Volume 1 – October 11, 2023

Did you ever ask yourself, “Why didn’t they call me?” Here’s why…

When a prospect calls your office, are they calling to speak with you specifically, or did you just luck out because they’re looking for somebody who does what you do?

They’ve probably been thinking about hiring a professional for some time and finally they’ve taken action and are looking for someone with your skills and credentials.

And if no one gave them your name and number, they have no idea who they’ll be talking to. They’re just making some calls to find out more.

You’re the faceless individual at the other end of the line who’s answering their questions, all the while hoping that you’ll be landing a new client.

We’ve all been there.

Don’t get me wrong, getting a new client from a cold call is great. But there’s no guarantee that it will work out that way.

More often than not, at the end of the call you’ll get a thank you that’s coupled with a promise that you’ll be the one they call if they decide to move forward.

There’s a much better way.

What if, when that phone rang, they’d asked for you by name?

What if they knew of your professionalism, how knowledgeable you are, how available you make yourself, how much you care about your clients?

What if they had a friend or a relative who had used your services and liked the experience? Liked it so much they told your prospect that you were the one they should call?

How important is an endorsement like that in just getting an introduction? It’s priceless!

The prospect knows your name, what you do and how you do it, and they know their friend likes you.

You can’t buy that. But you can earn it.

In this edition of The Sprocket, you’ll learn exactly what it takes to get folks who are looking to buy what you’re selling, to ask for you when they call your office.

And it’s as simple as sending an email once a month.

Why it’s important they ask for you.

You’re a professional. You work in an industry that requires a license.

You studied hard, attended all the classes, did all the assignments, passed every test, until finally you got your license.

Congratulations. You’ve earned it.

But guess what?

So has everybody else who holds the same license you do.

That’s why the prospect mentioned above feels confident calling blind and asking questions of whomever picks up the phone.

You’ve got to do something that lets people know you’re different. That you’re worth a phone call.

What are you doing now to make sure that happens?

Because here’s the truth … you can’t depend on your smile, your personality, the shine on your shoes, the car you drive, the clothes you wear, the watch on your wrist, the company you keep, or the gifts that you give to convince someone that you’re the pro they need to know.

Do you know why none of that will cinch the deal?

All of that is about you … not your prospect.

And when it comes down to where they spend their money – actually, to be more correct, with whom they spend their money – it has to be about them. Every time.

You’ve got to give them a reason to seek you out.

If they don’t know anything about you, why in the world would they spend their money with you?

The truth is, they have to like you.

And it’s up to you to give them a reason to feel that way. Something that goes beyond your smile and the latest joke you’ve heard.

You’ve got to stay in touch with prospects, clients, and customers after you’ve worked with them.

Let them know how much you appreciate their business.

Ask them if they know anybody who could use your services.

Do you contact them regularly or is it catch-as-catch-can … you know … you see them when you see them?

Every business plan should include a contingency for future business. Whether it’s advertising, sponsorship, or word-of-mouth, there should be a mechanism in place that inspires people you’ve helped to help you in return.

The worst thing you can do is to start every month at zero. Yet, that’s what most licensed professionals do.

And if you work in an office and rely on the boss to make your phone ring, you’re missing out.

It’s your business, you’ve got to treat it like you’re the boss.

How often should you be in touch with past clients?

Let’s face it … some people don’t like to be bothered.

And the last thing you want is to pester someone.

That won’t get you anything good, but it could get you a lot of bad.

You could advertise. Most professionals do.

But today, with the Internet, advertising isn’t what it used to be.

There was a time when an ad in the local paper kept you in front of the people who needed your services.

Now they’ve got Google.

And you know as well as I do, nearly every single prospect checks you out online before they ever meet with you.

The exceptions are when you’re recommended by a friend, or you’re married to their cousin. Even then there’s no guarantee that they won’t Google you.

That shouldn’t pose a problem but why leave something as important as your reputation to chance?

Word-of-mouth can be as bad as it is good. And bad carries more weight than good.

Not everybody’s going to feel the same way about you no matter how hard you try.

Think about it … you’ve probably heard good and bad stories about everyone you’ve known for any length of time. I know I have.

And if they talk about them, they’re talking about you.

You need to get in front of all that.

You need to give people a reason to speak well of you … a reason to like you.

In spite of what they may have heard.

Something concrete. Something unimpeachable. And something favorable that’s related to your profession.

Remember, everybody who is licensed has met the same qualifications you have.

So, it doesn’t matter what you know. Your counterparts know pretty much the same things.

What matters is how much you care about the people you work with and the business you do.

If you sell real estate, you’d better know what the current interest rate is, how the latest government program works, and what it takes to qualify.

If you’re a CPA, you’d better be up on the latest changes the IRS has implemented and what they’re doing to make sure people comply.

And if you can do all that, they’ll like you.

It doesn’t matter what car you drive or where you went on your last vacation.

It’s about them … and their money!

So how are you going to make an impression that inspires people to like you?

Time.com offers 10 Simple Ways to Make People Like You More.

Third on their list is that you “Give your time…gratis,” using a no-strings-attached approach to helping others.

Think about it … if there was someone in your life who looked out for your best interest and didn’t expect anything in return, how would you feel about them?

Maybe you’d like them. Maybe you’d like them a lot. Enough to tell your friends that you “know a guy.”

Their number 5 is “Really and truly care” … setting aside your own interests and ambitions for the moment and helping them.

They also warn against being pushy. You have to resist the temptation to bolster your skills and talents and focus on the information that’s important to them. They already know what you do. Leave it at that.

So, here’s what we know …

• We want to do business with people we like, and prospects are no different.
• If you help them, that will increase the chances they will like you.
• If they like you, they probably will do business with you.

That’s all you need. It’s all you can hope for.

But what a great place to start a professional relationship.

All you have to do is show them that you understand their needs and how your help will improve their lives.

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