The Prospecting Paradox - How To Stop Chasing & Start Attracting

(Quick Invite: I'll be leading a special webcast on this exact topic of attracting your ideal prospects and going much deeper than I can here on March 21st. You can register HERE.)

Traditionally, marketing and prospecting is all about ongoing outreach to your targeted group potential clients. 

Contact after contact is made, each one focused on trying to secure a sales appointment. The outreach continues until either you or the prospect are worn down. Most of the time, the prospect wins, and the professional gives up never to be heard from again.

This traditional approach has the professional effectively “chasing” after the prospect. The problem is that when someone is being chased, they tend to run away literally and figuratively. 

So, the more you chase after a prospect, the more likely they are to either become annoyed, angry, or just not respond at all. Of course, we’ve all had that experience and not only is it frustrating, but it’s ineffective at best and even potentially harmful to your business.

This brings us to The Prospecting Paradox. 

You want prospects to talk to you, and so you reach out to them to facilitate that conversation, but ultimately you end up chasing them away. The more you constantly chase to create an opportunity the less likely you are to create an opportunity. While this paradoxical situation is too often the way of things, there is a way out.

You MUST reverse the process and get qualified prospects to chase after you and your solutions.

While this is easier said than done, there is a very clear, effective method for consistently and effectively attracting your ideal clients. 

The secret to this is not one that only a few people know about, nor is it something that was handed down on ancient parchment from the mountaintop guru. Instead, the reality is while most people intuitively understand the idea, VERY few intentionally leverage it at all much less effectively. 

This common lack of intentional effort behind this secret by your peers and competitors translates to a massive opportunity for you.

So, what’s the “secret”?

I can best sum it up in a three-word sentence that has become a mantra for me and my clients…

Insight inspires influence.

When I share this simple sentence, most independent professionals accept it as axiomatic – it’s a naturally accepted truth. Of course it's true that when you provide meaningful insight to someone, you will have just a bit more influence over them.

Yet, when I question them on how they are strategically and intentionally using this “universal law” to attract clients, they have no response. Because the power of those three little words only becomes meaningful when supported by an intentional strategy, this “secret” is safe even as it’s hidden plain sight.

Therefore, the key understanding you should takeaway and remember is this: Creating and leveraging your professional AUTHORITY is THE key to consistently attract ideal prospects, access key decision makers, and acquire high-value clients.

Of course, understanding this truth does not inherently translate to implementation and results. There are plenty of professionals who know they need to establish their authority in their market but simply have no idea or no systematic way to achieve what seems to be somewhat of an abstract goal.

Authority is created through the demonstration of your knowledge and skill. So, how are you consistently demonstrating your knowledge and skill in front of your ideal prospects.

Here are a few strategies:

-Sharing GOOD, INSIGHTFUL content (via social media, email)

-Hosting or speaking at events

-Being a featured author or writer in a publication

-Being interviewed on a podcast, online show, in a publication

-Authoring a book 

All these strategies provide the opportunity for you to establish your authority on a given topic that your prospects care about.

Regardless of what strategies you choose, the question to ask when you're considering your marketing efforts is this:

"Does this strategy let me demonstrate my knowledge and skill to my ideal prospects?" 

If so, it's seriously worthy of consideration. If not, then there's likely a better method to leverage. 

I hope this is helpful, and of course, I've only scratched the surface.

So, if you want to get the full framework and process to attracting your ideal prospects and create new opportunities, then I'd welcome you to join me on the upcoming webcast "Growth Acceleration for Benefit Advisors" - you can register HERE. We'll dive into the details behind the most effective strategies to attract your ideal prospects.

It's time become the authority in your marketplace!