100k-author

Marketing and Sales in a Recession — Growing Your Business at the Worst of Times

Marketing and sales in a recession is no different than during good times. It’s just that most businesses act as if something really went bad during this recession and shoot themselves in the foot. But here’s a secret to grow your business even faster BECAUSE of the economy. Continue reading

Small Business Marketing Objectives to Add Another $100K

 Frequently a small business has no measurable marketing objectives other than “increase sales” “increase leads”, or “get more customers.” Here’s the secret to setting the right marketing objectives, and then tweaking the results to get 5-10 times more. Continue reading

BNI 60 Second Commercial That Could Multiply Your Business 10 Times or More

 In marketing and networking the first thing out of your mouth becomes the most important thing you will ever say. It isn’t about “making a sale”,  it’s about “getting attention.” It’s simple . . . if you don’t get their attention before you say what you want to say, they never hear the most important thing that follows.

If you want them lining up to talk to you everytime you give your BNI 60 Second Infomercial . . .   Continue reading

The Secret to Scientific Marketing

Is your marketing scientifically measurable?

Do you know how many are out there looking for YOU?

And do you know what percentage of those should be calling you everytime you send out your marketing?

Or do you just throw your marketing at the wall hoping and praying that someone will call you? If you do, you are like 99% of all business owners.

Read on to turn your marketing into Scientific Marketing that delivers exactly the number of people you want whenever you do your marketing Continue reading

Chum Marketing — Line New Customers Up Outside of Your Door

One of the biggest problems most small business owners have is that they play in the kiddie pool when trying to attract new clients. They dabble at it. They go networking here and there. They talk to 4 to 10 people a week one on one.

That’s playing in the kiddie pool. For most companies, there are 100’s to 1,000’s looking for what you do right there in your metro area.  Continue reading

Getting Clients — Acquiring Clients Faster Is Easy

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.

getting clients -- marketing formula

 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.

 

Google Adwords CPC Going Higher — How to Manage Your Costs

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

Coach Niche Marketing . . . 80/20 Rule Fine Tuned

I’m sure that you’ve heard that you need to niche your coaching market. Target a specifc subset of your market where you’ll make the most money.

I’ve discovered that I don’t want to waste my time talking with people who would have never bought from me in the first place. I assume that’s about 80% of those who need me. So, instead, I’d rather focus my time on the 20% who are more likely to buy.

So, even as you decide on your target market, apply the 80/20 rule. Look for the 20% that are more likely to buy, 20% that will spend more than your average client, and stop wasting your time on the wrong 80%.

Let’s apply some numbers to see how big of an impact that makes on a coach. Let’s assume that you make $100K now by focusing on your current prospects.

Let’s also assume that you meet with 1,000 prospects to get that $100K. This really isn’t too far off target for the way most coaches do it. In fact, most won’t make the $100K because they don’t meet that many people. But, let’s get back to our thinking.

Out of 1,000 people, the 20% we want to work with results in 200 people that produce 80% of our income. Those 200 produce about $80K for us.

Let’s also assume that you meet with a prospect about 2 hours. So if you meet the whole 1,000 people to make your $100K, that’s about $100 per meeting, or $50/hour. Hmm!  Not where I’d want to be.

But that also projects to 2,000 hours in sales meetings for the year. In short, that’s every last hour of your week in sales meetings, and no time for delivering, coaching, consulting, training, which is what you are paid to do. Either you won’t have time to deliver, or, you’ll be working 80 hour weeks.

But back to our 80/20 rule. Now you are meeting with 200 people to make $80K. You’ll be making $400 per meeting, or about $200/hour. That’s a lot better. And you’ll be in sales meetings about 400 hours for the year, 1/5th of your time, or 8 hours a week. Leaving 32 hours a week for coaching, consulting, or training.

Isnt’ that starting to look like a successful coaching business?

But, now, let’s apply the 80/20 rule to that 200 people. Now that breaks down to only 40 people who produce $64K for you. That’s $1.6K per meeting, or $3,200 per hour.  A total of only 80 hours in sales for the whole year.

Doesn’t that look even better.

The last time I showed this to some coaches they responded that the hourly rate looked pretty good, but they didn’t want to live on $64K. Well, great! Then don’t.

Now that it takes only 80 hours to sell $64K, by adding only another 80 hours in sales you’ll double that to $128K. That’s the beauty of improving the efficienty of this system. It gives you LOTS of spare time to either relax, or apply that $3,200 per hour to make even more money.

Alan Boyer
$100K Small Business Coach

Helping coaches, consultants, and trainers reach another $100K to $250K in months, and to stop playing at building a coaching business.

A Huge Opportunity to Get Coaching Clients That’s Missed Dozens of Times a Day

How many incoming emails do you get every day? 
 
 And what would happen if you could turn a large percentage of them into prospects and eventually clients?
How many opportunities to get coaching clients are you missing by not doing that?
 
Here’s how to turn over 50% of your incoming calls and other marketing into your own coaching prospects and clients. Continue reading

Getting Coaching Clients — How to Find Prospects Who WILL PAY For Coaching

This past month I asked you what coaches and consultants want and need the most, getting coaching clients.

85% said their biggest problem in getting coaching clients is “getting people who’ll pay for coaching.”

 There are two sides to your marketing message, one is having a powerful, compelling marketing message. Enough so that it’ll compel those who need what you have to respond.

Two Sides to a Client Response . . . Marketing Message . . . and their Mindset

But the other side of that coin is the mindset of the people you are meeting with. For isntance, if I’m meeting with the wrong ones, I’ll usually hear “Wow, that’s great. I REALLY wish I could afford you.”

What that tells me is that my marketing message truly worked, they want me, but their own internal limits of not spending are blocking them from moving forward.

The 3 Kinds of Coaching Client Prospects . . . one you WANT, the other two you don’t

So, let’s look at three kinds of people you’ll run into

  • Those that are constantly hunting for ways to grow (their business, their lives, their careers, etc). They are actively searching for opportunities. They are somewhat cautious and very selective of the advertising they read, but they are the buyers for the right products and services.
  • Those that are standing still right where they are. They aren’t looking for ways to progress, but, on occasion, could be nudged into an idea or buying something that might help them.
  • Those that are anti-education, or anti-spend. They look at any kind of advertising as b.s. and even if convinced, just couldn’t bring themselves to spend THAT kind of money on anything.

Target ONLY the RIGHT Ones

 So, our first goal is to target the right people to talk to, and to qualify those we are talking to to be sure they are the right ones. Avoid wasting our time where we would never, or infrequently get a sale, and spend time where those people are actually looking for help.

It’s too easy for coaches to get stuck in the mode that “anyone and everyone needs me” and you tend to want to “sell to the whole world.” That’s a waste of your valuable time. The real secret to getting coaching clients who’ll pay is first, identify who’s looking, and who’ll spend if they hear the right marketing message, then give him a powerful marketing message.

Target the right ones, avoid the wrong ones and your coaching client acquisition  ratio will skyrocket.

There are actually some in between the levels I mentioned, such as the ones who are actively looking for ways to grow, but won’t spend any money. They are just looking for freebies and may never spend money on the getting coaching clients. They’ll just set there waiting for handouts, hoping and praying things will get better.

Qualifying

You see, some people are self-limiters, while others actively search out opportunities to constantly grow everything they touch. You just need to be able to identify who they are. Those are the ones who will spend money to get help . . . as long as your marketing message proves to them that you have a high ROI.

One other little . . not so little really . . . concept is for you to TOTALLY AVOID anyone at the bottom of those categories I mentioned above, the anti-education, and anti-spend types. DO NOT make the mistake of believing that because you are a coach or a consultant, that you are SUPPOSED to be good at changing their minds. It’s a waste of your time.

You COULD Work Hard Enough to Convince Some . . . But Your Time is More Valuable when Targeting the RIGHT ONES

Now, don’t get me wrong. Yes, if you put enough effort into this you might squeeze one out of that low end crowd here and there. But that’s not a good use of your time.

I have divided my own target market into segments.

  • Low end crowd (and when I meet with them I’ll always get this response, “Wow, I REALLY wish I could afford you.”
  • The mid-range group, I get about a 35% close rate.
  • The high-end group — When I go after that top group I get somewhere between 50% and 75% close ratio. So getting coaching clients is, guess what? A lot easier here.

So, it’s a total waste of my time to target anything but that highly qualified market. I mainly target them, and get a few of the mid-range group sneaking in, and that’s OK.

Since I learned that, not only has my business been SOLD OUT, but I’m now helping my clients do the same.

How do you separate the buyers from the non-buyers and tire kickers?

Let your marketing do the separating for you.

Let’s start with one criteria that’ll make a huge difference from the start.

  • There is a sweet spot on the economic ladder for you.
  • When shooting for the bottom of the ladder, the more desparate they are the less likely they will hire you. That seems almost counter-intuitive, but it’s true. Those at the low end have been conditioned to not spend when they are in trouble. Those at the high end KNOW that they have to invest to make things happen, and to get out of tough situations.  So, if you dealing in the bottom of the economic ladder dealing with strugglers you’ll very likely see very few sales.
  • When moving up that economic ladder to higher income people, and higher income companies, there is a sweet spot. Too high and you’ll have difficulty getting in the door to the CEO or individual. Too low and you’ll be fighting those things we mentioned above. So find the sweet spot.
  • There is a sweet spot. Some of it is to do with them, and some to do with you, your confidence, and your marketing message.

For my own business, when getting coaching clients, and even getting consulting clients . . .I love the $1M to $75M business area. They’ve been conditioned to invest to make money. And they are reasonably easy to reach. You may find it slightly different if you are a business coach, and if you are a life coach, or career coach, you’ll be looking at the individual’s income and available funds as just one of the characteristics that’ll help you define your ideal target market.

I do not turn down those below that $1M, but they are not directly targeted. I do get referrals from existing clients to smaller businesses, but when they come with a referral there’s a big change in their characteristic.

There is more to consider in finding a qualified ideal coaching client lead than just their income level, but that will have a lot to do with whether they will reach into their billfold or not once you have convinced them with your marketing message.

How do you pre-qualify them as you start down this marketing path?

Set up a marketing funnel, give them an opportunity to take a taste of your wares, and see who nibbles.

In other words, don’t go out there selling coaching, or consulting. Go out there giving them an offer that will turn their whole business, their whole life, or whole career around (depending on whether you are a business coach, life coach, or career coach, or whatever coach).

Develop an Offer THEY CAN’T REFUSE

By giving them an offer they can’t refuse, something so valuable that anyone would be stupid to pass up, but at a price that they would be stupid to pass up.

At first, if this is such a valuable offer, you will get some from the top two categories taking samples, and maybe a tire kicker or two from the bottom category.

But then make them another offer they can’t refuse, but this one costs more, but only slightly more. Then you’ll start seeing the separation. Those that will spend will be the first ones signing up.

Now spend your time developing those that have just qualified themselves. These will be a much smaller group out of the total, but will be the ones prepared to go step by step buying more and more from you.

Develop a marketing funnel, a step by step, from free, to small cost, to more, to your final coaching or consulting. Pretty soon you’ll have a system that will separate the buyers from the tire kickers, and you’ll also get good at identifying the real buyers when you first see them.

In fact, you’ll start marketing directly to them from the start.

Alan

The $100K Small Business Coach

Helping coaches, consultants, and trainers reach another $100K – $250K  within weeks . . . and to stop playing in the kiddie pool when it comes to attracting clients

Getting coaching clients —