You've seen the guy in the real estate blazer always handing out cards or talking about listings. People tend to avoid him. Can't think why. (Photo: Shutterstock)
You've bought into social prospecting, but find yourself in a roomful of strangers on a regular basis. It might be a nonprofit with local individuals or the Chamber of Commerce with local business owners and staff members. How can you raise your visibility and be the first person they think of when they have a need?
The first thing you need to do is have lots of prospects. Years ago, I spoke with an office manager on the West Coast. She said the trouble with her newer folks is they had only one big prospect. If they came through, they had a great month. If not, they had no business for the month.
The second thing you need to do is believe in the law of large numbers. Casinos know the odds are in their favor. If enough people are playing long enough, the house should win. Here's how this translates into your practice: If you have lots and lots of prospects, they will probably distribute along a bell shaped curve. A few are ready to do business immediately. Another few might sound positive, but will never commit. The vast majority are in the middle. You want to get those folks in the middle thinking about you often.
|5 basic rules of success
You've seen the guy in the real estate blazer always handing out cards or talking about listings. People tend to avoid him. Can't think why. In community groups, you want to be different.
1. Be a center of influence. You help others. You are a problem solver. You know everyone. You hear about someone's need, you offer to make a connection. You follow through, physically putting them together if necessary.
2. Be near the money. Does the organization have money? Probably yes. It might be big money, like a foundation or scholarship fund, or it might be just paying the heating and electric bill. Get near the money. You report at meetings. People associate you with money. They assume you must be trustworthy if the organization lets you handle theirs. As an insurance professional, you can review policies and see they are getting the most value for their money too.
3. Quietly raise your visibility. You will see opportunities to get to know people better. You and your spouse run into another couple when leaving a meeting. You suggest getting a bite. Or instead, maybe you offer to drive them home because it's raining. They invite you in for coffee.
4. Get to know everyone. Start by learning their names – their spouse and kids, too. Write this stuff down. It goes in a folder marked "gym friends" or whatever. Greet them by name. People like that. Learn what they do and where they work. You gather this information a little at a time.
5. What do people know about you? They may not know you are an insurance professional because you aren't wearing a company-issued sports jacket with a big logo over your heart. (Thank goodness!) Start by making the first move: Walk over and say hello. Maybe you meet six people during an evening. That's enough. You might be "working the room" but don't want it to appear that obvious. They will likely ask: "What do you do?" You want them to also know why you are good at your job. Since they will likely ask: "How's business?" you can use anonymous stories to drip on them.
Notice how you are being "smooth." Your approach doesn't scream "I have an ulterior motive!" In dating, some people come across as desperate. Desperate people don't get dates. In business, the opposite of desperate is successful. If you aren't pushy, they often assume you must be successful. Successful people want to do business with other successful people.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
