Perhaps it’s just nostalgia, but those who have been in the game for a while swear that business development was easier back in the day. Quality work spoke for itself. Happy clients manifested repeat business. The phone rang all by itself. “Sales” was a dirty word. The competition was kinder. “Google” was the sound of a happy baby and “bing” was how you knew your eggs were cooked.
Today, it’s nearly impossible to become the “go-to” anything. A web search on even the most niche practice will yield pages and pages of results, and if you’re lucky, your name will be somewhere in there among the first five pages. That makes it very difficult for your prospective client to find you, which is why you have to find them.
This is a daunting proposition for some. “How on earth can I possibly know who will need my services, let alone find them!?” A fair question, but no need to get riled up. Let’s walk through it together…
Step 1: Research. Ask yourself, "who are the companies and individuals I would like to have as clients?" They have earned their way onto “top 20” lists. They have won awards. You pass by their buildings on your way to work. They are the names behind the brands, initiatives, and community projects you admire. You'll see their names included in the lists of board members. You’ll find them in the business journal and in leadership positions in trade associations.
Step 2: List. Here’s the easy part. Pick ten names from your research and write them down. This is your prospect list.
Step 3: Brainstorm. I’m sure you’re a wonderful person. (You certainly have good taste in the blogs you read.) But that alone won’t make your prospect want to meet with you. Put yourself in their shoes. What value-added topic or project would be relevant enough to pique their interest? Write it down on your list next to their name.
Step 4: Connect. Look up your prospects on LinkedIn. You may already have a 1st tier connection in common. If so, ask them to make the introduction to your prospect so you can discuss your value-add. If you’re allergic to social media, schedule a meeting with your top three referral sources and ask them if they know anyone on your prospect list. You’ll find this to be a much more focused, productive conversation than the generic, “Do you know anyone who could use my services?”
Maybe it has become harder to develop business. If that’s the case, then strategies that were less common back in the day are a necessity today. So, set aside a few minutes and start with Step 1. Your prospective clients are waiting to hear from you. Contact them through a trusted third party and add meaningful value that demonstrates your capabilities. From there it will only be a matter of time before they realize that you will be a valuable asset to them as a trusted advisor.
Authored by David Ackert
