Have you ever needed to drum up business fast?
Well you're not alone. Maintaining a steady flow of clients is one of the biggest challenges expert service providers face.
Perhaps you are just having a quiet period, or maybe you have just launched your business altogether. Either way, there will most likely be a time when you need to bring in revenue as quickly as possible.
In today's tip I share four ways to attract clients in the short term.
#1 Reach out to past clients
As the expression goes, it's cheaper and easier to sell to those who have previously bought your services. This makes these people one of the best sources of new business.
I know it can feel awkward to re-engage with past clients at times, and it may seem like you're causing a nuisance, but there is a non-salesy way to approach this.
Instead of pitching your services, think of it more like you are just checking in with them – similar to how you would with a friend or family member. Ask them how their business is going and the results they gained from the project you worked on together. You never know, you might get a great testimonial out of this conversation too!
Be sure to also ask them about their current challenges. However, only until you identify a problem that you can solve should you talk about your service and how you would approach it.
The key thing to remember is to not go into this conversation asking if they have more work for you right off the bat.
#2 Ask current clients for an introduction
Your current clients are also likely to be a great source of new leads. As a project comes to a close, this is the perfect time to ask clients for an introduction to someone they know that might also benefit from your services.
There is a good chance they are connected to other people like themselves. So if this particular client fits your ideal client profile, they may provide a good source of introductions.
Additionally, it’s important that you specifically use the word ‘introduction’ when you ask instead of ‘referral’. This makes them more likely to oblige with the request which increases the chances of you gaining new business.
When your current clients introduce you to someone else, it’s critical that you don't hard sell the new person. In contrast, you could offer something of value to them for free first like an assessment or a useful piece of content. This will help you to build trust and get the relationship off to a flying start.
#3 Reconnect with lost clients
Now just because someone didn’t proceed with your quote or proposal on one occasion, doesn’t mean that they won’t use your services in the future. This is why it’s important to routinely reconnect with lost clients.
Similar to the approach I talked about in point number one, ask them how their business is going and try to segue the conversation into talking about their current challenges.
Even if your services can’t solve their problem, you might be able to recommend someone who can. This is equally useful for the prospect and being helpful is what the process is all about.
As a side note, tracking the details of every proposal or quote you send out is important to do point number three efficiently because it will save you time.
So log all of your quotes and proposals in a spreadsheet or purpose-built software. This will make identifying people you need to reconnect with much easier and prevent it getting lost in your email inbox.
#4 Use your personal network
My final tip is to tell your friends and family about your business and that you are actively looking for new clients.
When you're having these conversations, be specific about who your ideal client is and the problem you solve. That way your friend or family member will be able to spot opportunities to recommend you to other people.
To be honest, you should mention your business at almost every opportunity that comes up when you talk to people (within reason).
For example, when you meet someone new and they ask “what do you do?” don’t just say your job title or the type of business you run. Maximise every opportunity by talking about the problem you solve, who you solve it for, and the results that they gain by working with you.
Conclusion and action point
To conclude, this process is all about nurturing the relationships you have with people in your network. This is especially true for expert service businesses as they are built on a foundation of trust.
So for maximum effect, you should plan to do points 1-4 on a weekly basis. Set aside some time today and speak to at least five people in your network. It doesn't matter which communication method you use, just start the conversation and see where it goes!
