Tips to Target New Business

I heard from a long-lost friend recently - several of them, actually. At least that's what they'd have me believe.

One of those "friends' sent me several e-mail telling me, "Jeff, a friend said you were looking for a way to make $10,000 a month in residual income."

Then I received a call from "Jared." He spoke my name, reminded me of a conversation we had had recently, and mentioned how I told him to call me back to discuss this special offer he was making. After a few seconds, I stopped him and said, "You sure we've spoken before?"

"Yes, I called about advertising with our service. You're Jeff Zbar, your phone number is."

"You could've gotten that from any direct marketing list service," I interrupted. Second rule of cold calling (after legit Rule No. 1: "Just one more call."): Don't call marketing columnists with inept sales pitches. You'll be exposed faster than you can say, "Charlatan."

I deleted the e-mail. I bid Jared adieu. I scratched my head. Deceit. Is that anyway to start a relationship?

How do you target new business? How do you market to your clients? Do the two have anything in common?

Friends, relationships, alliances - they're all good for business. In slow times, the best prospects you have are those you've worked with in the past. The names and contacts you build in your private database are invaluable. Making friends not only opens the door to solicit their advice or to market to them, but done well, our names get passed along to the allies of our allies. I earn a significant share of my income based on referrals and recommendations. They're golden in the small business.

But feigning friendships or dropping names where no relationship exists can be bad for business. Once you expose yourself as a fraud, your next move is to simply delete that prospect from your database.

The deception never seems to end. About a year ago, I did an article for the South Florida Sun-Sentinel on direct marketing services that use the ploy of a supposed relationship to solicit a response. The idea for the article stemmed from a letter I received from "J" (I'm a popular guy, it would seem.). On what appeared to be a hand-written Post-it Note, "J" told me, "Jeff, You have to try this. It's really good." It was attached to what looked like an article torn from a magazine.

I have to admit that for the first few minutes I wracked my brain trying to figure out who "J" was. The New Jersey postmark was of no help, and there was no return address. Then a few weeks later, I received an identical message - and put it all together.

Too many e-mails claiming a relationship. One too many posties from J. When pressed, Jared let on that we hadn't really chatted (he didn't really admit deceit, but I guess a good telemarketer would never divulge the error of his ways.). "Well, couldn't you use our service," he asked. Maybe, I thought. But not from you.

You know, in hindsight, maybe I was too hard on Jared. Maybe he was the "J" who sent me the Post-it. If he calls me back, I'll be sure to ask. After all, we're friends, right?

Prospecting is good for business. Done well, it can even be fun. But if business is built on lies, that's not the type of business I want to participate in.

In the meantime, happy - and honest - sales to you.

Jeff Zbar, the ChiefHomeOfficer.com, is a speaker, writer and expert on alternative officing. He is the author of Teleworking & Telecommuting: Strategies for Remote Workers and Their Managers (Made E-Z Products, 2002); Safe@Home: Seven Keys to Home Office Security (FirstPublish 2001) and Your Profitable Home Business (on CD-ROM from Made E-Z Products). Visit his Web site to subscribe to Home Office Success Stories, his free electronic magazine on home business and teleworking.