Our previous post discussed the importance of learning about your big fish and preparing for that initial contact. Now that you’ve done your research and identified your target, it’s time to make your move. Your first impression is critical, setting the tone for your future relationship with this potential client. They need to feel confident that you can deliver on your promises, providing high-quality products or services at a competitive price and in a timely manner.
Before you reach out, take a moment to review your notes and research on your prospective clients. Consider factors such as their purchasing power, company vision, employee incentive programs, and their genuine need for your offerings. Evaluate whether a partnership with them aligns with your own business goals and values. Once you’ve selected the best target to approach first, it’s time to devise your plan of action.
Positioning Your Business for Success
To make a successful first move, you must position your business strategically. Start by listing your revenue streams, operational procedures, and your initial positioning relative to your target client. Compile all the research you’ve conducted on your big-customer prospect, and use this information to tailor your approach.
Building Your Hit List
Create a comprehensive list of all the companies you’ve been considering as potential clients. Narrow this list down to those that benefit most from your products or services. Don’t overlook any options, regardless of their size. Remember, even small companies have the potential to become big fish in the future.
Selecting Your Top Target
With your refined list in hand, it’s time to choose the best fish to target first. Consider the following factors:
- Which companies have the most significant purchasing resources available?
- Does their company vision complement your own?
- How do their employee incentive programs relate to your offerings?
- What is the company’s genuine need for your products or services?
- Will a partnership with this client lead you off-course or align with your business objectives?
By carefully weighing these considerations, you can identify the most promising target to approach first.
Executing Your Approach
Now that you’ve selected your top prospect, it’s time to put your plan into action. Follow these steps to make a memorable first impression:
- Build and analyze your database. Categorize your leads as hot leads, great fits, or secondary leads.
- Send introductory mailings to your target, clearly and concisely introducing yourself, your company, your products or services, and your vision.
- Follow up with an initial phone call 2-3 days after your mailing is expected to arrive. During this call, identify the key decision-maker you need to speak with and attempt to arrange a meeting.
- Send a follow-up mailing thanking them for their time and providing more detailed information about your offerings. Use this opportunity to request a meeting or presentation.
- Make another phone call a couple of days after they receive your follow-up mailing. Continue to develop your relationship with the prospective client and secure a presentation meeting.
- If you haven’t successfully scheduled a meeting or presentation after a week, reach out again. Inquire if they received your creative follow-up letter and ask if you can briefly stop by to introduce yourself in person.
Persistence Pays Off
Don’t become discouraged if you don’t close the deal immediately. Some prospects require more time and persuasion. While this process may seem intimidating at first, remember that you are offering a quality product or service that can genuinely benefit your potential client. Have confidence in your value proposition and remain persistent in your efforts.
Once you’ve made that initial contact and hopefully a positive first impression, it’s time to put your best foot forward by sending the right salesperson to seal the deal. With the right approach and a commitment to delivering excellence, you can turn that big fish into a valued, long-term client.
If you need assistance crafting your approach or making a strong first impression, don’t hesitate to reach out. We offer a wealth of resources and tools to help you succeed in landing your ideal clients and growing your business.