New clients or customers are that elusive element that all businesses should be looking to attract. Elusive because as any business owner knows it’s not that easy and doesn’t happen by itself. The dangers if you don’t are a stagnating customer base who may or may not increase their current level of trading with you. What if it decreases? If this happens, or you lose a customer through no fault of your own, then finding a replacement becomes a matter of urgency. Complacency is a business killer. Do nothing and you will fade away. You still have an excellent product so what are you going to do about it?

What is going to convert a prospect into a new client or customer?

Reputation a. Skills a. Knowledge a. Experience a. Track record a. All good and very relevant, but unlikely to get you over the first hurdle on their own. The introduction. Getting yourself in front of a potential client or customer is very often the hardest part of this whole process.

You have to be attractive to the person(s) on the other side of the desk or counter. I don’t mean physically attractive although very often this can make a difference. No, what I mean is attractive to their business goals and ambitions. What can you do for them? What can you do that will make a difference? What can you do that will make their job easier and successful? What do you have that they want?

There is no golden rule as every individual has their own likes, dislikes, or requirements. It might help if they already know you, it might also put them off. So what are the ways to get in the right place at the right time?