How to meet tough-to-get to prospective clients?

The difficulty of meeting a prospective client is a problem for many of us at one time or another. To negotiate and close more sales, you need to get in front of decision-makers, which is challenging when there are many gatekeepers. While accessing these potential clients requires creativity and persistence, you will generally have less competition. You will close the sale more quickly once you do get to meet them. Once you earn their business, they often make great, loyal customers.

Below are three ways that have worked for me.  

1. Uncover what interests them outside of work.

Is your prospective client actively supporting particular social, charitable, political, or community organizations? Are they on the boards of other companies or institutions? 

As an executive consultant, I knew getting in front of an influential businessman and politician would be helpful for my client, an industrial construction company. Instead of directly calling on his office, which the salespeople have been doing for some time, I helped him organize a political fundraiser in St. Louis, MO. After the fundraiser, his assistant immediately put the prospect on the phone when I called his office to set up a meeting. Soon we were having lunch together. He wanted to know how I could help his company without ever having to bring up my construction client’s capabilities. 

He did not win elections. But we did get his business. 

2. Attend events you know they’d go to

Successful people are often quite generous. They are typically involved in supporting local or national causes. Quick online research will reveal what they are passionate about and how you can assist them in furthering these philanthropic causes. 

I once had a prospective client I could not get a meeting with. I found out through online research she was actively supporting a free leadership program in Florida. I offered my negotiation skills program to complement her endeavor. Soon I was meeting her at several events. 

While the venture capital company I represented ended up not acquiring her business, the doors are still open.

3. Your current customers may be able to help you the most. 

Ask your current clients or people who work directly with your challenging prospect for insight.

 Once when I was in France with a client, I shared the names of two people I wanted to meet in Australia. I asked my client, “Do you know any of them, and can you help me set up a meeting with them?” He knew them both (same industry) and offered to call them. He immediately set up appointments that could have taken me weeks.

Remember: Decision-makers are worth the investment of time and energy. When you finally meet them, try to persuade them once. If that does not work, quickly move to a negotiation mode. Be creative and persist.