This new client for NPE is unusual in one respect. I didn’t have to sell them on the idea of using a speaker in their booth; they have always used speakers for their live demonstrations. So of course, the question on my mind was, “Why aren’t you using the speaker from you last show?” After all, most clients don’t bother to shop around year after year once they’ve found a face, voice and personality that they feel appropriately reflects their company message; they tend to use the same presenter each time.
Maybe it’s my fabulous marketing materials? My bouncy hair? My scintillating wit and personality? Maybe the other presenter disappointed in some way? Maybe they couldn’t live without a presenter who was also a podcaster?
So at dinner last night, I asked the client, hoping for some marketing insight.
“Oh, we couldn’t find her,” was the reply. The show only occurs every three years, and they’d lost her info. A Google search on her name didn’t turn her up, so they had no way of locating her. So they started a new Google search for “trade show presenter” instead and ended up finding me.
Now, her loss is my gain, but what a lesson learned for us self-promoters!
It constantly amazes me that most people in my line of work don’t bother to keep in touch with their clients over the months or years, but rather wait to be called. Many don’t even send so much as a thank-you note after a show, a Christmas card, or a catch-up email every six months. NOTHING.
So here are eight simple tips for relationship-building for shameless self-promoters so that your client doesn’t end up calling me (or whomever your competition is) instead of you:
- Send a handwritten thank-you note after every show/gig/big order. No one does this any more, and you’ll really stand out.
- Send a thank-you gift to first-time clients to let them know you appreciate their confidence in hiring you. (I always send a personalized gift basket from BasketWorks--try it and tell Lise I sent you)
- Produce an email newsletter, blog and/or podcast to keep in touch.
- Call clients every six months just because you’re thinking of them. (Awwww!)
- Send clients a holiday card (preferably with your photo on it!) or, better yet, a card at a random time of year for a non-traditional holiday, like the Fourth of July or the like.
- Send your best clients holiday gifts, even if they are just small tokens of your appreciation.
- If you have the chance, refer business, products or just good people to know to your clients.
- And for goodness’ sake, call your web designer and make sure your site turns up in the very first page of Google results!