Some
of us are in
professions
and industries
whose ranks
are actually
thinning, as
a direct or
indirect result
of this recession.
Two very obvious
examples are
financial services
and real estate.
If you work
in either of
these areas,
or are in another
that is similarly
being impacted,
consider what
you can do to
maximize your
prospecting
efforts at a
time when your
competition
may be backing
off, or getting
out altogether.
For
example, some
time ago I had
a conversation
with Jon
Kirk of
RE/MAX
Premier Choice.
Kirk is one
of central Ohio’s
most successful
Realtors. To
date, his business
continues to
thrive, despite
all the “doom
and gloom”
you hear about
in the media.
Kirk
acknowledges
that everyone
has to tighten
their belts.
“We all
have to do it,”
he says in a
matter-of-fact
tone. “But
we won’t
let it pull
us down, nor
will we let
it keep us from
enjoying life.
For example,
instead of taking
a trip, we do
what we call
‘stay-cation.’
We take time
off, do some
leisure activities,
but stay home
instead of travelling
far.”
While
many companies
focus on investing
less
in marketing,
Kirk chooses
to invest more
wisely. “We’re
using this time
to shift our
marketing efforts
to brand-building
and image advertising;
to send out
one simple message:
we are here,
and we are here
to stay.”
That’s
an important
message when
it comes to
building long-term
prosperous relationships
for your business.
People want
to do business
and work with
professionals
who will weather
the tough times
with them, and
come out stronger
and better in
the end. What
is the source
of this strength?
From where does
this staying
power come?
I
believe staying
power comes
from a firm
commitment to
mission and
purpose. It
is also fueled
by a solid belief
in the value
your work brings
to the lives
of others, not
to mention a
drive to continue
to meet personal
obligations
and achieve
your goals.
It comes from
the premise:
Where there
is a will, there
is a way.
It
is also recognizing
that it’s
not enough to
have staying
power. You
must demonstrate
it!
That’s
exactly the
purpose of Kirk’s
strategy of
using this time
to build his
personal brand.
It is also a
perfect example
of what you
could call “passive
prospecting.”
It is taking
the small steps
to reach out
and touch prospects
(through phone
calls, newsletters,
note cards,
email, etc.)
during a time
when many others
in the same
industry are
either throwing
in the towel
or laying dormant…waiting
for times to
get better.
Passive
prospecting
is a clear demonstration
of staying power.
It is not just
telling your
prospects that
you are here
to stay, but
you are also
here when they
are ready to
buy. That might
be today, next
month, or next
year. Staying
power is more
than just surviving…it
is staying top
of mind in the
head of your
prospect, regardless
of when they
are ready to
buy.
But
when they are,
rest assured
that you will
be in the right
place, at the
right time.
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