We’ve all experienced the excitement and anticipation of attending a crucial industry networking event. With limited time to spare, we understand the importance of maximizing every opportunity to secure valuable customers. From meticulously selecting the perfect attire to ensuring your business cards are flawless, you leave no stone unturned. However, amidst all the preparations, the question lingers: How can you truly excel at making an outstanding first impression?
Let’s dig into this. Before you put together your approach, you’ve got to be crystal clear on who you want to work with. If you go in with a “spray and pray” approach, you won’t stand out to anyone. First, take a look at your notes and the research you’ve done about your prospects, your target audience. Then, decide which ideal prospect will be the easiest to approach for this event.
Position Your Business
A great way to start, and separate yourself form your competition is to make the first move by creating free educational content to teach your ideal avatar something that will get them out a pain point they have. Next, build trust by answering their questions and ask them to reach out to you with other questions on your contact form. This genuine relationship building is essential for your future success.
You can also create a free e-book or online course to offer to your leads. This gives them the information they need to solve a pain point from you, the expert. When you create this freebie and market your free giveaway, it should be easy and automated. But, most importantly, your freebie needs to get the person receiving this valuable information on your email list.
Compile Your Prospect List
Start with your lead generation of email leads you’ve made using your freebie giveaway. You’ll want to compile a list of companies you’ve been considering if you’re a B2B business. You never know who will need your service, so send out an offer to everyone on your list that has been identified as your avatar. Don’t overlook obvious choices, whether they are big or small. Even small companies could be big fish in the future.
Considerations on Who to Contact First
Once your list is narrowed down, you need to decide which is the best fish to start with. You need to consider a couple of things:
- Which have the most purchasing resources to spend?
- Does their company vision complement yours?
- What are their employee incentive programs related to your products/services?
- What’s the company’s real need for you?
- Will the partnership lead you to new clients and prospects?
Steps to Selling to Your Prospective Clients
Now you should have a target in mind to start with. Then, it’s time to plan your approach and execute that plan. Here’s the step-by-step plan to help you make a good first impression:
- Build and analyze your database. Divide your leads into three different categories: hot leads, great fits, and secondary leads.
- Send introductory mailings to your target to introduce yourself, your company, services, products, and your vision. They need to be short, clean, and concise.
- Follow up with your first phone call 2-3 days after they would have received the mailings. During the call, find out to whom you need to be speaking in the future and try to set up a meeting with the right person.
- Follow up your phone call with another mailing that thanks them for speaking with you and offering more details about your products/services. Use this letter and the opportunity to set up a meeting to do a presentation.
- Follow up the letter with another phone call a couple of days after they would have received the letter. This phone call will help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them.
- Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter and if they have a minute when you can stop by and introduce yourself in person.
Now, don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but you can’t go wrong when you know you are offering a quality product/service.
Once you’ve gone through this process and made first contact (and hopefully a good first impression), it’s time to put your best face forward, which means sending the right salesperson to seal the deal.