So, there you are. The new business hunter. Looking for ways to stay on your prospect’s proverbial radar screen. Sure, you could send over a copy of your agency’s most recent thought leadership. What? You don’t have anything like that? You have yet to jump on the agency expertise positioning bandwagon? Uh, OK…
So here’s another thought. And it’s something ANYONE can do.
Send them a relationship valentine
This little phrase is something yours truly has coined to capture a thought, resource, or well, just about anything you send a prospect to maintain and strengthen your relationship. It’s ye olde practice of clipping out a trade magazine article and sending it over to your client contacts with a quick little point of view. Nothing too fancy or particularly earth shattering. Just something that demonstrates, “I am thinking of you and thought you might find this useful.”
Nowadays, of course, what you send could be a helpful link. Or maybe, if there’s no passalong value, consider snail-mail.
Here are some common forms a relationship valentine could take:
- Competitive information
- Category intel
- Consumer understanding
- Business book / or synopsis
- Blog post
- (And, of course, your agency’s intellectual property)
Here are perhaps a few more interesting or creative ones:
- Career advice
- A connection to an associate
- Financial or entertainment how-to
- Think networking
Typically, these little bits are completely focused on your prospect. Not you or your company.
Do your homework to find the right relationship valentine
You can get a sense for what to send based on your understanding of the prospect’s business challenges and/or what they’re like as human beings. You can find that information by doing some homework. A company’s website and Google is a great place to start for brand/company challenges. And social media can be terrific for understanding your prospect’s personality. Be sensitive to acknowledging information that might be a bit too personal. You’re trying to build and maintain trust and a relationship. Not stalk.
Anywho, hope this gets you thinking of smart, personal ways to demonstrate some prospect love. Happy relationship building!