You know that building trust and credibility with your audience is critical to successfully growing your senior service business. Here are some tips to help you do just that.
When you have prospects, clients and referral partners, it’s important to stay in touch as often as it’s appropriate. Not so often you alienate or annoy them. Not so infrequently they don’t remember who you are when they see your name or your business name.
Honestly, most of the people I know (me included) err on the side of not communicating frequently enough. If you aren’t communicating on a somewhat regular basis, you’re not going to build trust over time. According to a survey done by Marketing Sherpa, 61% of people who sign up for your list want to hear from you at least monthly and 15% wouldn’t mind hearing from you daily, as long as you provide value.
That being said, one of your goals should be to get prospects and clients on your email lists, segmented according to where they are in the buying cycle, so that you can target your messages accordingly. But getting them on your list is just part of the cycle of trust. Once their on your list, you need to:
* Tell Them What to Expect – When someone buys from you or signs up for one of your email lists, send a thank you note with an explanation of what to expect from you in the future. How often will they hear from you? What about? Make some promises and assurances to them.
* Do What You Say You’ll Do – It’s very important that you do whatever you said you’d do. For example if you say you will send them a newsletter every Friday, send them a newsletter every single Friday. If you skip days or switch the days, they may be confused. A lot of people actually forget they signed up for a list and when you don’t stay active they will report you for spamming them.
* Remind Them of What You Said – Periodically, within other messages, be sure to remind your prospects and customers about your previous promises and assurances. This will help them remember who you are, and what you said. It will build more trust.
* Let Them Know When You Follow Through – When you do something you said you would do, tell them. “I told you I would send you an update on my xyz product, as promised, here it is.” This again, reinforces the point that you stick to your word and can be trusted.
* Ask Them for Input and Opinions – Once in a while, invite your prospects and customers to submit their ideas and input. If you have a new product idea, tell them about it and ask them what they think. Ask them what they’d pay for such a product or service. Ask them if they would like to see something from you that you’ve not delivered. I always appreciate it when the people who email me on a regular basis ask my opinions about things. It makes me feel like part of a community.
* Tease Them about New Products, Services, or Events – Never pass up an opportunity to give them some hints and small bits of information about a new product, service or event. As you hint about it, make them really want it by explaining what’s in it for them.
* Thank Them for Buying – When someone buys something from you (or answers any call to action), be sure to thank them. The thank you is always a nice thing to do, plus it gives you just that little bit more real estate to give them more information about you and your products and/or services.
Pro Tip: If you have their snail mail address and it’s appropriate, send them a handwritten thank you card. You’ll be amazed what a little card can do to help you grow your business.
* Follow Up Regularly – Even after someone has purchased, and you’ve thanked them, it’s not over. It costs a lot less to create a repeat buyer than to turn a lead into a buyer. Cultivate your relationship with buyers even more consistently than you do leads and prospects.
Using the pattern of telling them what you’re going to tell them, tell them, and then tell them what you told them will do wonders for all your marketing. Most people need to hear things multiple times before it sinks in. The more you stick to your word and the more value you can provide your audience, the more they’ll look forward to whatever you offer them.
If you have suggestions for what you’d like to see in my emails to you, please share them with me. Just email ron [at] rontester.com. And if you’d like to see me increase or decrease the frequency of my emails to you, please share that with me as well. I’m doing some market research of my own.