Bowman presents the following recommendations by Maribeth Kuzmeski of Red Zone Marketing, Libertyville, Illinois.

Since clients are the biggest source of referrals, your marketing efforts should focus on them.

If you wait for clients to call you, you will miss important opportunities. You need to surprise and delight your clients. The more often you call them, the better your relationship will be. Also:

• Collect e-mail addresses of all clients. Periodically send them information you think will interest them.
• Admit mistakes before clients call them to your attention.
• Be consistent. Everyone in the firm should do the same things with their clients.
• Little things are important—like the spelling of the client’s name.
• Educate clients through videos or audios of seminars, newsletters, etc.

From Bowman First Alert, Vol. III No. 7, March 20, 2006, Bowman Communications, 323 Wilcrest Drive SW, Atlanta, Georgia 30044-5253, 770-972-0783.