The Art Of Persistence
- January 31, 2011
- Posted by: Rochelle
- Category: Brand + Design, Client Relationships
How do you strike the right balance in pursuing new clients? You know, that fine line between ignoring them and crossing over into stalker territory…
A lot depends on your intentions. Do you work with a client once and then move on to the next? Maybe you work with the same clients for years at a time. Or are intermittent projects more your style?
Consider 3 time-tested persistence strategies:
Treat everyone the same. You have a business development funnel that is clearly linked to your brand. High touch, low touch, doesn’t really matter. You treat all prospects and clients consistently. You draw the right ones—those who resonate with you—to you and repel the rest. Perfect if your pipeline is always or almost always full.
Treat clients as distinct groups or channels. Not by industry or geography or product line. But by how they want to be courted. By their relative timeline for wanting your services. Keep your contacts warm (this is what blogs, articles and thoughtful sharing were designed for). Great for project-oriented advisors who want to keep a steady flow of referrals and new starts.
Treat each as an individual. You pay attention to what they say and how they respond to your overtures. You adjust yours accordingly—either moving to get closer to them or pulling back somewhat. Difficult to pull off in volume, but very successful in high touch, long-lead time sales, like wealth advisory services.
Persistence. The art of building the right relationships for your brand.
all three apply. I have a client union that took almost 5 years of courting, sometimes a lot sometimes less frequently but always in touch. Sharing materials also helps. The key is staying in touch and making use of informal opportunities.
It’s magic for clients when you can adapt to their style and needs–nice work Corey!