by Tony Vidler
Often an adviser asks for help on prospecting when they can see there are very few in the system that they are engaged with…or to put it plainly; advisers often realize they’ve got a prospecting problem and ask for help when the damage is already done.
At this point, all advisers want to do is “get someone on the hook”.
Here are an advisers choices (put as simply as possible) to fix prospecting problems…and there are two distinctly different pieces of advice here. Firstly, how to actually go about fixing a prospecting problem in your business.
Secondly…not how to prospect as such, but how to get a result quickly.
If you want no more prospecting problems for the rest of your career:
1. Build centers of influence, and invest time and effort in building superb relationships with them.
2. Create a strong personal brand position and create word-of-mouth marketing strategies
3. Build a system of engagement with all prospects. They will take time to bring on as clients, and you get better clients if you let them come on at their pace. You have to engage them until the time is right for them to become clients.
4. Promotion and Marketing of you and your brand should be a daily event. It is critical to your professional credibility and position as an expert to have top of mind awareness in your target market.
5. Love the clients you do have already. In terms of future prospecting and future business opportunities one cannot stress this strongly enough. Do not treat your clients like your parents wallet when you were a teenager….you cannot keep going to them and asking, asking, asking…you have to give to get.
The problem of course is not a lack of prospects. They are everywhere. The problem is that the adviser doesn’t have something that is interesting or beneficial enough for the prospects to pause and pay attention to.
An assumption has to be made immediately that the adviser does not have a clear, strong and compelling value proposition. The odds are high that if the adviser did have one, then there would be interested prospects. The real problem therefore is: The adviser doesn’t have solutions worth buying.
So for an immediate fix for short term prospecting in the absence of a strong value proposition the adviser has little choice but to focus upon those areas guaranteed to immediately get attention and deliver a perceived immediate value. This is the one area where things such as
These things can actually address a short term prospecting problem. They simultaneously get attention, create interest, and perhaps trigger a desire on the part of a prospect to engage with the adviser.
The business of finding people is not difficult – we are surrounded by them in our communities, in phone books, online and through social networks. Finding people is never an issue. Attracting their attention and interest is.
To fix a short term prospecting problem it comes down to being able to grab attention quickly, and provides sufficient incentive for people to act upon it quickly.
In the absence of a strong benefit, or value, being delivered by the adviser then there is little choice but to focus on incentives and cost-savings. That will get short term results and short term momentum, but it won’t build a business of any worth or personal satisfaction.
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