THINKing

New Business: On To The Tactics

New Business Primer - Part 1

New Business Primer - Part2

New Business Primer - Part3

New Business Primer - Part 4

OK, Harry. Let’s get past this strategic stuff and to the tactics that got you in front of prospects. First on my list of ways to get in front of prospects was referrals.

I firmly believe in the inside-out approach to communications. That is, make sure those audiences closest to you - employees, business associates, current clients - understand who you are and what you do and get them to help you spread your message. Think of the pebble dropped in the pond. The pebble hits at your target audience epicenter. Then, those audiences with the most to gain from your success will carry the message outward.

Call it word-of-mouth, buzz, or referral marketing. The bottom line is that the best business comes to you through some personal connection. Why? Because if the people who know you best refer someone to you, it is almost certain that the prospect will be the type of person you serve best. Those referring you understand your positioning and the audiences you have defined.

This is the way I get virtually all of my business. It’s a classic PR approach that works best when you give away something before you expect to receive something in return. So, when I went into business for myself I developed a content-rich website and my enewsletter, both of which freely give away my knowledge.

I began writing guest articles. I spoke to groups and then connected them to my website or my newsletter. Over time, they got to know me, what I do and who I serve and they contacted me or referred someone to me. It’s a slow, controlled approach that is perfect for the professional services business. You don’t have much client turnover, thus cutting your business acquisition time and costs.

When I look back on the clients I have served, only one came through cold calling. That relationship lasted about three months. The client and I - despite my best efforts to educate them on the way I do business - never got into sync so I fired them and moved on. You must have the courage to fire a client that does not meet your needs, so that the account doesn’t sap your time and energy.

So, if you are developing a program for your organization, don’t overlook the benefits of this inside-out approach.