Be more persistent with marketing is a message Ryan Pinney from Pinney Insurance recently told MDRT’s down under tour [RiskAdviser] and I can’t agree with him more! As a professional marketing person, I know that the more times you tell someone a message, the more likely they are to ‘see’ it. I’ve experienced the same thing myself in my business!
Sometimes you can be in a ‘relationship’ with a potential client for a couple of years before they become an actual client and that’s not always a bad thing. Over that time the trust has built up, they may have referred your name to someone else – you just don’t know.
The important message here is to continue to keep the dialogue open and communicate on a regular, consistent basis with quality information. I know through the research that SRSCC conducts that it can take clients of Advisers many years to engage with you too. When you ask people why they hadn’t taken the initiative immediately, the usual response was, I wasn’t ready, but I am now! It’s generally code for other stuff that is happening in their lives! However, we all live busy lives, and I bet there are many things on your ‘to do list’ that you haven’t actioned yet. Don’t penalise potential clients for not taking the action now, instead, put them on your database and reach out to them with regular information that will keep them informed and abreast of any changes.
Never stop communicating with people, potential clients of business partners. I’m sure we could fill a book with the amount of stories of people coming back to all of us years after they first engaged with us or when someone passed your name onto someone else because it just happened to come up in conversation.
There are several marketing strategies that can attract clients to your business promptly, i.e. immediately! just don’t forget the ones that you’ve already invested the time into through either meeting them or connecting with them, just because they wouldn’t take up on your advice immediately – be persistent, be consistent and you’ll get the results you want.
If you are looking for a professional marketing speaker at your next PD day, give me a call, I’d love to have a chat and see how I can add even more value to the day.