Ever have someone prematurely share about a new project? They'll say, "... and I'm so excited about my new client! They're awesome. Well, we haven't quite worked out what I'll do for them. No, they haven't paid me yet, but they're really cool...". This usually is followed explanations of why their new "client" is so "cool".
I can appreciate their excitement - after all, joining or launching a new project is always exciting. And I want to celebrate the win with them, I really do, but anyone who doesn't have the check in hand before they share about their victory has a misguided perception.
They don't seem to realize it yet,
but they're talking about a
Prospect, not a Client.
Prospect, not a Client.
In their own mind they're making zero differentiation between a client and a prospect - and perhaps more dangerously, they aren't differentiating between the two in their sales process or their cash flow either. No surprise - these folks generally struggle to grow a consulting practice.
There are lots of great ways to segment the oceans of prospects that are out there. When I'm discerning at this level I like to use the simplest - the Three Buckets. In your minds eye imagine three 'sales buckets'. Call them Suspects, Prospects, and Clients.
- Suspects fit your demographic but they don't know about you - yet. They're potentially ideal clients.
- Prospects fit your demographic and they are showing a level of interest. You're also tracking them in your sales pipeline.
- Clients are entities (ie, people or companies) who have signed your written services agreement and their first check has cleared your bank account.
Concept Into Action
Get clear about what makes a client different from everyone else. Its just that simple. Then its time to open-up your Networking Toolkit. Remember:
- Chatting up Suspects? Use your Marketing Tools (elevator pitch, one-sheet, referral generation, etc)
- Qualifying Propsects? Use your Selling Tools (CRM, Ping list, Contouring, Pitch)
- Providing Clients with excellent service? Use your project management tools. And every so often, use your Selling Tools to remind them about one or two additional services you offer. Clients like to put in a box and forget that we're sometimes multi-talented - part of your job as a salesperson is not to let them!
Whats the difference between a Suspect and a Client?
Do Polished Pros use the same toolkit for both?
As always, your comments are welcome. See you there!
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