I'm going to walk you through 7 techniques that I use to build my client roster. These are tried and true techniques that I've developed in over 25 years in the game. Remember that,"The game'll swallow you if you ain't strong enough to make it follow you." These are valuable keys that should help to build your business's success.
1. Hone those Social Skills
Socialising with clients and prospects is, without doubt, one of the easiest and most effective ways to develop your business.
Business is about relationships. In a social setting, the prospect or client gets to know you on a different, more personal level, they see you in a different light, and they understand where you're coming from.
All things being equal, who would you rather deal with?
- a person who's, considerate, enthusiastic, has integrity, conviction and who takes an interest in you
- an individual who is crass, tempermental (undiagnosed mental illness). Prone to fits of rage and generally a bad minded individual.
People like to deal with those who share the same experiences, and convictions. Through this interaction, they build a likeness to them. By socialising with your clients, you give them (and yourself) the chance to find common ground — shared interests, opinions, tastes. You open up a new spectrum of opportunities in which you can to grow to like each other.
I always consider taking certain clients to TFC, Raptors, CFL, or Championship Games in nearby cities (Montreal, Ottawa, NYC, Detroit, Chicago), or invite them to church. This is important for some personality types. (This is a whole different subject. Personality types in Social Marketing) It's not that I support a particular team — It's just that I get to spend 3+ hours with the prospect in a social situation. They will learn about my convictions. We have a chat, and we get to know, like, and hopefully, trust each other.
Know your Prospects
Getting to know your prospects is a critical element. First in knowing your not mining Fools Gold and second in gaining their trust. Once you've proven yourself trustworthy to your prospect, things get a whole lot easier. You're not just another salesperson trying to make the sale: you're a friend, a trusted contact and a known quantity.
Because of the writing and media work I do, I regularly get a few calls from people who want some advice on business and marketing. I always have a chat with them, and things sometimes move forward from there.
Here's a great example of that. As I write, a web developer called Rima is meeting with our programmer to discuss some software that Rima developed.
Rima called me a few months back for some advice on her web development business. I gave her some general advice for which she was very grateful — so she sent me a nice bottle of Oil to say "Thanks." But that wasn't all. Rima kept in touch and kept me updated on what she was doing.
- Last week Rima completed her first design job for us.
- She's in the middle of another job right now.
- She's also going over a detailed brief for another of our clients right now — this will be an $12,000+ job for her.
- Rima's hoping to sell us her software (a web management system with a shopping cart in Zen Cart).
- She's about to create 10 podcasts with me for distribution over the next 10 weeks.
That's all because Rima took the time to make a phone call, have a chat and keep in contact. Her marketing costs have been $50 for a bottle of Oil, plus the cost of a phone call. She's now looking at a pretty good return on that investment!
Rima has developed the relationship she wanted, and she gains the benefits of doing that. So far, those benefits look like they'll be in excess of $20,000 in income, as well as a chance to access a wide listening audience (and have the credibility of being involved with a podcast), and a lot of future potential.
I know it can be daunting to call up a client or prospect and say, "I want to run a few things past you. How about lunch?" But after the first call or two, you'll realize that it's easy. Don't try to sell. Just see lunch or coffee or The Final Four for what it is: a fact gathering exercise, an informal chat, bet, etc.
Imagine one of your suppliers rang you up and said, "I'd love to get together and ask a few questions about your industry and business when you have a minute. Are you free for lunch next Tuesday?" What would you say? Most likely, you'd say, "Yes." You'd meet, have a chat, and answer some questions. And in future, you'd be more likely to deal with that person than any other.
Building a community of contacts can also be helped by you taking the time and effort to help others. It's a funny thing. When you help others, you seem to get benefits.
I'm a volunteer of a local media charity organisation, I'm the Coach of my son's baseball team and I'm the keynote speaker each year for my college's annual event. I've met a lot of local business people through these associations and have the added advantage of being seen as a leading figure within these organisations.
It makes sense to join business groups for a whole range of reasons:
- You meet lots of useful contacts.
- You meet lots of potential prospects.
- You learn a lot.
Are you a member of your local Chamber of Commerce? What about a local charity group? Perhaps you could do a public speaking course or join your local Toastmasters group (Perfect! You learn a new skill, meet like-minded people and meet people who are, more than likely, in business).
2. Blow your own Trumpet (No one Else Plays your Tune)
Public speaking terrifies most people. After all, most people are bad at it. That's great news for you!
If there is one tip I'd love you to take from this article it's this: learn how to be an effective public speaker. I speak fairly frequently and it provides me with more highly qualified, hot leads than any other marketing strategy I implement. In terms of new business generation, this tactic is simply unbeatable.
Recently, I spoke for a Government small business program. I was marketed as the key note speaker for the day (there was 5 other speakers). I spoke to 120 people who were interested to hear what I had to say. The topic of my presentation? The service that I sell -- on which I'm seen by the attendees as the recognised authority. It's all looking good so far.
The MC of the event introduced me by listing my achievements and generally telling everyone how good I am! (He read from biography I supplied.) I get an hour of the attendees' time. In that hour, I got the opportunity to say exactly what I wanted to say without interruption. I provided interesting, relevant and entertaining information about a topic in which the audience was interested. I had the opportunity to connect with the audience, to demonstrate my expertise, to talk about my experience and generally to market myself and my business.
By the end of the speech, the audience knew me and what I'd done previously. Hopefully, they liked me and saw me as a nice guy. They definitely saw me as an expert.
And, here's the best bit: I was paid to do it!
To give you a head-start in your own public speaking programme for 2006, I've included my own step-by-step guide to public speaking. This free PDF will walk you through the whole process, from securing speaking opportunities, to securing and following up on the leads you generate. Use it to your advantage this year!
Media coverage is another great way to establish your credibility and get in front of your target audience for next to nothing.
Over the past few months, I've had a spot on the local radio station talking all things Internet; I was featured in over 10 business publications and I was the 'go to' guy for a number of local journalists seeking expert commentary on Internet issues.
Not once did I have to try to 'sell' my services. All that happened was that I was introduced or written about as the Internet expert. I talked about issues affecting web sites or the Internet in general. That was it.
Then, my phone would ring off the hook with calls from people who had heard me on the radio show or read about me in the local newspaper.
The media is always looking for new content. Can you give it to them? It can be as simple as ringing a journalist about a current event and providing a newsworthy comment that's related to your area of expertise.
Become the Authority
One of the market niches we serve is holiday resorts. We've developed web sites for numerous resorts, we're good at it, and we've had some successes with our sites. So, to strengthen our position within that niche, we developed an extensive case study explaining how we took a web site that received no online bookings at all, and helped them to create a very successful business online. Of course, we had the client's permission for all the details we included in that case study. Then, we posted the case study, with a covering letter, to all of the resorts in our city. We followed up soon after with an offline newsletter that was developed specifically for these prospects.
Within a week or two, every resort manager knew of us (after all, who wouldn't read the case study of how a direct competitor went from zilch to success in about 12 weeks?). We were widely perceived to be one of the best at what we do. All this as the result of a simply case study, about $200 in printing costs, and $200 in postage.
If people don't know about your successes, they might as well have never happened. It's up to you to make a noise. Let people know of your successes, your skills and your business's development. It will keep you top of mind for the moment when they need your services.
Tell Of Your Successes
If people don't know about it, then it didn't happen.
One of our high profile clients (an ex-champion athlete) recently sent us a signed singlet to say thanks for our help. Within a week, the singlet was framed and hung on our 'Brag Wall'.
I mentioned the client's gift and kind words on our web blog. I mentioned it in our online and offline newsletters. I'll be mentioning it in articles I write, speeches I make and our business podcast.
Why? Because the client has a high profile and is highly respected. I want people to know he's our client, and that he likes us. I want people to know that they can trust us, just as that high-profile client does.
