We’ve been talking about what to do for your clients when you get them, but today we’ll talk about how to actually locate and sign up those clients. Since I know you’ll be asking, I’m going to tell you how I do it. That doesn’t mean it will work for you, or that it’s the most optimal way for you. Use the parts you like, discard the parts you don’t like, there is really no right or wrong, this has just been working very well for me.
First of all, I’m a very social guy. Some people can set up good business networks and get tons of clients by just using their email and their phone, and I’ve done that too, but I prefer networking with people. You connect on a whole other level, and if you learn how to do it right, your business relationships will be much, much stronger than what’s achievable via email or phone.
The saying “it’s not what you know, it’s WHO you know” goes for everything and everywhere. Need a new apartment, a list of houses before they hit the market, a JV-partner with a massive list, a good lawyer or those front row tickets for the game? If you don’t know anyone, all that can be very hard to find. This is how I got started:
1. A long time ago (when I was playing in bands, but I wanted to be on the business side, before my IM-days), I made a decision to become “one of the guys”, meaning the agents, managers and businesspeople in the music biz. I got my hands on every personal development CD/book/mp3 that I could, and I can dearly recommend Tony Robbins, Brian Tracy, Zig Ziglar, Jim Rohn, even good ‘ol Trump, and then books on body language/sales psychology. Do note that this was BEFORE I even got the business books… Again, I wanted to know the WHO, not the WHAT.
2. While studying my material, I joined every professional group possible, the chamber of commerce, Rotary, Toastmasters, Entertainment business groups, and started applying all the techniques I learned. It didn’t take long until I was invited to more business groups. I threw out a hook that I would love to be a luncheon speaker, and low and behold, got booked for several professional lunches. I immediately ran out and bought “The How of WOW: A Guide to Giving a Speech That Will Positively Blow ‘Em Away” by Tony Carlson, gave a few presentation, and made more friends.
3. I always offered to help or assist people with their projects, made many new friends, and soon enough people will start referring clients to you, just because you’re such a great guy. Make sure to tell people what you do, just don’t throw it in their face. When enough people have heard about you, it’s time to start rounding up all those leads!
4. I booked lots and lots of meetings and sales presentations. This is where my newfound skills in sales psychology came in handy. I had learned how to read people, analyze words and how to use that information to adapt my presentations on the fly. Of course I made lots of mistakes in the beginning, but sales isn’t about persuading, it’s about leveling and finding mutual ground for a long term relationship.
I mean, think about it. When I call someone, they know my face, they know my voice, maybe we’ve done something fun, had a great lunch, went somewhere, had a few drinks or whatever. If it’s a business executive, who do you think will negotiate a deal, a favor or a meeting faster and easier, me or someone cold calling in?
I always try to listen to specific details, personal things, and then I write them down when I get home. This allows me to bring up something casual before entering a negotiation, and the person will feel appreciated and respected, because I remembered to ask how his or her dog was doing, because last time we met, it was sick. It’s all about the little things.
I’ve had meetings where I come in, people sit down with their arms crossed with a very negative attitude, only answering yes or no to questions, to having them sign a contract, smile and invite me home for dinner when we were done. How? Because I pay attention, I ask open ended questions, I adjust my presentation on the fly, and all I did was read some books and then went out on the field.
Still to this day, quite a few years later, I still read up on sales psychology, body language, self development and marketing on a daily basis. It keeps me sharp, focused and motivated. Every time I’m in the car, I listen to those CD’s. Every time I go out for a little walk, I listen to them on my iPhone. The only time I don’t, is when I’m at the gym, then I need something more aggressive.
Now go get those books and audio tapes, educate yourself, practice, network, build connections and find success!
I love your mindset man, great post.