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Doesn't every business need a benefit plan? They certainly need insurance. You need a steady flow of new prospects. Where are you going to find them? Here are a few ideas:
1. Who are the new Chamber members? You belong to the Chamber of Commerce. If you don't, you should. Who has just joined? Are you part of that effort? Those people are often called Ambassadors. The Chamber welcomes new members both in print and at new member orientation meetings. Have you called on these businesses? You are a fellow Chamber member. If not, why not?
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2. Ask your clients to help. Your clients know their competitors. There's likely a spirit of friendly competition, not a cutthroat climate in the area. Ask them to name these businesses. Are they all familiar names? Are there any new entrants? Would they be comfortable introducing you? Do they have a trade association with a local chapter?
3. Is there more than one Chamber? We often think of the Chamber of Commerce as a one-off institution. Retail clients make the same mistake, assuming if they have one auto mechanic and one barber, they only need one agent or advisor for their finances. Much like a person might have three people involved with their finances, there might be more than one Chamber in the area. Do some online research. There are Chambers in different geographies like neighborhoods. There are cultural Chambers. There's often a women's Chamber. Look at business associations too. These can be pools of prospects.
4. What's happening with new construction? You see new office parks, strip malls and office buildings going up. Cheap money has ignited a construction boom. These places shouldn't be standing empty. Drive over to the newer ones. What businesses have moved in? Are they already clients? If not, how about walking in and introducing yourself.
5. You are a customer too. You buy from businesses. Some are big box stores. Others are specialty stores. Some are restaurants. You have been a loyal customer for years. You don't give them a hard time about price. Do they know what you do? If they aren't new client material, they might know someone who qualifies. You help them by being part of their revenue stream. They should want to help you too.
6. Business journal listings. Your local business journal should list new businesses in the area. Start by buying a copy and flipping through it. Your market might be large, yet your territory is small. Who is new in your area? There are other service providers thinking these new businesses are good prospects. Don't leave the field open for them by not trying.
Finding new prospects often involves a little creative thinking.
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.”
