Do you know a person, perhaps an old friend or a half-distant relative, who only calls when they want something? How do you feel about that person? What do you do when you see their number pop up on the caller ID?
Here’s the thing: you don’t want to accidentally become that person.
All my tips and pleas that you constantly cultivate, steward, and otherwise form a relationship with all your prospects that goes beyond perfunctory (and frequent) solicitation? It’s all about not being that person.
The same holds true for the folks in your larger base, the folks you communicate with primarily though mass communications and direct mail. You may see them as one data point in a statistical mass, but they have a one to one relationship with you. Paradoxically, one way to make them feel like you care about more than money is to ask them for more. Sort of. Read more