The art of staying in touch with your sphere is not just about you spouting your latest accomplishments and victories periodically. It is about being someone who cares about the sphere as individuals not as referral sources. It is about valuing the human side of the equation and not solely relying on the ease of electronic gadgetry.
One of our wine country clients has a great way to stay in touch suited to her marketplace and her sphere. Every quarter she hosts an evening with a "new on the scene winery" or an established winemaker for a wine tasting. She also invites a local new or existing chef to prepare appetizers which will compliment the wine. Both the chef and winemaker engage the guests in discussions about the wine and food.
She also has a lavish dessert table with the pastry chef in attendance. She has a state of the art cappuccino and espresso maker, a barista is hired to make specialty coffee drinks for her guests.
This is a great way to engage the wine country community. By hosting these events, she is not just marketing herself, she is marketing the community at large by inviting the winery, the restaurant chef, the pastry chef, and the barista. Her sphere looks forward to these events and lavish her with referrals as do the various winemakers and chefs.
As you read this, some of you may be thinking about the expense of this. Both the winery and the chefs are happy to have an opportunity to promote their wines and food. They will do it at no cost or at their cost. And her expense is equivalent to a full page ad in a luxury publication, and the return on investment is huge.
We all are bombarded with electronic messages on a daily basis, the last thing we need in another message in our inbox. Whatever you do, make it special, make it about them, make it about relationships on the human side of the equation.
This is an entry into Larry Johnston's Contest "Keeping in Touch. Thank you Larry for hosting this challenge.