Re: Connecting On A Personal Level

by Mark Pratt Annuity Sales Consultant

Throughout the year in this column, we’ve presented a number of strategies you can use, many that are effective point of sale, to close business more quickly and effectively. However, you know that in order to grow your practice, you must build strong relationships with those you serve and make each client a top priority – even when you’re not currently making a sale. The old saying “out of sight, out of mind” reminds us to stay in touch with clients throughout the year to create top-of-mind awareness. If you can stay organized and do this well, you might find that sales start seeking you out.

During the holiday season, it’s easy to remember to add clients and prospects to your Christmas card recipient list. But if you’re utilizing this tactic, consider that your competition probably is, too. It’s important that you find additional ways to stand out from the masses and not get lost in the holiday shuffle.

Have you considered sending Thanksgiving day cards, or connecting with clients on their birthdays or wedding anniversaries? It might make sense to opt for celebrating smaller holidays to generate more personalized communication. If you have clients who’ve served our country, reach out and show your appreciation on Veterans Day. We know that people buy from people they trust and like, and non-business touch points like these are the perfect way to elevate your relationships. They also give you reason to contact your prospects and clients more frequently to remind them of who you are, what you do and how you can positively impact their lives.

Many of you are putting together plans for a holiday client appreciation event. These dinners and gatherings allow you to thank clients in person, and give them the opportunity to bring guests who could translate into additional business. Why not maximize results by creating additional occasions for follow up? Consider hiring a photographer at one event, and mailing out photos to attendees afterward with your business logo printed on them. Or, email clients thanking them for attending, and share your photos through a free photo gallery online. You might even decide to rent a photo booth for your clients’ enjoyment during the gathering. Regardless of your decision, these photos displayed in homes and offices increase awareness for you and your business.

The opportunities for creating a continual connection with clients are endless. Regardless of what tactics you choose to execute, keep in mind that these connections validate you, position you as a trusted professional and will leave clients feeling far more confident about providing you with referrals. Call your Sales Consultant to find out how you can access an automated connection tool available in our Dynamic Marketing Portal, or for additional ideas on building better client relationships. Then enjoy spending more time doing what you do best, and less time chasing success.

FOR AGENT USE ONLY. NOT FOR USE WITH THE GENERAL PUBLIC. 12015 - 2011/10/20