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You may have many clients who are really unqualified to do business with you Clients who don t pay the bills on time, who require more service than they pay for, and who irritate you and your staff If you fire the client, you stand the chance of antagonizing him If your client leaves angry, he will tell many other people in your community Why not arrange for your unqualified client to meet with another professional who can serve the client s need well Once you have made the introductions and explained the benefits of these two working together, stand up, look the former client in the eye, shake her hand and say, Thanks for being my client, good luck with Bob I know he will really take care of you
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Networking
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The same situation holds true when you are networking at a business mixer or trade show You can waste a lot of time chatting with unqualified prospects In fact, the more unqualified
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the prospect is, the more he seems to linger around you So what do you do First, make it a rule to not give any unqualified prospect more than two minutes of your time at a networking event or trade show Second, say, Thanks for stopping by, I hope you enjoy the evening Third, turn and move on to the next person in line, or step across the room and capture a more qualified looking person
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Conclusion
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Using a series of qualifying questions will enable you to determine quickly if this person is qualified to do business with you Many people you meet will not be Use the David Letterman dismissal and invest your time with prospects who are qualified
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FOUR
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17 18 19 20 Reaching Decision Makers Tips to Help You Gain Access to Decision Makers Your Message is the Lure, Your Promise is the Hook Speaking Helps Open Doors
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hen making initial contact with the people who make or influence decisions, we have two key tactics to consider before the approach: (1) Will we make a warm or a cold contact and (2) Which decision influencer will we target first
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Warm Calls
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When making a first contact, the openness of the prospect will be improved if you are able to make a warm contact Warm means that the prospect already knows something about you from one of her trusted friends or advisors It means the prospect s interest has been warmed up before you meet In The Rainmaker Academy, we teach students that a good way to warm up a lead is to ask one of your mutual friends to introduce you and tell the prospect something positive about you If the friend has a strong advisory relationship with the prospect, all the better Another way would be to have someone you know inside the company introduce you
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Ask Permission
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There are still many prospects where you cannot find a mutual acquaintance to introduce you You can still warm up the lead with a permission marketing campaign Seth Godin s book, Permission Marketing, describes most marketing as interruption marketing Commercials that interrupt your television program, ads that break up the flow of reading your magazine, or the telephone interrupting your evening dinner are all examples of interruption marketing Godin recommends asking per-
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mission to make an offer, or promising a reward for the prospect s response as a more respectful way to build a relationship with a prospect before you meet Godin likens permission marketing to dating when dating, you make incremental advances toward a relationship
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Multiple Contacts
As you target larger businesses, the decision-making power is not as clear as in smaller units As the decision making becomes more complex, decision power is spread among more people When your prospect is a larger business, you are often better off starting your sales approach with a person who is more accessible or approachable than the CEO With an approachable and receptive person, you will be able to gather important information about the business, its problems, and its politics Building a strong relationship with the receptive insider can lead to a strong introduction to the ultimate decision maker Armed with valuable information coupled with an insider s introduction, you will make the time you have with the CEO more valuable