Good customer relationships depend on the little things, but it takes more than just a pop-up notification to follow-up from your CRM software to build meaningful customer relationships. Studies prove that relationships are maintained more effectively when there is regular contact. It's a simple concept, really. Increase the number and frequency of high-quality touch points with your customers, and you stand a better chance of being top-of-mind when it’s their time to buy.
Touch points are ways of connecting with your customers and potential costumers. Smart marketers know that touch points must be varied and relevant to the customer, otherwise it’s a waste of resources, both time and budget. Continually calling on a customer can lead to frustration and potential rejection. Relevant and varied touch points are key. One simple touch point that is often overlooked is the use of business events and topics. As you get to know your customers, you should take note of their interests. As you see events advertised that would be of mutual interest, invite these individuals to attend, either as your guest or to meet you at the event. Events, whether social or business interests, allow you and your customers to interact in on a different level and provides another opportunity to build the relationship.
Having the opportunity to invite multiple potential customers to an event, will allow each of you time to connect with others and some one-to-one time with each of your customers to find out specifically how you can help them achieve goals they have set for sales or production. Proximity is the key to cultivating deeper relationships with customers that go beyond the normal "Hey, how are you?"
What happens to customers when those crucial touch points are mismanaged or ignored? The relationships end. Focus on meaningful and varied touch points with your customers and potential customers to build strong relationships.
