What NOT to do when trying to attract a new client

Have you ever walked away from a meeting with a potential customer and just felt that…maybe it was something you said? And, as a result, that prospect’s interest in your service is lost for good. We all have. But I think I have done this enough times, that I’m nearly an expert at saying the wrong thing, in the wrong way, which makes me feel qualified to write this blog. My goal is to help you think through some common-sense things so that hopefully you can capture and keep the interest of your next prospect and turn them into a client.

Let me give you my worst recent example. Just like most of you reading this, I’m proud and excited about what I do and very willing to share with just about anybody. Well, maybe not with prisoners, but with most people. I met a woman at a networking event recently and she smiled and nodded approvingly when I told her I was a LegalShield associate. So, happy, silly me (think Happy of the 7 dwarves) thought that was an invitation to tell her all about what LegalShield is, does, has done, and will ever do for me and the rest of the U.S. and Canada. She smiled sweetly and said, “Yes, Cindy, I know, I’ve been a LegalShield member for 25 years.” Duh. I felt so dumb.

So, the first lesson, I think, is to simply ask questions. I might have asked her first if she was already a member, or at least asked her what she already knew about LegalShield, and it would have given her the opportunity right then to let me know this unknown fact.

Ask questions – you learn more from listening than talking!

Someone else did the same thing to me. She went through her entire sales presentation, didn’t allow for any questions and got to the end and asked for the sale. The problem? I have no need, right now, for exactly what she does. However, a couple of intelligent questions at the beginning may have allowed her to consider a different way I could use her talent & skills. Time wasted, a potential client lost, and neither of us found a reason to talk further. That’s too bad. However, things can (and usually do) change. I may be able to use her service next year, for example.

Get to know the person and care about what they have to say.

Then discover if you have a service that will meet one of their needs. If not, something may change later so they will have need for what you do. In the meantime, however, don’t spoil the relationship with the person. I was lucky – my prospect who told me she had 25 years using my service – well, she and I just laughed at the silliness of it all. We’re still friends and sometimes in fact, she has things to tell me about what my own company has done for her. Lesson learned.


About the Author

Cindy Eastman is a representative for Legal Shield, a speaker and a stand-up comedian. You can find Cindy at ceastman.legalshieldassociate.com.

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