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What's your prospecting personality?
by Steve Slaunwhite
“I hate prospecting,” a FCO subscriber complained to me last week. “I know I have to make cold calls to get clients, but every time I sit down at the phone I break out into a cold sweat.”
“Then stop cold calling,” I said.
My answer surprised him. Perhaps it surprises you, too? After all, aren't you supposed to do some uncomfortable things to get your name in front of potential clients?
Not necessarily.
It makes no sense to do something you hate, even if it works. Because if you hate it, you won't do it consistently. (And consistency is the whole secret behind successful prospecting.)
Prospecting isn't something you do just when business is slow. It must be weaved indelibly into your business life, like doing the books and reading the trades. You need to fish for new clients monthly, weekly, or even daily. If you don't, you'll become infinitely acquainted with the phrase: “Feast or famine”.
So how do you prospect regularly, without losing your mind? My advice is to find a method that matches your personality.
In our business, there are four proven prospecting methods:
1. NETWORKING.
Do you like mingling? Schmoozing? Chatting people up?
Networking can be a very effective strategy. A corporate writer I know built his business from the ground up primarily by hanging out at business meetings and conferences.
“I get nervous initially when I attend a networking event,” he told me recently. “That's normal. But once I've introduced myself to a couple of people, it becomes fun.”
If you have an outgoing personality, networking may be your ticket. I suggest you pick events frequented by marketing professionals rather than the general business crowd. You'll get better results.
2. WRITING.
This is a comfortable strategy for copywriters. After all, it's what we do best. Write.
There are many ways you can use words to reach potential clients. Getting articles published in magazines, newsletters, journals and e-zines are the most popular methods. You can also write sales letters, press releases, special reports and even ads.
Some top-tier magazines (Target Marketing, DM News, etc.) are difficult to break into. But here's a tip: If you can't get in the front door with your article, try the back door with a “Letter to the Editor”. These are often easier to get published.
3. SPEAKING.
If you think you can't speak before a group because you're an introvert, think again. It's amazing how many so-called shy people are professional speakers!
Speaking can be a powerful way to introduce your services to potential clients. Think about it. If you speak before a group of 50 marketing managers, you've just made 50 new contacts in less than an hour! Better still, you've positioned yourself as a go-to expert.
Bob Bly once told me, “Do it right and you always get a new client from a speaking engagement.”
How do you get started? Put together a 30 minute presentation on one or two topics related to your expertise. Then contact local business groups and ask if they need speakers. For smaller groups especially, you'll be welcomed with open arms.
4. COLD CALLING.
Everyone says they hate cold calls. But they work. A recent report by MarketingSherpa revealed that in business-to-business prospecting, cold calls are the fastest way to reach and convert new clients.
It may be the fastest, but it can be hard on the ego. When you prospect by phone, you'll hear a lot of No's before you eventually get a Yes. Most folks will try to brush you off. A few may even hang up, rudely. It comes with the territory.
Still, many writers have used the phone very successfully. My friend Peter Bowerman, author of The Well-Fed Writer: Back For Seconds, built his business by cold calling. (He dedicates a full chapter to this topic in his book.)
Think prospecting by phone fits your personality? If so, I suggest you read Stephan Schiffman's TeleSales. It's the best book I've read on the subject.
So there you have it. Four top prospecting techniques. All work extremely well. Pick one or two that you'll enjoy doing most. Then do it. And keep doing it. Never stop.
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