Let's face it—prospecting is hard work, time-consuming, and expensive. But it's a necessary evil. Regardless of your feelings about cold-calling, prospecting, and constantly looking for new customers, it has to be done. You don't have to like it, but you have to do it. The key is to make your prospects feel S-A-F-E (Secure, Accepted, Free of Fear, and Enthusiastic) in the process.
ACTION ITEM
Always follow the acronym S-A-F-E (Secure, Accepted, Free of Fear, and Enthusiastic) to make sure that people know it's okay to come to your events. Feeling safe is an incredibly important part of any relationship.
One local ministry director invited about ninety church pastors to join him for a free lunch. He presented a no-pressure, no-selling, no-embarrassment agenda on how his ministry could help them grow their churches. It was promoted by a series of three mailings, an email, and a telephone campaign. How many people can pass up a free lunch?
After the luncheon, this savvy director encouraged the entire audience to fill out a questionnaire about how they could use his services. He immediately called on those who indicated interest in one or more of his services and worked to build a relationship with them. For those who didn't indicate any interest, he had at least met them in person so he could start working to build personal relationships that could eventually turn them into mission supporters.
TAKEAWAY
The best way to reduce your cost of prospecting
and get results is to host a breakfast or lunch
during business hours. Pair up a sizzling agenda
with a free meal, and you'll be surprised at how
quickly your prospects become loyal customers.