In this day and age of multimedia channels, social networks, email inundation and smart phones, it can be darned near impossible to stay in front of your customer. They are as overwhelmed as you are. So how can you ensure that you stay top of mind and claim the “mindshare” that will make a difference?
I’ve always thought of it as being a “GoTo Guru” but learned the term “mindshare” from a colleague and with permission I co-opted it! You see to succeed today, you really do have to be top of mind for your customers even when they aren’t ready to buy from you. (They will be and you need to be first on their list to call, better yet, you’ll be calling them.)
There are five simple ways you can ensure “mindshare” with your customers:
1) Keep in Touch with Gratitude~ I know it sounds basic yet it is very rarely acted on. When I began in business almost twenty years ago I sent a hand written thank you note (not an email and not a Send-Out-Card) to each and every client I met with. It didn’t matter if it was my first visit or my fifteenth, you got a note. I had clients commenting on my notes. MINDSHARE.
Claim MINDSHARE Today by sending a hand written note. Yes, you can use a Send Out Card, but it won’t have near the impact. (Oh and I’m not giving you a hyperlink as I don’t rep SOC! )And email is likely to be buried under the avalanche that is their inbox. Instead visit the ghost town of their postal mail box. Use attractive stationary or a fun card. People love to open fun mail!
2) Let Them Live Vicariously ~ Let’s face it, some people lead more adventurous lives than others by virtue of the travel they do. I love travel! Many of my clients don’t get the chance to travel or don’t want to but love to hear about it. So every trip I used to take, I’d get a collection of postcards. (Today I do Facebook updates, it isn’t as personal and I will likely return to postcards.) I carried stamps and mailing labels with me unless in a foreign country (then I bought them on site.) My first night, I’d hand write short notes to each person. I did cards for as many as fifty people. When I returned, I’d often see my postcards up on their refrigerator or on their desk as a reminder. MINDSHARE.
Claim MINDSHARE Today by sending old fashioned postcards or creating a cool and clever email postcard with pictures of your trip. See my friend and video guru Lou Bortone for how to make this happen.
3) Sharing Value Content ~ I grew up with a mom who always sent me newspaper clippings and articles. Old fashioned yes, and a powerful way to stay in contact. I do the same thing with clients, even today. While, of course, I send virtual articles. Because I still love to read real magazines and tear out articles, I still mail them to clients to review, comment, and even save. MINDSHARE.
Claim MINDSHARE Today by sharing articles regularly with your customers both online and in real time by mail. They are likely to bookmark what you send or save the real deal in a file with your name attached. Be sure to tell them WHY you thought the article would be of interest. Random sharing isn’t relevant.
4) Congratulate on Successes ~ I remember having a doctor visit a few years ago (keep reading, I’m not going into medical detail!) And in the consultation, this doctor pulled a file on me that had clippings of local press I’d been featured in. I was wowed that he’d gone to that trouble. MINDSHARE.
Claim MINDSHARE Today by setting up Google Alerts on your client’s names and tracking any press they get. Send a note of congratulations either by email, or better yet get a copy and send it with a personal note by snail mail. People love to be recognized, this will garner you points.
5) Learn About Them ~ Nothing is more powerful than remembering children’s names, ages, where they are in school or your client’s favorite sport, team, or hobby. When you get to know the person behind the profession, you claim real MINDSHARE. In this day and age, that is one of the reasons to use social media and social networking. So much information is now at our fingertips without even having to ask. It is about getting to know them as a 360 degree person and allowing them to know as much about you. This fosters their KLT (know, like, and trust) factor. MINDSHARE to the next degree.
Claim MINDSHARE Today by searching your clients online and on Facebook, Twitter, LinkedIN and more. If they have a blog, you may want to bookmark it so you can check it out from time to time, or you may decide to subscribe to the RSS. Don’t necessarily friend them on Facebook, but definitely like their fan page if they have one. Before sending a friend request make sure they invite non-family and friends. You can easily follow on Twitter and certainly connect on LinkedIn.