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How to Use Your Sphere of Influence to Improve Your Business

By January 16, 2014Marketing Strategy

Paper PeopleYour sphere of influence can be the greatest source of referrals and repeat business. Why are avoiding marketing to your raving fans?

Here are some steps to get back on track:

1) Take a look at your list and revisit why they are on the list. Reflect on where you met them and why they are on the list. Then grade them:

A= Likely to refer to you
B= Needs a little more contact with you and then they would refer to you
C= Questionable
D= Delete

2) “Touch” Your Sphere Each Month or On a Regular Basis

There are many ways to “touch” your sphere depending on your business and your budget.

  1. Mail a letter
  2. Phone them
  3. Email a newsletter
  4. Mail a note card
  5. Mail a newsletter

3) Keeping in Touch Does Not Make You a Bad Person

There is a natural barrier to keeping in touch. We feel like we are imposing on them or wasting their time, but that is the wrong way to think. Successful sales people are givers. We are not imposing we are giving them information. It is often referred to as “Give to Get” marketing. If you send market information or call a past client you are giving them something. Maybe you are just listening to their problems, but they appreciate you are giving your time.

Your sphere of influence sees your “touches” as giving something to them and it it makes them open to giving back to you.

4) Relax. No One is Keeping Score

Don’t create an unrealistic timetable that will stress you out. Whatever you do should be sustainable. A Christmas card once a year may be all you can do. If you can add in a quarterly newsletter that would be great. If you could call 2 past clients a week even better. Create a keep in touch program that fits your budget, your personality and your schedule.

5) Spend a Proportional Amount of Time to the Business You Receive

Look at your sales this past year and determine how much business comes from people you know and people who are referred to you. If it is 80% of your business spend 80% of your time, effort and marketing budget accordingly. It is fun to attract new clients and necessary to build your business, but it is expensive, hard to track results and takes time away from your raving fans.

Give us a call about client contact, client retention and prospecting programs. 800-568-8338