This blog post title has been one of my many marketing mantras for so many years. And, so has the answer I've devised.
Q. Who's going to do Business with You?
A. Those that have done business with you!
At first this might seem like doublespeak. But it's really not. Think of the last time you needed a plumber. Did you Google "Plumber" and your zip code? Did you let your fingers do the walking through the yellow pages? Maybe. But my guess is you called the plumber who last did work for you.
I remember years ago I was with a great broker of ours. He'd regularly do 75 to 100 cases with us per year (and we weren't the only place he did business!). I asked him how he prospected for clients. He paused, got a quizzical look on his face and said, "I don't prospect".
He went on to explain that when he'd first gotten in the business he'd get mailing lists of doctors. Diligently he sent 100 letters of introduction out per week. Diligently he'd follow up those letters. Eventually, he started making some sales. He continued, "After a couple of years of that, I stopped doing the mailings because I got so much business from our annual insurance reviews, I didn't need to send letters anymore."
"Annual insurance review?", I asked.
"Ray", he said, "I meet with my clients at least one time per year to review with them what they have. Invariably, I end up selling them more. Selling them a different product. Or, securing three or four referrals to sell something to."
It's so elementary. But do you do it? A quick meeting with a client might show changing needs; allow for a dialogue about Disability Income or Long Term Care insurance; or just a confirmation that all is in good order - are there any other friends or acquaintences who might benefit from your services?
So, maybe you don't need to buy leads, do seminars, or make cold calls afterall. Maybe you just need to answer the question objectively, "Who's going to do business with you?".
