You have to keep the pipeline open

Posted March 7th, 2008

For many companies, business is good. Profits are healthy. But I think if we’re honest, it’s a little harder than it used to be to enjoy that success. In many industries, current clients are spending less. New customers are harder to come by. The decision timetable is longer. And there are more people than ever fighting you for each new piece of business.

Many businesses will look back on the last few years and realize that it was then that they learned the value of having a strong, active pipeline.

The time to look for new customers is not when you need them. Then, it can be too late. Every business needs to have a reliable, ongoing new business strategy that keeps chugging on, whether you are swamped with work or you are down to a trickle.

Over the next couple weeks, we’ll be looking at some of the techniques you can use to keep inquiries, initial meetings and hot prospects flowing.

One of the most over looked but most effective is consistent direct mail contact. It can be a postcard, a letter, a newsletter or even an e-mail newsletter. The key word is consistent. Automate it so that it happens like clockwork, be it weekly, monthly or quarterly.

Depending on your business, it may not go out to the same audience every time. You might benefit from contacting new homeowners in your area or people who just had a baby. Think about who needs your products and services and what they need to know. That will direct your efforts. The goal here is stay top of mind so when they need what you sell, they remember you first.

Next week, we’ll talk about giving away what your normally sell. Stay tuned.