you know you’ve helped, and especially those that you’ve helped multiple times, if they could provide a testimonial about your services. In most cases, satisfied customers are eager to talk about the excellent products and services they’ve received. In addition, other professionals like stock brokers, mortgage brokers, and CPAs will jump at the opportunity to write an article or share their knowledge with your clients, as they know you could send some business their way as well.

 

Related Articles:

How to Raise Yourself From Failure to Success….With Drip Marketing: Part 2

How to Turn One-Sale Clients Into Multi-Sale Clients

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Brian J. Kay, Executive Director, Leads4Insurance
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