How to Attract Premium Clients in Any Economy
 by Kristi Hagen

The more things change, the more they stay the same... How to Attract Premium Clients in Any Economy — by Nick Nichols

Networking Groups to build your client list

In 2020, our world has faced unprecedented challenges. And while adapting to a new normal may take us into uncharted waters, the fundamental principles of business development remain the same.

No matter what your niche, you will probably always face this primary issue: how to target and engage with premium prospects and convert them into long-term clients.

In the SEN article that I wrote four years ago, one of the business development strategies I recommended was in-person networking. While this may not be practical now, that does not mean you can't adapt the strategies from that article to meet the moment.

Virtual Networking: The New Normal

In my original article, I suggested that you employ “smart networking.” This is more important now than ever. Instead of face-to-face networking, you can use virtual networking to target and engage with prospective clients and referral sources more surgically.

At an in-person networking event, such as a chamber of commerce after-hours gathering, you are subject to the randomness of contact. Although presumably, most people who attend these types of events are there to make new contacts and build relationships, I’ve found that you have to kiss a lot of frogs in your quest to find the princes and princesses.

By that I mean, you can waste a lot of time mingling with people who are not good prospects because they lack buying authority or are not in a position to refer you to someone who genuinely needs what you offer.

However, using sites like LinkedIn, you can pick and choose the exact people to target and open a conversation. I call this “surgical networking.” In my experience, most people get this wrong and end up alienating potential clients and referral sources instead of cultivating them.

For example, in the past two months I have received more Linked...