One of the target audiences of The Prospecting Professor are financial salespersons. Although we certainly welcome readers of all stripes, many of our articles address the sales and marketing concerns that financial salespeople face, both strategically and tactically.
Over the past few days, I've highlighted businesses that will participate in the upcoming National Small Business Week Celebration 2006, in Washington D.C. On April 12-13, more than 100 business owners from around the country will gather in recognition of their outstanding achievements.
For financial advisors who read yesterday's entry about Sittercity.com or Friday's story regarding 
Shatto Milk Company, your response may have been, "Nice little stories...but so what? How does this help me with my business?"
Good question. Here's how.
If one of these nominees were in my neck of the woods, I would find a way to contact them. A congratulatory phone call might be a great place to start..."Congratulations! I've been reading about the SBA award that you've received. Great stuff! Kudos to you...and best of luck in Washington D.C. By the way, I specialize in working with small business owners like yourself, and when you return from your trip I would love to get to know the secrets of your success over a cup of coffee. Can I call you in a two weeks to set something up?"
Follow up on this conversation with a handwritten letter, that reinforces your congratulatory tone. Or if you wanted to really get on this person's good side, you might send a cute and funny gift. How about a disposable camera...for pictures on their Washington D.C. trip?
In general, small business owners can be very good prospects for all sorts of professional and business services. Moreover, business owners (small, medium and large) have much of the wealth in this country.
Every few years the Federal Reserve Board sponsors the Survey of Consumer Finances. In the most recent survey, here is what they found:
- Households with business ownership hold 46% of the economy's aggregate wealth, while comprising just 13-14% of the population.
- A household owning any business was seven times more likely to be classified as high-wealth, i.e. more than $1 million net worth...than a household with no business interest. Among business owners surveyed, 17% had a net worth of $1 million or more, compared with 2.4% for the general population.
I hope this clears things up.
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