As a practicing attorney, accountant, architect, graphic designer or any other service provider—whether you’re on your own or part of a firm—it’s probably safe to say that you didn’t go to college to become a salesperson.
But as you’ve no doubt discovered, if you want your business or practice to grow, sometimes word of mouth and referral marketing just aren’t enough. Many firms set quotas or base a portion of their compensation plans on new business generated by each partner. Performing well for your clients is the baseline for success, but, as the saying goes, nothing happens until somebody sells something.
Business development for individuals in a professional services environment essentially boils down to:
· Networking
· Speaking
· Publishing
The overarching goal in all of this activity is to get your name out there and make contacts with people who need your services at the time they need your services. That final phrase is key.
How closely do you pay attention to TV car commercials? Ninety-nine percent of time, probably not too much. But on the day you decide to car shop, you’re all ears. Manufacturer’s rebates? Hail damage sale? Push pull and drag trade-in opportunities? On this one day, you want to hear your options before you head out the door. And the car commercial that was background noise last week may be the one that pushes you to a specific dealer today.
That same “invisibility” phenomenon also occurs with many products and services. Unless potential clients are actively seeking what is being offered, they may not even take note of the tremendous professional brand represented in the person they met at last night’s networking event, the speaker at the industry conference, or the author of that insightful article.
The secret is to make your presence known on an ongoing basis using with those three tools. “Let it rain” continually, because you never know which person you will touch at just the right time.
Some call this process “a numbers game,” and that’s true to a point. But a numbers game conjures up images of throwing a stack of business cards off the top floor of a building and then checking your phone for messages. “Making it rain” is continual, carefully planned activity within targeted arenas.
Too many people make it rain only when business is slow. But as any gardener will tell you, a gentle afternoon shower every afternoon makes for ideal growing conditions for the long term!
Sandler Training in Denver provides sales training, management and leadership training, and professional development for individuals and organizations. Let us know how we can help your team.
