Читать книгу How to Win Client Business When You Don't Know Where to Start - Tom McMakin, Doug Fletcher - Страница 42

The next most common pathway is an inquiry from someone we know but have never worked with previously, similar to my friend John Senaldi's story from the previous chapter. Our survey data suggests that this pathway is the second leading source of nonrepeat client business at 17%, roughly half that of referrals.

The client's buying decision journey is often nonlinear. We may meet someone, get to know them, they come to respect and trust us, but they are not in the market for what we do. Years later an opportunity arises where they find themselves in need of outside help, and you are top of mind. In this scenario, the risks a prospective client faces in hiring us are mitigated by the strength of our existing relationship.

Sarah is a friend of mine who is a young partner with one of the big four accounting firms. She loves classical music and serves as the treasurer on the nonprofit board of her city's symphony. Richard, one of her fellow symphony board members, is the CFO of a Fortune 500 consumer products company. Sarah and Richard have known each other for about three years since joining the nonprofit board, and work closely together on the board's audit committee.

About a year ago Richard began searching for a new accounting firm to handle his company's global audit responsibilities. He narrowed his search down to three firms and Sarah's was on his short list of candidates. After a rigorous evaluation process, Richard and his team selected Sarah as their new audit partner.

When we have an existing relationship with someone, and that relationship is characterized by mutual respect and trust, we put ourselves in a stronger position to win the client's business. When we get a call from someone with whom we have an existing relationship, the client's buying decision journey has fewer obstacles. In the absence of these obstacles, our success rate will be higher.