Are most of your interactions with potential customers these days in writing? Relationship marketing is about providing support and building trust. This is still true when your relationship is conducted by writing. When communicating with potential customers in writing, are you giving them value or just asking for things?
What can you give in writing that helps a potential customer? They don’t have to cost a thing to give, but can still have value to the customer. How about
Explanations
Comparisons
Descriptions
Requirements
Criteria
Processes and procedures
Reviews
Examples
Templates
Case studies
Terms and conditions
Estimates
Specifications
Summaries
Answers
Questions to ask
References
Referrals
Instructions
Preferences
Perspective
Guidance
Training
Facts or data
Pictures, illustrations, or graphics
Associations
Contract clauses or language
Schedules
Allocations
Considerations
Amounts
Alternatives
Durations
Deadlines
Inspiration
Events
Trends
Contingencies
Things to anticipate
Confirmation
Congratulations
Recognition
Substantiation
Plans
Forms
Checklists
Suggestions
Organization
Ranges, limits, starting and ending points
Best practices
A reason to smile
Clarification
Direction
Targets
Models
Assessments
Risk identification
Risk avoidance
Risk mitigation
Research
Rules
Regulations
Loopholes
Precedence
Exceptions
Inclusions
Exclusions
Compliance
Options
Background
Reminders
Improvements
Pros
Cons
Lessons learned
Wording
Structure
Penalties
Rewards
Incentives
Action items
Concerns
Insight
Creativity
Testimonials
Feedback
Opportunities
Solutions
Sources
Destinations
Secrets
Announcements
News
Advice
Observations
Corrections
Quantities
Objectivity
Collaboration
Justifications
Insights
Preventions
Aspirations
ingredients
Prompts
Steps
Motivators
Approaches
Validation
Sympathy
Encouragement
A light at the end of the tunnel
Demonstrations
Ideas
Diagnostics
Points of contact
Market research
Sources
Links
Resources
Focus
Distraction
Stories
I saved my two favorites for last:
124. Things they’ve never thought of before or wouldn’t think about on their own
125. What they need to take the next step or to do their job
These can be precious gifts. The kind that earn goodwill. The kind that can start or cement a relationship. The kind that lead to winning business. Just don't call them gifts. Don't even call them a favor. It's just communicating and demonstrating.
Providing support and earning trust in writing is about delivering value and establishing credibility. Every email or written interaction is subject to scrutiny. Are you a giver or a taker? Do you expect anything in return? As you a nuisance or a risk? Are you a time sink or do you add value? How do you want your potential customer to perceive you?
The next time you’re trying to be an asset instead of being a burden, this list should give you some inspiration.
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