Are You Neglecting Contact Cement
Are You Neglecting Contact Cement
In his fine book, Promise of the Future, Duncan MacPherson tells me what I should have been doing. “One of the most efficient proactive techniques is a 90 Day Call Rotation. You initiate a call to each of your clients at least once every 90 days.” Calls initiated by clients don’t count.
If you’ve 400 clients, call 5 or 6 every day. Make this a a habit to protect your most valuable assets, your clients.
He tells of one financial advisor who after sending all his clients a questionnaire, received one back from one of his top revenue generators. It was blank except for this comment: “I’m thinking of moving my account. I never hear from you.”
The advisor was shocked. Today he faithfully adheres to the call rotation system, and has held onto that client.
But what do you talk about when you call a client out of the blue? It shouldn’t be about you, a product pitch, or a request for referrals. It should be about the client, and should focus on his or her interests and areas of concern.
Family, Occupation, Recreation, and Money (FORM) is what they’re interested in, so these are the things to discuss.
What you don’t know about, ask. You may know more than you realize about each client, because of the answers you got when you completed an application.
You know where they were born, and when. You may even have the same data about their spouse, and children. You’ll also know their past addresses, their occupation (and maybe that of their spouse), whether they indulge in dangerous sports, and so on. In short, you already know a lot about each of your clients, and can glean more by asking questions.
Know as much as possible about each client, and keep it in your contact management system. Before calling a client read over his or her file to see if something jumps out at you that you can talk about (a spouse’s birthday?).
Here’s how I call a client: “Hi Jack. Don here. Just called to touch base: to find out how you and your kids are doing, whether your job still sucks, how the golf game’s going, and so on. If now’s not a good time to talk, tell me, and I’ll call back.”
This even works if his answering machine answers.
Clients need personal contact to tie them to you as tightly as contact cement. So start calling them on a systematic basis such as the 90-Day Call Rotation.
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Want more commissions with less pain? Need more qualified prospects? Seeking high-earning referrals? Join New TIP at http://www.New-TIP.com now for more invaluable know-how!
Are You Neglecting Contact Cement - To learn more about this author, visit Donald F. Pooley's Website.
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I should have phoned them, met them, and written to them before they called me about a need or a problem.
In his fine book, Promise of the Future, Duncan MacPherson tells me what I should have been doing. “One of the most efficient proactive techniques is a 90 Day Call Rotation. You initiate a call to each of your clients at least once every 90 days.” Calls initiated by clients don’t count.
If you’ve 400 clients, call 5 or 6 every day. Make this a a habit to protect your most valuable assets, your clients.
He tells of one financial advisor who after sending all his clients a questionnaire, received one back from one of his top revenue generators. It was blank except for this comment: “I’m thinking of moving my account. I never hear from you.”
The advisor was shocked. Today he faithfully adheres to the call rotation system, and has held onto that client.
But what do you talk about when you call a client out of the blue? It shouldn’t be about you, a product pitch, or a request for referrals. It should be about the client, and should focus on his or her interests and areas of concern.
Family, Occupation, Recreation, and Money (FORM) is what they’re interested in, so these are the things to discuss.
What you don’t know about, ask. You may know more than you realize about each client, because of the answers you got when you completed an application.
You know where they were born, and when. You may even have the same data about their spouse, and children. You’ll also know their past addresses, their occupation (and maybe that of their spouse), whether they indulge in dangerous sports, and so on. In short, you already know a lot about each of your clients, and can glean more by asking questions.
Know as much as possible about each client, and keep it in your contact management system. Before calling a client read over his or her file to see if something jumps out at you that you can talk about (a spouse’s birthday?).
Here’s how I call a client: “Hi Jack. Don here. Just called to touch base: to find out how you and your kids are doing, whether your job still sucks, how the golf game’s going, and so on. If now’s not a good time to talk, tell me, and I’ll call back.”
This even works if his answering machine answers.
Clients need personal contact to tie them to you as tightly as contact cement. So start calling them on a systematic basis such as the 90-Day Call Rotation.
------
Want more commissions with less pain? Need more qualified prospects? Seeking high-earning referrals? Join New TIP at http://www.New-TIP.com now for more invaluable know-how!
Are You Neglecting Contact Cement - To learn more about this author, visit Donald F. Pooley's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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