Are you trying to get a client or a relationship? Which is better? I would argue that you are looking for a business relationship. However, it can be time-intensive. Businesses everywhere are marketed to every day. Think about your own company – are there other businesses trying to get you to buy their services? When B2B marketing, you need your company to stand out.

A simple pitch won’t do it; the trick is to get personal.

Your emails or calls need to speak to that particular company. Instead of contacting them for a pitch, contact them to start a conversation. Subsequently, a relationship will be started.

While a relationship will take longer to get going, there’s a big benefit: more long-term sales. There are other benefits, too:

1. You don’t get shot down right away. If you are just gunning for a client, the prospect won’t even bother listening to you. All you are trying to do is make money, not help them.
2. You serve the client more effectively. Do you know what happens when you stop pitching? You start listening. By hearing what the client wants and needs, you can adapt your services to meet their needs. In that way, you become indispensable. If you’re just trying to get a client, you’ll be too busy pitching to hear what the client has to say.
3. You stay in front of the client (which = repeat business!). By keeping a relationship with the prospect, you will be at the forefront of his/her mind when the next project comes along and you are needed again. You don’t have to pitch – you will just get the project. That means more time to develop more relationships.

In short, building relationships is an upfront investment of your time that results in a steadier stream of sales. When working on your copy, get personal – research your prospect first and make sure to ask questions and include content that speaks directly to them. You’ll thank me in the long run.