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Find more prospects than you can possibly handle
By Lew Nason
Each and every one of you can have more prospects than you can possibly handle -- within the next six months -- if you recognize that this, or any business you're involved in, is about your ability to consistently attract the right people. Your success in business is ultimately determined by your ability and willingness to market yourself and your services to your ideal prospects.
Three critical issues and steps
Obviously, you want to attract the people with whom you have the best chance of setting an appointment and ultimately, to sell your product. It's actually incredibly easy if you follow three critical steps, avoid two common mistakes, and learn one simple truth.
The right message to the right people at the right time 1. The right message is really about deciding what specific problem you are going to specialize in solving for people. If your prospect doesn't see they have a problem and don't understand how you can help them, is there any reason for them to take the time to meet with you, let alone buy from you?
2. The right people involves deciding who the best prospects are for the problem you specialize in solving. What specific group of people need and will benefit most from your services?
3. The right time is about making sure people see your message when they are ready and able to take action. People buy when they are ready to buy, not when you are ready to sell. So, if you want to sell them, you must constantly be in touch with your best prospects so you're there when they are ready to buy. Avoid these two common mistakes
Most agents want to believe that marketing is something you can do every once in a while -- when you decide you need more prospects. They believe it simply can be turned on and off at a moment's notice. But marketing requires daily attention if you want to keep a steady flow of the right prospects.
Second, contrary to what most agents are taught today, effective prospecting is not a numbers game. The old-fashioned prospecting approach most agents learn is that if you contact enough people (e.g., buy enough leads, cold-call enough people, run enough ads or send out enough sales letters), you'll eventually find enough prospects to set enough appointments to close enough sales in order to earn the income you want. This numbers-game approach to prospecting can work to some extent, if you work with large numbers of people, and you do it constantly; however, even when you do consistently work with large numbers, the results can be very sporadic. You never know who will read your ad or sales letter and then respond. The main problem is that you are generally following up and trying to set appointments with people who have never heard of you before.
One simple truth
People always prefer to work with someone they already know and trust. The more good things people hear about you and the work you do, the easier it's going to be to get them to respond to your offers, set appointments and ultimately buy from you.
So, what does all this mean?
If you want to have more prospects than you can possibly handle and appear in front of more of the right prospects in one month than most agents will see in an entire year, you must have a complete marketing plan that you work on every day.
The more time you spend on developing a well-rounded marketing plan tailored for your unique situation, the easier and more profitable your financial services career becomes.
*For further information, or to contact this author, please leave a comment and your e-mail address in the forum below.
Three critical issues and steps
Obviously, you want to attract the people with whom you have the best chance of setting an appointment and ultimately, to sell your product. It's actually incredibly easy if you follow three critical steps, avoid two common mistakes, and learn one simple truth.
The right message to the right people at the right time 1. The right message is really about deciding what specific problem you are going to specialize in solving for people. If your prospect doesn't see they have a problem and don't understand how you can help them, is there any reason for them to take the time to meet with you, let alone buy from you?
2. The right people involves deciding who the best prospects are for the problem you specialize in solving. What specific group of people need and will benefit most from your services?
3. The right time is about making sure people see your message when they are ready and able to take action. People buy when they are ready to buy, not when you are ready to sell. So, if you want to sell them, you must constantly be in touch with your best prospects so you're there when they are ready to buy. Avoid these two common mistakes
Most agents want to believe that marketing is something you can do every once in a while -- when you decide you need more prospects. They believe it simply can be turned on and off at a moment's notice. But marketing requires daily attention if you want to keep a steady flow of the right prospects.
Second, contrary to what most agents are taught today, effective prospecting is not a numbers game. The old-fashioned prospecting approach most agents learn is that if you contact enough people (e.g., buy enough leads, cold-call enough people, run enough ads or send out enough sales letters), you'll eventually find enough prospects to set enough appointments to close enough sales in order to earn the income you want. This numbers-game approach to prospecting can work to some extent, if you work with large numbers of people, and you do it constantly; however, even when you do consistently work with large numbers, the results can be very sporadic. You never know who will read your ad or sales letter and then respond. The main problem is that you are generally following up and trying to set appointments with people who have never heard of you before.
One simple truth
People always prefer to work with someone they already know and trust. The more good things people hear about you and the work you do, the easier it's going to be to get them to respond to your offers, set appointments and ultimately buy from you.
So, what does all this mean?
If you want to have more prospects than you can possibly handle and appear in front of more of the right prospects in one month than most agents will see in an entire year, you must have a complete marketing plan that you work on every day.
The more time you spend on developing a well-rounded marketing plan tailored for your unique situation, the easier and more profitable your financial services career becomes.
*For further information, or to contact this author, please leave a comment and your e-mail address in the forum below.
