What is the best method to approach companies you want to work with? The process starts with finding a contact who is a decision-maker within the company, such as the CEO, CTO, or CFO. Alternatively, begin communicating with someone who can successfully carry your message to a decision-maker, such as a mid-level executive or manager.
The next step is choosing the most effective way to introduce your consulting capabilities. From informal e-mails to a client-backed letter of introduction, you can use one of these methods of approach to get your foot in the door of your next prospective client.
Cold Call
The most common way to approach a prospective customer is to simply pick up the phone and call her. You probably already know a fair amount about the company you are calling, and should be prepared to quickly explain how you can help that company tackle a common problem, build sales, or increase efficiency, for example. The goals of cold calling are to make a connection with a decision-maker, briefly introduce your capabilities, and generate enough interest to schedule a personal meeting.
Direct-mail Campaign
The goal of a direct mail campaign is to introduce your services to a customer when you may or may not have a direct company contact. It is a more formal approach that involves sending several pieces of marketing collateral as part of the overall introductory mail campaign. Typically, it begins by sending a postcard to briefly highlight your service areas. The next mailing might be a more comprehensive brochure or folder (containing multiple marketing pieces) that elaborates on your business and what you can do for customers. The final piece of collateral would then be a more personal letter of introduction to explain your capabilities in detail and ask for the opportunity to speak to the prospective client in person, or by phone.
Associate Referral
Perhaps one of the best methods for getting the attention of a prospective client is to have a referral from someone the client knows. Whether calling, e-mailing, or meeting in-person, it helps to be able to say that Mr. Smith suggested I contact you and that you might benefit from my consulting services. If the referring associate happens to also be one of your current or former clients, ask for a written testimonial that you can also provide to the prospective client to show how you helped his business.
Mix-and-mingle Staged Business Event
While social functions may provide hit-or-miss opportunities, there are usually business events that almost guarantee that potential client will show up. From trade shows to networking functions, the purpose of these types of events is to make new contacts and conduct business. Seek out events the prospective client is likely to attend. One way to find out where they will be is by frequently visiting the company website, which often contains a calendar of events or a list of upcoming trade shows.
Targeted E-mail
Sending e-mail is a less formal approach to targeting a client, but it can yield promising results. Usually, this method is used when you have either met the prospective client previously, but do not know them well, or when using a referral from another client or business associate. The objective is to keep the introduction brief and ask for a meeting or phone call. The advantages of sending an e-mail is that you are almost assured of getting through to the person, and you can send links or attachments with more detailed information. The prospective client can delve into when they have time. The disadvantage of e-mail is that you want to be mindful of SPAM laws and make sure you are not thrown into the spammer category.
Social Circle Introduction
Sometimes it pays to show up at an evening cocktail party, or the annual charity golf function. These social settings are often conducive to meeting prospective clients who you may not otherwise have had the opportunity to do so. Of course, you cannot always be guaranteed that target client will attend the same functions you do, but when they do, do not miss your chance for a brief introduction. It is a great setting for learning more about the business of the client, and how your services can be of benefit. In a social setting, keep the conversation light and avoid the temptation to conduct an all-out sales pitch. Instead, suggest that you schedule a lunch meeting, or stop by their office to continue the business conversation.
