Do you know any of the “little things?”
Do you know her birthday?
Do you know the name of his spouse or kids?
How about hometown, favorite store, or favorite sport?
What about your client’s hobbies?
Do you have similar musical tastes?
Do he like cigars? What is her favorite adult beverage, or is she a nondrinker?
Does your client have a favorite perfume or cologne?
When you learn even the smallest detail about your clients and prospects, record those things into your contact management system.
It is especially important to note the details about your clients that are unrelated to business.
You can use this carefully gathered information in many ways-for example, sending them cards on their birthdays or anniversaries; alerting them to newspaper stories, magazine articles, and Internet links about things in which they are interested; giving them tickets to events that they enjoy; and many other things, all of which are related to your discoveries of their interests.
“Remember, it’s the perfection of the smallest details that make big things happen.”
When you remember the smallest details, you will be amazed at how your clients will remember and appreciate your thoughtfulness. These acts of caring on your part can lead to a genuine, longlasting relationship with your client.
Everyone is different, and each relationship has a different dynamic that builds and changes over time. Marketing is relationship building. Every great business person understands this and works at building longterm relationships with his/her clients.
The most important sale that you ever will get from a customer is the second sale because it is the start of a lasting relationship. In addition, the second sale can lead to a profitable future, perhaps as much in friendship as in business.
How well are you getting to know your clients and prospects?