I use the term “findability factor“. Marketing is about establishing “know, like and trust” relationships, and ensuring that you have ongoing contact points. That way, when someone needs you, they remember and can easily find you. Usually I’m talking about consistency and persistence- but recently I’m hearing stories about chance encounters with prospects that become instant clients. Yup. Instant clients.
Lawyer was sitting in surgical waiting room during her mother’s surgery. Struck up a conversation and when the fellow discovered she was a small business lawyer, the lawyer discovered a new client! Next -this one isn’t about lawyers, but it’s still good- lawyer’s personal trainer leaves the profession without referring the lawyer to another trainer. Lawyer stops training, stops exercising, is really frustrated in attempts to find new trainer. Lawyer goes to home store, needs merchandise he can’t move, fellow shopper says, I can help, I’m a personal trainer. So the personal trainer found the instant client!
So- go public! Tell people what you do; you never know who might be trying to find someone just like you. Worried about being obnoxious? You’re far too shy about marketing to worry about that! Try telling 15 people a week what you do. You’ll create a habit that will serve you well.
Whether it’s a chance encounter or a prospect in your pipeline, make it easy for people to find you when they need you.
