Target Your Targets Effectively

By: Robert Johnston
May 21, 2008
Many business owners fail to bring in new clients because they do not have the least idea how to answer questions that may allow them to develop a new business relationship. No matter how many color business cards you distribute, you won’t accomplish anything if you cannot describe what you do without driving the person away. You have to know how to approach people in an informal setting and answer any questions they may have about your business. You do not need to tell them your process or any other details, but you must be able to discuss your business without losing their attention. The process of business card printing is not going to help you speak with perspective clients although it will help you provide a lead for them to follow. When you talk to perspective clients, do not give your job title but rather use a descriptive collection of words that will not bore your prospect to tears. You have only one chance to talk to a perspective client, and if you fail to capture the moment you will not get another chance. Whether that first meeting was after presentation of color business cards or at a party you still must make the first impression a lasting one. You should take the time to develop a good first line introduction before you meet any perspective clients for the first time. In fact, it is a good idea to begin this practice long before you are faced with an opportunity to present your company and yourself. When you are well-prepared for any questions a perspective client might ask, you will be appear more professional and less likely to appear eager and overzealous. Choosing your words carefully is the key to success. You don’t want to come across as being desperate to gain their attention but at the same time you don’t want to appear as if you don’t care one way or the other either. You want to present yourself somewhere in the middle—you want the business but you want it to be on their terms. Never pressure anyone or you will definitely lose the sale even if you did not initiate the call or meeting. No one likes high pressure sales people, and that is the easiest way to find someone returning to their car because they think they left the lights on when it isn’t even dark. Follow your client’s mannerisms—you will be able to tell if he or she is seriously interested in your business or is just making small talk. At most informal functions people tend to ask questions just to pass the time rather than because they are really interested in what you do. Be sure you know how to recognize the difference and don’t jump on a limb for someone making small time conversation.
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