As a business owner you’ll come across a lot of people at networking events, trade shows, through social media and just during your day-to-day activities.
Always thinking about the next big opportunity, you diligently record their contact details so you can stay in touch.
Every so often you send them a personal email to say hello, or a newsletter.
Is that enough though?
Should you be doing more?
Don’t cross the line
There’s a fine line between staying in touch and becoming a pain in the backside.
Business people are busy (you should know that), so if you email weekly expecting a gushing response you’re going to be very disappointed.
I wouldn’t even suggest you do it monthly (newsletters aren’t included in that statement – after all the recipient can opt out when they’ve had enough of you), just every now and then when you have something to talk about.
Yes, your emails do actually have to offer them something and be of value, otherwise it’s just a blatant excuse to email them because you want their business.
Reasons to get in touch
What could prompt a “hello, how are you?” email?
- Revamped website and/or rebrand
- Offering a new service or product (especially if it will help them)
- Relevant industry news that will help them
- Tips and advice
As you can see, the general theme of that, by no means complete list, is being helpful.
If you’re going to email them make sure you have some proper news that’s going to be relevant to them.
That could mean splitting your email list.
Don’t chase me
I get a lot of these emails from people wanting to stay in touch, hoping that we’ll do business together one day.
I don’t mind getting them, but I do mind the ones that constantly chase if I don’t respond.
I’m busy; I’m always booked up with client work, so I don’t have time to respond to every email I get (that’s not a client email). So it gets really annoying when, week after week I get chasers asking if I’d seen their email.
- Only email when you have something of value to say
- Don’t expect a response and don’t chase relentlessly
- Resist the urge to send the “Just want to drop you a line to stay in touch” email