E-mail lets you give and get information at very low cost, build rapport and make people aware of your Web presence. It's also a terrific way to keep in touch with qualified prospects and eventually open doors that might have stayed closed.

E-mail is cheap and easy, but introducing new technology to your communications mix will inevitably meet resistance. So try anticipating clients' questions and objections and learn to sell the benefits — as always!

Examples: When introducing e-mail (versus print) and promoting a new Web site, some important points to remember are:

• You're making your business run more efficiently and more effectively so you have more time to spend with your clients.
• A Web site, e-mail, and e-newsletter are great platforms for on-going communications with clients and prospects.
• E-mail means fewer busy signals and tedious voice mail messages, which makes life easier for everyone.
• Messages can be sent any time; the same message can be sent to your entire database or lists can be segmented based on prospect groups or the nature or duration of client relationships.
• People can respond when they're ready. As long as you're providing useful information and people are willing, there's no reason to lose contact with potential clients just because they're busy.
• You're saving trees; most clients will appreciate this at some level.
• Care must be taken to separate "e-mail prospecting" from the generally unacceptable technique that is broadly called "spamming."

One great idea is offering clients a seminar on "How to Use the Internet." Have refreshments available and take advantage of an opportunity to add more value to your client relationships. One adviser even gave computers to every new client so he could communicate with all of his clients via e-mail and his Web site.

If you work with high net-worth clients, that may be feasible.