In marketing, as in the rest of life, timing is everything. In our search for clients, it’s easy to forget about a prospective client who has a first meeting with you and doesn’t immediately retain you. What do you do? Move on and never contact them again. It seems easier and more fruitful to keep searching for prospective clients who are ready “right now.”
The truth is that it’s faster, easier and less expensive to consistently follow-up with your existing database of prospective clients. Once you overcome the idea of cherry-picking the hot leads who are ready right away, you realize that there are warm leads who are ready soon. Life is a parade and people are ready not just when you want them to need you, but when they’re ready to need you.
Timing is everything, so you need to make sure that you’re working on the schedule of your prospective clients, and not just your schedule. This means reforming your marketing from outbound hunting to inbound harvesting. How?
- Send each person on your list of prospective clients a relevant, valuable piece of information on a consistent basis.
- Communicate regularly. Letters, e-mails, greeting cards, seminars, free reports, packages, and social get-togethers are just a few ideas for keeping in touch with prospective clients.
By doing this, you make sure your prospective clients have your name on their mind when they become ready for your services. Remember…it can’t just be on your time, it has to be on their time.
President & Co-Founder
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Road, Suite 240
San Diego, CA 92124