Are you making a
BIG Marketing Mistake?

I recently heard a story about a successful massage therapist; Cathy. She saw 12 clients a week, every week and during her career she’d worked with many hundreds of clients. Like all therapists who have been in business for several years she never had an empty appointment book. Business came by word of mouth and referrals. Times were good.

But then she had to stop working for a couple of months (a new baby I seem to recall – but the reason’s not important). During those two months the business lost momentum. Clients went to other therapists nearby. Gaps appeared in the appointment book with alarming regularity. Cathy was struggling to re-establish herself. Times were tough.

“Why not send a mailshot to all your past clients?” was the sage advice from friends and business associates. “Ah” she replied “I didn’t actually keep a list of names and addresses. I didn’t need to.” So her difficult situation got no better and she effectively had to start again from scratch.

But as you’re reading this you’re thinking “my business is different”. You have a great bunch of customers. You’re earning a good living. Why would you need a list? Maybe you don’t, but a list will give you a great advantage over your competitors.

For example, if you run a training business you could offer ‘tips’ to trainees that have attended one of your courses, which you email or snail mail in order to keep in touch. Keeping in touch is key. Those trainees may not need you now - but some of them will get promotion, some will move to other departments, some will move to different companies or even different industries. At some point an opportunity will arise and if you’re in touch with them that opportunity will come your way.

I have a habit of keeping in touch wherever I can. Numerous opportunities have come my way over the years – and I’ve passed on countless opportunities that I saw for others (mutual back scratching also works).

It seems so obvious – but you’d be surprised how many businesses I’ve seen make this fundamental marketing mistake.

Keep a list of all your clients. Include past clients and people who come along but don’t quite become a customer. If you have a lean period (and the current credit crunch will bring a lean period for many!) you can simply send a mailshot to them. You won’t have to hard sell, just remind them about your services or your products, and perhaps include a special offer of some sort. I guarantee you will get a response from some of those people. Many will have been meaning to call you for weeks but didn’t quite get around to it – until you contacted them.

• Set yourself a goal to collect contact details for everyone who shows an interest in your business - or who you think you could do business with.
• Make a start. Any sort of contact collection is better than none at all. You don’t need a complicated or sophisticated database – just something that stops you losing details.
• Stay in touch. Don’t bug people with too much contact but do follow up and maintain contact.
• Ask for referrals. Happy customers will be pleased to recommend you to their friends and colleagues. So don’t be shy.
• Take note of your success. Each month record the number of contacts in your database. Make sure next month's number is bigger - and enjoy achieving your goal.