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Relationship Marketing: Increase Your Qualified Leads Through Response Confirmation and Follow-Up

Jul 25, 2008
As the Internet increases the competitive marketplace, adding a Relationship Marketing strategy to your business can help to increase your businesses sustainability. Relationship Marketing focuses on building strong customer relationships that will withstand bids from competing companies to win your clients.

The prevalence of the Internet makes starting and having your own small business more viable than ever before, which means there is also more competition to win a client base. To secure a client base, and keep them loyal to you, is vital to build strong, personal relationships with your clients. People respond to personal contact, feeling valued and needed. If you can let your customers know that they are important to you and your business on an individual level, you will be one step closer to establishing long-term client relationships.

The following are a few more tips to increase your lead base when you are looking to secure new clients, and ultimately build a strong Relationship Marketing platform.

Response-Confirmation and Follow Up

Once you have captured a customer lead and gathered information on this potential client, you have a limited amount of time to contact the client. It is important to respond quickly to their interest in your company, while the potential client still has your business at the top of their mind.

This is tricky in building a new client relationship because if you are too aggressive, you may come across as either desperate or forceful, which may lead the potential client to view your business less favorably, and ultimately take their business elsewhere. Customers are fickle, and with the abundance of choices available throughout the Internet marketplace, there is little incentive for the customer not to take their business elsewhere if they are less than completely satisfied or even just a little bit irritated.

Your follow-up with a potential customer after making initial contact can be as simple as an automated response registering the contact, or a brief phone call to that prospect for their interest and inquire if they have any additional questions or would like further information.

In addition, take this opportunity to confirm their contact information and get permission to send them an introductory email about your company and services. This will establish a couple of important and strategic things: asking for a potential client's permission to send subsequent information is polite and the prospect may choose to accept or decline, but you are putting the choice, and the power directly in their hands. People get overwhelmed and inundated with unsolicited materials both through postal deliveries and via email, so they often get irritated and do not even look at the materials.

Getting a prospect's permission to send materials is respectful to them, which is important in the building of a strong relationship, and it will also make your company stand out to them, so that when they do receive your materials, they will be more likely to read them. This technique creates a space to begin to build a solid relationship with a potential client, so that you're company and your conversation to stick in their mind.
About the Author
Christian Fea is CEO of Synertegic, Inc. A strategic Collaboration Marketing consulting firm empowering business owners to discover and implement Integration, Alliance, and Joint Venture marketing tactics to solve specific business challenges. christian@synertegic.com
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