As a business owner you know the kinds of clients you want.  Why not go one step further and make a list of actual companies you would like to have as clients.

Then, get clear about who it is you want to contact within each company.  What position does the person hold?  Is it the owner?  Is it someone in HR?  Is it the sales manager?

Once you have your list, ask people in your network if they know the person who holds the position in the companies you have identified.  If so, ask if they would be willing to introduce you via e-mail or a phone call. 

If you aren’t able to find someone who can introduce you, you can still approach companies without cold calling.  Begin by finding out the names of the people you want to contact (Google or call).

Then send them valuable information you have created along with a personal letter.  Be sure to send it in the mail (snail mail).

Your valuable give away can not be a brochure that is information all about your business and what you do.  It is hugely important that you send content that is practical and informative for the person receiving it.

Think about things like: tips, trends, research, pitfalls to avoid, etc.  It can be a few pages or many; the key is that it must be relevant and applicable to the person and their business.

(SIDENOTE: Be sure to leverage your valuable give away, see how here).

In the letter you can say that you are sharing this information because you believe the person may find it valuable.  Also state that you will call next week (you can include a date and time if you want) to find out if the person found what you sent is useful.

So when you call as promised, it’s not a cold call because the person has received valuable information from you (for free).  This makes it a warm call.  You simply want to find out if it was of interest for the person.

It is important that you have a marketing sequence in place so when a potential client is interested; you know what the next step will be.  Is it a proposal?  Is it a consult?  Is it a scheduled phone call?

If there is interest, but not a need right now, there are still several opportunities.  First, ask people if they would like you to check back with them in a certain time frame.  If yes, put it in your calendar and do it.

Second, if you have a newsletter with valuable information, you can ask people if they’d like to receive it.

Third, if they are not interested but you feel a positive connection, you can ask if they know one (yes only one) person who may need what you are offering. 

Why only one?  Because if you ask people if they know ‘anyone’ they will draw a blank.  But, if you ask for just one person, it’s much easier to think of someone.

Please remember to thank everyone who takes the time to talk with you or give you referrals.  Yes, even the people who are not interested in what your business offers.  One of the best ways to do this is to send a thank you note in the mail.

Are you starting to see how sharing valuable information and connecting with potential clients can be relaxed and rewarding?  Create your give away, share it, and make a warm call to discover the possibilities. 

© Stephanie Ward, 2008

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.

It’s no secret that as a business owner, you want to attract more clients to your business.  And you want to attract clients that are the best fit for your business.

Of course it is easier to do this when you are very clear about the specific problems your business solves and for whom you solve them.

Imagine taking it one step further.  In addition to marketing to your target group with a specific solution, think about selecting specific clients you would love to work with and focus on building relationships with them.

WHY SELECTING YOUR CLIENTS IS OPTIMAL

It can be draining on you, and your bottom line, to work with clients who are not a good fit. Remember, you don’t have to work with clients just because they want to work with you. 

When you are selective about your clients, your business will be more profitable.  And that’s not all.  When your business relationships are mutually beneficial, they will also last longer.

When you select specific clients you want to work with, your marketing is more focused which means better results in less time.

You’re already spending time and money in an effort to reach potential clients.  The only shift you need to make is in your aim, and make it focused on specific people or companies instead of a random blast into the market.

Think about it, it will probably take about the same amount of time and energy to engage a less than ideal client, as it does an ideal client that you select.  So choose to be proactive instead of reactive.

WHERE TO FIND THE TIME AND RESOURCES

If you’re thinking that you don’t have any extra capacity to take on new selected clients, I’ve got some ideas for you.

Take a look at your existing clients and see who is taking up a lot of your time but not bringing your business very much revenue.

It’s OK to let clients go if they aren’t a good fit for your business.  This might seem scary at first and remember that this will free up resources that can be directed to your new select clients. 

You’re probably familiar with the Pareto Principle which says that 80% of your revenue comes from 20% of your clients.  Identify your best clients and consider parting ways with clients who are not ideal. 

If you’re satisfied with all of your current clients, and don’t have time to focus on new clients, it may be time to add additional resources.  If you’re not ready to hire an employee you can think about outsourcing. 

HOW TO DETERMINE THE CLIENTS TO SELECT

First define your ideal client (if you haven’t already done so).  Then do some research and identify the clients who fit your profile and create a prioritized list of the people or companies you would love to work with.  Connect with them and begin a dialogue to see if there is a fit.

Are you beginning to see that you can grow your business, with less effort, by re-evaluating your current clients and selecting new clients?

Make the choice to pursue what is good for your business instead of settling for or waiting to see what comes your way. Harness your marketing energy and attention in a focused way to create more profit in your business today!

(c) Stephanie Ward, 2007

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.

Before we talk about specific networking tips I want to address a critical aspect of networking that is often overlooked.  Sometimes we are so eager to network that we don’t stop to consider whether or not we are investing our energy in the right places. 

Listen, you can go to all of the networking meetings under the sun and collect hundreds of business cards while you’re at it but if you’re not hanging out with people you can do business with, you might make some new friends, you won’t necessarily grow your business.

If you want to grow your business by networking it is imperative that you network with: people who are your ideal clients, people who know your ideal clients, and/or people who do business with your ideal clients.  It’s that simple.  So before you sign up for your next networking event, ask yourself if it is a good fit for your business.

When you network with people who need your products/services (or know others who do) there will be a natural interest in knowing more about your business.  Stop, not so quick – the story of you and your business comes later.  First, let’s walk through what happens at a networking event and I will give you a tip for each step.

Step 1: Meeting People

Enter the room with confidence, stand up straight and smile.  Look for a friendly face and introduce yourself.  If you don’t see an opportunity to meet someone right away don’t panic.  A sure fire way to strike up a conversation is to get in a line (to sign in, for food, for drinks, for the restrooms).

You can also approach the person hosting the event and ask for an introduction.  In addition, if the list of attendees is available prior to the meeting you can identify someone you would like to meet and approach someone to ask if the person you are looking for is at the meeting.

Step 2: Getting to Know People – The Ed Principle

Instead of trying to be interestING (focusing on the ‘ing’) be interestED (focus on the ‘ed’) in the person you are talking with.  You don’t have to worry about what you will say (except for your brief pitch which comes later).

In fact, you can make it a goal to talk as little as possible, I promise you will be remembered as a marvelous conversationalist.  Memorize this phrase: ‘Tell me more about…’ and use it!  Just relax, be yourself and listen. 

Step 3: Giving First

Yes I know, the reason you are networking in the first place is because you want to get something.  You want to meet more of your ideal clients and meet people who can refer to your ideal clients.

But don’t forget, networking is a two way street.  It is about building relationships.  I know you have something interesting to share, so why not give first?  Perhaps you can recommend a great book or website, share an article, or maybe you can make a valuable introduction.

Step 4: Your Perfect Pitch

Eventually the person you are talking with may ask you what you do, so be ready!  Don’t ramble on about how long you have been in business or how your business process works.

Do prepare a fabulous, short, and memorable pitch (10-30 seconds long) that clearly communicates what you do and for whom you do it.

Step 5: Ending a Conversation

Remember, all conversations must end at some point so don’t be afraid to politely excuse yourself and thank the person for her time.

Reasons to wrap up can include going to get another drink, something to eat, going to the restroom, or needing to talk with someone before they leave.  Whatever the reason, be honest and be genuine.

Step 6: Follow Up and Follow Through

This one is so simple and important yet somehow it frequently gets ignored.  If you promise to do something (call, send an article, make an introduction) do it!

Think about making use of these networking tips the next time you plan to do some networking.  The truth is people do business with people they know, like, and trust.  This occurs over time and is all about building relationships, not about collecting business cards.  Be yourself, be real and have fun!

(c) Stephanie Ward

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.