Your A+ clients, your top 20% give you MORE because they:

TALK ABOUT YOU and your services which results in:

*Referrals to individuals who can be new clients.

*Referrals to individuals they think you should know and who should know you.

*Referrals to associations and organizations they think you should speak to.

*Referrals to companies that could use your services.

and they...

TALK TO YOU ABOUT:

*Ideas that could benefit you.

*People who could help you.

*Resources that could benefit you.

Your top 20% are link-builders constantly linking you to others in their network and new resources.

What is that worth to you? I can't really measure it in dollars but I can measure it in quality of those relationships. Yes, you'll find your A+ clients, your top 20%, do generate more of your revenue but they generate so much more...

And that so much more is immeasurable. It's what major corporations are after: a lifetime relationship with customer.

While there's a direct dollar side to it, there's also an immeasurable, continuing stream of networking that opens up. A constant stream of goodwill with no price tag. What better marketing is there?

Even more is value and joy of friendships you develop over years with your clients...how do you measure that? :-)

So, look at your A+ clients, top 20% and see what you can do to feed and nourish those relationships. Give them a complimentary report, assessment, white paper, handout, ebook or other gift they would find valuable. Not just once, but as a part of your continuing relationship with them. They're worth having for a lifetime.

Getting Stuck On Relationship Building

Many professionals get stuck on 'relationship' part of relationship marketing at expense of marketing. It seems easier to build relationships than to market something to those with whom we've built relationships.

But what is really getting in your way is fear, fear of somehow violating credibility and trust you've built with your relationships.

Elena Fawkner, lawyer, writer, and online business owner, makes an excellent point in her article "Am I Afraid To Sell?" She says, "In other words, focus on 'relationship marketing' has been so much on relationship that marketing begins to feel crass and a violation of trust. Many new online business owners report that they feel like they're taking advantage of trust of those with whom they have forged a bond." If you feel like this, I recommend you read Elena's excellent article at: http://www.ahbbo.com/afraidtosell.html.

You will need to work through this fear if you want to be successful, online or offline. In many ways, it's even more critical online because web is an impersonal, anonymous medium unless you focus on your goal: for others to say "yes" to your high value product or service. Building relationships is important but don't stay stuck at relationship step of process. You can build relationships and never make one single sale.

Make a decision to stay focused on your end goal. Do stepping stones because credibility and trust are vital to your success. But they are not sufficient. Your end goal is to offer your visitors something that they want to say "yes" to. That's reason to put your business online.

Set up your online business so that it achieves your end goal, not merely a stepping stone. For more on how to achieve your goal, see our article "Success Myths" at http://www.private-practice-marketing.com.myths.htm.