Grow your relationships and watch your business Grow

Would you like to build your business into a thriving, self-sustaining practice? Then you need to focus your attention on the area that will guarantee your success. You've developed the skills, the experience, and you've got the drive. But those things are not what will bring you success. Your clients are your greatest assets. Doesn't it make sense to concentrate your efforts on them?

Sure you take care of your clients when they're actively working with you, but what about when the job is over? Are you continuing the relationship? And how about those yet-to-be clients? Are you developing your relationship with them? Despite all of the technological advances in our society, there is one adage that still rings true - people do business with people that they know and like.

Marketing research shows that you must touch someone seven times before they're comfortable enough to buy. So keep in touch and you'll stay in business. A regular newsletter is the secret to building a thriving, self-sustaining business. Here are seven tips to make sure that your newsletter will help those relationships blossom.

Newsletters are perceived as good news. Surveys have shown that newsletters are well-received because they usually bring interesting and useful information instead of bad news. If you remember one thing about your newsletter it's this - it's a letter from you. Don't make selling the main focus. You're competing with a lot of messages out there. Make yours stand out by offering something useful and timely.

The better educated your clients are, the more likely they're going to be to use your services. Many times people only know that things aren't right. You've got to inform them about the benefits of your services. Use your newsletter to raise your clients awareness and appreciation of the advantages of working with you. Case studies and stories are invaluable tools to help your client see how you can help them.

Remind them that you're there. Seems like a no-brainer, doesn't it? Odds are that your clients know that they need your help, but they've gotten bogged down with other things. A gentle touch is a great reminder. Always keep in mind that your clients have contacts as well. They may have a friend or colleague that's been expressing a need for services just like yours. By keeping in contact, you remain on the top of your clients' mind. You're the logical person to refer people to.

Going the extra mile will build long-term relationships. It's been said that the Devil is in the details. That's true in business. There are plenty of business owners out there that do a fine job. Some may even charge less than you do, but what your clients will remember are the little extra touches. A regular newsletter can help you build a loyal following because you're showing them how important they are to you.

Is it cost effective? Big businesses expect to spend as much as thirty percent of their operating budget on marketing. Shouldn't you be willing to budget something into that as well. Advertising in the newspaper, radio, and yellow pages are very expensive and have been shown to be less than effective for small businesses. Why? You just get lost in the static of all the other ads. Remember the adage that I mentioned earlier - people do business with people that they know and like. Spending money on those types of advertising isn't going to get people to know or like you.

Your newsletter is your representative - make sure that it reflects your professionalism. Put your effort and money where it will do you the most good. A word of caution - be sure that everything that represents you is of the highest quality. Never forget that while you're building relationships, you're building something else - your reputation. Yes, a newsletter can take some time. It also takes a degree of skill to make it professional. Do yourself a favor and invest some of that Yellow Pages money into a newsletter service that will do it all for you.

Make the commitment. Consistency is a demonstration of professionalism. You're showing your clients that you can be counted on. Remember that you're building a presence in your community. Try it for a year. Track your results. I can guarantee that it will be the best business decision that you ever made.