How to Get the Attention of a High-Profile Prospect

InsuranceNewsNet

By Bryce Sanders
InsuranceNewsNet Magazine, January 2012

A big name lives in your town, the type of client who could make your career. Maybe it’s a corporate “celebrity” or wealthy entrepreneur. You don’t know them or run in the same circles—so how do you get on their radar screen?

You’ve taken the logical steps. You have written them an introductory, personalized letter as well as called their office and left polite messages. You’ve sent an occasional e-mail and never received a response. A pessimist would say: “Why bother? You don’t have a chance. Those people are already looked after.”

But years ago, I heard an anecdotal story—I think it was about John D. Rockefeller. Someone approached him to buy insurance. He did. Later one of his friends approached him and said, “You know I sell insurance! Why didn’t you come to me?” And Rockefeller replied, “He asked.”

Background Research

Do some background research and you’ll realize the way we communicate has changed. If you believe all the news stories, you’ll think everyone communicates by Facebook, e-mail, texting and an abundance of cell phone applications. Many people don’t even have a landline anymore and the post office is in trouble because people aren’t writing letters.

Today, there is a colossal amount of information about a person available online. LinkedIn, Facebook and other websites can be a goldmine. Other sources even tell you where they attended college, charities they support and outside interests. You can find their photo so you recognize them in a crowded room and, most importantly, find people you know in common.

The information is out there—honest, ethical people leave trails. They are involved in the community. They win awards. Their children go to local schools. Very few people are vampires and get put into a box when their work is done. If that were the case, you’d have serious problems. Insuring the undead is tricky at best.

Someone You Know May Know Them

Let’s assume you got lucky. A social networking website has identified people you know in common but your firm has compliance rules about communicating through these sites. So, use the old fashioned “call-them-up-and-talk-with-your-mutual-friend” approach.

If you and the mutual connection are close, you might ask your friend to introduce you to the person you want to meet over dinner. Maybe they are having a party and could add you to the guest list. Or maybe your friend doesn’t know your ideal prospect that well. Well, how do they know them? Members of the same country club? Children attend the same school? Could they introduce you socially?

But how do you ask your friend for the introduction? Saying, “If I could land this guy as a client it would make my career! Please introduce me,” is too direct. They see the risk in a business introduction that doesn’t work out. A more tactful approach would be, “This is the type of person I would like to know.” Or, “I may be able to help,” followed by, “would you introduce me socially?”

No One You Know Knows Them

“Y. O. Y. O.” is an acronym for “You’re On Your Own.” If that describes you, go back to the background research. Have you tried these following techniques?

Send Hard-Card Seminar Invitations—They stand out. They look and feel different. People often open them, especially when neatly hand-addressed. Even if they don’t attend, they see your name, topic and assume you have expertise in this area.
Hearing You Speak—You did research: do they belong to the Chamber, service club or professional association? From time-to-time, do you present at meetings? A business topic is helpful but not critical. You want to establish yourself as a competent professional who clearly communicates.
Meeting Face-To-Face—Maybe they don’t belong to the Chamber. Perhaps they are a donor to the local museum, belong to your country club or attend services at the same religious organization. You share something in common. Walking up to the person and introducing yourself would not be out of place.
Sideline Parents—Do your children go to the same school? Are they involved is sports or the performing arts? Your prospect may attend the same events. Your children may know theirs. This is an ideal opportunity to tactfully introduce yourself. A few complimentary words about their child should go over well.

Others Talk About You

Let’s assume you’ve done the first three steps: letter, e-mail and phone message. Maybe they’ve heard you speak. They’ve gotten a seminar invitation. It’s possible they will approach someone in the community and ask, “What do you know about this guy?”

What would your friends and acquaintances say? They probably won’t deliver your elevator speech. First, it would come across as canned. Second, if the person asked a technical followup question and your friend didn’t know the answer they would be certain it was canned.

Ideally, you want your friend to tell them your profession, firm name and a few virtues. “He’s an insurance agent with (firm). Been doing it forever. Extremely ethical and honest. He’s true to his word.”

A financial advisor in Northern California was contacted by a person who wanted to become a client and asked, “Why did you come to me?” The person replied, “I asked around. Your name is the only one that came up twice.”

Obviously, if you did online research ahead of time to learn about them, they will probably return the favor.

Other Strategies To Get On the Radar

Let’s assume you’ve met and shaken hands. They’re not dumb. They realize they’re a potential prospect; however, you’ve kept things social. Here are some additional ideas:

Clipped Articles—You know their personal and professional interests. An interesting article turns up. Clip it and send it with a note: “Thought you might find this interesting.” Or something similar your compliance officer would approve. The tactile feel of a clipped original article says, “Of all the people he could send this to, he chose me.”
Get Published—Many advisors have a hobby. It could be bicycle touring, travel or restoring an old house. Would your local paper be interested in a regular column? Although advisors are usually prevented from writing on financial subjects, non-business topics may be possible. Because of full disclosure, your article bio will probably list your name, profession, phone number and e-mail address. This positions you professionally while writing about an outside interest.

The Rationale for Cultivation

Years ago I learned two valuable lessons in tactfully getting on the radar:

1. Six Is the Magic Number
You need to touch a person at least six times before you get on their radar screen, meaning they recognize your name.

2. Find the Right Channel
People have a preferred way of receiving information. Some send e-mails. Others make phone calls. There are a lot of options. Try three or four channels to learn which work best. Then, armed with that information, focus your efforts where you get the best response.

Bryce Sanders is president of Perceptive Business Solutions. His book “Captivating the Wealthy Investor” is available on Amazon.com. He can be reached at [email protected].