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Marketing is fundamental to attracting new customers. However, sometimes even the best marketing won’t get a sale across the line.
Founder of Inspire Speakers, Keith Harwood, says marketing only captures the attention of prospective customers. Getting them to actually engage with you on a regular basis is all about relationships.
“I thought this when I first started two years ago – if I get a good newsletter, I get clients; if I get good speakers on my quote books, I’ll get clients. [However], it’s not [like that],” Mr Harwood said.
“It’s all relationship-based and it’s just about developing those relationships and just adding value to the clients the best way I can [and] at the same time, developing a good relationship so that they now trust no one like you.”
Building relationships requires more than just a cheerful disposition. To successful build relationships, we need to understand our customers are and what their needs are.
“The best client [I ever picked up], it was a cold call. Once the call was made, it’s what’s happened since then [that retained them]. I got in front of them face-to-face, had a coffee with them, got a brief, worked that brief like there was no tomorrow,” Mr Harwood said.
He added that he regularly touches base with his clients to keep on top of any changes in their business and opportunities for him to assist them.
“The first time [the client] or anyone else now within that organisation thinks of speakers – there’s at least 10 of them in the organisation – they just think my name.”
In addition to being top of mind among his existing clients, investing the time to develop lasting relationships with his clients also leads to a stream of referrals.
Mr Harwood said all business owners should devote more time to getting to know their customers, which is a much easier strategy than the alternative.
“I’m sure if there’s any salesperson listening in that’s been in real estate or any sort of sales where you’ve had to do cold calling, it is tough.”
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