In the last post, we learned the process for researching our big fish (ideal client). Being prepared to make a great first impression is imperative to your success. Your strategy needs to instill confidence. The prospect needs to know you can meet expectations on time, at a reasonable price, and the quality at or above expectation.
Now let’s begin to create the perfect first impression. Building a good plan starts with identifying the right big fish. Take a look at your notes and the research you’ve done about prospective fish. Then decide which one will be the most straightforward approach to start with.
There are a series of things to go through in choosing which fish to start with. They are:
- Compile Your Hit List
- Prepare your position
- Define where to start
Compile Your Hit List
Start with a list of all the companies you’ve been considering. Then narrow it down to the ones who know could use your products or services. Don’t overlook obvious choices, whether they are big or small. Don’t discount a company just based on the physical size. A small company can have significant opportunities. Think back to your earlier work where you identified what makes a good big fish.
Prepare your position
You need to prepare your customer research. This starts by creating a documented procedure including the companies revenues, perceived target audience, industry challenges, company culture, decision-makers, etc. Use this tool to get into the heads of your clients to understand their needs and wants.
Once, you have the information you’re ready to make the first move.
Define where to start (prioritize)
Great so you have been able to narrow your list to a responsible 10-20 ideal clients. Now you need to set priorities of who you should contact first. To help you chose please consider the following:
- Which have the most purchasing resources to spend?
- Does their company vision complement yours?
- What are their employee incentive programs as they relate to your products/services?
- What’s the company’s actual need for you?
- Will the partnership lead you off-course?
Now you should have a target in mind to start with. It’s time to plan your approach and execute that plan.
Here’s the step-by-step plan to help you make an excellent first impression:
- Build and analyze your database. Use the following lead tags to categories and track your sales process (if you don’t like these, come up with your own, but make sure you a definition that includes the behaviors your prospect should be displaying): hot leads, great fits, warm leads, and secondary leads.
- Great fits: these are the top 1-3 from your list above.
- Hot leads: these are leads that you have been able to engage in meaningful conversations. Specifically, you have spoken with them, and they have moved to the end of your pipeline.
- Warm leads: these are the leads that you have engaged in meaningful conversation but have not been able to get over all their objections. They see you as a problem solver and their most likely solution but you still have to get them over the hump.
- Secondary leads: These are not great fits, but you feel you can still bring value to them. However, they may not be your ideal for several reasons.
- Send out initial mailings (this a print mailing, you may, in addition, consider sending an email) to peak interest, educate, and establish preeminence. It should be short, clean, and concise. Ideally, to speak to the problem they have and don’t want.
- Follow up with your first phone call 2-3 days after they would have received the mailings. During the phone call, find out whom you need to be speaking with in the future and set up a meet with the right person.
- Follow up your phone call with another mailing/E-mailing/social contact that thanks them for taking the time to speak with you and offer more details about your products/services. Use this letter and opportunity to set up a meeting to do a presentation.
- Follow up the letter with another phone call a couple of days after receiving the letter. This phone call is to help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them.
- Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter (the second one) and if they have a minute when you can stop by and introduce yourself in person.
- Repeat, Adjust and Adapt. No process is perfect; keep adapting and changing your contact method and message as long as the prospective client fits that ideal process.
Now, don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but you can’t go wrong when you know you are offering a quality product/service.
Once you’ve gone through this process and make the first contact (and hopefully a good first impression), it’s time to put your best face forward, which means sending the right salesperson to seal the deal.
If you need help putting together your approach and make an excellent first impression, schedule a free consultation to discuss your big fish.
The best time to start was yesterday, but today will do just fine.
About the Author
I am a business coach and consultant specializing in uncovering the root cause of a challenge and offering an unexpected solution. That solution typically results in a substantial increase in profits and the peace of mind to set you free from your business.
I ask powerful questions to clarify who you are and what you want. I am empathetic, although surgical in approach. I make my clients feel they are the only person I am working with. I have an uncanny way of drawing people out and getting to the heart of the matter.
I am a Pittsburgh native who aspires to free business from the rat race. If I am not working to improve the lives of my clients. Then you will most likely find me on the ice playing hockey, reading, or making plans for the future.
If I can ever be helpful to my readers, it would be my pleasure to connect and see where I can bring you value. I look forward to continuing to share more great lessons with my growing community.