In today's market, where information is everywhere, it is awfully easy to overlook it. One of the things you can do to endear yourself to prospects and customers is to become a source of information that interests them. Use your association memberships, trade journals, daily newspapers, and the mail as resources for information your customers may value. Never assume they already have the information. Because so much comes across their desks, there is probably no way they can keep up with it all.
A note and a copy of some strategic information can tell customers you are really sincere about helping them meet their needs.
ACTION ITEM
Use your association memberships, trade journals, and other resources to become an information junkie. Identify your top ten prospects and determine the various things you could send to them.
My friend Dick has an uncanny ability for finding things that interest me. From a postcard while he's traveling, to an article about one of my hobbies, to a prediction about the future, he always seems to stay one step ahead of me. Opening mail from him, or even getting an email, is always exciting, because I know it will contain something that is targeted just to me. Keep top-of-mind awareness and build an outpost in your prospects' minds where they see you as someone who is truly tuned in to their needs. In a world that doesn't care, you will be a breath of fresh air.
TAKEAWAY
There is no way to predict when that one item
you send to prospects could be the one that
opens the door to all of their business.