Sales Results Inc.

 

By Morey Stettner
Posted 08/14/2009 05:37 PM ET  

 

If you provide a professional service, your expertise sells itself. But you still need to think like a salesperson.

Self-employed attorneys, accountants and other professionals must market themselves more aggressively in a shaky economy. If your new business is drying up, you may want to network more actively to attract new clients.

 

That makes some lawyers and other technically adept service providers uneasy, says Steve Fretzin, president of Sales Results, a sales coaching firm in Chicago.

 

"Behaviorally, they're not built to network and be the life of the party," he said. "And they're not particularly comfortable making cold calls."

 

But there's one thing shy or book-smart pros like: orderly, sequential systems. By following a process that includes quantifying the number of weekly calls they make and attending networking events, they can discipline themselves to sell more effectively.

 

Attorneys and others in search of new business can profit from networking. But that means more than just showing up at a luncheon.

 

"Plan ahead by contacting the person running the event and finding out who'll be there," Fretzin said. "When you arrive, that same person can introduce you around to the people you want to meet."

 

Enlist help from the registration desk as you check in. Describe the kind of people you hope to meet and seek advice on who fits that profile.

 

You can also approach individuals with handwritten name tags and say hello. If most attendees have pre-printed name tags, the few with handwritten ones might be guests or last-minute arrivals, Fretzin says. It's often easier to strike up conversations with these folks.

 

Soon after you meet potential new clients, follow up with a call. Focus on ways you can help them rather than simply selling your service.

 

Fretzin advised an attorney who suddenly needed to prospect for business after 30 years of having clients come to him. He was too proud — and too uncomfortable — to make sales calls.

 

Instead, Fretzin coached the attorney to call potential clients and refer them to vendors, suppliers or consultants that they might find useful. The attorney thus positioned himself as a well-connected problem-solver.

 

 "He called people he knew and offered to put them in touch with, say, an M&A guy or a cost-reduction consultant," Fretzin said. "After introducing them to helpful resources, he'd add, 'And if you ever need an attorney, please keep me in mind.'"

 

Similarly, Fretzin advised an accountant to call existing clients to ask for referrals. Reluctant at first, the accountant has found that people "are happy to be asked to help because they want to give back and refer him to others," Fretzin says.

 

 

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