You may be networking and telling everyone you meet that you are looking for corporate clients, sharing the fabulous benefits you offer. And still, you get very few (if any) referrals. People who know you *want* to refer business to you, they just may not know exactly how - or who.

If you do more preparation and planning, you can make the process much easier and more predictable!

First, determine who your target market is - not just the types of companies, but exactly whom you want to meet within those companies. For example, do you want to talk with HR directors? The CIO? The CFO?

What do you already know about marketing to these people within these companies? Can you cold-call them in person? Do you have to bring muffins every time you visit? Is there a 'language' they speak (like legal, medical, financial jargon)? Is the office mostly women or mostly men?

Once you feel you have created a profile for your target, create a list of the companies you most want to become your clients. If there are different types of companies, group them by industry or otherwise categorize them, then put in priority order.

Next you will create your action plan. Depending on the companies on the list, you may need to create a plan for each company, each category or just one for everyone. You need a step-by-step action plan outlining exactly how you can find and close your clients.

For example, if I were your target market - women solopreneurs - you would need to spell out how you would meet me, how you would build a relationship with me, how you would sell to me and how you would close me.

For large companies, there may be security and gatekeepers to get past. How will you do that? Many businesses give up because of these hindrances, but not you - you will have a plan!

Have you heard of the six degrees of separation? This basically says you are 6 people away from anyone you want to meet.

You have stated on paper that you want to meet the CFO of Company X (for example). Instead of just telling everyone you meet that you want referrals to big corporations, begin telling everyone that you want to meet Pat Smith, the CFO of Company X. Even better, figure out in advance who might know Pat Smith and where they might be and go there. Having a specific plan like this cuts out potentially 5 of the 6 degrees of separation!

For every company with whom you want to do business, research the company, and specifically who the person is to whom you want to be introduced. Learn about them and put together a specific plan to meet someone who will introduce you to them.

This is all about building relationships, networking, researching and planning. Once you know who you need to meet, how to find them and how to talk to them, all that's left is giving them the opportunity to see how fabulous you are and how much they need your product.

Note #1: gifts do work - very well. If your contact really cannot accept gifts, bring food. Learn about their hobbies and lifestyle. If they just had a heart attack, don't bring brownies! If they like sailing, bring a nautical gift. Use your imagination and have some class. These people have the power to award you an expensive contract - don't be cheap.

Note #2: never call your best contact first. Always go to the 'B' list first to practice your plan and your pitch. You will be more relaxed, and if you mess it up you won't care so much. It's an excellent opportunity to perfect your system.

Note #3: don't put all your eggs in one basket. Avoid any one client becoming more than 40% of your business. If you depend on them and they go down (or just change vendors), you go down. Remember - these decisions are not personal, they are business. Keeping this policy also allows you to fire a client if you want.

Copyright (c) 2009 Audrey Burton