Once you have determined which markets you want to target through your prospecting strategy, the next step is figuring out where these groups spend their time.
“Advisors always want to keep that prospecting pipeline full,” says Sylvia Garibaldi, a Toronto-based business-building coach and founder of SG and Associates. “And in order to [do that], they need to be out each and every week.”
Here are three ways to locate your ideal prospects:
1. Ask your current clients
Do some of your clients represent the types of people you want to see more of in your practice? If so, they can probably tell you where people like them can be found.
You can ask which social events they frequent; whether they belong to any groups or associations; and if they know anybody who meets your criteria.
Be upfront with your clients as to why you’re asking these questions. You can tell these clients that you enjoy working with people like them and are looking to grow your practice.
2. Network
Look for the events at which your ideal prospects would network. Are there cultural or professional associations affiliated with your target market? Do those organizations have events you can attend?
For example, if you have decided you want more doctors on your client roster, find events these professionals would attend. Does the local hospital sponsor a specific charitable event? If so, buy tickets to that event and see if you can connect with prospects there.
This type of networking is more likely to work if you are genuinely interested in the people you’re talking to. You are there to meet people — not to sell.
“If you come across as ‘I’m here to sell and attract,’ it’ll backfire,” Garibaldi says. “Be sincere in your approach, demonstrate value and ask good questions.”
If you get these prospects to start talking about their jobs, what they enjoy about their work and what challenges they face, they will probably be impressed by your interest.
3. Conduct presentations
Another way to approach this type of organization is to offer to make a presentation about topics that concern their members.
First, you must show that you understand this group and would make a presentation on a topic of interest to them. That is why you have to do your homework and familiarize yourself with the concerns and interests of these people.
Put together a package that highlights your expertise in your chosen topic. Describe your services and how they relate specifically to this group. Add testimonials from clients you’ve already worked with from this market. And include any articles you have written for publications directed at this sector.
Show that you understand the type of information this group is looking for, Garibaldi says. “You need to really highlight that this is your target audience.”
This is the second instalment in a two-part series on prospecting within your target market.
For part one, see: Prospecting: Identify clients you’ll like working with