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Seven Touches to Sell, But Value Builds a Relationship
It takes a good seven touches by you to the client or prospect before you can turn them into a paying client. There's nothing better than a strong Internet presence with an integrated relationship management system to keep the relationship going.
One of the best ways to build relationships is start with generating hot leads on your web site. There are a number of different mechanisms you can use, but one of the best methodologies is to give them something they value in exchange for their name and e-mail address. Once they provide you with their name and e-mail address you'll provide them with something that has true intrinsic value to them, and something that will be provided to them automatically via your Internet presence that will be sent in pieces over the course of a few days. After they've received their initial value, they will be sent periodic mailings at least on a monthly, and probably weekly, basis.
Seven touches? How about a half dozen in the first week after they've expressed interest and then one touch every few weeks for more than a year? They'll be visiting you as soon as they're ready to by – sooner than later.
You'll be sending them an automatic, periodic newsletter containing information about things that they've expressed an interest in. If your Internet presence is smart enough, it can track their path through the web site, know how long they spent on each page, and know precisely what they've been looking. This Mainstream technology allows you to direct your marketing to them in a very effective manner. Of course this requires some substantial intelligence on the part of the web site and on the part of the mailing list management software. Over time keeping in touch with them building further confidence in them or in you buy them is what will truly convert these leads into paying clients.