Getting New Clients

2 Ways that Always Work
2 Ways that Sometimes Work
2 Ways that Seldom Work

Getting new clients is the life-line of any business. It is one of the most essential/most ignored activity that any professional service provider performs. And yet over 90% spend most of their time and money on the 2 ways that very seldom work.

The 2 most effective ways of getting new clients are:

1. Referrals/Word of Mouth - The most comfortable method for upper-management. They can get an endorsement from a colleague they trust that has had a successful experience. It minimizes risk and saves them a great deal of time and money.

You can greatly enhance this approach by doing 3 things upon completion of a successful engagement - Ask your client:
a) Who else they know that could use your services;
b) For a testimonial;
c) If you may use them as a reference.

2. Reputation - The second most popular way that upper management selects their vendors. They know of you through your speeches, articles and books. A professionals most effective and self-gratifying marketing activity. This makes prospecting fun.


Now 2 ways that work sometimes:

3. Professional Associations/Publications - Prospects will go to listings to create a list of professional firms and professionals in their area of need. In the area of training, the ASTD publication is an often used source. You know of the publications in your area of expertise. Are you listed? The percentage of professionals that are hired this way is unknown. But this should not be counted on as a steady source of good leads.

4. Literature - Many companies request information to be kept in their library. This collection of brochures and data is then used to create a preliminary list of potential vendors. Is your information in their library? How current is it? How many other potential professionals are in the same library? This should not be counted on to generate a steady source of good leads. If you ever get anything from #3 and #4 consider it a bonus.

These 2 ways sometimes work but sporadically.

Now 2 ways that very seldom work:

5. Advertising - Very costly and very ineffective. The training professionals can have a modicum of success if their ad is timed just right, the training hiring manager sees the ad and does not already have a preferred trainer in mind. The odds are against you. Another reason this way very seldom works is that fairly low-level managers, who are not decision makers, tend to look for these ads.

6. Personal Contact - This can be through cold-calling, direct mail campaign, conventions, trade association meetings and sitting next to someone on a plane. Very few professionals are hired through these methods. This very seldom works.

Yet most professionals invest their time and spend their money on methods #5 and #6.

The 2 most effective ways to get new clients are through (1) referrals and (2) self-promotion.

About the Author

Frank Seringa, MillionDollarConsultants.com

Discover the Skills/Secrets to Getting - More Leads; More Clients; Higher Fees; with No Cold Calling.

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Copyrighted 2001, Frank Seringa
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