Steve Slaunwhite's Blog, page 8

Does Prospecting Suck?

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Over the past week or so, I've had more than a few people tell me that, although prospecting can get good results, it can also be uncomfortable, embarrassing, and undignified to say the least.

As one Marketing Memo reader put it, "Let's face it. Prospecting basically sucks. But if you have to do it, you have to do it. Right?"

Well, if you have that attitude, prospecting will suck. And no matter how much you may need to reach out to new prospects, you probably won't make very many of those calls or send those emails.

But if you change your thinking around a bit, and look at prospecting in a different way, you'll find that it really can be simple and easy.

First, you need to revise your definition of what prospecting is really all about.

It's not about calling or emailing strangers and pitching your services. Try doing that for more than a few days and you'll either grow skin as thick as a walrus', or you'll never prospect again!

Prospecting is simply the process of introducing yourself to people who have a likelihood of being interested in your services.

Think about it. If they have a likelihood of being interested in what you do – either now or sometime in the future – wouldn't they want to hear from you? There's at least a reasonable chance that they would.

That's why being picky about who you call or email is so important. You want to focus on what I call high-probability prospects – those who are most likely to be receptive to hearing from you.

Second, you need to use techniques that make prospecting easy and painless for you to do, and yet get really good results.

Over the years, I've developed a repertoire of techniques that I use for connecting with new prospects by phone or email… and doing so in a way that's easy, dignified, and even fun. (And I'm an introvert!)

(By the way, I've shared some of those techniques in my last two newsletters.)

Finally, you need to focus on making/sending quality calls and emails, not quantity.

In fact, I recommend that you schedule only a few prospecting calls or emails per day – maybe just five or six – but make them good ones. Think about each prospect you want to reach. Review their website. Think about how to make your call or email relevant and important to them. (What sales guru and author Jill Konrath calls, "a message that can't be ignored.")

Hey, listen. I'm not trying to "sell" you on prospecting. If you're getting your business through inbound leads, referrals, word-of-mouth and other means, then you don't need to prospect.

But if you need to drum up some new business quickly, break into a new market niche where you're not well known, or launch a new professional service business of some kind, then don't let the discomfort and fear of prospecting stop you from making some calls or sending some emails.

Prospecting can be a simple and easy process, if you go about it the right way. And it's amazing how enjoyable that process can be when you're seeing results and landing new clients!

The Plumber Who Taught Me Prospecting

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Since starting this series on prospecting, I've received a lot of questions from readers, and also some great tips.

Thank you!

As I said in my last Marketing Memo, prospecting is simply the process of introducing yourself to people who have a likelihood – and that's key – of being interested in your services. There are many ways you can do that. You can make a call, send an email, use social media, get introduced somehow, meet at a networking event, etc.

One email I received yesterday asked, "I'm using email as my main prospecting method. How many emails should I send each week?"

I understand why she asked that. But her question concerned me a little. It implied that, when you get right down to it, prospecting is really just a numbers game. If you make enough calls, send enough emails, or reel off your elevator speech to enough people at a conference – you'll eventually land some clients.

But that's not what prospecting is really about.

So what is prospecting really about?

Well, the best way to answer that is to tell you a story – a short fable, actually – that I often use in my articles and workshops. It goes like this…

A plumber knocks on your door one evening asking if you need any plumbing work done. It's obvious that he's canvassing the neighborhood trying to drum up some business. You politely say, "Sorry, I don't need a plumber." So he hands you his flyer and goes on his way.

A flyer you barely look at and eventually toss into the kitchen recycling bin.

A few weeks later, another plumber knocks at your door. But he takes a completely different approach. Instead of pitching his services within five seconds of saying hello, he instead offers you a free booklet: "5 Ways to Lower Your Hot Water Heating Bill… Without Turning Down The Heat!" You say, "Yes, thank you!" and take the booklet. You can hardly wait to read it.

Then, a couple of weeks later, you receive a thank you card from that plumber, with a note offering to answer any questions you might have about the booklet and hot water heating. Wasn't that nice of him?

Then, a couple of weeks after that, you receive a friendly letter from that plumber, with a 20% discount coupon for "Emergency After Hours Service", should you ever need it. Also included is a fridge magnet with his 24-hour emergency number. That magnet goes on your fridge door, right next to the Thank You card!

See what's happening in that story? That plumber is positioning himself as a helpful, friendly expert. Someone you're getting to know. Someone you're getting to like. Someone you're probably going to call when you have a need.

That's prospecting.

And it's not about numbers. It's about relationships. You're initiating and building relationships with people today, who may be able to do business with you someday. That "someday" may be this week, next month, or later in the year. It doesn't matter. The more relationships you build with prospects, the more clients you'll attract. It's that simple.

So when prospecting, don't count calls or emails. Instead, ask yourself, "How many relationships with potential clients have I initiated this week?"

That's the real measure of prospecting success.

5 Keys to Painless Prospecting

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Let's face it. No one likes to cold call, warm call, or do any type of prospecting. Even if you don't use the phone and, instead, reach out to new potential clients via email, the process can be intimidating.

But sometimes you just have to do it. Especially when you need to land some new clients fairly quickly.

The good news is, there are ways to make prospecting calls – or send prospecting emails – that are easy-to-do and get very good results.

Here are just a few of those ways:

1. Rethink your definition of "prospecting".

Prospecting is not about trying to sell your services to strangers. It's about introducing yourself to people who have a likelihood of being interested in your services.

So when you're prospecting – by making calls, sending emails, or connecting via social media – your focus is on building relationships with those who may want to do business with you, now or in the future.

And when you think of prospecting in that way, it becomes much easier. (And, as it turns out, a lot more effective.)

2. Focus on high-probability prospects.

Don't call or email every name you can find in your target market. That's exhausting and only increases your chances of rejection.

Be selective. Ask yourself…

Who in your target market is most likely to be receptive to hearing from you and learning more about your services? Or, to put it another way, who do you suspect has the highest need for the services you provide?

I call these "high-probability prospects". And if you focus on those people, you'll be prospecting less, but getting much better results.

3. Use your REAL voice.

I received an email from an investment advisor last week introducing her services to me. Unfortunately, her message read like a page from a sales brochure. (It might actually have been cut and pasted from a brochure!)

I couldn't help thinking: would she send an email like that to someone she knew, like a friend or client?

Probably not. She would probably just be herself and use her own voice.

And that's what you should do, too, when calling or emailing. Just be yourself!

Now, there's nothing wrong with creating a script or template to use as a guide when prospecting. Just make sure it reflects the way you normally talk.

4. Tailor your message.

The more customized your message is, the more likely the prospect will be interested in hearing (or reading) it.

To do that, you'll need to take a few minutes to get to know the prospect better before you call or email. Check out the prospect's website. Review recent press releases about the company.

Often, when you do a little digging, you'll discover a good reason to call or email. Maybe the prospect is launching a new product soon? Or attending an important trade show? Any of those facts can make your prospecting message much more personalized, relevant, and effective.

5. Get introduced.

There's no doubt about it. If you can say something like, "Your colleague, Dave Smith, suggested I give you a call…", your chances of success go up ten-fold.

So explore ways you can get introduced to prospects by people you already know. LinkedIn.com provides tools that help you do that. You can also just ask your close colleagues and clients if they know people in their networks who would be interested in learning about your services.

There you have it. Five ways to make prospecting easier and more effective. Remember, it's all about building relationships. And if you just focus on that, you'll find that prospecting isn't such a pain after all. You might even come to love it. Or, at least, like it!

The Missing Ingredient to Achieving Goals?

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I'm guessing this is the umpteenth article you've seen this week on setting goals. After all, it's the start of the new year. Just about everyone has something important they want to achieve in 2012. And we're all hungry for tips on how to achieve it.

So what are your business goals this year? Is it to break into a new niche market? Land five better and higher-paying clients? Transform your website into a client-attracting machine?

I'm no expert on achieving goals. (I leave that to the Tony Robbins' of the world.) But I have accomplished some big things over the years. And, yes, I've also failed – sometimes spectacularly – to achieve other goals I've set for my business.

So I guess you can say I have lots of experience with both success and failure!

What have I learnt?

Over the holidays I was thinking about just that. I was planning what I wanted to accomplish in 2012 and I found myself reviewing the big business goals I've set over the past few years.

For most of these goals, I did the usual things that the "gurus" recommend. I made sure each goal was ambitious yet realistic. I made sure I had a plan. And I got into "action mode" right way.

So why did I reach some goals but not others?

By the way, it's not like I gave each goal everything I got and simply fell short of the finish line. I don't consider that a failure.

But there were some goals where I simply petered out after the initial burst of motivation wore off. (Sound familiar? That's why fitness clubs are packed in January and empty in March!)

When I took a closer look I noticed that almost all the big goals that I did achieve in the past few years had one thing in common.

Support.

Support in the form of a structured program or course. Support in the form of a friend or business coach who would offer advice and hold me accountable. Support in the form of a group on the same journey. And so forth.

I also noticed that, for the goals where I came to a sputtering stop without really accomplishing anything, I didn't have any real support. I tried to go it alone. Big mistake.

Support gives you the "stick to it" motivation you need to get through the inevitable frustrations and fatigue you're bound to face when going for a goal.

I don't know if it's really the "missing ingredient". But I suspect it is.

One thing is for sure – I'm taking advantage of all the support I can get this year. Along with all the inherent advice, encouragement and accountability that goes with it.

You might want to consider doing the same for your 2012 goals, too.

How to Land a New Client by Christmas

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A friend called me this morning and asked, "So, what are your plans for the holidays?"

"The holidays?" I replied. Then I casually glanced at the calendar. Uh oh. The holidays are next week. How did I miss that coming so fast?

For most people, planning for the holidays concerns family, gifts and travel.

But for us business owners, it may also involve landing a new client (or two) before the new year begins.

So let's take a look at some proven strategies for landing clients quickly… strategies that can work within just a few days.

1. Active prospects.

Active prospects include anyone you have quoted, submitted a proposal to, or had a good meeting with – plus anyone else who has expressed a serious interest in your services – within the past six months.

These prospects are your best source of new business. So if you haven't followed-up with them recently, do so now.

Keep in mind that some prospects may have budgets that need to be spent before the year ends. So now is the ideal time to remind them of an outstanding quotation or proposal, or let them know that they can book you now for work in the new year.

2. Lost opportunities.

Think back over the past couple of years. How many leads and referrals did you get that went nowhere? How many projects did you quote on that ultimately went to someone else? How many clients were you "this close" to landing, but didn't?

Believe it or not, those lost opportunities are a great source of new business. After all, these are people who, at least initially, were interested in your services. So give them a call and say hello.

Whatever the reason you lost the opportunity back then, things change. And these prospects could now be in a position to do business with you.

3. Raid your email inbox.

I hope you don't delete your emails. Because they contain a goldmine of potential new clients – in the form of old enquiries, previous prospects, and other people who have contacted you with an interest in your services.

I suggest you go back two years. Identify everyone who has emailed you that could potentially become a new client. Then reply back to those original emails – don't send a new email – apologizing for not staying in touch and giving each an update on your services.

I bet if you do, you'll get a couple of friendly replies. And perhaps even a new client.

4. Spread the word.

Let everyone in your network know – via social media, your e-newsletter or blog, your contact database – that you have room in your schedule to take on a new client.

One of my coaching clients did just that a few months ago. She sent an email to her contacts explaining that she had room in her fall schedule for two new clients. She got seven replies that same day, resulting in two referrals and one new client.

5. Reactivate old clients.

Reach out to clients you haven't done business with for a while, even if it's been a few years. I suggest you phone rather than email. Keep it friendly. Ask about their business, and give them an update on yours.

Of the five, this is probably the most effective strategy of them all. It's amazing how many times I've touched base with an old client and ended up with new work.

So there you have it. Five quick ways to land a new client, even during the holiday season. Put these ideas into action and you might just be giving yourself a great holiday gift: new business for the new year.

How to Get Clients Using LinkedIn

I consider myself a LinkedIn power user and am having a lot of success attracting leads, connecting with prospects, and generally meeting some great people using this site.

The following video was originally created for International Freelancers Day, which was last September. But the information is applicable to any solopreneur who needs to find and cultivate new potential clients.

Enjoy! And if you have any LinkedIn tips and tricks to share, or if you have any questions about using LinkedIn to build your business, let me know in the comments!

Easiest Way to Write Sales Copy

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Last week, I was a guest on Jane Atkinson's teleclass series for professional speakers. The topic was copywriting, and Jane did a great job of picking my brain on how to craft effective web pages, emails, "one sheets", and other marketing pieces speakers need.

For the most part, this was a group of non-copywriters. So, to prepare for the teleclass, I made a list of tips and techniques that would be easy for them to learn and use.

And that got me wondering…

What is the absolute easiest way for anyone to write great copy, quickly and painlessly?

And the answer was no surprise. At least to me.

Know your prospects.

The better you know your prospects – those people you're trying to convince – the faster and easier it will be to write sales copy.

Here's how I illustrate this point in my copywriting workshops:

I show the audience a picture of a man standing on what seems to be a large lawn. He's looks 35ish. He's wearing casual clothing. And that's it. Besides the picture, the audience knows nothing else about this person.

Then I say to the group, "Imagine you're writing an email to persuade this person to test drive the new Honda Odyssey mini-van. What would you say in that email?"

Usually there's a long, long pause. The audience is obviously straining to come up with some decent ideas. It's almost painful to watch. Then, eventually, someone shouts, "Ah, good gas mileage." Another chimes in with, "Lots of room for friends and family." Another person says, "Reliable and fuel efficient."

Okay ideas, but not very exciting.

Then, I show them another picture. In fact, it's the same man but this time he's posed differently. He now has a golf club slung over his shoulder and it's obvious that the "large lawn" he's on is a golf course.

I ask the audience: "What would you say now to convince this guy to test drive the mini-van?"

Now that the audience knows a bit more about the prospect, there's no hesitation. In fact, it's difficult to hold them back. I immediately hear shouts of, "It's roomy enough to drive all your golf buddies to the course." "There's plenty of room for your golf gear." "It's a mini-van, but it still looks sporty and cool." "You can tell your wife it's the family car, but it's really your toy!"

It's amazing to watch. The audience is actually writing copy (at least in their heads) – great copy, in fact – quickly and effortlessly, right before my eyes.

And it's all because they know their prospects just a little bit better.

Think about that.

Do you struggle to write effective sales copy?

If so, perhaps learning a little more about your prospects will help you.

You see, when you can't visualize your prospects clearly, then writing sales copy will be an agonizingly slow and painful process. And you probably won't be happy with the results.

But when you know your prospects well – very well – then effective sales copy will just flow out of you.

Trust me. I've tried it both ways!

Getting Your Article Published in Forbes

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Chances are, there are a handful of key publications in your target market that just about everyone reads – or at least scans – on a regular basis.

In one of the niche markets I focus on, for example, there is a print magazine, two well-read online magazines, and three popular blogs. Together, they reach at least 90% of my target audience.

Wouldn't it be great if an article I wrote was featured on one of those publications, along with a nice blurb about my services and a link to my website?

Of course it would!

That's why I've had five articles placed in all but one of those publications… so far. And the exposure and leads I've generated as a result have been substantial.

Now, I realize there are many, many ways to use articles to market your services. You can post articles on your blog. You can spread the word through social media. You can even sign up for an article syndication service, like ezinearticles.com, to get your articles peppered throughout the internet.

But nothing beats having an article placed in a major publication that hundreds, perhaps thousands, of people in your target market read and respect.

So how do you do that?

Say you have a fantastic idea for an article and a major publication you want to pitch it to. You've also got the contact information for the editor, publisher or blog owner. You're ready to call or email that person and pitch your idea.

What do you say?

Here's a 4-step process that works really well:

1. Position yourself as a topic expert.

An editor is more likely to publish an article from you if you're an expert at what you do. So make sure she is aware of that right from the start.

When introducing yourself, say something like this: "I'm a B2B sales expert, working with clients like IBM. One of the trends I've noticed is that more and more salespeople are using email to make cold calls…"

2. Establish that you have an article, not just an idea.

Your article doesn't have to be already written. But you should at least have the idea fleshed out with the key points you're going to cover.

For example, you could say, "In the article, I'm going to feature a 3-step formula for writing winning cold call emails quickly. I'm also going to include two examples of real salespeople using the technique."

3. Explain why readers will be really, really interested in the article.

Editors, publishers and blog owners want one thing: More readers. So the more likely your article is to engage current readers and attract new ones, the more likely it will be published.

Here's what you could say: "I believe this article will be of high interest to your readers because there's little, if any, information available on how to do email cold calling effectively."

4. Offer to submit the article on spec.

"On spec" means you're willing to write the article with no guarantee that the editor will publish it. This reduces her risk, making it easier for her to say yes.

You simply say, "Jane, I'd be happy to send this article to you on spec. Okay with you?"

This four step process for pitching editors, publishers, and blog owners has worked very well for me. Try it. Getting an article in a top publication – like Forbes! – isn't easy. But the exposure and leads you're likely to generate as a result makes it all worthwhile.

And, hey, it's always cool to see your name in print!

How to Write a Prospecting Email

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I received an email yesterday from a representative of a PR consulting firm. He was obviously trying to solicit my business. But instead of sending me a "real" email message, he instead cut and pasted this awful, "salesy" form letter that he has probably used a hundred times before.

It began with "Dear sir", because he didn't know my name.

It made some vague reference to having visited my website, although it was doubtful that he did.

And then his email proceeded to pitch me on scheduling a free consulting session with his firm, which I had better book right away because "There are only a few spots available."

I felt spammed. And, in fact, I was.

The only reason why I didn't push the delete button is that I wanted to keep his prospecting email as an example of what NOT to do!

Now, in fairness to him, his firm may very well provide an excellent service. Maybe I should be speaking to him. But his email did nothing to convince me of that.

So how do you write an effective prospecting email? One that actually makes a good impression and really works?

This is a case where showing you is better than instructing you. So let me show you an example of a prospecting email that, in my opinion, is well done.

Subject: Getting your case studies done

Hi Mark,

I've been meaning to contact you. Because I do so much work with companies in the enterprise software industry, I've come across your company's website on several occasions. And, recently, I noticed that you've begun to use case studies in your marcom mix.

Do you find it time-consuming to develop this type of collateral?

I ask because I create case studies for clients like Hewlett-Packard and Sage. And one of the main reasons they use my services is that I save them, on average, 10-15 hours per project.

I'm not sure if saving time, in regards to case studies, is an issue for you. But if it is, I'd be happy to send you an example of a recent case study I wrote, along with a general idea of my turnaround times and pricing.

Just let me know and I'll email you that information right away.

All the best,

Robin Chadha

Copywriter & Consultant

This prospecting email isn't perfect. But it works. Why?

First of all, it's not a template. Robin composed this message specifically for the prospect she was targeting. She thought about how best to introduce herself to this person, and then wrote the email accordingly.

Second, Robin obviously took the time to learn a few things about the prospect's company. She discovered that they're using case studies more often and, since they only have one marketing manager (Mark), she speculated that the time required to develop case studies was becoming an issue.

Third, she established a connection. Everyone is suspicious of an email from a complete stranger. So Robin reminded the prospect that she's done work for several other clients in his industry. That makes her part of his industry. A colleague.

And finally, Robin didn't attempt to land a project, or even a meeting, with this first introduction. She simply offered to email more information on her services, turnaround times, and pricing. If I were a

marketing manager that needed some case studies done, I wouldn't hesitate to take Robin up on her offer.

So if you want to reach out to a new prospect, don't email a "cut and paste" form letter &ndash no matter how well written it may be. Instead, send a personalized email that focuses on introducing yourself and building the relationship. It may take you a while to craft such an email, but you'll get a much better result if you do.

What's In Your LinkedIn Toolkit?

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Last week I decided to finally hang a picture in my office that I had purchased – dare I say it? – a couple of years ago. It had been leaning next to my desk all that time. I was even sticking Post-It notes on it.

Now I'm not the handiest man on the planet. So I was having trouble getting the picture level.

I measured carefully before screwing in the anchors, but the thing still was crooked. Then, while digging through my toolkit, I discovered that I had

one of those laser beam leveling tools!

Using that tool, I was able to hang the picture straight in less than five minutes.

So what does all this have to do with LinkedIn?

Well, you might think of LinkedIn as a social media site, but I see it more as a toolkit… with lots of handy implements for finding and connecting with potential clients.

Chances are, you already know the basics of LinkedIn. You can make connections. You can post updates. You can join groups. Blah blah blah.

But if you dig a little deeper you might, like me, find some tools you weren't aware of that could help your business.

Here are just three examples of not-so-obvious LinkedIn tools that I find particularly useful:

1. Publications

If you scroll down a bit in your LinkedIn profile, you'll notice that there's a section called Publications. This is, of course, where you list things that you've published.

You don't have to be a book author to fill in this section. If you've authored or co-authored a special report, magazine article or column, or some

other legitimately published piece, you can list it in this section.

When potential clients visit your LinkedIn profile to check you out – and they are doing just that more and more these days – seeing that you've published something in your field will impress the heck out of them.

2. Skills

Skills is a neat tool that's relatively new to LinkedIn. It's a separate search feature where you can find professionals with a particular skill-set.

Do a search for "copywriting", for example, and you'll be greeted with a list of professionals who have that skill.

But here's a really cool thing. You'll also see a list of related skills – like ghostwriting and SEO copywriting – that people are looking for, along with a chart that shows the popularity of your skill-set compared to others.

This is information you can use to refine the Skills section of your LinkedIn profile so when potential clients are looking for someone that does what you do, they'll find YOU.

3. Company Search

LinkedIn is still primarily a network of professionals. However, more and more companies are filling out profiles as well. In fact, one of the options in the main search field is "Companies".

Now, getting basic company information is not such a big deal. But what makes the company profiles on LinkedIn unique is that they also include the names of contacts in those companies – at least those who have a LinkedIn account.

So if you're struggling to find out who the marketing manager is at XYZ Industries, you may be able to find his or her name listed in that company's LinkedIn profile.

Well, there you have it. Three useful LinkedIn tools, and there are dozens of others.

I'm not suggesting that you become a power LinkedIn user, unless you want to be. But, chances are, many of your prospects have LinkedIn accounts. So you'd be a fool to ignore the tools available that will help you reach them.

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A couple of caveats to the above: I am not a spokesperson or affiliate of LinkedIn. And some LinkedIn features are limited, based on the type of account you have.