1. Go after Preferred Potential Clients (or Dream 100):
a) Do research on your industry to know what the criteria are.
b) Identify between 50 and 200 preferred potential clients in your target area who you know will bring you the greatest return on your time and
energy investment.
c) Do research on every potential client (or their business) so you will best know how to reach them in a way that is impacting to them.
d) Find out who already knows the people on this list.
e) Plan into every day to make contact with them.
f) Contact them every week or month and send them something useful, unique or informative every time.
They might throw away your letter the first 5 or 6 times, but it will just be a matter of time before you are at their top of mind.
2. For your current clients, be diligent about referrals. Establish multiple referral systems.
3. Use risk-reversal. As much as possible, remove the burden of risk from the shoulders of your potential client. Find out what you can guarantee
and state it up front.
4. De-emphasize the price and emphasize that the client can pay $3,000/month (for example) and save $10,000/month. Show that financing is
available and take the monthly payment and compare it against the monthly savings. Avoid the grand total price as much as possible. Work with a
finance company and negotiate a below-prime rate for the client. You might have to swallow some of the difference. However, you will score big
with the client's financial department who worry and fuss over the tiny percentages.
5. Send a letter to the CEO of the companies that did not buy from you. Go over the head of the middle managers. Remind the CEO of the money
he is losing every month. Direct him to your website for more information and tell him how he can contact you. Send your letter by special delivery
so that he'll have to sign for it.
Energy Management Systems