Smart Way #1: Make sure prospects find it easy to learn about you. This includes having an education-based web site that answers their questions and explains in detail how you can help them.
Smart Way #2: Make sure prospects find it easy to reach you. Do you accept phone calls from prospects -- or do you insist that they come into your office before you'll speak with them? Do you offer a toll free number -- or do prospects have to pay to call you? Do you respond to e-mails from prospects? The more convenient you make it for prospects, the more calls you'll receive.
Smart Way #3: Make sure clients find it easy to reach you. Are you available by Skype or cell phone or some other means? Can a client reach you quickly and easily?
Smart Way #4: If you have a brick and mortar ... Make sure prospects find it easy to get to your office. Is your office on or near a major street? Is your parking area close to your building or office? Is your office at a convenient location in the building? If on the second floor or higher, is the elevator close by?
Smart Way #5: Make sure prospects find it easy to meet with you. If prospects have a hard time coming to your office, will you go to their home or office? If weekdays are difficult for them, will you meet with them in the evening or on a weekend? To many people meet their prospects at some kind of bar. It's better to meet in a pizza place. More comfortable and if you have to pick up the tab it's not expensive. Also, nearly everyone eats pizza and it would be easy for you to make an impression by buying your prospect a slice and drink, or even their family a pie as they leave you.
Smart Way #6: Make sure prospects find it easy to hire you. Can they hire you without having to drive to your office? Can you send your engagement letter or contract by fax or e-mail? If you have an established relationship, can they hire you simply by calling you on the phone? Or by sending you an e-mail? Do you have multiple ways to get paid on your website?
Smart Way #7: Make sure prospects find it easy to pay you. Never accept personal checks? How about credit cards, how many can you accept? KEY - Do you offer a payment plan?
Smart Way #8: Make sure prospects and clients find it easy to provide you with the information you need. Do you have a form they can fill out?
Smart Way #9: Make sure prospects and clients find it easy to remember appointments and other important dates. Do you send them a calendar of upcoming dates, including what you need from them -- or expect of them -- by those dates? Do you send letters or e-mails reminding them of appointments? (A more tactful way to remind them is to ask if this time is still convenient for them.)
Smart Way #10: Make sure clients know when to call you to update documents. You might provide them a list of criteria or events that should prompt them to contact you.
Smart Way #11: Make sure clients find it easy to refer their friends and colleagues. You might mail to each client your referral brochure, which contains a complete listing of your services and contact information. Consider providing clients with referral postcards they can give to friends and colleagues to request a meeting with you. Offer educational seminars so clients can bring friends to meet you and hear your message in person. Consider webinars and/or conference calls.
Smart Way #12: Make sure clients find it easy to remember you. You might provide things that contain your contact information, such as calendars and paperweights. Send cordial-contact letters. Mail them your newsletter. Don't overlook greeting cards, gifts and donations given in their name. Also, consider hosting special events like art walks and wine tastings. Also, an effective topic are people's birthday. Send them a birthday card, present of some kind with your business contact info on it.
In summary: Convenience is a big factor in how prospects and clients respond to your marketing efforts. Don't allow even the slightest obstacle to come between your prospects and you. Instead, emphasize how easily prospects can do business with you. In this way, you melt the ice that freezes many prospects in place -- and help them realize that working with you is an easy, positive, rewarding experience.