From the Founder
Contacting Prospective Customers
How to make the most of your first communication with future customers.
By Dr. Ivan Misner, Founder and CEO, BNI

Your referral source has done her job. Now it's time to contact the prospect. But be careful: The purpose of your first contact is not to make a sale or even ask the prospect if he has questions about your business. If—and only if—the prospect asks, should you present your products or services during this initial contact.

The purpose of the first contact with the prospect is to:

• begin to build the relationship,
• get to know the prospect better,
• help the prospect get to know you better,
• position yourself to make your next contact, and
• see if the prospect fits your source's description of her.

Before making contact, do your homework. Ask for copies of all correspondence your source sent the prospect on your behalf. Find out from your source the best way to make your initial contact—by telephone? Letter? E-mail?

Meet the Face
When your source gives you the green light, don't let the opportunity grow stale. Make your first contact with the prospect within 72 hours of getting the go-ahead. If your source can be present, the most advantageous contact is a face-to-face meeting at which your source can introduce you. This introduction should be thorough and personable.

During this first contact, your prospect may likely have questions for you, but he typically won't ask them during this initial meeting unless he has an urgent need for the kind of products or services you provide.

Drop a Line
If your first meeting with your prospect can't be in person, your best bet is to write. Writing helps develop your relationship. Let your prospect know you find him interesting enough to have taken the time to learn a few facts about what he likes to do during his free time—not the fact that he needs your products or services. Express an interest and advise him you'll be calling to schedule a mutually convenient appointment.

When you start composing your note to him, keep in mind that he may not have read, or remembered, the materials your source sent him. So start by naming your referral source—a name he'll recognize.

Don't send business literature or your business card with your first correspondence. Your stationary should have all the contact information your prospect needs to reach you.

Give the prospect some time to receive your correspondence before you follow up with a phone call. Now try to schedule a face-to-face meeting if your prospect isn't receptive offer to send more information.

Ring Up
If your source recommends it and can guide you as to the best time to do so, you can make your initial contact with your prospect by phone.

If you've prepared the ground well, and if you're lucky, your efforts may pay off on your very first call. Most often, though, the prospect—even a referral lead—will need more time or express an interest in talking later about your products or services.

Follow Up
Within two to three days, you should send your prospect a note expressing your pleasure in communicating with him. It's still too early, though, to send business literature or make any move toward sales promotion.

Don't push beyond the prospect's comfort level. Once the prospect has expressed an interest in your products or services, you can provide information about them. Always focus on fulfilling his needs and interests.

Remember, to secure long-term loyalty of your prospect and convert her into a customer, you must first build a relationship.

This article was excerpted from an article by Dr. Ivan Misner on www.entrepreneur.com where you can read the article in its entirety, as well as many other writings by Dr. Misner.