Ah, those magic words – "Attract Clients". Virtually every professional I know loves the idea of attracting clients, and would be even happier if there was a "magic formula" for accomplishing it. Well, actually there is a formula that works like magic for attracting clients to you. And I’m going to reveal it – right here, right now. (OK, to be more specific, it’ll be at the end of the article. But no cheating! You need to read through the article for the formula to make sense.)
First of all, this isn’t about simply "getting" clients. It’s about attracting them to you. It is the concept of building a business without chasing prospects, dogging down purchased leads, or operating a "quote mill" – turning out quote after quote hoping to have the lowest price. Unfortunately, many professionals are either trained or take it upon themselves to uncover prospects "at arm’s length". It seems that either intentionally or inadvertently, companies often train their team to build their business by pursuing prospects. Although many companies and managers praise the benefits of "attracting" clients, when it comes time to meet production quotas, all the methods which "pursue" clients are the ones encouraged. By the time "meeting production quotas" become an issue, drastic measures are called for.
The solution, of course, is to avoid being in that place of "catch-up" to begin with. By learning how to attract clients and by applying those methods consistently, you side-step the need to pursue clients altogether. Virtually every professional who has a sizable, growing business – characterized by high retention and a steady flow of client referrals – does it by attracting clients rather than pursuing them.
There are two key components to successfully attracting clients.
The first key is to understand that people will be attracted to you by WHO YOU ARE, rather than by WHAT YOU DO. While there will be a small group of people who will do business with you strictly based on your depth of knowledge, most people – in fact, the majority of people – will do business with you because of who you are. Having good knowledge of your products, services, and industry is important. And having strong technical skills is useful and important as well. It’s just that being knowledgeable and skillful isn’t sufficient.
The second key component in attracting clients is actually getting out, so that people get a chance to see you, know you, and be attracted to you! The reality is that when you are in your office behind your desk, prospects never get to experience you and those people skills you possess. The result? If you try to get clients from behind your desk, you end up having to pursue them. On the other hand, when you get out and allow people to interact with you, you end up attracting them.
OK, so here’s the "magic formula" I promised. The way to successfully attract clients is to improve your people skills, and get out and meet people. I know it’s a pretty simple formula, but … it works like magic.
By Michael Beck
Image by Photodisc
Mr. Beck's credentials include an MBA from the Wharton School of Business along with degrees in Engineering from the University of Pennsylvania. Michael has held a variety of executive positions including CEO, COO, CFO, EVP, VP of Finance, and VP of Business Development. In addition, he worked several years overseas as a Business Advisor to a member of the Royal Family of Saudi Arabia. He is a Founding Member of the International Association of Coaches and a Past-President of the Denver Coach Federation.