Clever Counsel #18 - The best time to prospect
Here’s what most consultants do when they land a new project (especially if it’s coming in after a bit of a dry spell):
They put their heads down and dig into the work. They do an exceptional job with client service. And they try like hell to turn that project or client into a revolving door of repeat business.
And all that is great.
That’s what we should all be doing when we secure new projects.
But don’t forget that your moment of celebration is also a prime opportunity to fill your pipeline for the future.
In fact, I’ve always felt that one of the best times to position your business is when you’ve just won new work.
There’s real psychology behind this (most of which is well beyond my understanding and field of expertise). But I can tell you it has to do with confidence, scarcity, social proof and perceived value.
Put simply - we tend to be more attracted to people who always seem to be booked up.
Every time you sign a new contract:
Send a round of emails out to your warm prospects letting them know you’ve just booked a significant client project through X date, or up to X number of hours per week or per month - but you’re still thinking about their challenges and eager to carve out time to work together. Let them know they’re a priority for you and you want to find a way to fit them in sooner or later.
Put together a small content series on LinkedIn to announce the client win (without providing any names or proprietary details), underscore your limited window of availability, and in the subsequent weeks - share a few rounds of insights-laden updates as you dig into the work and begin to create results.
When you vocally share your successes, ride that tide to conduct your outreach, and unabashedly broadcast that your schedule is filling up, you project confidence.
Suddenly you’re approaching your prospects from a position of strength and security (rather than weakness and desperation). This stance will naturally attract people to you, and create a sense of urgency around securing your time and expertise.
Over time, this positioning can lead prospects and clients to begin proactively engaging you to plan out contracts well in advance - as opposed to simply reaching out reactively for urgent requests (and expecting you’ll be available).
The next time you win a new project - try this out. It may seem counterintuitive to spend time on prospecting and positioning when you have client work to deliver. But this is the kind of mindset shift that can completely transform the trajectory of your business.
