Being marketing minded means investing energy and a small amount of time in doing the "little extras" which, over the long run:
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increase client satisfaction
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encourage more work
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yield referrals
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cement valuable and satisfying relationships.
Here are a few ideas to get you started:
You've just concluded a major project, transaction, or case
- immediately send out an appropriately-crafted client satisfaction survey
- suggest a project review
- list key issues, their potential ramifications, and learnings from the project
- jot down some ideas to avoid angst and do it (even) better next time - email to your client and other selected key advisors
- send a card with a small gift - a bottle of wine, small hamper, business book, bunch of flowers - as a tangible "thank you"
- follow-up on any offers/promises you've made along the way - introductions to other experts, copies of articles, etcetera
- identify useful documents and materials for the future, burn a CD for the client, and send it with a friendly note
- put a reminder into your calendar to follow up in a couple of months to see how things are going.
Total marketing time: two to three hours. Likely return on investment: excellent.
This is just one situation which illustrates marketing mindedness in action. There are countless others.
Next week, eTips will offer more examples of marketing mindedness and what you can do to produce worthwhile results.
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