How to Get Clients

Your prospects have a secret

Yes, your prospects have a secret they've been keeping from you. They're confused.

They have too many choices.

And…secretly,

They want YOU to lead them through the maze.

But there's a catch.

They'll only follow you if they recognize you as:

- A trusted advisor

- A leader

- An authority

You've got to create the feeling and experience of "authority", see it's not JUST about your qualifications.

There are lots of smart people with lots of letters after their name whom we don't follow.

And there are many, with no formal qualifications whom we follow naturally…

Because we see them as authorities in their field.

In two days, Ian Brodie's "Cracking the Authority Code" webinar will be here.

If you're looking to attract more clients you ought to carve out an hour at noon (Eastern) this Wednesday and hear what Ian is going to share.

It's eye opening.

==>> Click here to register

"See" you on Wednesday!

Steve

PS - As I've said before, Ian is the Authority on authority. He's worked with folks in the "expert" business for years helping them build this kind of magnetic authority.

In other words, he understands how to take what you already are an expert at and help you turn your expertise into authority.

The Dr. Frazier Crane Guide to Getting More Clients

Ok, I'm dating myself here…but you remember "Cheers" right? And the spin-off sit-com "Frazier"?? Dr. Frazier Crane, an esteemed (at least in his own mind) psychiatrist who made himself famous on the radio. (If you're too young to remember just Wikigoogle it).

Anyway, the good Doc, solved lots of people's problems, with nothing more than a couch and a notepad.

Somedays, I feel like I'm more in his business, than in marketing.

The marketing part is easy. There are proven methods, strategies, messages and offers in just about every market.

That's not what holds people back.

More often it's the story playing in the entrepreneur's own head that keeps the clients away.

Sometimes the ego, that demands a certain image be portrayed in marketing (real estate and financial services folks listen up…they ain't buying because of your picture in the ad).

Sometimes it's fear of success. I've had more than one business owner tell me they didn't want to run a campaign because it might work too well! What!?

Are you kidding?

Some just can't figure out what they want to do…so they stall.

Many are simply afraid that they'll look bad if it doesn't work. (Fear of putting yourself out there…)

Still others are just so confused with all of the options for attracting clients that they fail to master ONE, in the pursuit of many.

All of that's OK…it's part of the gig if you're going to create something. And everybody creating something important deals with a mental demon sooner or later. But you've got to get past it. And get some clients in the mean time!

That's where ol' Doc Gordon comes in.

Book your session soon >>

In the words of Dr. Frazier Crane…"The doctor is in"

marketing consultant steve gordon
marketing consultant steve gordon

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.

The Henry Ford and Thomas Edison Guide to Marketing Automation

Yesterday I said there's one thing you should automate first… and one thing you shouldn't automate at all.

Yes, I know I shattered dreams of a push button client making system for many of you around the globe.

But you're not here for pipe-dream non-sense…you want the truth.

Here it is:

First, be like Ford.

Create an assembly line.

Use it to turn known prospects into fully assembled clients.

(Watch my Clients On Autopilot webinar…pay attention to the bit about the "Pool of Prospects"…this is your assembly line.)

Build a small, but reliable line at first…

The important thing is to have somewhere to put leads/prospects, where you know they won't be forgotten…because you designed a *system* to make sure they're not forgotten.

Lots of businesses attract lots of leads, but have no client assembly line. The assembly line makes the money. Get one.

But before you get too carried away building an elaborate automated assembly line, remember you've got to supply it with leads.

To get leads you've got to be like Edison.

In the process of inventing the incandescent light bulb, Edison famously said "I have not failed. I've just found 10,000 ways that won't work."

And he found ONE that did.

And so goes the process of lead generation.

You've got to be willing to experiment, like Edison. Every campaign is a test. Many times your test will show you how not to get a lead.

Test enough, and you'll find one way that works. Then another…the more the better.

But you can't automate experimentation.

When you find a way to generate leads that works you CAN automate the operation of that method. (When Edison figured out how to make the light bulb, he quickly automated the manufacture of them.)

But not the experimentation.

There's always lots of debate over which to attack first…follow-up (on autopilot) or lead generation (experimentation).

My recommendation…

Build your "client assembly line" first (even if it's quick and dirty).

Use the time you've freed to work in the lab.

Steve

Need help? Go here: stevegordonmarketing.com/strategysession

How to completely automate your marketing

Want fully automatic…push a button and get clients…marketing? Good…

Me too.

Too bad…it doesn't exist. (Plot twist! The "Clients On Autopilot" guy just said…automatic marketing doesn't exist…gasp!)

Here's the deal.

You can't automate ALL of your marketing.

No way…impossible.

Why?

You're shooting at a moving target. The market moves. You move with it. (No way to automate that.)

So what in the world do I mean by "Clients On Autopilot"?

At it's most basic level, I mean "you know specifically what to do TODAY to attract more clients." I know it sounds silly…but it's far from trivial.

Most business people have no earthly idea what (as in Step 1, Step 2, Step 3) to do TODAY to get a client.

So you wake up…and go find something else to do in your business…something that's easier.

So pull out pen and pad…what should you do today to get a client (I'll wait).

Here's some ideas:

  • Call copywriter to start a direct mail project.
  • Send an email to your list (but what to write…)
  • Make 10 cold calls.
  • Research 10 websites to place a banner ad.

Each of those could lead to getting clients. Which one should you do?

I find that's where most get stuck. Too many options.

But if you've got an Autopilot Marketing System like I build for clients…you know exactly what to do today, tomorrow and the next.

As with most things, knowing what to do is harder than doing it.

Now, just in case I've dashed your hopes of having an automated way to get clients, hold on…

Tomorrow, I'll share exactly what you should automate…and what you should do with all the extra time you'll have.

 

Profiling Your Clients - Part 2

Yesterday, I shared a new method for profiling your IDEAL clients called the Empathy Map. I've run through it now for each of my IDEAL client types using conversations I've had with prospects and clients in the past and I came up with several pages of new insights.

And I'd already spent dozens of hours thinking about these people before.

So why is this so important?

Why do I spend so much time on it in my own business?

Why is it the first focus of my work with my consulting clients?

BECAUSE THERE's NO MORE IMPORTANT INFORMATION IN YOUR BUSINESS!

The understanding you gain about what to sell, how to sell, when to sell…and who to sell to…hold the key to your business success.

Clients will tell me in the first meeting or two that they've run this promotion or that in the past and they got no results…

…a big fat goose egg.

And 100% of the time the problem is quickly traced back to the fact that they didn't really understand their IDEAL client.

Heck, most of the time they didn't even have an ideal client…they simply sold to anyone with a heartbeat and a wallet (preferably full).

And in short order, they are amazed at how effortless attracting great clients becomes when we really understand their IDEAL client and how she thinks, how she perceives her world, who influences her and how she feels.

If you're not where you want to be this is the shortest path to get there.

Your guide is ready…apply here:

New way to profile your clients

If you've been on one of my webinars or subscribed to this e-letter for long you'll know that there's one thing that trumps all in marketing... Deep understanding of your clients.

As in "I understand how my clients think and feel better than they do (yes that's possible).

Getting there has and is challenging...

It requires thought.

An activity most ardently refuse to participate in.

But not you...

You're here...hangin' with the brainy crowd.

Last week I found a tool that makes the thinking, dare I say, easier.

It's a way of looking at your clients...and I've found it to be VERY powerful.

It's called empathy mapping and there's a great template that will help you do it (click here for the template).

The process forces you to put yourself in the place of your IDEAL client and write down what they see and hear in their environment...and extrapolate what they think and feel.

It works best when you actually talk to a few people who fit your IDEAL.

I hope this helps you get super clear about who your IDEAL client is and how he or she thinks and feels.

If you need 1-on-1 help to get that clarity, let's talk.

How to develop your marketing strategy

There's a secret formula for developing a winning marketing strategy. I'm going to share it with you today. But you should be warned…just a handful of your fellow readers will ever take this secret and put it into action.

STEP 1: Study your market and write down the common practices of in the industry in three categories--Marketing, Advertising and Sales Process.

STEP 2: Do the opposite.

STEP 3: There is no Step 3.

I'll give you a few examples…

First, my own marketing:

Common practice - email a fancy, graphics heavy email newsletter with bland content once a month.

Opposite - email short, plain looking, opinionated emails every weekday.

Competitive advantage - most won't do it because they believe it won't work (I've got *DATA* to prove otherwise) and they perceive it to be too much effort.

Next from a client:

Common practice - find prospects through personal networking and cold calling

Opposite - Use direct mail (this in and of itself flies in the face of the conventional "wisdom") lead generation offers to get real prospects to respond and self-identify.

Competitive advantage - less manual labor, it's scaleable and my client is better positioned when the prospects seek her out.

And finally,

Common practice - keep information about your processes and business model under your hat (after all your competitors might steal a good idea!).

Opposite - share information about what and how you do what you do to position your business as the leader.

Competitive advantage - transparency builds trust and relationship with prospects…relationship trumps all other factors.

How can you buck the norm and make your business stand out?

marketing consultant steve gordon

The Ambitious Sower

In the Bible there's a story of an ambitious sower. I first heard it spoken by the late great Jim Rohn and it goes like this… “A farmer went out to sow his seed. As he was scattering the seed, some fell along the path, and the birds came and ate it up.

Some fell on rocky places, where it did not have much soil. It sprang up quickly, because the soil was shallow. But when the sun came up, the plants were scorched, and they withered because they had no root.

Other seed fell among thorns, which grew up and choked the plants. Still other seed fell on good soil, where it produced a crop—a hundred, sixty or thirty times what was sown.” --Matthew 13:3-8

The point of the story is this:

To be successful you’ve got to plant lots of seeds with potential clients.

Some will be snapped up by competitors.

Some will lack the commitment or capacity to buy from you.

Still others will be overrun by information, drown in confusion and never buy.

But, if you are an ambitious sower. If you consistently plant new seeds, some will fall on good soil...some will be your IDEAL clients and will produce 30, 60 or 100 times what was sown.

The key to marketing and business success is consistently planting new seeds. Then nurturing those that fall on fertile ground until they are ready for harvest.

This week I was interviewed by Scott Stroud of Builder Radio on lead generation…planting seeds. I shared lots of good stuff and you can listen to the interview here.

Enjoy!

marketing consultant steve gordon

P.S. For help implementing the ideas I shared in the interview click here.

Are You a Hunter or a Herder?

One of my clients is a sales professional. He's been in his business for close to four decades. Recently, he's taken a young colleague under his wings.

His younger compadre is great at cold calling. (Maybe one of the best I've seen.)

He can walk into an office, befriend the gatekeeper and end up talking to the owner of the business…with relative ease (most would never get out of the car).

He's a hunter. If he doesn't knock on enough doors today AND isn't skilled enough to make a sale in those tough conditions…he won't eat tonight.

My client, by contrast, never cold calls.

He doesn't go to see prospects, they come to him.

He diligently built his client and prospect list (one person at a time) over the many years…it now numbers around 5000.

He's got a herd.

He consistently feeds his herd with great and valuable information.

He knows his herd by name.

…And they know him.

He built it without technology, before the Internet.

His herd kept him fed every day for nearly forty years.

And will feed him for many years to come.

If you're hunting to eat, don't stop (yet)…but start today building your herd. One name at a time. Before you know it, you'll become a hurder…instead of a hunter.

And if you want to move faster, I can help you...click here.

marketing consultant steve gordon

The best decision you'll ever make

Matt writes in from England: "What are your thoughts for generating traffic for the top of the [marketing] funnel?"

My reply…

"It depends…"

(That's the best consultant answer ever!) But seriously…it depends on WHO you want in the top of your marketing funnel (or system as I like to call it).

But nobody wants to decide "WHO" they want to sell to, because deciding who, require that you decide "who not" to market to.

And we all have the delusional notion at some point in our business life (usually when we're starving at the beginning…but some never shake it) that we'd really like to sell to anyone with a heartbeat and a wallet.

(That's a slightly more qualified prospect than "anyone who can fog a mirror"…the wallet presumes they might have money. ;-)

Here's the deal…

YOU get to decide WHO your business will serve. You can serve people who want the lowest price, like WalMart, or not.

You can decide to serve the wealthiest people on the planet, like Trump, or not.

Or anyone in between, big, small, smart, dumb, rich, poor, black, white, red, yellow or pink…you get to decide.

But until you DECIDE, you'll have a hard time finding anyone to sell to…because you can't recognize them. You haven't decided what they look like!

And that's the great irony of marketing. You have to get narrow to go big.

This is the #1 problem I help people solve, and I just might be able to help you.

Click here to start >>

Steve

Secrets of Generating Leads - Interview with Jason Leister

Leads, Leads, Leads...

You need more leads!

And this week on the Small Business Marketing Show we're talking to a master of lead generation--Jason Leister.

Jason shares some amazing secrets to generating the leads you need to grow your business, including...

  • Why lead generation is so important.
  • Taking the long view when generating leads.
  • How to be valuable to your prospects.
  • Simple ways to stay in front of the leads you generate.
  • The importance of persistence...and how to do it.

Jason publishes a fantastic daily email--The Client Letter--you can get it at ArtOfClients.com.

Why you're not getting more referrals

Yesterday I on-boarded a new client and at the end of the meeting he turned and said "Now I need to ask you for some referrals." As he uttered those words you could feel the dynamic in the room change…in an instant.

It's not that I don't want to give him referrals…I do and I will. It's how he asked.

When you ask like that, it's more about you than me.

And when it's about you, not me…you're not communicating in the language I prefer. The "let's talk about me language."

Now…don't judge me a narcissist just yet, because you KNOW you think that way too…and so do your clients.

Asking in the way my client did was a one way transfer of value. He got it all, and I got nothing. And, most importantly, he didn't offer my contacts any particular value upon introduction.

Sure he's good at what he does…yes, when I refer him he'll do a good job…but that alone isn't enough to earn an introduction.

I'll bet you're asking your clients in this same way…it's common.

And you're probably not getting as many quality referrals as you'd like.

The fix for this pesky little referral problem is to orchestrate the referral. Have a "ceremony", a process, something special and valuable for both your client and the person they introduce you to.

For this new client, we'll create a "referral kit" with some really valuable information in it…information that can only be had if you're introduced by a friend (like being one of the cool kids).

Then, he won't have to beg for something…he'll be giving something valuable.

Big difference.

Not getting the referrals you should? I can fix that.

Take the first step here (it's free) >>

The Art of Growing Clients

Last week I got a newsletter in the mail from colleague Jason Leister (you'll hear more from him in a special interview on Wednesday…stay tuned). One of the articles talked about the idea of "growing clients." Something I've been thinking about for several months…

We underestimate the importance of the growing process for our clients…we expect that we'll just show up and "harvest" them.

Doesn't work like that (and you know it). And my last three new clients are poster children for the need to "grow."

One has been on my email list for almost three years. A year ago he bought a low-priced training course from me. Now he's ready for 1-on-1 help.

The second, I've known in the business community for close to two years…said he'd been "thinking about it for a while" and was now ready.

The third, I've met with a number of times over the last few years, he's flirted with getting my help, but never committed until now.

They've all been "with me" for YEARS. They all knew they had a problem or challenge that I might be able to help with…but they just weren't ready yet.

And that's OK.

I take the long view with my prospects (and you should too).

By the time each one approached me about working together, I had no competition. I worked for years to slowly build trust with them…one email or webinar or newsletter at a time.

I was patient and persistent.

And you know in your heart and in your head that patience and persistence pays off.

But you're not doing it.

You don't have a system to do it. (Hey, without a system I'd have never worked with these three clients.)

But you can get a system…a system like mine (and like the one these three clients will have soon).

All you have to do is take the first step here

marketing consultant steve gordon
marketing consultant steve gordon

How to Set Prices

I was on the phone with a client yesterday talking about a proposal she's preparing to submit. She said…"I've never been really comfortable setting prices for my service. I just try to figure out what I think they'll be willing to pay."

Understood…been there.

But BEWARE that whole "figure out what they'll pay" thing is a HUGE trap!

'Cause you will almost always figure too low.

My client was shooting way below market for the value she brings.

The better approach:

Ask…"Why is your product/service important to your prospect?"

Answer…"Because they need their widgets cleaned."

Then ask…"Why are clean widgets important? Couldn't they do it themselves?"

Answer…"They could do it themselves, but they don't want to."

Then again…"Why?"

Rinse and repeat until you get to the bottom of exactly how what you're selling solves a problem or delivers something they want…and why it's important to make the change.

Get there and you'll (almost) always find the true monetary value of your solution. Then, setting prices is easy (and you'll generally make more money).

Ever struggled to set your prices?

Want some help?

marketing consultant steve gordon
marketing consultant steve gordon

Click here for the next step...

How Lance Armstrong Killed Your Sales

Have you been watching this Lance Armstrong train wreck? I don't watch the news much (gave up brainwashing long ago)…but I understand the world's highest bike rider is ready to confess what we already knew…

That's he'd been cheating all along AND lying about it.

So what does this have to do with YOUR sales?

More than you think…

Your buyers have seen this story. A bunch of them liked him and looked up to him before 'ol Lance's world came crashing down.

They "trusted" him…

And now they've been burned.

Again.

Right now, they're thinking "Who's gonna get caught lying next?"

You??

Hey, I know you're cool, but your buyers find it harder and harder to trust anyone. Can't blame 'em really.

But you've got to deal with the absence of trust.

That's one BIG reason traditional advertising doesn't work as well as it used to…it's based on the buyer's trusting relationship with the brand…but we've been burned by BIG NAME BRANDS.

- Enron - Countrywide - Exxon (remember the Valdez that soiled my home state of Alaska?)

And there are many more..and that's the point.

So how do you build trust?

Simple…you make more deposits of value on your prospects than withdrawals. You tie before you sell…you educate…you show up in your prospects lives and businesses like no one else…you speak plainly (like a human not a "brand").

As you watch Lance confess his lies to Oprah listen carefully…you'll hear the trust leaving the world. Leaving your buyers.

What's your plan to build it up in your part of the world again?

http://stevegordonmarketing.com/strategysession

Steve Gordon

How to know if your marketing works

OK…seems like a simple answer: "We'll have more customers." Not so simple.

I was on the phone yesterday with a good sized company, doing a lot of different types of marketing…

  • Direct mail
  • Events
  • Sponsorships
  • Telemarketing
  • Pay-per-click advertising
  • Email marketing
  • Print
  • Blogging
  • Social media

That's a lot (and it's expensive)…

And the smart question they posed was this:

"How do I know which of these moves the needle?"

What if a prospect sees 5 of the 9 types of marketing you're doing…which one worked?

The problem isn't knowing which one is working (although that is vital). The problem is in the approach.

This is a "fire in the direction of the enemy and hope we hit something" strategy. It's almost impossible to track with any precision.

It also points to a deep problem for the business…

A lack of clear understanding about exactly who you're marketing to and what problems you solve for them…that THEY care about.

So instead of working to gain clarity, you simple load up the advertising gun and fire away. If you have enough ammo, it works. You will hit something.

But it gets expensive…and in challenging economies it is hard to sustain.

There's a better, more effective approach that's highly targeted, trackable and accountable for results…

I teach it to my clients. You can start here >>>

Steve Gordon

How to increase sales

Trying to increase sales? You're probably going about it the hard way.

Most of the sales improvement efforts I see focus on making radical improvements in one area…often hard to do.

For example…trying to increase lead generation by 50%…or boost closing rate by 30%…big jumps that will be expensive and difficult.

Companies that take this approach usually don't have a well defined sales PROCESS (key word).

Increasing profits is easy when you've got a defined, repeatable , consistent sales process. Here's why it's easy…

Let's say our sales process has 7 steps:

  1. Generate a leads
  2. Convert leads to a sales appointment
  3. Submit a proposal
  4. Close the sale
  5. Get a repeat sale
  6. Get a referral

Instead of trying to radically improve lead generation or closing rate…it's simpler to make smaller improvements at each stage.

Like a little 2% increase at each stage results in a 21% increase in sales…and the increase is almost 100% profit.

But you've got to have a defined marketing and sales process. My clients have one…you should too.

Learn how to get started here

Steve

You're asking the wrong marketing questions

The answers are easy… It's getting the questions right that is hard.

I've talked to four business owners over the last few days about the challenges with their marketing.

And each of those conversations started with this question:

"So how do you think I should be advertising…social media, TV, radio, direct mail?"

It's the wrong question.

See, the media you use is irrelevant unless and until you have a clear (and I mean CRYSTAL CLEAR) understanding of WHO your ideal client is (and who your ideal client is not).

But that's not enough.

You also need to know, with all the certainty of the sunrise in the east, what big hairy problem their having today that you can solve for them.

So the questions to ask are…

Who is ideally suited to the solution I offer? Why?

What value do they derive from my solution? Why is it valuable to them? (The reasons are not usually obvious.)

How valuable is it to them? Worth sacrificing to get, or just nice to have?

How do THEY talk about their problem? All of you experts reading this are especially afflicted (I've been there too) because you talk in gibberish only you understand.

Why should they buy from you and not the guy or gal down the street?

Why don't they buy from you? (Many sales to be made with the answer to this question.)

Answer these and THEN you can ask…

Where can I find them? Using what media?

Any earlier and the answers are irrelevant.

Steve

P.S. Sometimes it's nearly impossible to answer these questions on your own. You're just too close to see them. I may be able to help >>> click here now.

How to Automate Your Marketing With Infusionsoft and Basecamp (How I Save 4 Hours A Week)

I've been teaching business owners how to automate their marketing for three years. Now, when I get introduced I'm the "guy who can get you lots more clients...on autopilot."

But sometimes I get a puzzled look on the face of business owners when they hear all of that.

So I thought, maybe, it's time to SHOW you what marketing automation looks like inside my business.

I put together a quick video (about 25 minutes) that shows you an actual marketing and follow-up campaign and how it has reduced what used to be a 4-hour a week task down to just 90 minutes.

Would you like and extra 2 and a half hours this week?

How would you use it?

Before you click play, take out a pen and paper. As you watch the video, you're going to get ideas about what YOU could automate in your business...write them down.

If you want to talk 1-on-1 about how you can get this kind of automation (and this just scratches the surface) in your business click here.