Should you market your professional services during a pandemic? YES! Originally, we thought the lockdown would last a couple of weeks – remember? Seven months later we are still not operating at full capacity and probably won’t be for many months to come.
Until the vaccine arrives and is distributed to everyone, there will be no “normal”. Can the business afford to wait to market until mid – late 2021? Delaying business development efforts until you can have face-to-face meetings is a mistake. Prospects/clients still need support and guidance to solve new problems and challenges. Meanwhile, the competition is setting up video conference meetings and hosting virtual happy hours. We need to learn to do business in the current environment and thrive.
Consider implementing the following 19 steps to help successfully market the company and watch the business grow:
1. Deepen relationships
There will never be a better time to connect with people while working from home. Worldwide, everyone is experiencing the same thing at the same time. Shared experiences and similar challenges create common ground and a reason to connect. Show empathy, authenticity, loyalty, and make every conversation personal. Build rapport with past/current clients, strategic relationships (existing network), and target market (ideal client). Focus on what you can do to help. Don’t sell.
Every touch with a prospect/client is an opportunity to deepen the relationship. Think of ways to keep “top of mind” with people. Examples include: call, email, virtual/in-person coffee, lunch, cocktails, handwritten notes, holiday cards/ecards, and newsletters. Work and connect & introduce people, offer congratulations, referral source, social media, share information, write articles, case studies, blogs, videos, or just “check in”.
Pro tip: Don’t contact people only when you want something.
This is a life-long process and commitment. People want to work with people they know, like, and trust. Figure out how to consistently add value.
2. Master communication
Now is the time to improve all communication skills – video conferencing, call, email, text, social media, face-to-face (if possible), and virtual presentations.
Think about the most efficient way to communicate with each person or group. Video conferencing is great, but not always necessary. Email and texts are best for sending a brief update, simple message, or an attachment. Sometimes picking up the phone is the answer. It saves time and is very personal.
Recent experiments conducted by Amit Kumar, assistant professor at the University of Texas at Austin and Nicholas Epley, professor at the University of Chicago revealed that people undervalued the importance of voice over text. Concerned about the awkwardness of reconnecting with someone led people to text instead of call, which was unfounded. People felt more closeness after talking than typing. Findings have shown that seeing the other person (video) was not the main driver of feeling connected. It was the person’s voice that signaled understanding and connection.
3. Embrace discomfort
Everything is uncomfortable today – working, exercising, socializing, dining at restaurants, wearing masks, etc. Compelling yourself to do something repeatedly, will help you get better and build confidence. My gym closed March 16 and never reopened. I discovered a training gym that offered outside classes. My Covid discomfort story was two-fold – I am the oldest person in the class and the weight training is tough. I’ve attended classes six days a week at 6am for three months and I am getting physically stronger. I still get anxious before class. The point is – you need to get out of your comfort zone every day, no matter who you are or how challenging. These are the first new friends I’ve made since lockdown and are treasured relationships.
4. Create a Business Development Action Plan
Design a custom plan to guide future success by setting goals, articulating the unique value proposition, targeting specific clients, creating marketing strategies, developing an implementation plan, budget and a method to measure results.
5. Develop unique value proposition (UVP)
Answer the following questions: Who are the ideal clients? What problems do you solve? Why are you uniquely qualified to serve this market? What is the difference between you and the competition? This can serve as the “elevator pitch” too. Create a compelling UVP and use it in your emails, website, social media, etc. Be clear on who you are, who you serve, and why you are better than anyone at what you do.
6. Don’t sell on introduction
Networking is not a face-to-face/virtual cold calling opportunity. Focus on building relationships. Before connecting with someone, do the research - LinkedIn, google, social media, etc. Find out everything you can about each person before contacting them. Find a mutual connection or common interest.
Today, clients and prospects are faced with challenges and demands that they never anticipated. Research, ask open-ended questions, and listen to the issues/problems/concerns. Anticipate current and future needs and let them know you are available to help. Share what you have been doing during the current business environment. Avoid sales driven messages.
7. Listen empathically
This means listening to what people are saying. Understand how they feel and see the world as they see it. The goal is to listen with intent to understand. 50 – 80% of the time you should be listening. Ask open-ended questions that require a detailed answer and find out what the client’s concerns/ issues/problems are and provide solutions.
Listening is how you develop understanding, strengthen ties, create better connections, and show you care. People want recognition, understanding, acceptance, and to feel valued. This builds “real” relationships.
8. Ask open-ended questions
Ask questions to show genuine interest. Ask difficult questions. Pose the right questions that will encourage open participation. Consider follow-up questions to learn more.
Asking questions provides the opportunity to share something personal. As a business development person, my favorite conversations were the ones where they did the most talking and I listened. Think about it. Everyone wants to talk about themselves. Asking open-ended questions makes a better listener. Spend time crafting the perfect questions demonstrating respect by soliciting opinions and ideas.
9. Be prepared and professional
Establish individual expectations. Be respectful, be on time, don’t interrupt speaker, speak clearly, and dress professionally. Select the right technology.
When you do have a meeting/video conference, invite the right people. Set a clear agenda, determine goals and set maximum time limit – 30 minutes, and send a pre-read if appropriate. Plan time for personal chit chat prior to virtual meeting just like in-person meetings.
Pro tip: Virtual meetings – don’t talk too much. Listen. Get the prospect involved – prepare questions that will uncover the issues/problems/concerns. Provide value to clients – don’t waste their time.
10. Be persistent – not a stalker
There is a professional and respectful balance that you need to achieve. Find it. If you are emailing the president of a company, you are probably not important to them. They don’t know you. Give them a couple of weeks to review the email, then follow up. Don’t remind them about your previous email and ask them why they didn’t respond or be aggressive (yes – people actually do this). They are under no obligation to respond.
Today, many businesses are waiting to make decisions. Focus on uncovering needs/issues/concerns/goals and provide long-term solutions. Develop the relationship. Prepare open-ended questions and empathically listen to the answers.
Deals have slowed, but there are still plenty of potential clients and referral sources to pursue. Someone is working on a deal – find them.
11. Create marketing lists
Assemble past/current client list – best place to start for success. Produce strategic relationship list – (existing network). Build client target list (ideal client) – consider the following: What types of people/companies are perfect clients? Which ones allow you to be the most creative? What types deliver the most revenue? Who will be retainer clients?
Review contacts and prioritize the most important in the network that offer the best chance at success and focus on them first. Select 20-30 from each category, research the people/companies and start connecting.
12. Design email template for each list
Create email templates and personalize each email. It’s ok to just “check in” on someone. Focus on building rapport, not selling. Devote four hours per week to networking. The goal is to make 5-10 connections each week. Determine the best method of communication such as email, text, call, video, and social media. Set one – two virtual coffee or cocktail happy hours per week.
Research each company/individual and determine how to solve the issues/problems/concerns. Content ideas: think – how can you help them now and in the future, educate, solve problems, make money/save money, and innovate. If a new contact, find the connection – alumni, referral from a consultant or friend, etc.
Decide the appropriate amount and method of contact for each prospect. What are you comfortable with? Be consistent. Determine the best way to stay “top of mind “with each prospect and client.
13. Monitor activities
Find a tracking system that works. CRM (HubSpot CRM is free), Excel spreadsheet, calendar, or simple form.
Measure all successes:
Face-to-face/video conference/call meetings with potential clients/strategic relationships
New introductions and leads
Referrals
Email responses
Follow up items completed and future to-do
Today the goal is to be visible, deepen relationships, and connect with new people. Focus on goodwill and how to add value. This will evolve as businesses stabilize. Become confident in the future. Remember - preparation, persistence, and follow up are essential to business development networking.
14. Participate virtually in organizations and cancelled conferences
Focus on participating in one organization targeted to your market and begin participating virtually. Join committees, volunteer, publish articles, and speak at events. You can’t attend every event – prioritize and selectively use your time.
Develop a “wish list” of future conferences to attend. Reach out to organizers regarding participating and speaking. Research the people and companies and prepare questions. Obtain attendee list for online conferences. Target 10 – 20 individuals/companies and begin connecting virtually.
I joined the Urban Land Institute (ULI) when I was 25 years old and have been a member ever since. ULI is the preeminent professional group of real estate executives in the world. I established incredible relationships with companies, people, and developed life-long friendships.
You don’t need to participate in multiple organizations. Find the “right” one for your industry and fully participate.
15. Send hand written notes
Demonstrate care and concern by taking the time to write. Make it brief, personal and authentic. No selling - say thank you, congratulations, or just thinking of you. Send gratitude letters to people who have made a positive impact.
The handwritten note expresses a different level of intimacy, differentiates you from the rest. Make writing a habit and send 3-5 notes every week.
16. Work social media
Participate daily on LinkedIn, Instagram, Facebook, Twitter -anywhere your clients and connections partake. Update LinkedIn profile, picture, ask for recommendations, join groups, post, comment, and share posts. LinkedIn is the most powerful social platform to build professional relationships.
Peruse connections and decide who to reconnect with and prioritize. Goal – make 5-10 connections per week.
The goal is to be “top of mind” when they are ready to hire consultants, employees, speakers, or need advice. Educate and solve people’s problems and become the “go to” person.
17. Become a thought leader - get published, interviewed, and speak
Creating content that is both opportunistic and thoughtful is essential to building a reputation in the selected industry. Capturing the attention of a loyal audience actively engaged in your concepts will be the platform to generate new business. Write educational/informative articles. Distribute through: blogs, podcasts, LinkedIn, webinars, industry publications, social media sites, website, etc. Conduct podcast interviews with industry experts and volunteer to be interviewed for publications and podcasts.
Visibility increases trust and builds professional credibility. Well-recognized thought leaders will naturally generate new business. When conferences and meetings begin again, position yourself to speak.
18. Network for a purpose
Create solutions for individuals/companies/communities problems, issues, and concerns. Identify your skills, connections, knowledge, and how you can help.
One of my favorite clients suggested this concept. Figure out how to help a person, company, or community solve the problems (even if for free) and use that to connect with others in similar industries. Selling is tough in the current environment. Nothing is transactional. Businesses don’t know what to do, everything changes daily, and the future is unknown --- so they do nothing. Remember everyone is in the same situation. Following these suggestions will help build life-long relationships, find new clients, new introductions, speaking opportunities, and a sense that you made a difference.
19. Hire a business development coach
If help is needed for the business, you can’t afford not to hire a business coach. The key to success is to find the “right” match. Decide the best method utilizing either an online program or how much personalized service you require. You need to feel comfortable and be able to trust the business coach. Remember – this is an investment in you!
Focusing on business development now, by deepening relationships, positions the company to generate new business today and in the future.