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Relationship Marketing: How to Increase Qualified Leads by Using An Introductory Offer

Jul 30, 2008
With the meteoric rise of the Internet, there's been a massive increase in the types of businesses that exist in the marketplace. The Internet provides an abundance of flexibility and diversity, which means that it's easier than ever to start your own business; however, it also means there are more small businesses than ever in the marketplace, which significantly increases competition for customers.

A successful marketing plan is the key to securing new business. Adopting a Relationship Marketing plan is a successful tool for building long-term relationships with clients who will remain loyal to you in the face of constant offers from competitors.

Relationship Marketing is about putting the clients' needs first. Catering to the client is a valuable tool in building a trusting and long lasting relationship with your customers. Once you have established a relationship built on confidence and reliance, your customers are more likely to continue to do business with your company, instead of accepting offers from your competitors.

Once you have established contact with a potential new customer, and gathered initial contact information, there are a few key subsequent steps that will help to secure this prospect as a valued customer and put you on the road to building the foundation for a good customer relationship.

Introductory Email / Brochure

The introductory email is an opportunity to deliver personalized communication to a client, which will help begin your relationship. It is a good idea to ask a customer during the information-gathering phase for their permission to send along informational correspondence about your company. Asking for permission to send information is a courteous move, since people are inundated with direct mail materials, seemingly at every turn. The consideration you offer a prospect by allowing them to decline your request to send an email or brochure will also serve to make an early impression of your company.

Your introductory brochure can be delivered via regular mail or electronically depending on the type of brochure you have, and the medium that best conveys your message. This initial communication will have a significant impact on your prospect's first impression about your company and your ability to care for them as a client.

In addition to the importance of sending a client an introductory brochure, is the timing with which you send it. For maximum impact, you want to send the introductory brochure to your prospective client as quickly as possible after their initial response. This will demonstrate to the client that you are a conscientious business, that gaining the client's business and trust is important to you, and it will keep your company settled in the front of the client's mind. You may not be the only company contacting this prospect, but if you are the most timely and consistent, you are certain to make a lasting impression.
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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