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Marketing Viewpoint by Ruth Winett

How To Reach Clients Without Face-to-Face Contact

Lately, I have received several emails a week from people I don’t know offering to set up Zoom meetings about services I don’t need. How can companies generate business if face-to-face meetings are out? Here are some techniques my colleagues in the MetroWest Business Advisors group recommend:

  • Organize fun Zoom get togethers. Provide an opportunity to get to know clients and prospects in a non-threatening environment. One colleague boosted attendance by adding an incentive-- an ugly sweater contest. Or, hold a bring-your-own Zoom cocktail hour.
  • Host a regular radio program on your area of expertise. Then, schedule informative dialogues with someone in a companion industry. For example, a CPA could have a dialog with a lawyer, or a mortgage broker could have a dialogue with a realtor.
  • Repurpose the dialogues. Post podcasts of your conversations with other experts on LinkedIn and Facebook, and thousands may get to know about you and your expertise. Build your contact list by requiring registration.
  • Send birthday emails or cards to clients. Call special clients on their birthdays. [However, people may not appreciate a birthday card reminder if you repair cars or provide another necessary, but dreaded service!]
  • Keep in touch with former clients. If you hear about awards they or their companies have received or other good news, reach out and congratulate them.
  • Follow the news. Scour the press for new opportunities, such as articles about new businesses, business consolidations, and new hires. Then, follow up if you have an offering that will help with the implementation of these new initiatives.
  • Schedule short walks with clients or prospects. A walk with prospect clients at a place that is convenient for them is a good substitute for a face-to-face meeting.
  • Schedule coffee with clients and prospects at outdoor restaurants as the weather improves, .

Know your clients and prospects and how they prefer to be approached. Millennials reportedly prefer cell phone calls. Other clients prefer email messages or even landline phone calls. Some may prefer outdoor visits. After it is safe to meet in person, many of the above approaches should continue to be part of your repertoire.

Actionable Business Insights

Copyright © 5/21 Ruth Winett. All rights reserved.

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