Some of my students have chosen a target audience or niche that is hard to reach through regular marketing methods. For example, doctors fall into this category. They are so incredibly busy and focused on patient needs, that discussing marketing with them is not easy.
So you could try any of the following traditional methods to connect individually or where they congregate in groups:
• Cold calling to speak to practice managers
• Mailings to physicians and practice managers
• Attending medical conventions
• Attending pharmaceutical conventions
While you might make some headway, this can be a hard, long road to work. Physicians are simply a tough group to break into. So how can you reach out to groups like this with a high barrier for communication?
Niches like this tend to be more open to considering new services through referrals. It’s kind of like reaching the affluent. Affluent people don’t gather that much in networking groups. Instead, they gather more socially and for charities. They are harder to reach. They have more gatekeepers.
So to reach a tougher group like physicians or the affluent, look at who you already know in this arena and create a referral program. By connecting with the people you already know and building relationships, you can often gain access to the people they know.
You want to nurture your existing contacts so you get the referrals you need to attract clients. It’s through letters and coffee dates and all that, but it’s for people you already know. Remember, people tend to do business with those they know, like and trust and this statement is even stronger in tight knit, affluent communities. This can be the fastest path for those niches that are hard to reach or have strong gatekeepers.
Your Client Attraction Assignment
Have you made a list of all the contacts you know? Have you written your warm letter and created your own system for staying in touch? I encourage you to build strong relationships with your contact list and build on that further to attract clients and the referrals needed to help build your business.