Opportunities can arrive unexpectedly, via many different avenues, and businesses should always be prepared for these unexpected opportunities. Having a marketing strategy ready for if and when an opportunity knocks will be helpful for you in terms of selling your services and reassuring potential clients that you meet. For example, you may run into the head of a local government agency at your child’s soccer game or at a social gathering with friends. As any salesperson can tell you, one personal face-to-face interaction is worth a thousand online interactions; therefore, being prepared to market your business effectively in an instant will leave a lasting impression on whomever you have the chance to meet.
Since you never know when an opportunity will present itself, being prepared to fully represent the interests of your business while ensuring that you have the tools to build business relationships are both essential to your success. When introducing yourself to potential clients, always act professional - you are, after all, representing your company and your demeanor is the client’s first look into what you and your company are all about. Remember that even if there is not an opportunity currently available for your business when you meet a new client, making business connections will undoubtedly prove valuable when seeking out opportunities in the future.
Always be Prepared
Create an Elevator Pitch: It’s a great idea to have a 30 second-to-1 minute introductory speech prepared just in case you run into someone you want to make a connection with. This speech should effectively introduce yourself and your business in an easy-to-understand way. Consider touching on the following topics, based on what is most relevant to marketing your company: the line of work you are in, the types of jobs your business is interested in, any qualities or services that differentiate your company from competitors, the size of your company, or any other important information you think the client would be interested in.
Capability Statement: When you talk about your business, keep in mind that it’s your job to sell what you do. Agencies want to know why you would be the best choice for a job and also that your company can handle their specific needs and requirements.
Differentiating Qualities: Be sure to convey why your business is different from your competitors. What makes you unique? What makes you more qualified? What proven results set you apart from the pack? Remember to target these differentiators according to the project and/or agency that you are looking to work with.
Always keep a business card on you. This ensures that you’ll have your contact information at the ready to give to clients - a great tool to remind your new contact about you and your business. It also shows professionalism and that you are very interested in any opportunities that come your way.
If communicating through Email…
Remember to always be professional. Write the email as if you were talking to someone right in front of you, but don’t go over your whole life story. Keep it short and simple; remember that you only have a few moments to capture someone’s attention, and you don’t want to ramble. Reiterate clearly and precisely why the agency should do business with your firm, and feel free to mention the quality of your work and proven successes. Make sure to provide all of your contact information and, if possible, include a digital brochure or pamphlet of your business attached to the email as a PDF.
Always Keep in Mind
When you introduce yourself to a potential client, you are marketing yourself as much as your business. You are the first impression they get of your company, and you want it to be a good one. Be prepared, be professional, and be smart; by keeping these three concepts in mind, you will be that much closer to securing an unexpected opportunity