Planting the seeds for business growth
Practical tips on how to jumpstart your prospecting
By Susan Adams
Feeling a bit sluggish after the long winter? Chances are so are your best prospects.
New business is at a premium in the spring. Building opportunities and business growth are tops on the minds of most companies as they re-evaluate ways to make the year a successful one. Spring is a natural renewal of energy and often presents us with a desire for replenishment. The timing is right for your expertise.
Here are four tools to help plant the seeds for renewing business.
1. Update your current contacts and prospecting files. A good database is crucial to the success of any prospecting campaign. Send an e-mail to all your current clients, contacts and prospects; ask them to update address changes, phone numbers, e-mail addresses, Web addresses and new employees. Accuracy is critical; spelling errors in one's name makes them feel like a number. Be sure you have the right contact information and spelling.
2. Time to get a new list of prospects? Consider buying a new prospecting list. Most lists can be acquired online, but be careful to get a list that is specific to your desired prospects. Ask the following questions: Where are the lists derived, are they opt-in lists, how often are the lists updated, what contact information is provided, will you be given the name of the professional that you need to speak with directly or will you have to contact an administrator to get in touch with that person?
3. Networking? Are you networking within your network? Who do they know? Prospect within your sphere of influence; contact all the people you know, friends and family. Expect to do the legwork yourself and be sure to reference the person who gave you the lead. Do you attend networking events and weeks later feel like it was a waste of time and precious company funds? If you are feeling like this, you may not be following up properly or this may not be the right group for you. Do you follow up with your contacts on a regular basis between meetings? Do you follow through with leads and properly thank the person who gave you the lead? Consider whether it's the right group for you. Are there other members in the group who are in the same business? Are the other members at the same level of expertise? Are there personality conflicts? Perhaps there are other networking groups that would be a better match.
4. Do you have a touch system in place? Scripts developed? Contact methods? Develop a step-by-step touch process and shape it as you go. It is said that most prospects need to be touched six different ways before they respond to your efforts. Revisit what was successful for you in the past. Be sure you have clearly determined your unique selling proposition and craft it into an easy "elevator speech." Be prepared with a telephone script to help you identify the important talking points at a moment's notice. Have written material, packets with your company's information, testimonials, newsletters ready to be sent on request. Update your web site with messages, portfolios, case studies, etc. that personify and support the real benefits to doing business with you. Remember the object is to build credibility first and the business will come after that.
Don't expect results today, it's a step-by-step process and keep in mind that you are building relationships. Help prospects find you. Be prepared to provide them with a new face, value and renewed approach and business will spring forward.
Susan Adams, is a professional business development consultant with the Round Pond Group LLC, www.roundpondgroupllc.com, a Central Massachusetts firm that assists businesses and organizations through development, change and challenge.
WBJ Web Partners
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