In our last post we talked about the importance of building a relationship with your prospects and customers to get the most benefit for your business. One of the keys of doing that was by communicating with them on a consistent basis with relevant, timely, and useful information. Let’s dissect that further and explore what each of those components means…
Consistent
Ok, so what does it mean exactly to communicate with your prospects and customers on a “consistent” basis? While it varies by industry, I would argue that you need to be communicating with them anywhere between 30-75 times per year…possibly more.
Before you balk at what you may think of as excessive contact let me remind you that a crucial element of making that communication work is by following the principles listed above (i.e. being relevant, timely, and useful)…for now just trust me on this.
Communication can take a variety of forms using many different media. In fact, I would encourage you to use as many different media as possible when communicating with your prospects and customers.
The reason for this is because you never know which media contact will most resonate with your prospects. Some may respond better to a phone call, others to an email, and others to a postcard. Additionally, by seeing communications from you in different contexts, it helps the prospect remember your company more.
Which ever media you choose make sure to spread your messages out over time as evenly as possible. For 30 total contacts a year you would be communicating with your list of prospects about every 10-12 days. For 50 contacts per year you would be communicating with them weekly.
Figuring out what kinds of communications to send to them is pretty easy. There are basically three main categories of messages which we’ll cover in the next installment…
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