Here’s the thing about business prospects: Too often we let ourselves think we’re at their mercy, but we’re not. To influence a potential client, all you need to do is break through, be seen and get heard.
For starters, the when, how and what you communicate absolutely matters. So follow these fail-proof steps and you’ll be well on your way to getting exactly what you want:
- Establish proof points. Impress your prospect not with what you do, but with what you can do for them. Let’s say you design, develop and implement leadership development programs. In that case your proof point might read like this: “A ready-to-resign leader learned how to manage a difficult boss, resulting in a HUGE promotion.”
- Fine-tune your story. The less you know about a prospect, the shorter your story should be. Your goal is to quickly establish credibility, demonstrate your ability to improve their situation and get a meeting on the calendar.
- Plan for the worst—expect the best. If you haven’t heard back from a prospect, don’t assume that they’re not interested. As soon as you’ve made contact, craft at least four emails you can use to move them through the sales cycle. Sure, things can go sour. But pipedreams do come true, so stay positive.
- Be relentless. Even when it seems a prospect or client has gone cold, keep up the pursuit. Participate in events they’re attending, share industry news and stop by to hand deliver proposals or gifts. Do whatever it takes to maintain contact.
You need to wage a carefully strategized, multipronged campaign to get people to act in your favor. And use well-written emails as your main course of action. It’s what business professionals prefer.
Before you act …
Take time now to craft email templates that you can easily customize for a specific prospect or client. Don’t wait until you’re in a win-lose situation and at a loss for words.
