Adam Kipnes shares a process for managing the innumerable contacts in our reach and move them toward becoming clients. The objective is not to sell everyone, rather move them progressively toward becoming a prospect instead of leaving them as a contact or suspect.
Source: Forbes, November 5, 2017.
The goal of the 4,3,2,1 model is to categorize each contact you have according to your relationship with them, then take the necessary steps to move them to the next highest category. Eventually, many contacts will become clients.
- Those you barely know who probably don’t know you and definitely don’t know what you do.
- Those you know who probably know you and still probably don’t know what you do.
- Those you know who know you and probably know what you do.
- Those you know who know you and know what you do.
Also see: Bold vision, bold behavior, Forbes November 3, 2017. There are two kinds of conversations: safe and serious. We have to earn the right to a serious conversation.
INSIGHTS: Many animal health pros who work in a veterinary hospital or retail store fail to invite people they see regularly to their business location. Consider the coffee shop owner, your doctor, the grocery store clerk, the hair professional, the lunch stop waitress and so forth to be animal owners. Move them toward Kipnes’ #3 designation and then simply invite them to your business. By doing so, you earn the right to help them become a customer.