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Getting Clients Fast
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Last week I discussed the importance of clarity in all aspects of
your marketing; no clarity equals poor marketing results. This
week I want to focus on how to leverage that clarity to attract
clients quickly.
First let's review the five marketing elements.
Element 1 - Clearly defined products or services
Element 2 - Clearly targeted ideal buyers
Element 3 - Clear, benefit-oriented messages
Element 4 - Clearly written/designed marketing materials
Element 5 - Clearly communicated offers
These five elements are the foundation of your marketing. They
can take some time and effort to put together. But once you've
got them, you have the launching pad for attracting clients
quickly and consistently.
Then your vehicle for attracting these clients is a well-designed
campaign using one or more marketing vehicles such as
networking, speaking or teleclasses.
In 1995 I launched a speaking campaign that did just this. I had
moved my business from San Francisco to Silicon Valley so I
needed to generate new business fast.
After preparing my Five Elements above I contacted every
organization in the area whose members were self-employed
professionals. I sent a speaker's kit and followed up. I got booked
for several talks. I gave the talks and followed up with those who
attended. I then converted those people into clients.
In 26 weeks I had gained 26 new clients.
I'm using a similar plan today to fill my new Marketing
Certification Program. After putting all Five Elements into place, I
contacted my customers and subscribers by email. I then held an
introductory teleclass. Those who attended applied to be in the
program and I set up individual appointments with them.
The program is now almost full.
My client, Shelley Simon, put her Five Elements together and
then promoted her chiropractic business coaching services
through ads and articles in targeted chiropractor publications.
Those who responded went to her web site and filled out a form
to request an initial consultation.
Shelly's business is now filled to capacity.
A customer of my InfoGuru Manual and Web Site ToolKit, Darrell
Crawford, owned a franchise business - TAB (The Alternative
Board). He assembled his Five Elements and then targeted a
select group of prospects through telemarketing and put them on
his email list. That led to qualified inquiries and conversion of
prospects into TAB clients.
Before long Darrell was the second most successful TAB franchise
owner and ultimately sold his business for a healthy profit.
By the way, both Shelley and Darrell went on to become two of
my most successful Action Plan Marketing Coaches. They realized
the power of this approach and wanted to teach it to others.
It's the Campaign!
What I've noticed is that people do not conduct their marketing
as a campaign. Instead, it's done as a series of disconnected,
random activities. You do a little networking, a little speaking,
etc. and not a whole lot happens.
What's missing is the PROCESS of the campaign. One thing must
lead directly to another. When you design, implement and master
this process, it's like turning on a marketing machine. Clients will
predictably pop out the other end!
Let's look more closely at how the campaign process works.
Step One - Prepare all the Five Elements. Now you are clear on
what you are selling, who you are selling it to and have put
together your message, materials (i.e., web site) and offer.
Step Two - Put your message, materials and offer in front of your
target audience. Again, any marketing vehicle can work. For
instance, a speaking engagement can accomplish this.
Step Three - Have a specific call-to-action, not to buy, but to find
out more. This is key. "If you are interested in this service and
want to know more, let me know and we'll set up a time to talk."
Step Four - Conduct the sales conversation with your qualified
prospects. Learn about their goals and what stands in the way of
achieving them. Show how your service can help them get there.
Step Five - Confirm the sale, sign the agreement and get your
first payment. This, like all the steps, needs to be designed and
implemented flawlessly.
Repeat this process enough times and gaining new clients will
become natural and effortless.
Is this all there is? Yes, these are essentially the steps to
attracting clients consistently and quickly - first the Five Elements
and then the Campaign. Everything needs to be in place and you
need to play it like a game you can win.
What else do you need?
You need information and guidance in developing and mastering
the process. I took a look at all my many marketing programs and
have put together a special "Quick Start Marketing Package" that
will help you do exactly that.
See below for details.
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The More Clients Bottom Line: The fastest way to get clients is to
mount a very focused campaign where one marketing action leads
naturally to another until you are attracting clients consistently. It
takes time to develop that campaign, but once you do, you
become an unstoppable marketer.
© 2007 Robert Middleton, All rights reserved. You are free
to use material from the More Clients eZine in whole or in part,
as long as you include complete attribution, including live web
site link. Please also notify me where the material will appear.
The attribution should read:
"By Robert Middleton of Action Plan Marketing. Please visit
Robert's web site at www.actionplan.com for additional
marketing articles and resources on marketing for professional
service businesses."
So what do you think? Do you like his approach and are you trying it at all?
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