As advisors, we all wear two hats as a prospector and an advisor. The problem is, we really only get paid for the work we do in the advisory role, which is why it's critical to develop systems that generate a consistent stream of new prospects on an ongoing basis. This is the only way to really grow your business to the level you're striving for.
So what does this look like practically?
In my business, I decided that if I just committed myself to prospecting for strategic alliances with CPAs—regardless of how long that took me—I'd be running my business smarter than my competition and in a much more enjoyable way.
I realized that I was spending money on all kinds of marketing campaigns, all with the goal of creating a base of qualified prospects who both needed my help and saw me as the expert that could help them with their problems. By focusing my efforts on building strategic alliances, I realized the first of these two aspects would be accomplished very quickly, since I could tap into the CPA's base of clients, which became my "target market." Due to the fact that this was a very concentrated base of prospects, it made it much easier and much more affordable to implement the marketing strategies necessary to become known as the expert among the CPA's clients.
