If you want your marketing efforts to turn into new business, there is one thing that you must do... consistently stay in touch with those to whom you are marketing.

You've heard me say it before, but it bears repeating: On average, it takes seven to nine *significant* contacts before you land a new client. And yet, even relatively successful rainmakers acknowledge that they usually give up after about three contacts. They figure that if a client has not hired them by that point, the client probably never will. Concerned that clients will view them as "stalkers" if they continue to stay in touch, they walk away too soon.

Given this reality, if you want to differentiate yourself from your competition (and of course you do -- otherwise, why would someone hire you instead of them?), all you need to do is stay in contact consistently and over time.

Of course, that's far easier in principle than in practice. Here are some tips to help you make sure you do the follow- up you should:

1. Think ahead. Before you embark on a marketing activity -- whether a lunch or a networking event -- think about what your *next* point of contact will be. Will you send an article of interest or invite them to a conference at which you are speaking? Will you offer to introduce them to someone who can help them in their business or will you send them a copy of a book that you just read that you think they will like?

2. Conduct discovery. In every interaction, make a point of uncovering possible ways to follow up. Go into every one-on-one marketing activity with the express assignment of exiting that activity with at least one way of maintaining contact with that person. What are their business concerns? Staying abreast of the law in a certain area? Learning about best practices that other companies employ in complying with new regulations? What are their personal interests? Are they avid readers of historical fiction or do they want to climb Mount Whitney? Once you know their professional or personal interests, finding ways to follow up is much easier.

3. Add value. Each time you contact them, make sure you're adding value from their perspective. Sending your firm brochure does not add value unless they asked for it. Sending an article that is highly relevant to their business interests does -- especially if you point out why you think it is useful for them.

4. Block out time. Calendar your plan for making those seven to nine contacts; don't just leave them up to chance. Are you going to be in contact once a month or once a quarter? Create an Outlook reminder, write in your Day-Timer, or develop a one-page marketing plan that you keep visible at your desk and on which you list when your next contact will be.

5. Systematize. Create a "template" for how you plan to stay in contact after common marketing activities -- such as meeting a prospective client at a networking event or having lunch with a client. Make sure that this template includes "due dates" for each activity.

The template for following up with someone you have had lunch with can be as simple as:

1. E-mail article of interest. 2. Send personalized holiday card. 3. Invite to event. 4. Send book of interest. 5. Invite to lunch. 6. Introduce to someone the prospective client would like to meet. 7. Visit the prospective client's office.

Customize the specifics of what you send and what you invite them to based on what you've learned about their particular interests.

Following up consistently is the one thing you must do if your marketing is to be successful. Keep its importance top of mind, and your marketing will be much more effective and efficient.

And make sure to read next month's issue, where I'll share a grab bag of ways to follow up.