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By David Frees

It is a basic and essential axiom of marketing that is easier and less expensive to sell products and services to an existing client or customer, than to market and acquire a new customer. Furthermore, the next best type of customer, from a marketing and sales standpoint, is a client or customer who has been referred to you. Why? The reason is simple. When a client or customer is referred to you, they come to your business with a positive preconceived notion of what it is that you do. And, they bring with them the credibility of your existing customer or client who referred them.

It is essential, therefore, that you learn to build and maintain great client and customer relationships because they inoculate existing customers from the desire to move, they make you more valuable to your customer base, and they improve the likelihood of additional purchases and referrals. And, one of the best, most leveraged, and most effective ways to build and maintain client relationships is by assisting and educating our clients and customers.

Furthermore, one of the best ways to educate customers and prospective customers is to provide entertaining and highly educational information on the topics which are most interesting and useful to them. Finally, teleconferences and Webinars are one of the most important and most highly leveraged tools to achieve this goal.

This article will, therefore explore how to develop and implement teleconferences, specifically designed to build and maintain your customer relationships, and the same time, help you acquire profitable new clients and customers through referrals and educational marketing to prospects.

First, let's define a teleconferences and Webinars and look at the various profit models of developing and providing teleconferences and Webinars.

A teleconference is basically a seminar or series of seminars (often in the form of an interview) where our clients and prospects can call a prearranged number and listen in. These seminars are often accessed by your clients, customers and potential clients and customers through an 800 or other dial-in phone number. This allows customers and potential clients and customers to participate in the seminar (and to ask questions if you desire) and learn valuable information in the privacy of their own homes or offices.

This access from home or office can be particularly important in the winter months in many parts of the country where inclement weather can be a real deterrent to attending live events. However, the teleconference as a means of delivering vital information is useful and desirable, from the customer standpoint, any time of year because it is convenient and doesn’t involve travel. And, when the conference is over, the client or customer is already at home and ready to enjoy their evening.

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David Frees is an Officer and Shareholder in the law firm of Unruh, Turner, Burke & Frees.
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