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Guest post by: Sandy Schussel Become an Author

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Attract clients or pursue them?

While both methods of finding new business work to some degree, finding the right prospects through attraction is a lot more fun and, for professionals and entrepreneurs who provide individualized service to their clients, is usually more effective than finding them by pursuit.

Attracting methods involve drawing prospective clients to you: People who relate to you, people who have an interest in what you have to offer, people who share your values and beliefs, and people who believe in you. If you do it right, the people you attract are your ideal prospects. It’s a natural, comfortable, professional, and self-perpetuating process.

Pursuing clients, on the other hand, means spending a great deal of time and money in efforts such as advertising, e-mail blasts, or casting a huge, expensive fishing net of direct mailings to catch the next great client. One of the problems associated with this method is that people are so inundated with marketing messages that repeated mailings and advertising are necessary before someone will actually respond. This means more and more expense.
When the growth of your business relies on pursuing prospects rather than attracting them, the effort to find new prospects through these same methods is continual. If you stop the pursuit, the flow of prospects stops.
Attracting involves two components:

~Being “attractive,” and

~Giving your target clients an opportunity to connect with you.

Being attractive. By being attractive, I don’t mean having an attractive appearance, although you do need to have a professional appearance. An easy way to understand this is to ask what kind of people you are attracted to. Who do you enjoy being around? What character traits do they have? What personality traits do they have? What is it about them that attracts you?

Some traits are universally attractive: personal integrity, having a life purpose, and passion. People want to be around a person who is clear about who he or she is and what matters to him or her. Such a person is often viewed as a leader.

If you want to be attractive, become clear about what matters to you, and then work to develop a clear, clean, concise way to let others know what it is.

Giving your target clients an opportunity to connect with you. There are a number of ways of giving others opportunities to be with you. Most of these involve getting out of your office and interacting with them. That means going where your prospective clients can be found, talking to them, and letting them know what you are all about—not just as a professional or business owner, but as a person.

Attraction methods include serving your clients on a level that makes them want to tell others about you and learning to ask them to connect you with more people like them. It also includes speaking and writing about you and what you do.

Start interacting with existing clients by being a friend and trusted advisor. Allow others to understand who you are and what you do. Once people have an idea who you are, you will attract the ones who relate best to you.

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