can and will draw clients to you However, building your recognition- your brand- takes time.
So what can you do right now? Since there are fewer opportunities out there, you need to have more up-front(“ top of sales funnel”) conversations. And, you need to widen your lens on how you define an opportunity so that you see more of them. That is: think of yourself as being in the business of helping your clients achieve their most important goals, period- not just( repetitively) providing a specific solution for a specific problem.
Create more upfront conversations to uncover new opportunities
Stay in touch with current and past clients
Right now, your clients may be firefighting and not willing or able to talk about their future priorities. That’ s understandable- and, there may very well be short-term needs you can help them with. Yet, don’ t forget that notwithstanding the current environment, you need to regularly speak with your current clients in order to step back from the day-to-day work and explore their agenda of key priorities, needs, and goals. Think of it as getting off the dance floor and taking a“ balcony view” of their business.
If clients are busy and / or just unresponsive, send them an email or a note- or leave a voice message- every few weeks. In it, share two or three ideas for dealing with a challenge you know or think they face, and / or a story about another client who has successfully tackled it. Send out enough of these emails, sprinkling ideas over time, and you’ re bound to catch some interest. It’ s a question of suggesting something that happens to resonate with your client on that particular day or week.
Get referrals and other warm introductions to prospects
Always strive to get a warm introduction to meet a prospective client. Most senior executives will only meet with a new provider if a colleague or friend has recommended them. This may be harder to do in the current environment- that is, to win over brand-new prospects- but you should still try where you see a great fit.
Start with an online relationship
An online relationship can be an effective prelude to a face-to-face meeting. You can comment on someone’ s blog or LinkedIn post, for example, and set up a dialogue. You can post a review of a book or article they’ ve written. Or, just message them or email them.
Ask your leadership or CEO to set up a meeting
If you work with a firm, you can sometimes get a meeting with an elusive executive if one of your top leaders makes the approach.
Start with a non-commercial relationship
Some of my best relationships with senior executives have started this way. You might connect with an executive through a non-profit organization, by involving them in a research project, by interviewing them for an article or book, and so on.
Create a tailored event for that person
When I suggested to a client of mine that they create a custom dinner event for a CEO they wanted to meet, they responded that she would never agree to attend. I said,“ Remove all constraints. What would interest her in attending?” They admitted that they had heard the CEO was a huge fan of a particular author, a well-known historian. I asked them:“ What would it be worth to your company to build a relationship with this CEO?” They admitted it would be a priceless connection to have. They got the point, and hired the author to speak at a small, intimate dinner with just five clients. And, the CEO agreed to come.
Write or call with a unique idea
Many top executives have told me that they are quite discerning about making room in their schedule to hear a pitch from someone they don’ t know. The first exception I just mentioned- when that person is recommended to them. Another exception they cite is if the individual appears to have an intriguing, new idea.“ I’ m always open to hearing an interesting idea,” many CEOs have told me.
Bring them some potential business
A great way to start a relationship is to bring a customer or business proposition to your prospect or client. One of my own clients, for example, came up with a business idea which involved forming a joint venture with a large multinational. The idea was successful. They created a new stream of revenue from the joint venture, and their partner in the new business became a major client for their services.
Dr. Clifford J. Ferguson is the Managing Partner of Rainmakers, and Board Member of Glad’ s House Kenya. You can commune with him on this or related matters via email at: Drcliffordjferguson @ me. com.