Many professional services firms believe that prospective clients have an ongoing interest in their services. That is not true. Prospective clients become interested in your services when an event triggers their interest.

For example, most of us do not sit around thinking about evaluating accounting services all year. However, annual tax-return time between February and April represents a spike of interest in accounting that accounting firms could seize to add clients to their business.

I like to think of this phenomenon as the EKG of prospecting: flat line periods are interrupted by graphic spikes caused by an inflection point. Prospects have no interest during the flat line periods; some inflection point happens and their interest in the service spikes; once a suitable provider of the services is found, the interest goes back to a flat line.

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