By
Kip Gregory
Recently I was giving a presentation to agents and advisors that included information on the benefits of getting to know your prospect pool better. Toward the end of my talk, one of the attendees, an advisor with a regional brokerage firm, raised his hand. “I love your ideas on identifying groups and websites that cater to the kind of clients I’m interested in,” he said. “Reading what they read, being where they gather, plugging into their passions—it all makes sense. But I’m a one-man band. I share a single sales assistant with two other guys, so she certainly doesn’t have the time to do what you’re talking about. And frankly, I don’t think it’s my role. My job is to bring in the business. So, how do you recommend a guy like me get what you’re talking about done?”
I encouraged Alan to step outside his rainmaker role and put on his business owner’s hat. Simply put, he had a research need. The solution: Outsource the task. An easy, accessible solution in this case is to tap the expertise of the reference-desk librarians at your local public libraries. Jot down the kind of group(s) you want to learn more about and what you’d like to learn. Then, visit the library or call for help.
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The librarians will take your question and—courtesy of taxpayer support—dig into a reservoir of resources. |
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Librarians are among the best researchers and information professionals out there, but they’re not mind readers. Help them help you by framing your questions the right way. The more specifically you can describe what you’re looking for, the better. Here are some examples:
- Can you help me identify what associations and publications cater to people in the __________ industry?
- Where do people in that industry meet? When do those meetings occur? Are there any coming up locally in the next month, quarter, year?
- What pressing issues are companies and people in the __________ industry currently facing?
- What (and whom) do people in the audience I’m interested in read to keep up with new developments on __________?
- Which websites and publications are most popular among people who like to __________ in their free time?
- I’m looking for current articles on __________ and/or what websites and publications do people go to when they want to learn more about that subject (a hobby, activity/event, travel destination, charity, medical condition, particular life event)?
| Other Outsourcing Solutions |
While these solutions will cost you money, consider hiring:
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The librarians will take your question and—courtesy of taxpayer support—dig into a reservoir of resources that would cost you a fortune if you had to subscribe to them. They have access to periodical and other databases that can provide a wealth of information on virtually any topic, such as Hoovers, Lexis Nexis, Gale Group’s Business and Company Resource Center.
Go the next step
Now here’s the $10,000 secret: Many of those same tools are available to you right from your computer for the mere price of a borrower’s card, which is free in most cases. Or, if you find that your local library doesn’t offer a wide enough range of the online tools you want, for $100 a year you can register as a patron of the New York Public Library, one of the preeminent library systems in North America.
To find a list of libraries in your area, go to Google your city or town and the phrase “public library.” (Be sure to include the quotes to indicate it’s an exact phrase.) If that doesn’t bring them up, visit PublicLibraries.com and The WWW Library Directory. Both offer comprehensive guides with links to library sites organized by state (PublicLibraries.com), or country and state (WWW Library). PublicLibraries.com includes the address and phone number of each branch right on the page (not just a link to its site), which is a real timesaver.
For more tips like this one, sign up for Kip Gregory’s monthly e-newsletter Kip’s Tips.
Used with permission. All rights reserved.
Kip Gregory, principal of The Gregory Group and author of Winning Clients in a Wired World, is a consultant, trainer and speaker on marketing, sales and technology issues for the financial services industry. Contact him at 202-364-6913 or at kip@gregory-group.com.
November 2006
Getting Past the Gatekeeper
Winning on All Fronts
Strategies for Success
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