Have you every faced a scenario like this ?
You may have a friend or contact who is an executive in a potential client company. However, s/he may not be in a position to engage you directly. You may be confident that the company has lots of matters you and your colleagues could handle.
The problem : how to make inroads ?
Our suggestions :
- Do the research - find out as much as you can about the prospective client before making any approach. Draw on web sites, company profiles, product brochures, annual reports, press clippings, their customer list, and presentations by their executives.
- Understand as much as you can about their business environment, legal needs, decisionmakers, current legal providers, and current legal matters. Do this before you take the next step.
- Work our your best opportunity - based on what you've learned from this homework, determine the best single area for you to pitch or promote to this company. What specific service can you offer that will be attractive enough for them to give you a try ? Hint: choose a field where you can demonstrate clearly differentiated expertise.
- Devise a strategy to sell this specific service to your prospective client. This will be a great way for the new client to put you and your firm to the test. And, you can test whether your contact's influence can be leveraged for your benefit.
- Ask your contact for assistance in getting the work. Make certain s/he understands you really want the business !
- Be open and straightforward about wanting the business. Ask for an introduction to the person with the authority to make the decision.
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