WHO BELONGS IN YOUR PIPELINE

There are two broad categories of people and organizations you want in your marketing pipeline: those who may someday be clients, and those who can refer clients. To find people who are likely to become clients, you will want to reach out to a market niche that is a good match for your services. To find people who may never be clients but could refer you business, reach out to those who serve or interact with people in that niche.

A person or organization who doesn’t fall into one of these two categories probably doesn’t belong in your pipeline. It is true that people you encounter while marketing your business may become personal friends or helpful with other aspects of your life, but you don’t want to use up your precious marketing time in following up with folks who are neither likely to be clients nor refer them.

Whenever you meet someone outside your market niche who also doesn’t seem to have much contact with it, think twice before putting that person in your pipeline. Always concentrate your efforts on the most likely prospects and referral partners. The way to win the marketing game is not to collect the most names and phone numbers, but to make the most sales.

BASIC INGREDIENTS FOR FILLING THE PIPELINE