Relationship Management MascotAs you are working on your online social media/Email strategy, the next step will be to look at the relationships that you have developed and cultivate them to the next level. As you are paying close attention to your client relationships, your Email strategy becomes more and more important.

Highlighting every stage of your plan with a specific strategy

It is critical to your business’s success that you work every stage of the strategy’s process in an effort to retain and maintain your clients and to cultivate new clients. It is very important to be able to identify the different lifecycle stages so that you can work them most effectively for your business. They are:

  • The prospect stage: Your prospective clients are clients in the stage before they have actually hired you. That means that they are in a position to learn everything that they possibly can about your brand and your offerings. Getting them to go from prospective clients to actual clients may not be easy but it is far from impossible.

  • An actual client: After a prospective client becomes an actual client, you need to work on building a long-term, enduring relationship. It is essential that you communicate to your clients how important they are to you and your business and how much you value the relationship that you share with them.

  • Customers who are heavily involved with your business: It is very important to make sure that your clients understand their value to your organization. Additionally, you must find a way to highlight your company in a the best possible manner.

  • Returning clients: With your clients who have already been established as loyal and who will do whatever is necessary to contribute to your professional success, you must make sure to continually convey to them how important they are to you. Your communication should be as open as possible and putting the time and effort into those relationships will be well worth it.

  • Clients who have fallen by the wayside: If you have clients who have been inactive for a long time, it is a good idea to categorize them in a way that does not put a strain on the rest of your client load. You should definitely keep them on your radar but you may wish to reconsider how much time and energy you put into those particular relationships.

  • Clients who really no longer exist for you: If you have clients who have not actually expressed the idea that they no longer wish to deal with you but, at the same time, they are not really interacting with you in any way, it may be a good idea to cut your losses and abandon the relationships with those people.

All of the categories that were discussed above are very important but each category can be an entire article all on its own. There will be subsequent blogs that discuss the other categories of client relationships. In this blog, let’s look at turning prospective clients into actual clients.

Going from potential to actual

There are plenty of prospective clients who will never, ever turn into actual paying clients. However, there are also many prospective clients who will turn into actual clients. There are several potential approaches that you can take to make this happen.

  • Provide valuable information: The purpose of a blog (and the rest of your content) is to educate your target audience. You don’t actively ask for anything in return in that situation. Your goal is to communicate to the other person how capable you are of solving the other person’s problems. In order to do that successfully, you must be able to empathize with the other person. If you are able to accomplish that, you will be halfway there.

  • Provide a newsletter to your target audience: A newsletter is very valuable because it gives your target audience valuable, educational information, and, at the same time, it allows you to promote your business in an ethical manner.

  • Don’t slam your prospective clients with TMI: Nobody wants to be inundated with too much online information. There are people who actually dedicate their work to stopping spam from reaching other people. You should not make yourself one of the people whom they are trying to stop.

  • Add value: It is critical to focus your prospective client list appropriately and effectively. It is essential that you send them the most relevant information and that you connect with them on an emotional level.


It is very important that you keep your prospective clients and existing clients at the top of your priority list. It is also important to remember that without your clients, you will not have any business and you will not have any chance at all of success. If you want to achieve greater and greater success, you won’t be able to do it without your clients and without human relationships. Chemistry between your company and your clients must be strong and lasting.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee .