The problem with chasing something — anything — is that, by definition, if you are chasing “it,” “it” is running from you. Obviously, “chasing clients” is never a great position to be in as a business owner. The key to never having to chase clients lies in your ability to create demand for your work. MORE demand than you have ability to fill. A waiting list. (Here’s a great article about generating demand for your work.)
But, there are times when shamelessly pursuing (the right) clients is justified: when you know that you know that you know that you can help them better than anyone else can help them. I have shamelessly pursued 4 prospects in the past 2 years. Two are current clients. One I had to return their check before I cashed it. (A demanding excuse maker.) And one is still being pursued. **wink** Why? Because I can SOOOO help them. They are ripe for huge increase. And — frankly — every day they don’t hire me to create some deliberate strategy for their business, they are losing money, opportunity and time. So I pursue.
The #1 Reason to Shamelessly Pursue Clients
is to get them out of their own way, so that you
can help them with whatever solution you provide.
A perfect example of this comes up in emergency medicine. If someone is in desperate need of help, even if they run away, fight off the EMTs, etc…. help is still provided. In some cases, as in the case of a reluctant choking victim, help is forced upon them after they pass out.
Important caveat: Shameless pursuit should NEVER include inauthentic posturing. Shameless pursuit should NEVER have you reducing or eliminating fees. And shameless pursuit should NEVER EVER EVER put you in “people pleasing” mode. If any of these things are occurring, you’re chasing… not pursuing. Walk away.
So, how can you shamelessly pursue a client you KNOW you could help? Try any one or any combination of the following:
- ASK openly, “what would it take for you to jump on board with this option?”
- BE BOLD and let them know that you have a waiting list of clients, but that you’re pursuing them because you can help them so dramatically. (IF you have a waiting list of clients, great. If not, don’t lie. Generate more demand.)
- Check back in with resources, articles, and suggestions or tips that move them one step closer to depending on you as a valuable — and eventually an indispensable — entity. Do NOT ask them to work with you with every check in. Simply give.
- Eventually, give them a “drop dead date.” This sounds a little something like, “I’ve been shamelessly pursuing you as a client simply because I know that we can do {insert benefit you KNOW they want and you can deliver} together. Please know that I would love to work with you and make this happen. However, my business demands some planning-ahead and so if I don’t hear back from you by {insert date} I’ll assume you’re a “NO,” wish you all the best, and move on. I hope to hear back from you, Michelle”
I hope this helps. If you have anything to add about when / how to pursue clients and when to back off, post them below in the comments.
