Do you know your audience? The best approach to take prior to contacting your prospect is to determine what will be the best possible outcome for you. Do you want to make a sale, gain a new partner, be referred to someone else, gain an interview or speak at a conference? Once you determine what you wish to gain, mentally walk yourself through all of the mini steps that need to be taken to get to that point. Write them down to keep yourself on track. Next, learn as much as you can about your prospect or audience prior to contacting them. Was the prospect a referral? What insight can the referring party provide as to how the prospect thinks and what will motivate her? If the prospect has a website, review it in detail. Carefully consider the vocabulary and using your detective skills, figure out which words stand out on each page. These are key words on which the page is based and represent what is most important to the company. When you do contact the prospect, use the words you noted on the website to increase your success rate for being granted an appointment. Are you seeking an interview? With your core audience in mind, determine not only which medium is best for you (radio, television or print), but within each group which particular outlet does your field of expertise best match. Be able to succinctly and perhaps humorously send an inquiry or press release to perk their interest. Have you been notified you are about to be granted an interview? If so, learn what you can about the interviewer. If its a radio or television show, read about the station, what it offers, who their guests are and listen to their program beforehand. Determine how you fit into their program guidelines and why they chose you to be a guest. Use the same process for a newspaper or magazine interview, except instead of listening you will be reading. Are you finding it difficult to obtain speaking engagements? You will greatly increase your opportunity if you take part in the organization before making a request to speak. I have found the best route is to make yourself known and be helpful to the people in charge. Remain in touch on a periodic basis. Attend their seminars or networking events. Provide positive feedback and recommendations for improvement. My favorite example is that of an event which I first attended two years ago in Palm Springs. Linda Hollander, the Wealthy Bag Lady, hosts an annual Womens Small Business Expo for entrepreneurs. It was at this first exposure where an experienced business coach put her arm around me. Within five minutes she had me convinced to write a book and record CDs to build business more quickly. I provided Linda a heartfelt testimonial for her website. When my book was initially self-published, I wrote to Ms. Hollander telling her again of my outstanding experience at her conference. I sent a copy of the book as proof of what I had learned. But I also requested that if she did like what I wrote, to please send a quote. Linda sent a marvelous quote. Additionally, she now has a copy of my book with a picture of me on the back in her hands. The next season, with products in hand, I once again attended the Expo but this time as a vendor. I supported the event but made a request of Linda as a negotiating tool. I asked she meet with me the day after the event so that we could get to know one another. My goals was to one day be considered as a speaker at her conference. This Expo is my core target audience and I knew it would be an excellent fit. We met the day after the second Expo. We began getting to know one another. Linda then graciously coached me for one hour. I could not have bought her time. My success was of interest to her, and I soaked in every word. This year, I took the leap and requested I be considered as a speaker for this years event. The Womens Small Business Expo will take place in Torrance CA, at the Marriott Hotel, April 27-28. Materials were sent as requested and a follow-up conversation was scheduled. I took one last look at the website, www.womenssmallbusinessexpo.com. To my surprise, I was listed as a speaker! My spirits were greatly lifted. The two of us had a relaxed and friendly conversation. We are both looking forward to making the event a success in this sense, we are now partners. This is the attitude you must convey to prospects and clients, you begin as a consultant and mid-way make the transfer to partner. It becomes a win-win for all concerned. Additional Ideas to Build Business:
- Listen carefully
- Ask many questions
- Clarify and recap for understanding
- Get the prospects buy-in to what you want to achieve
- Work for a win-win
- Your center of influence will grow And Your Business Will Prosper |
