Knowing Your 5 Ws - Part 3: When

So you’ve now found where to find your ideal customer. Next up on the list is When.

A common mistake many businesses make is to put off starting business development and the search for new clients.

Waiting until the pipeline is dry is too late. When you consider what your sales cycle typically is – say 3-6 months, that means you have 3-6 month dry spell while you work like crazy.

In my opinion, you should never take your foot of the gas when it comes to looking for new customers – always be looking. In a strange way, when you are at your busiest is when you should be working hardest at BD – so there is always a pipeline.

We have already talked before about who your ideal customer is. You know that you need to get to know them as well as you possibly can. Not just them as an individual but the sectors they operate in.

That knowledge will help to shape the answer to your “when” question.

For example, there is no point in contacting companies in eCommerce in mid to late October about Black Friday and Christmas – it’s too late and will all have been planned.

If you work with the automotive industry be mindful of when new cars are released, what legislative changes are coming – any nuances that can affect their business – so you can plan to be present when they are looking for help.

Know when key exhibitions and trade shows are happening. Will your clients want help with exhibiting? If so, you need to reach out a minimum of six months ahead of the event. Showing an awareness of what is happening in the industry will go a long way and win you some brownie points.

Also be aware of the usual financial year end for most clients in the areas you work. Knowing when budgets are set and when any remaining budget is available – pre year end for the first and often fourth quarter for the latter – could play a key part in you being given some air time.

Naturally, when also covers what days of the week or times to reach out. You can determine some of that from social media – when are people engaging with your posts shows when they are receptive. But it is only part of the story.

Look at your website analytics. When do people visit, does the day or time influence how long they spend on the site? Could this be useful to you?

Sometimes it’s about building a picture from a variety of sources to help you. And keep refining it as you learn more.

Truth be told, there is no such thing as a wrong time to be finding that next potential client, so if you want the answer to when, the answer is NOW!

But remember – don’t set yourself up to fail. If you are going to post content, run a business development campaign, or reach out to connect with people you need to be around to respond in a timely manner. Don’t leave people hanging or they will move on to your competitor.

This is just the beginning, but by understanding when to connect with your potential customers, you’ll increase your chances of making a significant impact.

Next time, we'll explore the fourth W: Why. Stay tuned!