Fishing for new clients - by Rick Kaplan

Everyone is always looking for new business. Thats how we keep the wheels turning. I relate finding new business like fishing, always looking for new spots to network and catch the big one. With new technology it seems to take us further away from social interaction. We would rather email, text, or have conference call meetings. All of the new technology is great but how strong can a business relationship be without actually meeting face to face? I think this is where the personal connection is lost and a strong tie to clients and relationships has no bond. Many of the people I have met tell me how the networking in a group with 100-300 attendee’s is the sweet spot for finding new clients and connections to maybe finding the big one.

The objective for finding new clients is locating the most direct path to connections that can help you open the doors to potential new business. The phrase “work smarter not harder” is what it’s all about. I have talked to people that say emailing works great and yes it does, but you might get a small percentage of response for sending out 100’s of emails. Others say cold calling is a good source. And yes it also does work. But same issue. 100’s of calls and low percentage of response. I would say you do need to do a little of everything but nothing is ever going to replace the face to face contact for making fast and strong connections. With many industry events that go on through the year, connecting and networking at these events is what will make the difference in your success. You should never be the guy trying to sell everyone but you should be the guy connecting to build relationships that will lead to finding new clients.

I have learned that meeting people from all walks of life is very important. Never make the mistake by not talking with someone or overlooking them because of appearance, big mistake. A little story on how I got one of my largest clients, I was at a trade show and started to chat with an older gentleman wearing a beat up old suit and wrinkled dress shirt. You would think he was a nobody by his appearance. After talking with him and having a great conversation I found out he owned one of the largest privately held gas station chains and oil distribution companies on the east coast. 

We became friendly and he also became one of my largest customers. He was extremely loyal to me, that is how you hook a big fish and hold on to them. The real key to find clients is that you have to fish in many ponds, lakes and oceans and when you make a catch then build your personal relationship. Never forget that everyone you meet might be able to open doors for you to the perfect client. 

Rick Kaplan is the media director at the New England Real Estate Journal, Norwell, Mass.