In You Schmooze You Win, I discussed how my most successful clients have all been involved in the selling of their product/service. Apparently, to make a lot of money, the owner of a business must spend most of his/her time selling.
But I hate to sell; I am the opposite of a salesperson. How un-salesy am I? I have gone to the same gym for 13 years. I see hundreds of people almost daily and only three of them know that I run my own business. Those three people asked me what I do for a living and I told them. I am a sales failure.
So I’ve been paying attention to exactly what my successful clients do that I don’t do, and here is the secret: They Go After The Big Fish. They figure out what companies can benefit from their product/service, and they go after the biggest ones.
- They focus on business as opposed to individuals, because businesses spend more money. B2B, baby.
- They know their own business enough to understand what companies are likely potential clients.
- They do research to determine the largest business that might become a client.
That’s step one, figuring out which Big Fish to go after, and although it’s deliberate, it’s not salesy. I can do that. Step two is a little less comfy.
- They go to Chamber of Commerce meetings, networking meetings, and any events where ANYONE from their Big Fish company might be.
- They make a point to meet anyone from their Big Fish Company
- They follow-up: they call or email the people they met. They also make sure to attend future meetings, renew the contact, and persist until they have built a relationship. Sometimes this takes years; they persist.
To me, this is all doable. It’s not as salesy as I had feared. It’s deliberate and focused, but I can do that. If I can do it, you can too. Let’s go find some Big Fish and reel them in!