Improving prospect conversions

If you want a particular business or individual to be a client of your firm one way to achieve your goal is to give the prospect an experience of what it is like being a client of your practice.

Most practitioners simply add a prospect to their mailing list and send them a periodic newsletter update. Whilst this is one, low-cost strategy to keep in touch, you may need to invest more time if you want to speed-up your conversions.

Ranking your prospects

In much the same way that you could categorise clients: as A, B, C, D etc, it is worth considering the same process for prospects.

You could also select valued services, those that are not pure compliance activity, and tag prospects accordingly.

For example, if you supply a business fitness solution you could send prospects – that you feel could benefit from this sort of service – information about the service and how this might be of use to their business.

We would suggest that you rank your prospects on the basis of desirability: make your A category those that you most want to sign up, and those that you invest time in converting.

Prospecting is like fishing

The bait that will likely “hook” your prospect is if your presented service resonates in some way; if it solves a problem or helps to achieve a goal. Essentially, it will distinguish your practice from their present adviser, that is NOT offering the advice.

Take a look at the Landmark Fee Builder program

No need to scratch your head, conceiving services that you could promote to prospects. We have created a comprehensive range of services and the documentation and resources that enable cross-sales and wider, prospect conversion strategies.

Our Fee Builder program has a number of service options that you can consider for your practice, and associated marketing documentation to send to prospects. Take a look> 


Bob Edwards

Bob has been working with practices across the UK offering novel ways to improve cross-sales and increase new client acquisitions. He is also interested in "step changes" in legislation that offer challenges, and therefore opportunities, for practitioners to provide new recurring and one-off support services to clients.

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