The economy will always go up and down. The important habit to master is knowing what to do during the bad times. When things are good focus on your clients because during these times clients are difficult to replace. Everyone is happy with their current relationships. Therefore strengthen your client relationships by helping them fulfill their dreams. This will be easier during the good times. During difficult times, first prepare yourself, see earlier Mastery Habit: Crisis Management. Then settle your clients worries quickly. Remind them that times like these have occurred in the past and will occur in the future. Help them establish a long view of the economy. They have no need to worry. Reconfirm the disciplined process that you have taken them through to determine their needs and the unique solution that they have working for them currently. Do not try to call or contact each client personally, use mass communication tools like email, broadcast fax, letter, podcast, or conference call. The exception to this would be your Top 20 Clients who you should call after you have sent the mass communication information.
Your mass communication email or letter should include the following:
1. A clear, positive, reasonable response to what is happening currently 2. A statement to calm their worries about the future 3. An opportunity to reassess their risk or comfort level 4. An offer to others they know who are scared or worried and do not have someone like you in their life to help them assess their situation. This offer should be a “no cost, no obligation” offer to assess where they are today, where they want to be in the future, and an action plan to get there.
The last part of your mass communication is most important. This is one of the rare opportunities when you can ask your clients to introduce you to others without any risk. Your clients know others who are scared in times like these and they may not have someone who is returning their calls. You will be surprised at the number of introductions that are only available during difficult times.
Your last action is to renew contact with every prospect you have. They are more open to change during difficult times than any other time.
One important point. This opportunity to focus on prospects is for a limited time only. Once the economy strengthens and the good times return prospects are difficult to move because they are once again happy with their current relationship. Do not miss this opportunity when it comes around. The greatest new growth for a business occurs in difficult times and is exponentially leveraged when things improve.
To review: 1. Prepare yourself 2. Settle clients' worries through a rational argument using mass communication 3. Ask if they feel a need to reassess there risk and comfort level 4. Offer an opportunity to help others they know who are not being communicated with properly 5. Focus on prospects