3 Truths and a Lie about Client Acquisition

Spend enough time in airline clubs, hotel concierge levels, or at local steakhouses where business service professionals tend to hang out and talk, and invariably the discussion will be steered to the best methods for acquiring new clients. The conversation will quickly split into two camps.

One group will be very selling-averse and believe that professional services are to be sold only via word of mouth between and among existing clients and their contacts. They may also subscribe to marketing techniques that include webinars, advertising, newsletters, videos, speeches, white papers, etc. However, the thought of actually "selling" their services is Kryptonite to their self-images of being Supermen and Superwomen.

The second group will be far more willing to directly contact prospects and offer one's services unsolicited. It is that group that this article addresses.