In this gadget driven world some of traditional ways of bringing in new business are still alive and well. However some are falling further and further out of favour. Cold calling people is becoming less and less effective, but getting warm leads and referrals from your new and existing cutomers is possibly the best of all. When you have a personal recommendation behind you that phone call is easier to make.

Then of course follow up is king so you need to be following up. You need to ensure that as and when they do decide to buy you’re the name that springs to mind. Maybe a quick follow up complement slip with your photo followed next week by a cut out from the newspaper of something relevant to their business. This is the stuff of relationship building not selling. You have trust because of the referral and you also are quietly staying on the radar as the ‘helpful’ guy.

What some companies forget is that this relationship building and nurturing is something you should also be doing with your existing customers. Expensive I hear you say. Not if you segment your customer base and identify the right ones. Those customers that spend again and again. Most importantly of all here is to test the effectiveness of your relationship building or it is money down the drain. Do control testing, and create 2 groups and build a relationship with one and do the old stuff with the other. For those that are responsive it will ensure they are more likely to stay with you and not wander. Sending little conversational pieces in the post is good – not selling but helping, and hopefully you’ll be reminding they why they starting doing business with you in the beginning.

Nothing is better than getting face to face so do the “stuff in the post” process and then give them a reason to come and see you. How? Simple. Put an event on. Remember only invite those “gold customers” in the “live” test group.

Whilst a little bit cliche corporate golf days still work really well. Even if they are not gold players they often would be keen to give it ago. Give them custom golf gifts such as custom golf umbrellas with your logo or a logo that marks the event itself and this helps build the relationship. It can be smart to hire a specialist corporate golf event company to help you plan this.

But does the new online world give us any other options you can exploit along these lines. The success of social websites such as Linkedin.com is based on the ability of people to do online networking and to create new relationships based on who you know. The social site granddaddy of them all is Facebook. Building a business page is key for businesses wanting to take part in social media. Treat Facebook as a communication channel and encourage your customers to keep updated by joining your Facebook business page. Once your customers are connected to you you can slowly ramp up the amount (up to a point) of and nature of communications you do with them. For example when you are setting up your golf day use the facebook event planner to keep people posted.

What is good about this is your customer may learn to do what you do. Then they may promote their business in a similar fashion. Their customers will become part of their network and be exposed to your messages as well.

Remember the 1st law of social media is don’t sell just help. Don’t worry give enough help and the visitors to your business will grow.