Pursuing targets that have a high potential to lead to new business will increase your confidence that you are investing your time and money wisely. There are three categories of targets with this potential: prospects, referral sources, and resources.
Prospects
Prospects are your potential clients. Quality prospects have the following three characteristics:
- They have a need for your services.
- They can afford your services.
- They have the decision-making authority to retain your services.
Referral Sources
Referral sources are people who can introduce you to your prospects. Quality referral souces have the following two characteristitcs:
- They know your ideal prospects.
- They have credibility in the minds of their contacts.
Resources
Resources are people who can advise you and/or assist you in meeting your ideal prospects and referral sources. It might be someone who is knowledgeable in selling who could give you suggestions for how to meet and build business relationships with prospects and referral sources. Or it might be someone who could assist you in getting speaking, article writing, and networking opportunities in organizations that provide you with entrée to prospects and referral sources.
For more marketing tips, check out our book Selling in Your Comfort Zone.