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Jun

18

Research Your Online Prospects

June 18, 2007 |

As a virtual assistant, I market for clients primarily on the Internet. And as we all know, scammers work the Internet, too.

For example, I advertise on both Craigslist and Backpage. These are great resources to test advertising copy and promotions, and you’ll make some legitimate connections. I recently had a great customer from one of those ads. But—surprise!—these sites are also very public and popular resources that are trolled by not-so-reputable, not-so-trustworthy people.

Just last week I had a voice mail from a guy that I’m certain saw one of my online ads. He identified himself as a mortgage loan officer and said he was “very interested” in my services. I did a preliminary Internet search, but nothing turned up. When I called him back, he fumbled around for a second or two trying to remember who I was—and what “line” he was supposed to give me.

He then told me he worked for a photocopier company and was looking for someone to make cold calls. HUH?! I don’t make cold calls, and I certainly don’t do business with a guy who can’t remember his occupation. Red flags were waving everywhere.

In another instance, I received an e-mail from an individual who wanted some copywriting. Again, I’m certain this person was responding to one of my online ads. After doing a Google search—and digging through several pages of entries—I learned that he had a history of drug trouble and had been convicted in recent years for felony possession. Don’t think so!

So what’s Rule #1 about working with Internet prospects? Do your homework before you get involved. Do it not only to find the ”red flag” stuff, but to give yourself some “inside” ammunition if the prospect turns out to be a hot ticket.

How can you get the real skinny on these people? Master the research power of the Internet, and be relentless. Dig until you’re satisfied you have what you need. Some tips and tactics to get you started:

  • Google everything—name, address, telephone, anything you have. Be creative. Don’t give up if there’s nothing on page 1; what you need may be buried on page 8 or 9. Keep looking!
  • Check the online telephone directories to verify the number—and who’s attached to it. I like AT&T and SuperPages. If you get one of those “unlisted” 800 numbers, check 800Notes. Your “mystery number” just might turn up along with some very direct comments.
  • Check online licensing boards and professional associations. Verify licenses and memberships for engineers, CPAs, attorneys, real estate agents—you get the picture. In some cases you’ll also be able to find out if there’s been any disciplinary action.
  • Check state business registration/business name sites. This approach can be frustrating because you may have to drill down through a whole bunch of state and local government layers to get to the good stuff—and in the end, the list you’re looking for might not even exist. Worth a shot if you have the time.
  • Check some of those “background search” sites. I usually come up with additional, free tidbits that help me put other info in perspective, without paying for a report.

And what’s Rule #2 about working with Internet prospects? Most will tell you—including me—to “go with your gut.” If that squeaky, annoying internal voice is telling you something’s out of whack, you’d better listen. Intuition, premonition or any other “-ition” trumps Internet research every time. Don’t hesitate to walk away if the situation doesn’t feel right.

Bottom line: The Internet is a great way to get clients—and a great way to size them up.

But always remember the two rules: Do your homework, and give that inner voice a good listen.

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