Keep the Table Clean (Don’t Leave Money On It)

At least once a week, if not more, this comes up in my conversations with business owners: “I know I’m leaving money on the table by not staying in touch with my customers/prospects/networking partners/vendors.” I know this to be true for most people, including myself. When we are looking for opportunities to get the biggest bang for our buck, sometimes we make it too difficult. Yes, finding new prospects and leads is critical to business growth, but ignoring the contacts you already have is just silly. Leverage the relationships you have spent time, money, and effort developing over the years.

It is vital to have a communications plan in both your strategic and tactical marketing plans for keeping in touch. Whether  email newsletters or email drip campaigns, direct mail, social media, phone calls, or visits, there are numerous ways to stay in touch with past, present, and future clients and networking partners. This serves to remind them you are still around, provide them with useful information, and ask what you can do to help them. Out of sight, out of mind is a concept that is true today more than ever with the escalating amount of messages we receive daily. But think about it — you are glad to get communications from people and companies you know and like, even if it is simply to remember that next time you need (fill in the blank), you will call them. If you make the content relevant, people won’t think you are bothering them, they will be happy to hear from you.

Are you leaving money on the table (I’m not talking about tips in restaurants here- that’s OK!)? Work on closing that loophole right now! Start small if you have to with a few phone calls or handwritten notes, or start a monthly or quarterly newsletter. Not only will you increase sales, more importantly, you will be providing better customer service by giving people more of what they want and need.

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