Читать книгу How to Win Client Business When You Don't Know Where to Start - Tom McMakin, Doug Fletcher - Страница 44

The last three pathways are with people or organizations who haven't sought our help. Therefore, we don't know their level of interest, ability to hire us, or readiness relative to their other priorities.

Pathway 5 is when you explore business opportunities with someone where there is an existing relationship. Maybe it's someone you recently met at a conference, or someone you've known for many years. Our survey data suggests that Pathway 5 represents 11% of new client business – significantly less than referrals and inquiries, but for many professionals an important pathway.

Prospecting is always going to be harder than repeat business, referrals, or an inquiry from someone actively seeking help. There are a host of headwinds we face when we are the one proposing the idea. These headwinds include:

 Caveat emptor: Buyer beware; our defenses are up when someone wants to sell us something.

 Status quo: Human nature being what it is, staying the current course is often perceived as the safer route.

 Buy‐in: Others in the organization aren't on board with us or the idea.

 Budget: No funding is available at this time.

 Timing: Too many conflicting priorities exist.

Pitching an idea to someone we have a relationship with is going to be easier than pitching an idea to a stranger. When an relationship exists based upon mutual respect and trust, we have already achieved three of the milestones in the client's buying decision journey: awareness, respect, and trust. This is why building your professional ecosystem and developing trust‐based relationships are two of the key rainmaker skills.

Prospecting can lead to new client business. It takes time, and you'll have plenty of swings and misses. Prospecting is not for everyone. But for those who learn the skill, it can be a highly effective pathway to new business.