Relationship Marketing is about Providing Knowledge and Developing Business Friends
Prospects want to know that you have knowledge and are willing to share. Even more important, they want to know if you value their welfare more than your own agenda.
You have to be smart and likable. Just like meeting someone at a party. After all, once they hire you, they have to work with you.
What do Prospects appreciate first? Brevity. They want you to respect their time and at least treat them as though they are busy. They will engage you if they have more time; brevity in written materials and in phone calls.
Secondly; Trust. They will trust you if you trust them. When you give information or knowledge, give it freely without strings and requirements. Getting an email is acceptable, but don’t make them sign up on a trial first or worry about whether you will be paid for your time.
Thirdly; Use conversational tones. You know when your friends are conversing to have fun or when they enter their business mode. People are more comfortable when you use conversational vocabulary.
Fourthly, don’t push an agenda. If they are interested, they won’t let you escape. Every service has a Buying Cycle and your service may not be a priority today.