Do you wish your little black book was filled with names of promising new clients? Are you searching for new revenue sources, outside of your existing network?
Learn from MBO Associate Bret Smith, an expert in lead generation. In this webinar, he shares the strategies he calls “High Impact Prospecting,” clever methods to successfully locate and message your target audience.
Find more resources for independent professionals at www2.mbopartners.com/ic-resources
Good morning all.I believe we’d all agree that business information appears to be more readily available, and from many different sources, than ever before. That said, the question of which resources to use for your particular endeavor remains and, as importantly, the 3 basic questions to ask as you seek to identify, communicate and connect with potential prospects for your consultancy is as true.Those questions are:1. How do I Research my ideal Audience?2. How do I Acquire Contact Information for the prospects in my target audience? and3. How do I Communicate effectively with them to secure the desired outcome?
It goes without saying that how you research your target audience depends upon who and what type of audience that is.At the highest level, and apart from the type of business you may be in, the process begins with are they local, not local, or a mix of the two?At the local level there are certainly means of researching your target audience, from local business publications to filings for incorporation to the usual trade organizations, among others. It’s when you reach beyond your local geography that leveraging web-based resources and business-to-business social media become much more important. This is where we will begin our focus today and then we’ll drill into the specifics of using email and voice communications for new client development.
Whatever resource you use to assimilate an informed view into your target audience, at the end of the day, the next question must be asked – how to obtain their contact information so that I may economically communicate my offering to them? Most consultants simply don’t have the luxury of advertising in any useful ad size within print media, or to use direct mail as a way to connect with prospects. Likewise, radio and TV. The good news? None of these older, disruptive means of reaching your target audience are as effective as email, especially email combined with voice, nor as economical and meaningful as b2b social media. We’ll see WHY in just a few more slides.But first, where and how to secure your prospects’ contact information?And frankly, it’s most economic for you as a private consultant to essentially “kill 2 birds with one stone”. That is, to research your ideal audience while also sourcing their contact information for later prospecting.In trying to size your potential prospect base, be it in total contacts, or by geography, or by enterprise size, there are a number of web resources that are readily available and virtually free to use, short of acquiring contact information. Zoom Information is an excellent example, as is data.com and the old standard, Hoover’s, which enable you to search for public filings, press releases, wikis and more on an unlimited basis. LinkedIn enables you to take that a step further and drill into company employee lists, key personnel bios and credentials, and discussion groups they belong to.With Zoom and data.com, you can use multiple filters to get to the target group you desire and then save that list for later review. Filters include company name, industry type, revenue and employee range and geography. Ultimately, you can gather your ideal audience in one place and even winnow down your contact count by when their information was last updated. With Zoom, you can essentially do the same.Of course, there are many industry-based websites where your membership enables a view into member companies, and there are broadly used but less valuable resources such as Manta, Plaxo and Merchant Circle.
Now notice some of the similarities on this list compared to the previous one. As I said before, why not research who your target group is in the same place you hope to collect their contact data?Again, search is free across most of these resources. It’s the contact data you usually have to pay for. However, for as little as zero to $500, you can download complete contact information for as many as 500 contacts from most of the same resources. With both data.com and Zoom, they offer a “1:1 trade” model where you can add part or all of your rolodex in return for net new contacts for yourself. Or you could purchase one-offs for as little as $5 each.Hoover’s and LinkedIn offer varying types of affordable subscriptions starting @ just $50 month, but also have their free versions. On LinkedIn, at the $50 subscription level, you can conduct unlimited searches and save multiple lists in your Profile Organizer. And, while building your network and communicating through it is best, LinkedIn also enables you to use what it calls InMail, which is basically a way for you to communicate appropriately with those you aren’t connected to by respecting their InMail preferences. Manta and Merchant Circle are somewhat similar in that they enable you to set up information about yourself and your firm, which they then in turn register on major search engines to drive traffic to their sites and to you.
Again, I believe we agree that most consultants simply don’t have the luxury of advertising by print media, direct mail, radio and TV. And I stated that this is the good news.Why? First, these older, disruptive means of reaching a audience are much more appropriate for consumer offers. Second, when promoting professional services they just really aren’t the way to project a credible, expert image. In 2012, extending your expertise via social media, be it on your profile on LinkedIn, relevant posts on blogs in your area of expertise, and so on, are much more effective. And lastly? Because communication via email is TARGETED … it’s push rather than pull, and when combined with voice, and the right methodology for communicating meaningfully and in the right rhythm, there’s no substitute for consultants reaching beyond their local geography.
**NOTE*** Need to define “Autotask” – confusing in this context without an intro that that is the sample company you are using.