The real problem in prospecting is that your contacts don’t know you. Even if they have a need, they don’t know you’re out there and that they really should be talking to you. They’re sitting back ignoring what should be fixed, or turning to Internet searches and their network to look for solutions.
If you’re in front of your prospects when they recognize they have a problem, they’ll ask for your guidance and recommendations. You’ll become the trusted advisor who helps them map out the answer, determine their budget, and make it all work. If you show up late, they’re already working with someone else. You find yourself in a competitive situation, selling against someone who’s already achieved honored status.
There definitely are times when you should help create desire. But when you have an empty pipeline, you can’t wait around nurturing and coaxing your prospects until they see the light and want to address the issue. You need new opportunities now.
If you begin in small bites, you can do it. To get you started let’s look at three sets of attraction strategies, the Attraction Trifecta.
A trifecta is a horse race where you place bets on three horses to finish first, second, and third. For you, you’re in a race for new opportunities. You’re betting on yourself to fill a pipeline with prospects who are interested in working with you because they think you can help them.
The Attraction Trifecta gives you three sets of powerful strategies to get your name out in front of your target companies and entice new contacts to you. Combined over time, as you continue to use them, you’ll become a well-known expert in your field. Even if you change territories, companies, or products, so many people will know of you that they’ll think of you when they’re looking to solve a problem. They’ll call you to ask if you can help, or if you can recommend someone who can.
What are the three magnetic strategies in the Attraction Trifecta that will draw prospects to you?
- Personal: Focused approaches to rope in leads with fresh twists, including e-mail, letters, networking, and phone pursuits
- Digital: Using digital media to get in front of your prospects, such as e-newsletters, articles, social networking, blogging, and public relations
- Collaborative: Engaging with others to captivate buyers through online events, public speaking, and alliances
The secret behind the Attraction Trifecta is in the power of using them together to reach your market. You can combine them to stay in front of your prospects without seeming repetitive. Everywhere your prospects go, your name pops up: on a social networking site, in a quote in a newsletter they’re reading, or in an e-mail you send them.
Every person is unique, so your prospects are too. Some people respond better to e-mail, others a handwritten note or an invitation, still others to articles they find during research. By mixing your approaches using the trifecta, you’re more likely to connect. And even better, you appear ubiquitous; everywhere they turn, there you are.
They begin asking themselves if they do have a problem. Should they be talking to you? Bull’s-eye. You have a lead.
Kendra Lee is the author of Selling Against the Goal and president of KLA Group, which provides sales services, specializing in the information technology industry.