Advances Move Relationships Forward and Build Business
Think about the last time you met with a prospective client. How did you end the meeting?
It probably wrapped up with the prospect saying, "I'll call you." And that was that.
What kind of business outcome is that? Certainly not the kind that will bring in a new client. What you need at the end of every meeting with a prospect is a firm advance; a commitment from the other party that, yes, the two of you will meet again at a specific day and time.
Ideally, you want to hear, "Let's meet to discuss this matter next Friday afternoon in my office."
Getting an advance from a prospect is like confirmation that you have achieved success; that your marketing efforts have paid off and you are one step closer to signing a new client.
Keep in mind, though, that an advance has three elements:
1. A commitment.
3. A specific time frame.
If any of these elements is missing, you have not secured the advance. If your meeting ends with an advance, then you have made huge progress in building the relationship with the prospect and perhaps securing new business.