It’s been a crazy couple of days.
I went to a networking meeting the other day, which I thought was going to be a waste of time. By the end of the day, I had three face to face meetings set up.
Through my LinkedIn outreach I got on the phone with a potential $1,000 per month client.
One of my current clients gave me a referral that is interested in my services.
This is only the second time in the past 9 months that I’ve had multiple suitors at the same time.
And it feels great.
These are the moments when your goals become operative. Sure, waking up early, writing blog posts, and starting a crazy challenge has helped me in my business and in my life, but until real people take the place of those numbers, they’re just numbers. Just dreams.
I can taste a couple new clients coming aboard soon.
There are a couple things that all of these experiences have taught me. The first thing is that you must have multiple lines in the water. In a previous post, I used a fishing analogy, saying you’ll never catch a fish if your line isn’t in the water. I’m changing that now to, “you must have more than one line in the water, complete with different bait”. Even if you get a couple bites at the same time, if you’re good enough, you can hook them both and bring them in. You never quite know what is going to be appetizing to potential clients until you put it out there.
For one fish it might be powerbait in a soft-flowing section. For another it might be a simple worm near the rapids. My point is that in fishing and in marketing, getting clients is about putting things out there.
I have a couple different methods now that I have tried, and where one may fail part of the time, the other will pick up the slack. If you are only using one line in the water, and it fails, you’re quite literally “up a creek”.
This brings me to touches. I’ll quit with the fish analogies now. When you get a potential client, how many “touches” does it take to land them?
A touch is any interaction with them. That first cold email, saying hi to them at a meeting, that follow up on social media, that quick consultation call. How many times is optimal before running their credit card. For me, the less the better.
This may seem a little counter intuitive to some, but hear me out.
Many think that you need to slowly warm up clients and then they will be fully comfortable moving forward.
For me, I don’t purchase something when I’m comfortable, I purchase something when I’m excited.
I purchase when I’m convinced.
So why not be bold and ask for the sale once they see the value in your product or service.
I’ve lost potential clients because of waiting too long to pull the trigger and ask for the sale. It’s something that I’m still working on, but am much further along than I was just months ago.
Once you actually get a client, touches still matter.
Some clients are ok with just a monthly report emailed to them. Some are ok with just a quick weekly phone call. But my guess is that a few more “non-business touches” could help you retain clients even longer.
- Send them a handwritten thank you card
- Give them a personal shoutout on social media
- Send lunch to their office
- Congratulate their kid for being accepted into college
Business is about providing a valuable product or service, but it’s also about relationships. You can cultivate these from the first touch to a “Christmas gift touch” after working with them for two years. Think about touches and how that might affect your business, then go out and touch people! Just no police, please.
You’ll be glad you made certain gestures when you’re handed referrals from happy clients who have enjoyed certain “touches”.
Who have you touched today?