Timing is everything, especially when it involves information that might give you a leg up in closing a new account or expanding an existing relationship. Knowing how to connect with people on the basis of current headlines, happenings or events of interest to them is a powerful way to demonstrate you understand their cares and concerns. Done effectively it can make the difference between winning and losing business.
|WHEN YOU LOCATE A PAGE THAT OFFERS GOOD CONTENT, FLAG IT FOR MONITORING.|
Here is an approach you can use at little or no cost to stay plugged into online sources of news and intelligence related to clients, prospects, centers of influence, friends—whoever is important to you.
Leverage the web
Discovering useful web content on markets you target or people you work with can be exciting. But finding the sites that offer it is only the beginning. The real challenge is keeping current over time with the intelligence they provide—especially since scouring sites regularly for useful nuggets isn’t something you want to spend your day doing.
That’s where services like WatchThatPage and TrackEngine come in handy. They are webpage monitoring tools you can use that notify you automatically by email (on the schedule you select) whenever new content gets added to a webpage you’ve identified—information you might use to reach out and touch various contacts in a timely way.
What type of information am I talking about? It would be anything published online that increases your understanding of what makes a client or prospect tick, gives you insight into issues or pursuits that are important to them, or provides a context for approaching them about establishing, expanding or solidifying your relationship.
Here’s a list of sites that might provide that content:
- magazines, newspapers or blogs that clients, prospects or centers of influence read
- charities and philanthropic groups they support
- civic groups they are involved in
- clubs and associations they belong to
- sites related to their hobbies or personal interests
- their company’s site
- sports or teams they follow
- stores they shop at
- their child’s school’s site
- sites related to events they are planning (vacations, parties, weddings, etc.)
...you get the idea.
To get started, pick a few key people, inventory their interests, then find out what the web offers on those topics, ideally from the same sites they visit. When you locate a page that offers good content (i.e. one that lists articles, announcements, schedules, press releases or other potentially valuable information), flag it for monitoring so you get notified whenever new content is added to it.
WatchThatPage and TrackEngine make their services available at no charge (and TrackEngine has several paid services you can upgrade to). You can register with and begin using either one in minutes.
If you believe that information, not dollars, is the true currency of business today, and you’re looking for a way to keep up with valuable intelligence you’d otherwise miss, webpage monitoring tools can be worth their weight in gold.
For more tips like this one, sign up for Kip Gregory’s monthly e-newsletter Kip’s Tips.
Used with permission. All rights reserved.
Kip Gregory, principal of The Gregory Group and author of Winning Clients in a Wired World, is a consultant, trainer and speaker on marketing, sales and technology issues for the financial services industry. Contact him at 202-364-6913, or through his website at www.kipgregory.com.