When famous bank robber, Willy Sutton, was asked why he robbed banks, he replied, “Because that’s where the money is.”
It takes effort, time, and money to get prospects to the point of saying, “Yes, I want to be your client.” Most of us can’t afford to waste any of these resources on folks who aren’t interested in our services.
I was talking with a client in Boston last week when this topic came up. As I was explaining that he should network where his target market was most likely to be, he suddenly interrupted me, “I get it now, and so does my son.”
It turns out that his son wanted a new pair of skis to take advantage of the all this season’s snow. My client told his son that he’d pay for half of the equipment if the boy could raise the other half.
An entrepreneur at heart, the 12 year old began knocking on neighborhood doors offering to shovel snow from driveways and walkways for a fee. Very few neighbors agreed to pay him for his labors, most informed him that they intended to do the work themselves. While shoveling for those who had hired him, he kept an eye on the activities of those who did not. Once the homeowner stopped for a break, out of breathe, sweating, and sore, the young man again knocked on their door and offered to finish the job for them and 3/4 the rate of his original offer. Nearly all the neighbors hired him at that point. He literally cleaned up. He realized exactly who his target market was, and was in the right place at the right time offering the right solution.
All businesspeople can learn from this pint-sized, future executive. Who, probably, is too busy skiing to even realize the excellence in his marketing techniques.
As resolutionists we need to fish where the fish are. If your target market are lawyers, obviously the Bar functions are where you need to be. An HR resolutionist? Then the HR associations, HR sections of the Bar, etc should be in your sights. Fish where the fish are, and keep your eyes and ears open so that you too can be in the right place at the right time with the right solution.