Lead Generation

Do you have a track to run on?

Virtually all businesses start in belly-to-belly sales mode. There's almost no way around it...if YOU can't sell what you've got, sitting across the table from a good prospect, how in the world will you get a sales letter or a website to do it for you?

Most businesses that survive the first phase of growth--zero to $750k--do so on the back of the entrepreneur's ability to hustle and make sales.

That's where things start to fall apart. The business starts to get more complex, and needs more management attention. At the same time, the entrepreneur needs to hustle faster and faster to keep the growth going.

Somewhere between $750k and $1.5-million there's an invisible brick wall. And hitting it hurts!

The only way around is to figure out how to scale up the acquisition of clients...

To get double the clients with half the effort.

But how, exactly, is that done?

There are 43,562 ways to get a client...which one will work for you?

And there's the trap...you don't know. You try the first 73 and can't seem to make progress.

Really what you need is one (maybe two or three) that you can master.

You need a track to run on...with lanes that keep you focused. Where all you have to do is know...today, here's the one step I need to take to get closer to the finish line.

marketing consultant steve gordon

P.S. I'm often asked what's the fastest way to get clients. If you know more than two people on the planet, the answer is referrals. If you need a FAST track to run on right now, I've built one just for you here.

Have you ever said this?

"If I get in front of a good prospect I usually close them." Followed by...

"If I could just get more meetings with good prospects, my business would be great!"

There are two parts here...getting in front of MORE prospects and getting in front of GOOD prospects.

It's fairly easy to get more...much more difficult to get more AND good.

You won't get good prospects until you figure out and write down what a "good" prospect looks like. Who are they, where are they, how do they think?

You won't get good prospects without a deep understanding of why they really buy--not the surface reason, but the feeling that motivates their decision.

You won't get good prospects until you can package that "feeling" and put it in front of them, compelling them to stand up and say, "YES...that's for me!"

Few really understand the deep down, hidden drivers of buying behavior. Too often we stay on the surface, stick with the facts and assume that buyers must be rational.

But facts don't sell. Even to businesses. They may help, but they don't sell.

So today, look at your website, look at your brochures and look at your message. Are you a fact teller? And if you are, are you attracting enough of the right prospects to feel happy with your success?

No? Join me here.

And stop saying, "If I could just get more meetings with good prospects, my business would be great!"

 

The Keystone Pipeline and your marketing

There's a big controversy here in the U.S. over the Keystone Pipeline...a giant pipe connecting Canada's oil to our spigot. The pipeline is still on the drawing board, stuck because of fear of something deadly (gasp!)...

LEAKS!

Leaky pipelines are bad news.

And I guarantee your prospect pipeline leaks...they all leak.

Some a trickle...most like Niagara.

And, frankly, leaks are damn expensive.

You go to all the trouble to get a lead...I mean really, someone who expresses some interest in what you’re selling.

You go to all that trouble, then, in a moment of confusion, when they don't immediately trip over themselves to empty their wallet in your lap you think "hmmm...next!"

It's as if Will Smith walked up and flashed that mind eraser doohickey from Men In Black in front of you...you forget you even had a lead.

Expensive mistake.

And understandable.

It's difficult to know what should happen next. How should you follow-up? Do it the wrong way and the positioning you created to get the lead is destroyed and any future sale along with it.

Even if you know what to do next, implementing it is work. Following up for six-months or a year or five takes thought and planning.

I've been selling high-dollar, complicated "stuff" for 20 years (don't do the age math...it's not pretty), I've made every mistake you can think of and in the process figured out the few things that actually work.

The things you'll actually implement.

On April 23rd, I'll be creating customized plans for a few. Join me.

 

How to lose a $10,528.93 sale

Have you ever witnessed an accident before? You get the sense that everything moves in slow motion in the seconds before the crash, yet there's nothing you can do to change the course.

Saturday, my wife went to a local appliance chain...on a mission to select appliances for the house we're building.

She was greeted by the salesman, helped through the process of selecting the refrigerator, oven, dishwasher and the rest.

Then the collision...

As she tried to leave the salesman changed. He said, "What will it take to get you into these appliances today?" (Not sure how one "gets into" appliances, but OK.)

When she explained that we're simply selecting what will go in our new home and we won't be ready to order for several months, he responds by summoning the sales manager who exerts more pressure to buy TODAY!

You can imagine how this ends...unhappy wife...unhappy sales people. Everyone lost.

But it's not necessarily the sales person's fault. Like a lot of businesses he had one shot. Because he'd not yet figured out what to do with leads that don't buy today.

So he watched as $10,528.93 walked out the door.

It's painful to watch this crash happen (and frankly, it happens in too many businesses, just not always to this level of drama).

It could have been a happy ending for everyone with a little patience and forethought on the part of this business.

Don't let it happen to you.

In the next Lead Generation Sprint™ we'll be building concrete plans to help you get a new client in the door, and, if they're not ready to buy today, keep them in orbit around you until they are.

Register now: http://stevegordonmarketing.com/leadsprint-april

 

"This workshop has really given me focus and incisive ideas so I now know what I want to do and how I want to do it. I feel confident about the approach I am taking.

I would strongly recommend this program to anyone who wants concrete, practical information that allows them to achieve clarity and focus for setting up a dynamic lead generation referral system."

--Anna Cook, Director, International Executives

The Paradox of Narrowing Your Market

Subscriber Kent, wrote in response to last week's message on narrowing your market to a tightly defined niche... Kent smartly noted that...

“If [prospects] don't see themselves in your description of your niche, they won't be attracted to the message, and you end up chasing instead.

If one sub-niche is, say, high-variety/low volume manufacturers, a prospect might fit, but just consider themselves a widget maker.

They may even screen potential prof services based on their understanding of widget-making machinery to the exclusion of other attributes which fit that they are oblivious to.”

All of this is true...IF...you narrow your market on demographics only. Things such as age, industry, company size, location...the "physical properties" of the prospect.

These properties are helpful, but only take you so far.

To really focus on your ideal clients you must also consider their thinking--psychographics.

Hard to see from the outside for sure. So don't try to see it from the outside.

Instead build disqualification filters...

You see, marketing is more about disqualifying prospects whose thinking isn't compatible with your business model than it is about qualifying the prospects who do fit.

The filter catches the prospects who simply don't value what you uniquely deliver...and lets pass those that highly value what they can only get from you.

The trick is in creating something that they can only get from you. Think you can't do it in your business? Ok...that's your mental model.

But there is a laboratory on nearly every street corner in the developed world where you can study how to sell an actual commodity at premium prices...and build an empire doing it one cup at a time.

It can be done. Your job is to figure out how.

In two days I'll be opening enrollment for the next Lead Generation Sprint™...a 5-person virtual workshop where we work together to create an action plan for attracting your ideal clients.

Stay tuned...

marketing consultant steve gordon

P.S. If you signed up for the early notification list, you can enroll beginning today. Watch your inbox for an email with the link.

Are you growing this "off book" asset?

Where is the value in your business? Many might answer...

In my people.

OR

My facilities.

OR

My intellectual property.

True they all do have some value in the operation of your business.

But none of them give your business its value. Value is external.

And it exists in just one place.

The bank accounts of the people who might become your clients.

The most valuable asset you have is outside your company. It's the only one with real future worth.

Yet, few consider it, cultivate it, focus on it...daily.

Instead, most worry about trivial people issues or fret about their I.P. being stolen.

I've never had an employee that couldn't be replaced with someone more talented. Harsh, but true.

There are far fewer businesses with true, unique and valuable I.P. worth protecting, than you'd think. (There's nothing new under the sun they say...)

But the one universal asset...the only one really necessary in every business is the one most often ignored...

The list of, and relationship with people who have or might at some future date, give you money.

What are you doing today to start relationships with a few more of them?

What will you do to grow your relationship with the ones you have?

In the end, those are the two most valuable questions to answer in business.

 

PS - If you need better answers to those two questions you may want to be one of the five businesses I help in the next Lead Generation Sprint™.

The Lead Generation Sprint™ is a 5-person virtual workshop, where you'll get personalized help to create a plan to start and grow more client relationships.

Click here to get on the early notification list. You'll get a 48-hour head start to grab one of the five seats at the table.

How to win the search engine lottery

Are you using SEO as a way to get leads? If so, you'll want to read this...

Last week I had the opportunity to be a fly-on-the-wall at Dan Kennedy's Titanium Mastermind group...

If you're not familiar, Kennedy has written 18 books on marketing, publishes 12 different marketing related newsletters each month and is known as the world's highest paid copywriter.

The 17 companies represented were each doing from $1 Million to $10s of Millions in business each year, each in a different industry--consulting, professional services, sports, brick & mortar retail...even a "chain" of churches.

Not one of them mentioned SEO as a marketing strategy.

Why?

'Cause you can't control Google.

All you CAN DO is chase the changing "algorithm" and hope they pick you to win the search engine lottery this week.

Sure you can influence how you rank, but there are no guarantees you'll get ranked or that your position will last. Why play that game?

The one constant among all of the companies I observed last week is this: they all use paid media as the primary way to get a lead.

And of the paid media used, all but one uses direct mail as the #1 client getting tool.

Here's why...

  1. The Post Office doesn't judge your mail piece, and only deliver it if it deems it appropriate. You pay, they deliver.
  2. Search only reaches the people who are actively looking for what you offer. Many more people will show interest, and buy, if given a compelling offer.
  3. Paid media, and direct mail in particular scales. You can start with a small investment to a small list...test...then mail more and more as you grow.
  4. In search, even if you do get 1st page ranking, you're listed next to competitors. Easy for your prospect to get distracted and find someone else. In the mail, it's rare to find a competitor in the same mailbox (unless you're selling pizza).
  5. There's a direct, measurable, and fast connection between action and result in paid media (if you use direct response).

Are you using tools you control to generate leads?

 

PS - Happy St. Patrick's Day!

Again he says... "Honey, I have to call the office."

It's Friday afternoon and the the Star of the Seas just docked in Nassau, Bahamas. Jeff, looked at his wife and kids with that guilty sort of look...he had to leave them at the pool and make a call. It happens every time they go on vacation...he's the CEO of his small company. And the only one that brings in the business.

When he's incommunicado on a cruise ship at sea, the business effectively stops...which always makes him nervous.

So he risks marital wrath to make a couple of calls to prospects to "keep things moving."

The rest of the vacation is tense...he regrets making the calls, but is afraid not to.

Meanwhile, on the private beach at the Atlantis resort, another passenger sits holding hands with his wife. Both, with eyes focused on the bottom of the giant water slide waiting for their children to emerge.

Jack, age 10, and Annabelle, age 8, have been obsessed with this slide since John announced the trip six months ago.

This, like every family vacation, starts with John turning off his cell phone and locking it in the safe in the cabin.

It won't come out again until they return to port in Miami.

So how can John step away from his growing company and be completely out of touch for 10-days without worry?

The answer is painfully simple.

John doesn't depend on making calls to get new clients. He built a system to attract, educate and convert the right prospects into clients.

His small staff can execute the system whether he's there or not.

Leaving John free to enjoy the benefits of owning a business.

Are you like John or Jeff?

marketing consultant steve gordon

The 7 Habits of Highly Effective Lead Generators

I know you know the book "The 7 Habits of Highly Effective People" by the late Stephen Covey. The habits work well as a framework for building your lead generation plan.

In particular, Habit 4: Think Win-Win...

Very few businesses think win-win when trying to attract leads. They're selfish...even if they don't intend to be.

Yet, the best, most elegant, friction free lead attraction is win-win.

In fact, the principle is at the core of my Referrals on Autopilot™ philosophy.

In fact, it's win, win, win...a win for the prospect, a win for the referral partner and a win for you.

It's amazing how smooth and easy lead generation is when you apply this simple principle.

But the key is this...

The "win" for the prospect has to be a REAL win for them...not just one you imagine. And it works best when the win is more than: "They got the solution I provided...they have no more problem...it's a win!"

Sure it's a win, but everybody offers that win.

Be the one that offers a bigger win. A different win...an immediate win, just for raising a hand and showing interest.

When you figure it out, you'll cease to have a lead generation problem.

marketing consultant steve gordon
 

PS - If you'd like personalized help on identifying your "win-win", the next Lead Generation Sprint™ may be the perfect place. It'll be you, me and four other smart entrepreneurs together for a virtual workshop. The first Sprint sold out. If you'd like one of the 5 seats at the table, I recommend you add your name to the no obligation early notification list at http://stevegordonmarketing.com/leadsprint

The Simplest Method Known for Building a Marketing System

On Friday, I gave you the framework for selecting media. Today, let's look at how to build an experience, a system for taking the people who respond to your ads (print, direct mail, online, social media, radio, TV, networking...) and turning them into clients.

This is often the hardest part.

You got a lead...they're not ready to buy, yet. What are you going to do with them?

These days, most simply put them into an email autoresponder and think “Great! I'm done.”

Sure that can work, but how could you create a sales and marketing experience worth talking about? Worth remembering...worth becoming your client?

If you're thinking I've got the answer in this email, sorry to disappoint.

It's not easy.

Nor do great client conversion systems happen overnight. They develop over time. You try a few things, keep what works, build on them, rinse repeat.

But what if you're starting from nothing?

Where might you get ideas?

On Friday, I gave you two great examples--Stansburry Research and Rosetta Stone.

There are hundreds, maybe thousands, of good examples.

Want to see how they're turning leads into clients?

Respond to their ads. Call the 800 number. Go to the website. Spend a couple of bucks to get their entry offer.

Then see where they take you.

Are they driving you to a phone appointment next? To a higher priced or complimentary product or service?

Did they take you from an offline ad to a website? Or from a free offer on the web to a second offer that asks for your mailing address?

If they get your mailing address, do you get something in the mail?

As you go deeper in their process, how are you treated differently based on how much you're willing to spend?

Last fall, I did this with a company called MindValley and the number of different touches, messages and offers I got was a graduate level education in persistent, valuable marketing.

Now, before you say, "Steve, those are product companies and I'm different..." stop yourself. In every well crafted sales process there's something you can take and apply to your business.

Here's the point...if all you're doing is plain-jane follow up with everyone, you're going to get plain-jane results. Figure out how to surprise your best prospects with a little something unexpected and getting clients gets easier.

Want some specific advice on how to build this kind of follow-up into your process? Join me for the next Lead Generation Sprint. There are just 5 seats around the table for this hands-on virtual workshop. The early notification list is growing...get on the list so you'll know the moment we open it up for registration.

marketing consultant steve gordon
marketing consultant steve gordon

How to choose media

I am stunned by the number of businesses that blindly follow the herd into this media or that, with no analysis or regard for fit, presence of IDEAL clients or ROI. So today, I offer a framework for choosing the media you use to attract clients--print, PPC, social media, networking groups, email, JVs...doesn't matter, the framework is the same.

You need one question...

“Will my IDEAL prospects/clients see me if I show up in ___________?”

Simple question, but the answer isn't so easy...let's work through it with some examples.

Stansburry Research, a financial newsletter publisher, is advertising several of their products right now on the radio.

Their choice of station is instructive. They don't advertise on the pop music stations. Wonder why? 'Cause my kids don't have any money to spend and if they did, they'd buy Beats.

No, Stansburry is burning up the airwaves on talk radio. Mostly on the "conservative" channels, but I've also heard them on the sports talk stations.

Let's think about their ideal client...

  • An adult with some (maybe not millions) money to spend.
  • Probably male
  • Wants to get ahead and thinks differently than the mainstream (Important! In the US, conservative talk radio is geared to mostly adult men who don't see themselves as "mainstream").
  • Probably owns, has owned or wants to own a business...even a small one (business owners have a different view of risk than “normal” people..and the investments all involve some risk).
  • Believes there is a "magic bullet" or "secret" to success and wants to get it quick.

We could probably go on, but you get the idea. That's a strong IDEAL client profile. Without it, it's almost impossible to choose the right media.

Another example...

For years, Rosetta Stone has been selling their high-end language learning products in the airline magazines.

Who's their ideal client?

  • High income, frequent travelers
  • Business travelers who need language skills to advance
  • Busy people who probably skipped Spanish class in high school and now have a NEED to know a language, but no time between trips, work, and kids to take lessons.

Where can you find those people?

On airplanes and in airports (you'll see boxed copies sold in airport terminals).

We could go on...

Your weekend homework...

  1. Who is your ideal client?
  2. Where are they?

On Monday we'll look at how to dissect a marketing funnel that starts with an ad (an opening) like the ones used by Stansburry or Rosetta Stone.

If you're foggy on Questions 1 and 2 you'll be happy to know that the next Lead Generation Sprint™ is coming up in April. The last one sold out. To get on the early notification list for one of the 5 slots go to:

http://stevegordonmarketing.com/leadsprint

 

How an Accidental Discovery Saved My Business

I used to stress over my sales funnel... I spend weeks studying how to construct "mazes" in my autoresponder.

I thought that if I only linked together the right combination of messages that in 30-days a new client could be created.

But the funnel never really worked.

So one day, about 18 months ago, I got frustrated and gave up on the "maze" I'd built.

And I started emailing every weekday..."live." No pre-written messages loaded to auto-deliver. No carefully crafted sequences.

Just you and me, 200 words at a time.

Within 3-weeks I had more new inquiries than I'd had in 6-months.

I'd stumbled onto something profoundly different...

I discovered that the funnel was broken. Funnels don't work for high-trust, high-ticket sales.

Funnels are built for the marketer, not the client.

You don't need a funnel...you need an orbit.

Or several.

An orbit is circular...it never ends.

It's attractive, pulling prospects ever closer to you.

And as your prospects fly the orbit...time passes...relationship grows and trust is built until...

They fall from orbit...and land, as clients.

Oh how life becomes simpler...you have but two jobs:

  • Put prospects into orbit and...

  • Keep 'em there until they're ready to land.

marketing consultant steve gordon

The 2% Solution

For the vast majority of businesses, big success is just a handful of clients away. If you're in the high-ticket, high-value game sometimes just one client a month, retained over time, can put you on the path to double in size.

Yet, when you talk about marketing, suddenly, the business owner who would be ecstatic to add 10 or 20 or 30 high-ticket clients forgets the game that's being played...

And thinks..."I need to cast my net far and wide."

"Wide enough, and maybe I'll catch what I need."

And that thinking turns a simple problem into a complicated, obscure, impossible challenge.

Why? Because you can't see your target.

It's one of the reasons social media and Internet marketing are often little more than a distraction in high-ticket businesses.

If you only need a few dozen big clients, you don't need the Internet...you need their names!

With 100, 200 or even 500 names of well chosen IDEAL prospects...that you know by name...you can fuel all the growth you need for several years.

Don't make the simple complex. You're looking for the 2%...you can ignore the 98%.

Steve

PS - In the next Lead Generation Sprint™ workshop I'll take 5 business owners and together we'll build a plan to go get their IDEAL clients. Click here to get on the early notification list.

Oh, and here's what one "Sprinter" said about our recently completed workshop...

"This workshop has really given me focus...I feel confident about the approach I am taking"

"When I registered for this webinar I was frustrated about how to proceed to target, contact and/or attract interest from the type of International Executives I am looking to work with, particularly as I need to get positive interest from professionals whose first language is not English.

What I found is the feedback from Steve and the other attendees was extremely energizing. I found it particularly helpful to get feedback on my own business as well as the 'brainstorming' effect that I felt from hearing other peoples goals and challenges.

This workshop has really given me focus and incisive ideas so I now know what I want to do and how I want to do it. I feel confident about the approach I am taking.

I would strongly recommend this program to anyone who wants concrete, practical information that allows them to achieve clarity and focus for setting up a dynamic lead generation referral system."

--Anna Cook, Director, International Executives

The Rising Cost of Free

Over the weekend I was listening to a friend's new podcast. He's certainly someone to follow to and he's built a huge audience and very successful business through the Internet. He's one of the one's who "made it" online.

And he'll be the first to tell you that most any intelligent person could do what he's done.

And that's the problem...

Most anyone COULD do it, so many believe they will do it online.

But there's no such thing as an "online" business.

There's just business.

Two humans exchanging things they value.

The humans aren't "online"...they're down the block, or in the office building at city center or across the pond...but they're not online.

Don't make the mistake of thinking that the Internet is your business...it's a medium...a means of communicating.

And it very well may be a great means for finding and communicating with your best prospects...

But in many cases it is not.

The lure of "free" access to new leads might just distract you from developing real, profitable, scaleable opportunities to attract clients.

Steve

The #1 Source Of Stress In Business

...and in life... Comes down to one thing.

Uncertainty about the future.

About a future outcome.

It's why you hesitate to invest in this marketing campaign or that one.

You're uncertain of the outcome. I can't tell you how many times I've had a business owner sit across the table from me and say: "If I knew it would work, I'd do it."

Well folks...if you knew what would work and what would fail every time...in advance this whole game of business (and life) would be easy.

Risk free.

You can't eliminate the risk or the uncertainty.

But you can eliminate the feeling of stress.

On Saturday, November 9th (six days) bestselling author and world renowned speaker Dr. Srikumar Rao will show you how.

His 1-hour webinar will have a profound impact on how you approach the uncertainty and risk that creates the feeling of stress.

If you are feeling or have ever felt the stress of an uncertain outcome that hangs over your head then I urge you to join me on this webinar with Dr. Rao.

Steve

PS - This isn't your typical passive...sit back and listen for an hour webinar. This webinar will actually be a mini-workshop...Dr. Rao will directly work with and help those who want to participate.

Unfortunately, that kind of interaction comes at a price. No, not a monitory price...a limit on the number of people we can have on the webinar.

After just one invitation we're nearing capacity on the webinar line (yes a lot of "goo roos" say that when it simply isn't true...but really we've got exactly 100 spots on this webinar and they're almost gone).

NOTE: The webinar is over. To learn more about Dr. Rao click here.

The Dirty Underbelly of Marketing

Have you noticed...there's a dirty underbelly of marketing that few want to admit. I don't mean the sleeze-balls selling garbage.

No, the dirty underbelly of marketing is a little four letter word...

WORK

Successfully attracting clients is WORK.

It's HUSTLE.

And sometimes it's dirty.

And that's the beauty. 'Cause the next time you're at the industry meeting and you look to your left...then look to your right.

You can bet that the person on either side of you isn't willing to do the work.

What a tremendous advantage you have...all you have to do is DO THE WORK to get and stay in front of your IDEAL clients. The rest will take care of itself...time pays dividends.

Now there are two ways to do this work.

You can do it yourself...hard, manual labor over and over again, month after month.

Nothing wrong with that.

That's how it got done until just a few years ago.

OR

You can do it once (design it once...mastermind it once)...and let "the system" do it over and over FOR YOU.

Either way the work's got to get done if you want the clients.

Steve

PS - If you've seen all the hype about marketing automation, but never really been able to make it work for you post a comment and tell me where you're hung up...I may be able to get you unstuck.

The Cold Hard Truth About Your Business

The very first time I met my wife was on the 21st Century version of a blind date. Instead of being setup by Aunt Betty and Cousin Lulu we were "matched" by some computer in the cloud (and Aunt Betty could learn a few things from that computer).

Now mind you, I'm much more comfortable in front of an audience of 1000 than I am 1-on-1 with a nice looking woman I don't know.

It didn't take long to realize that she was a keeper so the challenge became keeping her interested and at dinner. If the date ended after the main course my chances of "converting" her to a second date was slim.

To complicate things further, I excused myself during dinner to use the restroom…when I return there's the head waiter smiling and flirting with MY date…competition!

As dinner continued it became clear that the only thing that could kill the date was one of those awkward pauses in the conversation that happen when two people who met a hour ago search for something to say.

But I had a strategy for this…

Ask questions…let her do all the talking…and smile.

The date lasted 7 hours and a short 51 weeks later we married.

So why is this important?

Because it reveals the cold hard truth about your business…

Nobody cares about it or you.

When you talk about you…how great you are, the awards you've won the collective centuries of experience your staff has…no one cares.

The date will be over quickly.

As soon as you change the conversation to "them"…speak their language…talk about their problems…empathize with their plight…you're in their world. Your safe…and you'll have THEIR ATTENTION for as long as you like.

I want you to do two things right now…

First, look at your website and ask yourself: "Is this talking about me or is it talking about them?"

Then, if it's talking about you, ask yourself this question: "What do I need to say to earn a second date?"

If you're stumped I've got a few slots open for 1-on-1 help.

Steve

The Soup-Nazi Was Wrong

Some have written to ask me if they should expel "less than IDEAL" prospects like the Soup-Nazi. Fair question.

Complex answer.

The ideologues among us would insist that you send them on their way, and fast.

They say that if you're focused on a single target market that you should shun everyone else.

I disagree.

I say shun the non-believers.

But are clients outside your sweet-spot non-believers? Not necessarily.

The purpose of focusing on a tight definition of your IDEAL client is to tune your marketing…your human to human communication…to the IDEAL humans you want to attract.

But the signal bleeds around the edges. It hits the "less-than-perfect" prospects and attracts some.

That's OK… You'll find new opportunities close by when you interact with these slightly off-target prospects.

But you've got to be the judge--case by case.

You'll let some in and open new doors…and you'll let some in and wish you had not.

Steve

Shun the non-believers

I spend a significant amount of time helping businesses figure out who they're IDEAL client is. And I've written about it at length here. It's critically important in an increasingly commoditized world to narrow your definition of who you're going to serve.

Doing so is difficult. It requires a choice.

You CHOOSE some people and, in doing so you exclude others.

Except...most don't follow through with that critical second step: "Exclude others".

Increasingly, people are choosing businesses because of the values and beliefs the business represents. Sometimes lofty and altruistic beliefs, and more often simply a well stated point of view.

But what about the people who aren't interested in your point of view or who disagree with it?

Do as Seth Godin suggests...Shun them.

Send them on their way.

They're not getting any value from you, and you're not getting any value from them. Be honest, move on and serve your true believers.

Everyone will be better off.

Steve

How to Become the #1 Expert in Your Industry - Interview With Kyle Hunt

 
                Kyle Hunt

                Kyle Hunt

 

On this episode of the Small Business Marketing Show I interview the #1 Marketing Expert to the home remodeling industry - Kyle Hunt. In the interview Kyle shared a ton of great information including:

  • The single most profitable decision he ever made in business
  • The key metrics you should be tracking in your marketing
  • How to use marketing to differentiate your business and win more contracts
  • Simple ways to automate your marketing
  • How to get your clients to frame your marketing pieces and put it on the wall!

To learn more about Kyle go to remodelyourmarketing.com.