Know-How Exchange : Strategy

Hi Tudor,

Common problem and one I think all of us have been a victim of at one time or another.

That's why I am particularly fond of e-newsletters, because there really is no more effective way - both time and money - to keep in frequent and constant contact.

Since I think you already know this, I am just validating it for you. You know that you are not maximizing its effectiveness, so that is where I would start prioritizing a large part (not all) of my efforts - get it on solid ground.

You know the industry and you have your contacts info, why not develop a "new" newsletter, develop a beta test group
(buy them an online gift certificate as a show of appreciation of their time, Amazon International is pretty widespread) and measure their responses. You can develop a survey using Zoomerang at no-charge.

This is one quick and effective way to test and measure the effectiveness and consequently make changes and maximize the benefit received.

Of course, get your speaking engagement calendar full again, this is great way to continue to add value to your brand and develop new content for your newsletter and future engagements.

I hope that helps.

Tim and Jerry make some very valid points. All of which focus on 3 things:

1. Instigating contact

2. Finding out why they left

3. Getting them back

What you need are some creative ideas and I think JB nailed it by starting out with a handwritten letter. Be sure to include some kind of a "what I have been doing" type brochure withyour logo compnay colors etc. This will let them know you aren't contacting them because you are hungry (even though you are), rather to give them an update and to let them know how busy and successful you are. This will make them feel less neglected and more confident in utilizing your services agian.

If possible, accompany some of the largrest clients' (or all if possible) letters with a classy gift of some kind; a nice fruit basket, expensive truffles, or even an invitation to take them to a nice lunch/dinner if they are local.

Wait a week-10 days, then give them a call or an email to follow-up. For those who still sound resistant, request a brief meeting to cover the "why you are using someone else and what can I do fulfill your needs" subject. Even if they do not return, at least you know what not to do with this type of client...or any client for that matter.

As Tim stated...we are all guilty of this every now and then. I have been there and always maintain contact. In addition, now matter how busy I get, I'm always thinking about 4 months ahead. No body gets turned away because I'm "booked"...I find a way...even if it means sub-contracting other marketers to help.

Well, I hope our comments have been helpful so far!

Good Luck!

If you personally dive into marketing, you'll just find yourself ignoring your prospects again in six months, once your pipeline if filled.

My business model is to provide high-tech high-touch marketing for small businesses, working about an hour per day for each.

In addition to your email newsletter, I'd retain someone like me to work an hour a day on the cool leads, so you can focus on the warm and hot ones (see my profile).