Prospecting, as any small scale gold miner will testify, is a process that demands persistence. Wandering down to your sluice or riverbed once a week to pan for the yellow stuff, is unlikely to grow your bank account.
In a similar vein, visiting a prospect once and then hoping for the best, is not a winning strategy for growing your client list.
Prospects, like your allotment, produce and require nurturing.
Nurturing, by the way, does not mean pestering. It probably means a gentle reminder that you are still in business and interested in their business. It should also point out the ways in which your practice distinguishes itself from your competition, and in particular, the advice they are presently receiving.
You cannot always assume that your competitors are complete duffers, but you can probably assume that existing client demands preclude against the sort of exchange of ideas that would convince business owners there are getting the best advice.
So how do you stay one step ahead in this game?
Let’s recap. In order to be effective, prospecting activity needs to repeated and should probably avoid being construed as pestering. Any contact with prospects should provide evidence that you are the sort of person they should be considering as an advisor.
One way to deal with this process, and stay within realistic boundaries, is to drip feed updates by email or social media. The key is to stay on the prospect’s radar without overdoing the process.
Informanagement can sort this for you. If you are interested in finding our more then let me know.
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