How many face-to-face conversations do you have each day? Each week?
Before our current obsession with screens, business questions like these would not be necessary.
Face-to-face meetings were where significant decisions were made, relationships cemented, and deals done. Big business still revolves around face-to-face meetings, but small business owners and professionals, swept up in technology’s apparent access have shifted business to screens.
Are most of your 1-on-1s with people you know well—friends, family, co-workers?
Much as you love them, does it make good business sense that the majority of your face-to-face time goes to those whose trust you have already earned, in meetings that do not generate revenue?
How do you engage new clients?
Email and phone contact play important roles in connecting with target prospects for many professionals. For you, are face-to-face meetings—either initial or to close a deal—essential to transition target prospects to client status?
Earning trust is what you’re doing when prospects willingly become clients. The skills and time involved in earning trust through email or over the phone can be considerably more challenging, than earning trust face-to-face.
Everyone is too busy for meetings, you say.
Yes, but I say, target prospects have interests that they prefer to pursue in person. Knowing how they spend this hands-on time is part of learning how to engage your target market.
For instance, if your service focus is B2B:
- Do you know if many target prospects would favor business events introducing new products or systems?
- Would they prefer professional-development conferences or out-reach campaigns promoted by professional organizations?
- Perhaps, their line of work would lead them to favor restaurant openings…family charitable events…sports in any format…or meetings about shared interests in anything from WordPress or Buffer to wine tastings or photography.
I’m not suggesting you become a business predator, tracking target prospects down in their off-time and pouncing on them.
However, to effectively develop and deliver products and service that attract and engage your preferred target group, you must understand them. Not as statistics and marketing projections, but as individuals and as contributing members of groups, organizations, and communities that matter to them.
You love what you do and believe in your ability to contribute benefits to target clients. Take that deep commitment and share a some of it with the individuals you are intent on serving.
Each week, get out there. Meet target prospects face-to-face, so you can flesh-out the profiles your research frames. Enjoy yourself in the process. These experiences will assist you with naturally and confidently arranging the face-to-face opportunities that drive your business and client success.
Face-to-Face Question: Your online venture may be designed without face-to-face client contact, but would your prospects be receptive to a get-together that would simultaneously give your client base and your revenues a big boost?
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