When a business owner is looking for an expert in Business Advisory in your area whose name comes up? Is it yours? Is its really?
It is critical that you are front of mind when the SME goes looking. But how do you get there, and how do you do it with minimal cost? There are 5 key steps that will assist in becoming Front of Mind with customers and referral sources. as you go through these, don’t kid yourself, the Steps are not “basic” if you are not doing them well.
Step 1 : What is it that you do? You need to know what sets you apart from the pack when it comes to advisory. do you have a specialty, a unique process, a creative offering you are known for. Why should the prospect come to you. This is where packaging or grouping your services can be useful.
Step 2: Once you know what you do, how many people know it? Start with your current client base. Ensure every client knows what you can offer. Then move to putting some of what you do together in a content plan. Be it social media or good old hard copy, you need to either curate or create content in line with your offering. Once you have content start sharing it. Don’t just throw it out and see what bites, that will just lead to you assuming that it doesn’t work. Get targeted, put the content in front of those that matter.
Step 3: Pay attention. Be prepared to throw your hat in the ring. Quite often, even those closest to you will not see the opportunity and mention you. If you see an opportunity, put yourself out there, ask for the connection (social media is great for this) and get in the game.
Step 4: Have something of value to give away … your “gateway drug” as it is called. There is no point being Front of Mind if when the prospect contacts you, they are met with delay, disorganised communication and maybe if they are lucky a meeting at their cost! Have a systematic way to engage with new leads. Marketing automation is great for nurturing if used properly AND sincerely.
Step 5: Follow up and complete the loop. If someone recommends you, thank them. Update them on the progress with their recommendation. Follow up and nurture the opportunity handed to you as well (see above Step 4). By being active and genuine, you will be streets ahead of your competitors when it comes to caring about referred business. People will keep you front of mind due to their positive experience.
In summary, Know what you do, Tell em what you do, and follow through on that promise.
Try it and see things happen.
If you need some feedback on your approach, get in touch, we’d love to hear your progress.