Smart's Mythbuster #1

If you send newsletters to clients and prospects, they will call you to discuss the content of their newsletter and thank you.

That would almost be like you making a special point of thanking the restaurant you ate in last night for providing good service and a healthy meal. You probably wouldn’t do it. Not unless good service and a healthy meal were not the norm at that restaurant. The point is that quality service, even value added service, is what clients expect. And if they don’t get it, they are less likely to remain clients.

Little things, like reinforcing your professionalism through regular communications with clients and prospects, matter. Advertising executives call this brand awareness. Most people call it building confidence and trust.

It’s hard to measure confidence and trust. But over time, by providing services that include regular and consistent communications, you will build your clients’ confidence and trust in you. The results will be better persistency, more referrals and easier sales. Just don’t expect people to thank you for making the effort to do a good job.