Text Box: This page is intentionally detail-light, striving to show the concept put into action by a series of manageable, common-sense steps; all tailored to your needs, of course. Text Box: 1. Define Your Client Path Stages. Example: - New Acquaintance - Cool Prospect - Warn Prospect - New Customer - Steady Customer - Lapsed Customer - Advocate

ActionStepsSummarized
Text Box: 2. Organize Your Contact Data System need not be complex. Must allow tracking and filtering according to Client Path stages. At higher level, can also filter by product interest, market segment, and size of opportunity. Text Box: 3. Pre-Plan Your Programs & Touches New Acquaintance: - Email greeting - Postcard follow-up - Capability brochure Cool Prospect: - Thanks for interest with special offer Warm Prospect: - Three-touch time-phased campaign Etc. Text Box: 4. Execute Actively, Relentlessly Without this step, your efforts can be much like buying an exercise bike, with all good intentions but not enough follow-through. Your marketing should be active, daily. There should be resources allocated: time and budget; and everyone involved in assuring constant effective action has been motivated to reliable performance. Data is updated on a timely basis; programs roll out on a timely basis. This step, however good the concept might be, is the difference between success and disappointment.