Prospecting for clients is like prospecting for gold. You keep at it until you find a nugget. This article is to review how prospecting will put you in business and keep you there.
First off, I’ve never prospected for gold. But I have prospected for clients and prospecting should consume the majority of your time. How much time? There is no exact formula but I have heard from 50% to as much as 80% of your time, at least in the beginning. That number will go down as you build your client base and hopefully, referrals and repeat business.
There are two kinds of prospecting that I’m aware of. The kind where you find the prospect and the kind where they find you. The latter may not be considered prospecting but marketing and you can find 12 ways to do that by reading my article My 12 Best Marketing Techniques.
This article focuses on a couple ways to find clients. The main thing you want to remember is prospecting is follow up. You make a call. You follow up. You talk to someone who isn’t ready right now. You follow up. No matter what you do. You follow up.
I use the database program on my computer to keep track of everything. For instance, I am building a copywriting business and the items I keep track of are names, addresses, numbers, emails, websites, a description of the client’s business and whether or not they could be a web client (if they need web copy). I also created a section for notes to write any pertinent information.
Cold calling is probably as dreaded as public speaking but once you get into a rhythm it can be very profitable. I am not cold calling yet. I am emailing my prospects and I seem to be getting a decent response. If I were cold calling my prospects I would have a list that I call from and a pen. Make a phone call, speak to whomever I need to speak with and move on. I don’t use fancy pitches because people don’t want to be sold. I usually pose a question once I have the person I want on the phone. Something like this... Have you thought about hiring a copywriter to increase your sales Mr. Prospect? The prospect will answer yes or no and I move on to the next step which is either tell them how I can help or make the next phone call.
Depending on the product or service you’re pushing you can drum up several interested potential clients in a day. Oh and whether they are interested or not, follow up.
Cold canvassing is a little more challenging. It involves getting out and walking into the place of business to speak with someone face to face. Its nerve racking and time consuming but very efficient. For instance, if I cold called 100 people and got 5 interested contacts and I canvassed the same 100 people I would generate 20 interested contacts. Its something about being there in person that builds instant credibility.
What I am personally doing is emailing potential clients. I am not an expert but I do get results. I created a Query Letter and a straightforward Subject Line and mailed it out. I am getting a two percent response without breaking a sweat.
There are other ways to go about finding clients, too many to get into here. I hope you found this article informative.
Garren Washington
Catalog Copywriter
catalogwriter.blogspot.com
catalogwriter@gmail.com
