Over the last few weeks I have been revamping my website. Why? The current financial crisis will see the demise of many businesses. Will yours be one of them?
Whether you’re a financial advisor, real estate agent or other services provider, if you take a passive approach to building a client base your business will eventually stagnate. To maintain and grow your client base can be time consuming but it is absolutely necessary for long-term success – regardless of services rendered.
Lead Generation
Lead generation is as simple as it sounds. Finding individuals (leads) who might be interested in employing your services, but for many professionals it’s the least appealing aspect of owning or being part of a small business. It’s sales and for some just the word has an unsavoury quality to it.
A comment like: “Best accountant I ever had. Saved me a bundle on taxes this year” can instantly generate a new client. However, if you’re new and growing – building that word of mouth network – you have to be proactive. You have to generate leads.
As a general rule of thumb you should have 10 active leads in the pipeline at all times.
Where to Start
Don’t assume everyone knows what you do.
Write a template letter. A basic introduction that can be reused as necessary. Use the letter to illustrate out the client-specific results your service offers. Don’t sell services; sell results.
Start with a list of people you know. You already have credibility with these people. Then expand your list. Friends of friends, old business colleagues, suppliers and others in your contact base.
Other Ways
- Networking
- Breakfast seminars
- Social sites
- Public Relations and Media
are just a few of the ways I build exposure.
And don’t forget, in today’s world an informative, easy to navigate website is essential.
Isn’t that where you go to find out about people?
