Like many other business people, most professionals (doctors, lawyers, engineers, architects and consultants, for example) think that the most effective way to promote their practice is to advertise it. However, because professionals tend to be innately conservative, their adverts rarely grab the attention of prospects. So, although advertising appeals as an easy and effective solution, there are many more effective strategies that can be used to promote a professional practice and increase the client base.
1. Stay in touch with your clients regularly
If you’re new in business and you have absolutely no clients, make a list of absolutely everybody you’ve ever had anything to do with. You need to let people know you’re in business. Contact about 20% of the people on the list personally. Go through the list and decide who you need to call and then get on the phone and call them. Let them know who you are, what you’re doing and that your services are available. You can contact the other 80% by mail. Follow them up with a phone call. Employ an enthusiastic and cheerful telemarketer to do this for you to make sure that your potential client has received the letter and to ask them if there is anything that your firm can do for them.
If you are already in business, make sure that you are in regular touch with the people on your mailing list. You should be contacting them between 6 and 11 times each year. Every so often write or email them with a hint, a tip, an idea or something that is of interest to them. By building the relationship with clients and keeping you top of mind they will more likely think of you when they need something done.
2. Write an article
For any professional practice having an article published is very important. It makes that practice an authority. So look at the industry journals, magazines and newspapers that your target market might read and write an article for one or two of them. It’s better to pay a journalist to write it for you rather than doing it yourself (there are lots of freelancers around so google them or outsource on elance.com or odesk.com). When it’s written, check it for accuracy and fact. Being readable, effective and easy to understand makes it likely to be published. Send copies of the article when it’s published to your clients and potential clients.
3. Get yourself a talk
Enquire about getting yourself a speaking spot at a service club, chamber of commerce or any conference where your prospects are likely to be. Everyone has the ability to speak in public – it just takes confidence and that comes from practice.
The way to get on the program is to be interesting. Make sure your speech has an arresting title, and 3 or 4 great points. Use repetition to make sure people understand what you’re talking about. If you do a great job people in the audience will line up to talk to you. When they do, tell them you’d like to give them a call and ask for their business card. You will now be able to follow up and you will have more potential clients to add to your list. If you want to improve your skills in public speaking invest in my program “How to hold an audience in the palm of your hand!”
4. Become a devotee of the ‘How’s things?’ phone call
Every 2 to 3 months call clients and prospects and just simply ask them, “How’s things?” There’s nothing like the personal touch. When you talk to them you are talking about their favourite subject… them! You will see more business come your way.
5. Remember word of mouth power
Get a system in place to generate referrals and recommendations for you. 92% of all new business for professionals comes by way of referrals and recommendations.
The “how’s things?” call is one of those techniques every businessperson should use. It works beautifully for anybody who is serious about making their business successful. In fact, if you’re not using it you should be. Want to learn more? Buy Winston’s downloadable discussion on the “How’s Things?” call here. “Part of the Winno’s Wise Words series”.
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