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The Key to Attracting More Prospects

May 5th, 2012

Despite what you may think, prospects don’t care how long you’ve been in business. When you say you can provide intimate service no one cares. It’s all just talk. And if this is the way you go about attracting potential customers you are going about it all the wrong way.

Confused? Let me explain.

Have you ever wondered why you never see the kind of return on investment you would expect from a trade show? It’s not because you didn’t have a beautiful rent-a-model promoting your gadgets. It’s not because your marketing materials weren’t flashy enough. It’s not because you did a horrible job as a carnival barker.

The reason trade shows never pan out for you is because you don’t know how to attract the right prospects. Not everyone who walks by your booth – or visits your web site – will buy from you. Even though that’s life, don’t make it harder for yourself to achieve the kind of business success you’ve always imagined.

Instead of doing the same thing as your competitors, focus on creating a blueprint with a backbone.

Blueprint for business

Here are 4 Steps to Help Your Business Attract More Prospects:

1. Think FUD. FUD stands for: Fear, uncertainty and doubt. Think long and hard about your ideal prospect’s frustrations, fears, concerns and the everyday problems they have to overcome. If you can help solve one or more of their issues tell them you can outright.

FUD

2. Human Psychology. If you study behavioral psychology you’ll know what two things motivate people more than anything else. If you can create curiosity or appeal to a prospect’s self-interest you have a fighting chance. All your communications should be centered on one or the other (or potentially both).

3. Why you? Why should someone bother doing business with you? If your answer has nothing to do with results and how you can achieve them stop what you are doing. People care about measurable results, track records and solving problems. Everything else is just filler and fluff.

4. Don’t Give An Excuse to Say No. Position yourself as an expert in your field by becoming a guest speaker, offering a free white paper, contributing as a columnist, writing a blog, create an eNewsletter, etc.). Offering useful information that solves core problems your prospects face is the best way to build a profitable pipeline. How so? In exchange for a valuable report you get the prospect’s e-mail. Follow up with a branded promotional item that states an interesting fact or states how to solve a specific problem.

Newsletter blast

So the next time you meet someone in the elevator (or better yet, at a trade show) make sure you talk about solutions and not how many years you’ve been in business.

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