How To Prospect Without Being Pushy

Summary

In this video, Dan Lok shares his journey from struggling with cold calling to mastering the art of positioning himself as an authority in his industry. He introduces three key strategies for attracting clients without traditional prospecting: publishing a book, public speaking, and gaining publicity. These methods help build credibility, attract leads, and allow entrepreneurs to cherry-pick clients without having to chase them. By positioning yourself as the expert, you create a constant stream of inbound leads, transforming your business into one that no longer requires relentless prospecting.

Takeaways

• 😀 Prospecting through cold calling (like the 'smile and dial' method) is not a pleasant or effective strategy for sustainable business growth.
• 😀 Rather than focusing on prospecting, shift your mindset to positioning yourself as an expert, so potential clients come to you instead of you chasing them.
• 😀 Prospecting is like fishing with a spear, where you chase after individual leads. Positioning, on the other hand, is like fishing with a net—casting a wider reach to attract more leads passively.
• 😀 A great example of positioning is a dentist who has a fully booked schedule months in advance, making his patients respect his time and expertise.
• 😀 Positioning is about creating demand for your services or products, so prospects reach out to you, making it easier to qualify leads and close sales.
• 😀 The first 'P' of positioning is Publishing—writing and publishing a book can position you as an authority in your field, giving you credibility and attracting business opportunities.
• 😀 A book is perceived as a more powerful tool than a business card. Having a book increases your authority and can lead to opportunities, as seen when a businessman paid for services after receiving a book.
• 😀 Publishing a book helps differentiate you from others and increases your visibility, even if it’s not a bestseller—what matters is establishing your expertise.
• 😀 The second 'P' is Public Speaking—being the speaker or presenter at an event immediately positions you as an expert and attracts prospects to approach you after your talk.
• 😀 Publicity, the third 'P', involves getting featured in media outlets, such as newspapers, podcasts, or websites relevant to your industry, to further enhance your positioning and attract business.
• 😀 By focusing on positioning through publishing, public speaking, and publicity, you can avoid the arduous process of constant prospecting and instead let clients come to you, making business smoother and more lucrative.

Q & A

What is the main difference between prospecting and positioning in sales?

Prospecting involves actively seeking out leads, typically through methods like cold calling, while positioning involves creating a situation where potential clients come to you instead, establishing you as an authority in your industry.

Why did the speaker switch from prospecting to positioning?

The speaker realized that prospecting, especially cold calling, led to rejection and was an unpleasant way to do business. By switching to positioning, he could attract clients to him rather than constantly chasing them.

What metaphor does the speaker use to explain the difference between prospecting and positioning?

The speaker uses the metaphor of fishing: prospecting is like fishing with a spear, where you chase after each fish individually, while positioning is like fishing with a net, where you attract many fish at once and wait for them to bite.

How did the dentist mentioned in the script exemplify the concept of positioning?

The dentist is positioned as an authority by being highly sought after, with fully booked appointments months in advance. The dentist’s office experience and his status as a professor create a perception of scarcity and value, making people wait for their appointments.

What is the first P of positioning, and how does it help with business?

The first P is Publishing. By publishing a book, you can position yourself as an authority in your field. The speaker shared his personal experience where publishing a book helped him gain recognition and even led to a $10,000 check from a businessman.

How does public speaking contribute to positioning?

Public speaking allows you to position yourself as an expert in front of a live audience. By speaking at events, you naturally gain authority, and after the talk, attendees who want to do business will approach you, making it easier to generate leads.

What is the third P of positioning, and how does it impact a business's success?

The third P is Publicity. Gaining publicity through media coverage, such as interviews or features in reputable publications, positions you as an expert. This creates a sense of authority and attracts business without the need for cold prospecting.

How does publishing a book change the perception of a business professional?

Publishing a book positions the author as an authority in their industry, making them appear more knowledgeable and credible. It’s perceived as a higher form of expertise than handing out a business card.

Why is positioning considered more effective than traditional prospecting?

Positioning is effective because it creates a situation where clients come to you, which means you don’t have to chase them or deal with constant rejection. It allows you to attract qualified leads who are already interested in working with you.

Can anyone implement positioning strategies, even without prior experience or resources?

Yes, anyone can implement positioning strategies. For example, publishing a book is now accessible to anyone due to print-on-demand services, and public speaking can be learned and mastered with practice, even by those who weren’t originally confident in those areas.