For too many people in business, prospecting for
clients is like fishing with only a string and a
pole. They know if they throw something out there,
they'll draw attention. What they don't understand
is that you must first be at the right fishing hole.
And, second, that you have to use bait that the fish
you're trying to catch like.
Let's address the right fishing hole first.
Answer this question: Who is your ideal client? You
should be able to list at least five criteria of
your ideal client without even blinking an eye.
The answers might be something like this:
- Between the ages of 25 and 35
- Married
- Living within five miles of my retail
location
- Has school-aged children
- Drives at least 30 miles per week
If you can't list at least five characteristics
of the people who you need to reach, your business
isn't going very far very fast. To get your answer
quickly, consider your top three existing clients.
What do they have in common? The answer to that
question will get you started.
Then, start picturing your clients. Are they
grandmas? Businesspeople? Teenagers? Start thinking
about them as categories of clients. You just might
have a service that teens enjoy, but who invests the
money in it? Grandma, mom and dad. So you'll
need more than one marketing strategy to make sales,
won't you?
Next, you need to know how to reach these people.
If you sell to soccer moms, where will you find
them besides soccer fields? Your list might look
like this: grocery stores, gas stations, quick-stop
stores, car washes, sporting goods stores. You can
advertise on the bulletin board at the local car
wash or grocery store--preferably ones that are
close to soccer or baseball fields. Even better,
sponsor a local kids' team. The parents feel
obligated to use the services of those who help pay
for uniforms, equipment, programs and the various
fees involved in children's sports.
If you sell to those who earn very high incomes,
where will they be found? Country clubs? The marina?
Nice restaurants? Where should you advertise? Where
they'll be found, of course. Okay, it might not be
feasible to advertise at the country club,
but you can certainly advertise in publications
that'll be found there. Advertise where the other
companies of your caliber advertise. Check to see if
you can invest in the mailing list of everyone who
docks a boat at the local marina. Mailing lists are
often available if you ask at the right place.
No matter who your future product purchasers are,
you can get the names of new ones from existing
clients. All you need to do is ask. Don't ask if
they know anyone, ask: "What other parents of the
soccer players might have a need for new tires?"
"Who do you most enjoy playing golf with at the
country club, Mr. Stevens?"
Or, even better, offer existing clients special
discounts or bonuses for sending in new clients. I'm
sure you've heard or seen advertising where existing
clients are offered a 10% discount or free car wash
for sending in three new clients. They're given
coupons with codes on them to hand out to others.
You don't have to go crazy with this costing you
money. You might offer a free $5 Starbucks gift card
or a coupon worth a discount on the service of a
neighboring business. Chances are that the
neighboring business will reciprocate on your
behalf. The key to bonuses is offering something
good enough that the client will think is worth
their while to find others to send your way, even if
it's just in a passing conversation.
Once you wrap your mind around the information
covered here, you'll know where to find the best
fishing holes and what bait to use!
Tom Hopkins is the "Sales Basics" coach at
Entrepreneur.com and is world-renowned as
"the builder of sales champions." For the past
30 years, he's provided superior sales training
through his company,
Tom Hopkins International.