As part of my own continuous education program, I am taking part in Copywriting Success Summit 2009 to enhance my writing prowess for my copywriting business as well as posts here and on a new bilingual LCO Business Network where I am a moderator. In a recent session, presenter / copywriter Steve Slaunwhite discussed turning prospects into clients.
He listed 10 factors that are essential for turning interest into income. Having a hybrid background as a VP of Sales & Marketing and owning my own businesses, I have years of experience as both client and person paid to grab prospects – so I can attest to the fact that there is truth in what Steve believes works.
Here’s his list:
- Follow-up right away
- Stay in touch with long-term prospects
- Get them on the phone
- Anticipate questions (and have your answers ready)
- Ask the “Expected Results” question
- Contribute ideas and suggestions
- Nudge them along
- Ballpark your price right away
- Submit a persuasive quotation
- Follow-up the same day
Now I could go into a lengthy post and give examples and reasons why each of these 10 steps are important, but I believe that your comprehension and retention improves when you can digest data in bit-sized chunks. So instead of turning this into a 3,000 word post, I will put up a post every couple of days over the course of the next two and a half weeks on each point.
What I will quickly discuss is my definition of a “good” prospect. Now this may seem quite obvious, but if your business is struggling or if you decided to skip the Planning phase for your business, there is a strong possibility that you are wasting time chasing opportunities instead of creating and capturing them. This goes back to a previous post that I wrote titled, “Why Everyone Isn’t a Good Market”.
So what defines a “good” prospect?
A good prospect is someone that has expressed interest in your products and services (for immediate need or in the future) or someone that you have identified as having a strong need for your business and can pay your prices.
How can you differentiate a good prospect from a bad one?
The long answer is, we will get into that through this series of 10 individual posts. The short answer is, you will determine if a person is a good prospect as you go through each of these steps. It may not be until step #8 that you find out that there isn’t a match.
Some people, especially troubled companies may be looking for a deal that you simply can’t do. So unless there are other side benefits that you can leverage from the relationship (which you will learn in later posts form this series, too), keep your calendar open for better paying prospects.
Before I sign off for today, I recommend that you post up these 10 points somewhere in front of your workstation. Keep it visible and not under a stack of papers so when you get that next inquiry or insight into a prospect, you take the appropriate action to capture a new customer.
Stay tuned – and feel free to leave comments and ask questions. I am here to help.
All The Best,
The Solopreneur’s Guide