By Steve Slaunwhite
Recently, I’ve been coming across a lot of misinformation about prospecting.
“You have to make a lot of cold calls,” one guru insists. “You must send out hundreds of pitch letters,” another advises. “You have to post five times a day on social media sites,” still another recommends.
What these experts are telling you, essentially, is that prospecting is a numbers game.
But is playing that game really the best way to attract ideal clients?
Consider the following scenario:
Say a plumber knocks on your door one evening asking if you need any plumbing work done. It’s obvious that he’s canvassing the neighbourhood trying to drum up some business. You politely say, “Sorry, I don’t need a plumber.” So he hands you his flyer and goes on his way. A flyer that you’ll probably toss in the trash.
Now, let’s change that scenario around a bit:
Imagine that same plumber knocks on your door. But this time he DOESN’T ask if you need any plumbing work done. Instead, he offers you a free booklet: “How to Lower Your Hot Water Heating Bill.” You say, “Yes”, and take the booklet. (Why wouldn’t you?)
Then, a couple of weeks later, you receive a Thank You card from that plumber. He still doesn’t pitch his services. Instead, he offers to answer any questions you might have about the booklet and hot water heating. That’s nice of him!
Then, a couple of weeks after that, you receive a friendly letter from the plumber, with a 20% discount coupon for “Emergency After Hours Service” (should you ever need it). Also included is a fridge magnet with his 24-hour emergency phone number. That magnet goes right on your fridge door, right next to the Thank You card!
See what’s happening? That plumber is positioning himself with you as a helpful, knowledgeable expert. And by doing so he’s becoming the obvious choice should you ever need plumbing services.
Sure, he’s spending more time with each prospect. And probably reaching fewer prospects than he would if he were mailing or calling a gazillion names. So what? Prospecting isn’t about numbers, ratios, clicks, responses, conversions or whatever.
That’s right. Prospecting is NOT a numbers game. It’s a relationship game.
It’s about building relationships with people today who may be able to do business with you in the future.
Think about it. Who do YOU call when you need a professional service? Someone who has hit on you with a cold call or a mailing? Or someone you know, either directly or by reputation? I betcha it’s the latter.
Now that doesn’t mean you don’t use phone, email, social media, networking, speaking, letters — whatever works for you — in your prospecting efforts. You do. But you do so with an intention and strategy of positioning yourself as a helpful knowledgeable expert with valuable information to share — and NOT as a desperate professional looking for work.
So prospect to fewer people. Take your time to build the relationships. And you’ll attract more ideal clients as a result. (And more referrals, too.)
STEVE SLAUNWHITE is a popular marketing coach, speaker and bestselling author. His many books include The Everything Guide to Writing Copy and The Complete Idiot’s Guide to Starting a Web-Based Business. His latest, The Wealthy Freelancer, recently won a “2010 Best Small Business Book Award”. Steve is well-known for his Marketing That Means Business® approach to helping business owners attract more clients, increase sales, and make more money. To learn more about his coaching and consulting programs, books, and workshops, visit www.SteveSlaunwhite.com
There has been discussion lately in the media about succession management. That is when the younger generation begins to take the reins of the business and the older generation moves toward a less involved, coaching type of role. The new management may have been groomed to take over the family business, in some cases for their entire adult lives. The older originators of the business have tried for years to educate, share their experiences, impart their wisdom and mould their successors. In some cases, the new generation will continue to operate the business as it has run in the past—a safe, short-term measure.
ROGER PIERCE is passionate about helping entrepreneurs achieve success. Co-founder of Canada’s largest small business training company, BizLaunch.ca, he’s launched eleven small businesses of his own and personally experienced what he calls “the good, the bad and the ugly” sides of entrepreneurship. 
Need an inventive way of harvesting customer feedback? Try creating your own “Customer Advisory Board.” Plan round-table lunch meetings on a quarterly basis (stick to no more than three or four meetings per year). Choose four or five of your best customers and invite them to become members of “the panel.” Find out what their issues are. Ask them to list all the ways in which your products or services help them solve their issues. What do they need to help improve current solutions? What are you doing that you should continue to do? What should you discontinue? What haven’t you done that you should start doing? When your panel provides the answers, work hard to give them what they want. You can bet that whatever these four or five customers want will mirror the rest of your target market. Replace your customer panel every year with new people to receive fresh ideas. The feedback that you get will be invaluable.
