When working at its peak performance, your communication strategy can help you transform “virtual” into real-world relationships and build a better practice, says Sara Gilbert, founder of Strategist in Montreal.
“It’s great to have popularity online but on its own that isn’t enough,” Gilbert says. “You want to transform those relationships from ‘cyberspace’ into something concrete, like a new client, who can help you build your business.”
Gilbert offers the following advice on how you can turn your communication plan into new business:
> Get face to face
Building a trusting relationship with a prospect over social media can take an inordinate amount of time. A better approach, Gilbert says, is to pivot the online conversation toward setting up a face-to-face meeting.
Once you have identified that a prospect has an interest in the services you provide, arrange an informal meeting over coffee.
A meeting will make better use of your time and help you build trust with that prospect.
> Set the agenda
Knowing a bit about what kinds of products or services a prospect is considering before your first meeting gives you a distinct advantage, Gilbert says.
For example, you may find that a prospective client has posted a comment expressing an interest in critical illness insurance. That gives you a head start in addressing that prospect’s needs.
Similarly, you can use social media platforms as a bellwether to gauge what other issues are being discussed in the marketplace in general.
> Reconnect with warm leads
If you have recently added someone to your professional network —on LinkedIn, for example — make sure you follow up with him or her every two to three months, Gilbert says.
How you choose to reconnect with them is up to you. You might send a LinkedIn message or an email, or even make a phone call suggesting your meet for lunch to discuss any changes to his or her situation since you last spoke.
What you are doing, from a strategic point of view, is show your connection that you haven’t forgotten about them and are interested in taking the relationship to the next level.
If, however, your prospect doesn’t respond to your messages within two or three weeks, Gilbert says, refrain from sending further notes.
> Avoid “sales-speak”
Above all else, when crafting your communications materials, Gilbert says, the most important thing you can do is to be genuine.
“People want to hear a human being,” Gilbert says, “not a corporate robot.”
As a rule of thumb, Gilbert suggests, take a page from former U.S. President John F. Kennedy:
“Don’t ask what they can do for you,” Gilbert says. “Ask what you can do for your client, always.”
This is the final instalment in a special five-part series on creating a communication plan.