Transform Clients into Business Partners for Increased Profits
By Jessica Albon

Ideally, a business partner promotes your business; they're
always on the lookout for new markets, and they work to find
ways to improve your product or service.

Wouldn't it be amazing if you could get your clients to do the
same thing? Well, you can, of course, if you simply do five
things.

Find and broadcast your target. Who's your ideal client? Can
you describe him/her in such a way that anyone can identify
this person? This ideal client shouldn't just be people
between the ages of 25 and 32. Rather, narrow your focus-
perhaps your ideal market is single women buying their first
home. You want to make sure your clients can repeat your
target market and really understand it.

Start a newsletter. But this shouldn't be just any newsletter.
Instead this newsletter must be: interactive (run promotions,
ask provocative questions, give great advice), valuable (with
real information, not just hype), and memorable (brand it,
send it regularly, and hire only the best writers).

Start Your Affiliate Program & Turn Clients to Partners

When you're turning clients into partners, it's crucial that
your newsletter be a consistent reflection of your brand (you
want your clients to have as clear an image of you as
possible). You might do this with your tone-is your website
all about parties? Then your tone should be light and
friendly. You might do this with your columns. And you should
definitely brand your newsletter with its design. You want
your readers to have no doubt that the newsletter is from you.

Make personal contact with each client. This contact can be in
the form of a phone call, letter or in-person visit (email's
not recommended unless it's necessary). Let each client know
that you've decided to dedicate yourself to serving your
target group and solicit their feedback. Do they know anyone
who fits the bill? Do they have any suggestions on how you can
narrow your focus or widen your appeal? Approach each client
with sincerity, and you'll not only learn a lot; you'll be
halfway to your goal. Also, while you're contacting all your
clients, make sure to ask if they're interested in receiving
your newsletter.

Throw a party. Host an event. Invite all your clients and ask
that each bring along an ideal prospect. At the party, offer
samples of your product or demos of your service, but don't
make it a hard sell. Instead, focus on getting to know each
guest. Also, keep in mind as you're meeting people that each
of the people at your party likely knows at least one person
who needs your service. Now make the kind of impression that
encourages people to say, "I met the nicest person this
weekend who does exactly what you need!"

Follow-up on every referral in two ways. First, make sure you
follow-up immediately with the prospect. This will show both
the prospect and the referrer that you're trustworthy and that
business is as important to you as you say it is. Second, make
sure you send a hand-written thank you note to the person who
sent a referral your way (even if the prospect doesn't become
a client). Always let your clients know how grateful you are
for their referrals. And one more thing, when you write that
note, focus on the generosity of your client, not how happy
you are or how referrals are the lifeblood of your business.

When you finish the cycle, you'll need to keep sending your
newsletter, soliciting feedback and following up on referrals.
Pretty soon, you'll find your clients are not just your best
source of new business, but also your best source for new
business ideas. In short, your clients will be magically
transformed into partners.

Start Your Affiliate Program & Turn Clients to Partners

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