When it’s absolutely, positively imperative to have a flow of new clients . . . . to attract clients in a steady flow, getting clients faster.
A simple rule of thumb: marketing, the skill of attracting clients, is nothing more than the number of people who get to see, or hear, your marketing message times the conversion rate of that marketing message.
So, however many people line up outside of your door every week is determined by two things, how many you talk to or market to, and how good your marketing message is. Simple isn’t it?
Of course, what happens to most business owners is that their so-called marketing attempts are absolute failures. If you ask them about how well their sales are going they’ll tell you that their marketing messag is “the greatest thing since sliced bread” but, for some reason, no one is buying. Or, that it must be due to the economy.
But the core problem is . . . their marketing message!
So, ask yourself, “how many people literally go jumping into your shopping cart every time you tell someone what you do?” The result is your grade card of how well your message works.
Rule of thumb: If you are talking with them one-on-one 30% should be showing some serious interest . . . if you are talking to the right market with the right marketing message. If you are sending out cold mailers, or cold calling . . . 5% to 10% is a decent number. If you are getting less than those numbers you need to tune up your marketing message.
How do you tuneup a marketing message?
First rule: marketing is NEVER about you, your products, your service, or your process.
Second rule: Marketing is ALWAYS about the other person and what he wants or needs.
Ever try making a cold call? Think about this scenario.
Typical cold call: Hi George, I’m Alan Boyer with Ajax Best In the World Company . . . CLICK!
Cold call THAT WORKS! Hi George, I’ve been looking for a ___________ (name what they do).
OK, I know what you are saying. “I’m not interested in what they do. I’m here to make a sale.” And that’s why your marketing message has not been working. You have to change your focus to something they would almost kill for and I’ll guarantee that you’ll NEVER have anyone hang up on you.
So, how do you turn the call and or any marketing to being about you?
You don’t. If your goal is to “make a sale”, your already off on the wrong foot. But if you goal is to help people get what they want, then your sales and your marketing results will go through the roof.
Getting Clients . . . Acquiring Clients Is EASY When Your Focus is on What they Want
Here’s a story about one of my clients that REALLY GOT THIS IDEA.
He runs an MLM business. Most of his competitors meet fewer than 5 people a week. He meets with 250+ every week, and sells . . . 1/2 of them every week. Why? His focus is on them, not on making a sale.
Strange how that works isn’t it? It’s not that he lost focus on making a sale, but it’s important to realize that he’s there to help them get what they want and . . . because of his focus being on helping them . . . his sales are high.
While his competition is selling exactly the same thing and barely meet with 5 people a week. He focuses on them.
He approaches restaurant owners and asks them, “Would you like to have 25 to 50 new customers each and every week for the next year? Somewhere between 1,250 and 2,500 new customers?”
Notice where his focus is? On what that restaurant owner wants.
Most of the restaurant owners immediately take him up. All that he asks is for a meeting room in exchangefor him bringing them 25 to 50 new paying customers every week.
Next, he leaves a brochure on the doors of every business for 2-3 blocks with an offer to introduce them to 25-50 people that can use their services. Again, where’s the focus? So far he hasn’t mentioned his product or service at all.
He’ll have 25-50 people showing up at a meeting at that restaurant. He’ll deliver his promise to the restaurant owner, and to each of those that show up.
At the meeting he’ll introduce everyone, and even build up some of them to the others. He’ll not only introduce each of them to the others, but will give them 1 minute to promote their business at the meeting. But, he’ll get 15-20 minutes to talk about what he does.
But, even here, he isn’t talking about his products/services . . . he’ll focus his presentation on what each of the people in the room will get from working with him, and in most cases he’ll be sharing how he generates $500,000 a month doing what he does, and then asks them if they’d like to be making that to.
Notice, no sales pitch, no mention of products or services, only a brief discussion of how he generates $500,000 and how easy it is with his approach.
Results: He sales 1/2 the people in the room.
And he’s going to show the ones who join him how to be as successful as he is, generating $500,000 a month with such a simple sale.
So, STOP and think. What are you talking about when you approach someone. Are you talking about your products, services, processes, or are you showing them the measurable value they would receive?
Would you like to develop a marketing message that LINES THEM UP outside of your door?
It’s Simple. Call me, and I’ll help you develop that marketing message that gets them CHASING you instead of you chasingthem.
Alan Boyer, the $100K Small Business Coach
Helping small business owners reach another $100K to $1M in months and to stop playing in the kiddie pool when it comes to attracting new clients.
P.S. I say stop playing in the kiddie pool because most business owners are dabbling at marketing, meeting with 2-3 people a week instead of getting serious like the business owner did above. If you’d like to increase the number of people you meet with by 10’s or 100’s of times, call. And if you’d like to increase your response rate to your marketing message and sales by 10’s of times or more. Call. Put those two together and increasing 10×100=1,000 times increase in clients and dollars.
Call 816-415-8878 for a free strategy session on how to do this with your business.
When it’s absolutely, positively imperative to have a flow of new clients . . . .
to attract clients in a steady flow, getting clients faster.
Have you noticed that Google Adwords CPC are going higher and higher? Is it scaring you?
First, as in any marketing, the most obvious up front costs aren’t the things to pay attention to. It’s the cost to “acquire a customer” that’s the most important, not the Cost Per Click, CPC.
I’ll show you how to get control of your marketing so that you BUY a client everytime you spend your marketing dollars. Continue reading