7 Secrets Prospecting, part 3, The Bathtub

Secret #3 Prospect in the Bathtub

In our continuing series:  7 Secrets to Prospecting, we’re on secret number 3 titled:  Prospect in the Bathtub.

I heard a well respected Marketing Guru once say it is infinitely better to market your business in a puddle rather than an ocean.

Let me explain.  Most Pre-Need Sellers, Supervisors, and Owners make the mistake of Prospecting to EVERYONE!  I equate it to the recent Olympics.  The Olympic sized pool is 50 meters long (164 feet), 25 meters wide (82 feet) and 2 meters deep (6′ 7″).  An Olympic sized swimming pool holds 660,000 gallons of water.

A typical American bathtub is 5′ long, 2 ½’ wide, and 2′ deep.  A typical American bathtub holds about 67 gallons of water (about 1 tenth of 1 % of the Olympic sized pool).

If you wanted to get noticed which would be the easiest way to get noticed?  The bathtub or the Olympic sized pool?

Obviously, the bathtub is much easier. 

We’re all taught the same thing when it comes to Prospecting.  We’re taught to get out the phone book, walk down a residential block or something similar and start fishing for Prospects.  The problem with Prospecting in a large arena is you don’t know who you’re Prospect is.  It’s like prospecting in an Olympic Sized Pool. 

It’ll cost you a fortune either in time or money to attempt to reach all the people and perhaps only a fraction might be interested anyway.

When you Prospect in a bathtub you’ve reduced the amount of people substantially.  And, the better you get at profiling smaller groups of people the better you get at developing a communication that speaks directly to your bathtub sized group of people.

Let’s reduce the group size even more.

A typical bathroom sink is 16″ in diameter by 6″ deep and holds less than 2 gallons of water.

Suppose you Prospect inside an association.  Let’s further suppose the groups of people you’re prospecting amongst are Accountants within the association.  Accountants have a unique way of communicating within the accounting world. 

Let’s further suppose you have a Champion Endorser^TM to introduce you to all those Accountants inside the association.

Are you getting the point?

You’ve gone from general Prospecting, to a more specific Prospecting, to a narrow niche of Prospects.

The smaller you make your list the more targeted your list becomes.  Instead of shooting a shot gun at a target you’re shooting an arrow at the bulls-eye!

When you combine Mining Your Natural Market^TM with a Champion Endorser^TM you’ve effectively gone from Prospecting to your City or Town to Prospecting to a small targeted group of people.

You’ve gone from an Olympic Sized Swimming Pool to a bathtub to a bathroom sink.  And guess what, the bank will cash your commission check no matter how hard or how easy you made the money.

Happy Selling!

David

Click here for part 2

Click here for part 4