Kitchen Table Publisher

Follow-up, keeping the ties that bind

Kitchen Table Publisher Written by Julie A. Zagorski

Your prize possessions are something that you keep track of vigilantly, why not a good client? Keeping your business ties is valuable to your business. How do you stay in touch without being annoying? There are numerous ways, all within your budget. Small business's often have a very limited budget for advertising. Often discovering that advertising is not enough. Keeping in contact with your client is not only establishing a good relationship, but expanding your advertising reach.

After you have closure on a client contract or work order, the contact with that client is not finished. Remember that they will probably need more documentation later. When you deliver their final product, ask if you can contact them in about 3 months. This provides the opportunity to communicate when their supply is diminishing. Note your calendar for that time frame and call for their progress. Ask them what other services they may need for their promotional documentation. Discuss any new ideas you have for their services that may benefit their clients. Brainstorming with your client can also provide more business for you.

Right after the delivery of documentation to a new client, send them a letter of appreciation for their business. A return post card allowing them to express their feelings about your products and services is a non-aggressive way and allows you to gain ideas and future needs of your client. Providing a line for referral information may provide additional contacts. Call after receiving their post card to discuss their ideas and establish a pattern of contact. Thank them for any referral information provided and offer a discount on your services for the referral that becomes a client.

Separate your current clients from those you hope to obtain. Special promotions for "preferred customers" give a sense of security that you are still available and want their business. This scope of contact also gives your clients a feeling that they are special to you.

On the occasion that a project did not go as planned, follow-up with the disgruntled client can smooth the relationship. Especially if the finished project is one that they are satisfied with. A letter of appreciation goes a long way to regain trust. Contact them within a month after delivery of the project. Enable them to try again, the second project may be better. With this second chance provided, following the negotiating guidelines discussed in the previous article may help the next project flow smoother. If the opportunity does not arise for this client, asking for a referral may not be in the best interest for you, gather your losses and keep trying in other directions.

What if the businesses you send literature to don't purchase your services? Do you still keep sending them sales literature? Telephone calls to discuss their perception of your services will provide a clear image of your business. Ask what special needs they have and discuss how you can fill that need. After sending the business literature for two consecutive marketing episodes without interest from the client, you have to drop them. Don't waste time and money on contacts that are not interested. Instead, concentrate on the clients who are returning and providing referrals. They are an investment that will give great returns!

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