Since luck really occurs when preparation meets opportunity, the amount of luck you experience is up to you. Those who wish to grow their business need to realize the importance of first, becoming experts at their craft and, second, getting in front of the right prospects in a meaningful way on a regular basis.
Here are some things to think about as you prepare to increase your odds of growing your business.
Do you know who you’re looking for?
How well can you and your team describe your ideal target customer? Is there a written definition? How well can each team member articulate whom you’re targeting? Do they use the same description each time? Are they succinct yet descriptive enough so others can picture whom they’re describing? If not, practice, practice, practice, so you gain the proper referrals and introductions.
Are you hanging out in the right places?
While we all ‘get it’ that our marketing efforts need to be targeted, some of us miss the mark on targeting our prospecting efforts. Going to events because a lot of people attend isn’t as effective as going where your ideal targets are. To what extent would you be willing to go to get face-to-face with your prospects? Would you consider the costs of joining a private club where several of them belong, for example, an investment or an expense? Make sure you’re not spending precious time on the wrong activities. Measure where your business comes from and spend more time in those places and/or doing those things.
Does your team know what to say? Are they seen as experts?
Is everyone on your team 100% prepared to respond to questions or handle objections? Do they know how you’d want them to reply? Are they consistent or do you have five sellers delivering five different messages? Would you say, without a doubt, that each member of your team has expert-level knowledge of your products, systems and procedures? People do business with people who are capable of helping them get answers and efficiently resolve issues. Make it a priority to get your team trained to expert status.
Are you able to execute?
It’s one thing to have the right answer and present a great solution, it’s another to execute. What’s the turnaround time on your deliverable? What do you need to know upfront in order to smoothly execute? What might get in your way and how might you eliminate those roadblocks? What’s your protocol for handling unforeseen problems and employee errors? Have you set expectations for the ideal amount of time in which problems will be resolved? We all encounter problems; it’s those with a system to quickly redeem themselves who win repeat business and long-term customer relationships. Be ready to deliver every time.
Once you know who and where your best prospects are, understand what to communicate to them and get them to consider you an expert, your competitors will start describing you as ‘one of the lucky ones’.