Anyone responsible for winning business has probably been there. Whether you're the partner of a legal firm, the budding associate director looking to be promoted within an accounting practice, the enthusiastic financial planner, the seasoned recruitment consultant, etc. It's that place that makes us shudder and cringe as we awkwardly look around to see who might be watching.

The slump.

You know you're good at what you do, your education, qualifications and experience are testament to that. And, your past successes in business acquisition speak for themselves. But, there are times where there's nothing in the pipeline and you just don't believe you can pick up that telephone and make another call.

Whether you're a veteran or a neophyte, these five techniques may be just the panacea you need to generate momentum.

Hit your target

You need to be contacting the true buyers (the people who have the budget and the authority) not the feasibility buyers or gatekeepers. Feasibility buyers have the authority to say no but do not have the authority to say yes and write you a cheque. When you're in a slump, your lack of self-esteem may give rise to feelings of uncertainty causing you to make initial contacts with those who are not the real buyers who can make decisions. Speak to the true decision makers. Ensure your database of prospective clients is current, accurate and targeting the right people.


Why you?

The credibility justification can be done really badly, especially if you are trying to dig yourself out of a slump. You should never immediately launch into your credentials, capabilities, history, and alike when you initiate contact with a prospective client. They want to know what you can do for them, not how good you are. How can you ease their pain, eradicate their problems, improve their business, increase their results. You have to give to get. Give some value early to allow the prospective client experience what it's like to be your client. The psychology of it being, "This has been good value and it cost me nothing; how much better will it be when I hire these people?"


Sell them only on meeting you
When you do make that initial contact with a new prospective client, remember that you're not trying to make a sale. You're trying to have them agree to meet you. That's all. Move along a path of small yeses. You don't swallow the whole lobster in one mouthful. You're calling the prospective client just to have them meet you.


Weddings seldom happen on a first date

Realise that you will not always get through to speak to the real buyer, the first time. You may have to leave multiple messages and try numerous times before you will personally speak with them. Also understand that depending on the product or service you're offering that it may (will) take more than a 10-minute meeting to make a sale. These things take time. Be patient. Be thoughtful. Be genuine. Be respectful. Acknowledge and accept that it will take multiple touches for you to speak to a true buyer and it will require multiple touches to get to the stage of asking for the business.


Variety is the spice of life

Mix it up a little. Use the telephone, use handwritten notes, send an e-mail, drop in personally for coffee, send a real brochure in the post, send an electronic version through e-mail, etc. Multiple touches in various ways make for slightly improved interest than simply cold calling or mass-market e-mail blasts.


No matter what your profession; accountant, lawyer, business coach, mortgage broker, recruiter, these five techniques will help pick you up out of that slump and improve your generation of prospective business leads. When you're in a slump and your self-esteem has taken a whack, no amount of cold calling or networking breakfasts will make your results lift like these techniques will. Work smarter not harder.


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Ric Willmot
Improving Organisational Performance
Providing Strategy Consulting & Mentoring

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We all want to increase business. This means that we establish a marketing strategy to put ourselves in a position where prospects buy from us. But what makes a good quality prospect?

A prospect who has a need or can be convinced of the need and can autonomously authorise payment to you.

Ric's 6 Keys to a quality prospect for your business:

1. Someone who already recognises the need.
2. Has the financial budget to pay you.
3. Has a history of using or purchasing similar products/services.
4. Accessible.
5. Has a bias for YOUR product or service.
6. Heard of you or knows you.

Get this right, and your business will grow.
And, don't forget that existing clients are prospects, also!

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Ric Willmot
Improving Organisational Performance
Providing Strategy Consulting & Mentoring

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Cold calling organisations with whom no previous contact has been made might generate new business. But it doesn’t make for an enjoyable way for you to do business.

I am not totally against cold-calling, but there must be a purpose.

1. “Would you be the person in your organisation that would be interested in participating in a survey on best practices in the (insert appropriate word) field?”

2. “Would you like to receive our/my weekly/monthly e-zine for (insert appropriate word)?”

3. “We/I have just completed a report on (insert appropriate word) ... would you like a complimentary copy?”

4. “I will be in your city/town/neighbourhood and since we have never met, but know of one another, I would love to come by and say hello ... and (add something of value).”

5. “Mary, you don't know me, but I am a consultant in the (insert appropriate word) industry and I read in this months (insert appropriate word) News/Magazine that you were putting in a new (insert appropriate word). Before you do that, I think I can save you a lot of money. May I come by and tell you how next week?”

Do not say the usual boring stuff, e.g., "If you ever need an (insert appropriate word) consultant I am your person." Your fingers will get tired of dialing before you get any real bites.

Nevertheless, the alternatives to cold calling are better. Cold calls work well when trying to "find" a possible customer, e.g., insurance, telephone service, air conditioning services ... mostly commodity type services. However, the rejection rate is extraordinarily high.

__________

Ric Willmot
Improving Organisational Performance
Providing Strategy Consulting & Mentoring

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