Photo by Dean Moriarty
Trying to figure out who the best prospects to target can be one of the most challenging parts of business development. We can spend years courting promising clients only to scratch our heads wondering why they never hire us. We wine and dine them, provide free advice, remain diligent in staying in regular contact, yet generate little if any business from them.
So, what is it that prevents them from engaging us?
One of the most common reasons I see is that professionals don’t learn enough about their prospects to determine if they are the right prospects. They may think they are going through the proper motions to build a new client, yet they are doing it blindly. It is like flying a plane without instruments. You may still get from point A to point B, but with the proper flight information, the chances of reaching your destination safely and accurately are much higher.