Building a successful business has key elements that are important and should not be overlooked. The good news, it does not have to be complicated or expensive. In fact, it can be easy and even fun. You will see a greater return by enjoying this part of your business. I will outline some simple principles and solutions below. It is important to the continual growth and success of you business.
Repeated touches to your community or SOI (Sphere of Influence) is a key part of developing your business identity. They have great influence with people they know AND that you want to know. By staying in touch with them, you are increasing your chances that YOU will be the one they refer to their friends and family. They should receive regular contact, communication and information from you.
Good news again! It's a misconception that your touches require exhausting and pesky communication from you. I know many independent agents who have built a tremendously successful and profitable business WITHOUT making a single cold call, memorizing a prospecting script, or knocking on one strangers door. You need not subject anyone to a sales pitch or ask for a single referral, but you can expect support from your sphere and be on the way to establishing a successful career. Instead just concentrate your efforts on the following and watch your business grow at a steady rate.
1) Nurture the relationships you already have. This is as easy as a quick phone call at least once a quarter, a friendly email, a card, or even a lunch or coffee break. That's easy, but don't forget them. They are your greatest cheer leaders and should be remembered often. But NEVER bore them with a sales pitch or shop talk. These are your friends and should always be treated as such.
2) Touch the people you know who aren't your friends. You can keep in touch with these people in much the same way. Gather business cards and/or contact information and find reasons to reach out to them, again about once a quarter. Join local clubs and social networking sites all around the people you know and your community, but on a casual basis. These people will not remember, or may not know what you do, so a gentle reminder such as your signature in emails and online sources will help keep you in their minds. Keep your communication relevant, and NON salesy. Again, no one likes a sales pitch or lengthy shop talk. You want people to be glad that you are around and socializing with them.
3) Actively reach out to new people in a positive way. Seek ways to enhance and develop awareness in your community. In this economy, finding an economic solution is top priority. I suggest Postcards which have become more popular for many reasons. The key is to find a company that understands your business and has the knowledge to capture attention quickly through content and design. This is accomplished through Emotional Marketing. Utilizing Emotional Marketing with your postcards helps break through the clutter while capturing attention.
There are many websites that offer pre-designed postcards where you simply choose your postcard for delivery. Initially, take time to find the right company and develop a relationship with them. Unfortunately most postcard websites are developed for the masses without the understanding of real marketing practices. Look for a company that understands your business and offers unique designs and content. You want your postcard to stand out and get noticed.
The more people you know and who know you, and think you're a great person, the more business you will generate. Your marketing efforts are the first or last that a consumer knows of you. Make it good and make it memorable. Here's to your success.
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