Warm business markets/leads
Warm markets are the
ďsweet spotĒ of marketing for new and established businesses.
For the most part, they are considered "warm
markets" because they come to you through a trusted referral. They have the need, they know what the need is, and they have
been told they should talk to you.
Most people, donít even know
that they are surrounded by their warm market and that
their first business leads are often one degree of separation
away. (A degree of
separation would be defined as someone who knows someone who knows
you. A second degree
of separation would be someone who knows someone who knows you.)
People who are one degree of
separation away from you literally run into the thousands:
Make a list of your local family, friends and
acquaintances, past and present.
If you think back, you will find that there are many people
who you have simply lost touch with. Pull out old family and personal directories for clues.
Donít just depend on your memory or you will lose many
Think back through your old school connections.
Classmates, roommates, frat brothers and sorority sisters,
club members, teachers and professors, counselors, and other staff
Pull out any church directories that you have and pay
special attention to those who are involved in smaller groups that
you probably know better.
What kinds of civic clubs are you in?
PTA, Lions, Elks, Rotary, Kiwanis, and political party
organizations all have a good number of participants.
Think through your business contacts for the last 5-8
years. Write down
names and look up contact info.
These are people that know your work ethic.
How about your neighbors and donít forget about that
neighborhood directory. Depending
on where you live, this could be hundreds of people right there.
Now come up with a list of people that you know through
your spouseís family and their individual and personal friends.
Though many of these names will be in common, there are
probably some people that they work with or are just personal
friends with that you donít have for yourself.
What trades-people do you know who you do business
regularly? They could
have a special interest in talking with you since you are their
customer and they would like to keep it that way.
Consider hobby groups, sports activities, other parents
that you know through kids sports activities, golf buddies, etc
And lastly, donít forget that incredible list of email
addresses that you relay all those stories and jokes to every
Now thatís quite a few people.
Consider how many people they know.
This is the power of network marketing.
If you know 200 people who only know 100 different people,
thatís 20,000 people in your warm market.
Out of that 20,000, chances are that there are going to be
a bunch of immediate prospects who would fall into the warm lead
Developing your warm market
Now that you know where your warm
market is, how do you get to them?
Some of these people might be people you havenít been in
contact with in years. Depending
upon the situation, it might be a wise idea to pick up the phone
and make contact. Catch
up with them and let them know what you are doing.
Just remember to be diplomatic, natural, and reasonable.
If someone hears from you for the first time in 5 years,
chances are that they are going to be annoyed if you spend all of
your 2 minute conversation talking about yourself and your
businessÖ but then have to go.
Sending a personal letter is also
another way to communicate. Then
give them a call a week or two later. Tell them about your new business, what you are doing with
it, and let them know that you offer free initial consultations.
Be sure to ask them to refer you though.
Donít take it for granted that they will know what you
want. You might also
consider offering a finderís fee for every lead they bring your
way that you close. Itís
a very nice incentive to add to the personal favor you are asking.
to your friends that they set up a breakfast for you at their
house, one where you will provide the food of course.
Set it up as a presentation on seniors, about seniors, and
Q&A regarding caregiving.
Chances are that you will get quite a number of positive
responses and this action alone will spread the word about you and