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ttracting new business:
sometimes it happens by luck, sometimes by referral. Trouble is,
"sometimes" just isn't often enough.
So, if you want to add new clients more frequently than sometimes,
you'll have to try something else. And with a few common-sense,
do-able, and easy steps, any size professional services firm can build
the business without resorting to lavish, costly marketing efforts or
tasteless promotional hype.
Here is a five-step process that is affordable, sensible, and do-able. Make it
part of your routine over the next several months, and it will become a
second-nature, autopilot system that builds business steadily.
This process builds on my core practice-development premise: the professional
knowledge and information you possess is also your best marketing tool. You can
use it to get prospects' attention, because you're talking about something they
care about their own needs or problems rather than touting yourself.
1. Build a good database of prospects and referral sources. A prospect
is anyone you've met (this is key; names on a purchased list don't
count) who foreseeably could become a client one day.
Anyone who has ever sent you a piece of business, or even just recommended you,
also belongs on your list A database is a computer-stored list with all
contact information for each person: mail and email addresses, phone and fax
numbers. Missing any of these elements will deprive you of a valuable tool to
reach your database. Computerizing is essential: it allows you to readily sort
your list by categories. Software programs like ACT are best for smaller and
mid-sized businesses: they offer the right mix of power, ease, and flexibility.
2. Use your database: communicate regularly with your prospects and referral
sources. The key to building business is to remain constantly front-of-mind
with the people most likely to hire or refer you. If you've been paying
attention, those are the same exact folks who now populate your database. How
to stay on their minds, without those pestering phone calls or scheduling 27
lunches a month? By sending them something useful, regularly.
Monthly or bi-monthly is best. (This, I promise, it is do-able because
creating the piece is going to be simple. See step 4
) And
let's avoid that "What's the best way to send something?" trap that
stalls many would-be marketing efforts. The truth is: some people prefer email,
some snail mail, and you'll never know just who likes what. So we'll cover all
bases by rotating the delivery means: an e-mail this month, an article in an
envelope next time, an occasional faxed piece.
3. Make them want your messages. The way not to do this is to
send them ads, promotions, or self-congratulatory pieces. Instead, send them meaningful
messages with valuable information. A heads-up on a change in
the tax law, or a general suggestion for a new financial or investment
strategy, perhaps. Something based on substance, and that spotlights
your expertise on the subject. Whether or not they need this particular bit of
information right now is irrelevant. Your message reminds them you're out
there, thinking of them, and that's all we want to accomplish.
4. Keep it simple. Your messages should be brief two or three
paragraphs is enough. More detail than that is
counterproductive it wastes your time, and the reader doesn't need it. If
it's still a struggle to write it yourself, verbally brief a staffer, or
whoever helps you with marketing, or a freelance writer, on the information.
Have them create a first draft. It may not be perfect but you can then edit
and hone it probably in a few minutes. Make this process uncomplicated
because that is the key to getting it done.
5. Become a resource go to the media. With the steps above, you've
become a resource to your prospects. Next, widen your scope by going to the
media for free publicity. Media exposure puts your name, face, and expertise in
front of new prospects, and it heightens your credibility and market value
among those who already know you. Don't be discouraged that you are too small
for the media to care. And don't think that you need to spend big bucks, or
hire a costly firm. All you need to do is become a resource for reporters, too.
Offer to explain the new tax law, or to share your year-end strategies with
them. Send an email or make a call, suggesting a specific topic that
youve been talking about with your clients lately. Chances are, it's a potential news story. With a
little planning and luck, one that quotes you prominently.
Ned
Steele works with people in professional services who want to create a business
development initiative and build their business. The president of Ned Steeles MediaImpact, he
is the author of 102 Publicity Tips To Grow a
Business or Practice. To learn more, visit www.mediaimpact.biz, call 212-243-8383, or e-mail him
at: info@mediaimpact.biz.