Get More Clients to Give Your Business the Best Chance of Success
I know you care deeply about your clients. You wouldn’t be reading this if you didn’t. What you have in front of you is a system that helps give your clients what they want. When you do that well, you get more clients.
A website is the marketing hub of your business. A website is essential to help your clients grow and to get more clients. ‘
We’re not talking about the old fashioned static websites which amounted to no more than an online brochure.
We’re talking about a modern website that promotes client interaction, is routinely updated and provides clients with the information they need to answer their most important questions.
You’re compassionate. Let people see and feel your compassion. You can do this.
Social Media Marketing builds relationships needed to get more clients.
Social media is a marketing channel. Social media marketing allows you to reach people beyond your local market – that’s people you wouldn’t normally meet. Network with social media to meet prospects and get them to your website. That’s how you start relationships. Use social media to communicate with your clients. Use social media to get more clients and expand your business.
You can build and sustain a profitable coaching or consulting business when you…
- Demonstrate your real value
- Focus on the benefits you provide
- Prove your worthiness
- Get people to know, like and trust you
- Increase client interactions
- Increase your value to clients
- Build client loyalty
Your website and social media marketing can and must help you make this happen.
A Business Development System is a Structured Way to Get Clients
You’re familiar with a marketing funnel or system…
You start with identifying your target client – those individuals or businesses that can benefit most from your service and are most likely to want to buy from you.
Next you develop ways to find these prospective clients. This is typically called prospecting. You use methods such as direct mail, networking, telephone marketing and advertising.
Then you work on identifying their needs or problems and seek to understand if you can help them. This is typically called qualifying.
If they are a fit, you propose a solution that makes most of what you have to offer. This is typically called proposal.
Next comes the decision process where you guide your prospect through the value your solution provides and the results the prospect would experience.
Adding a website and social media enhances your ability to communicate with prospects and clients.
I have some “secret sauce” that makes you more effective and gets greater results faster. Keep reading to find out how.
An Innovative Business Development System is the Way to Get More Clients
Prospects must develop a trust relationship before they buy, right?
Therefore, to get more clients you must…
- Demonstrate how you solve important problems and that you’ve done it before – that is, why you’re the one people need.
- Guide visitors through a step by step process that describe what you do, what you do for them and get them started in your new improved funnel.
- Help you get to a phone conversation or face-to-face meeting as soon as possible – to sell consulting services you will have to engage the prospect in a conversation.
- Bottom line – your prospect gets to know you faster and begins developing the trust required for them to buy from you.
You find clients by upgrading the prospecting methods you use now enhanced by a great client-focused website built for your unique consulting or coaching business. You simply need to add steps in your prospecting process to get people to your website as soon as possible. And when people find your website themselves you need to have your prospecting process embedded behind the scenes in your website.
Define Your Business Purpose
Your purpose states why you do what you do. It reflects how you change and improve lives. Your purpose encompasses your mission and vision.
Purpose drives why we do what we do. Our desires, gifts and talents form our purpose.
Your purpose goes way past money. Your purpose gets at why you work the long hours. It highlights how you utilize your unique gifts and talents. It is the expression or how your business reflects you.
Your Business is a reflection of you. People want to do business with you because of you.
Your purpose should reflect your passion. Passion is an energy. It is the feeling you have when you do something you love.
- What is my passion?
- Why did I choose my business?
- Why am I doing what I’m doing?
- Why should I be doing what I’m doing?
Check your website content against your answers. Will readers feel your passion?
Identify Your Ideal Client – Your Tribe
Without a doubt you begin with your target client. This gives you focus. It is important to work with the people most likely to buy from you. It’s just as important to say no to the people who are not likely to buy from you.
We need to belong. We can’t really prevent it.
It’s built into our very being.
Being part of a community of people is important to us…
- to be part of a group
- to give to and receive from a group of like-minded people.
The people interested in your organization are interested what you do and also in why you do what you do and how you do what you do. This is how they see and receive value. People are seeking positive interactions and exchanges with others.
In business, your client community is a key asset. The more you know about your client the greater your competitive edge.
Small and medium business must compete on service, innovation and flexibility. When you really know your client you are positioned to build client focused systems which separate you from the rest.
Clients want to be valued, understood, appreciated, respected, listened to, attended to, helped, and, to put it in one word, loved.
- Who do I help?
- Why do clients by my product?
- Why do clients by my product from me?
- What do clients expect from me?
- What important decisions do my clients make and what information do they need.
- How do clients find information?
Now you know who to target and where to find them. Also your content must meet their information needs.
Establish Tangible Goals
What do you want to accomplish?
Gauging the success which comes with achieving the goal provides vision and motivation. This is critical. It shows you where you’re going and the benefit of the hard work. It is equally important to understand how the goal affects people’s lives.
Important Goals to Consider:
- Create a systems-driven business.
- Manage the business for value to clients.
- Client acquisition, retention and growth
- Implement strong fiscal management.
- Service and product delivery
- Use the power of information technology.
- Create a purpose / principled driven business.
- Organize your tribe.
For each goal describe:
- Intent – why is it important
- Who For – who benefits and how
- What’s involved – what has to be done to complete the goal
- Resources – what’s needed in terms of skills, people and money
- Timing – when do you need the goal completed
- Measurements: how will you measure success
We’ll design your website based on Goals in step 7.
Identify Your Buyer Processes
Consultants and coaches rely on projects to generate income. You’ve heard of trading time for money… well this is it.
What would be different if you interjected products into your business? For example:
- an ebook that describes what people need to do to get answers to their problems.
- a self directed course that helps clients get results.
- a monthly call where people can ask you questions.
- selling memberships to information.
What would be different that while you are working with prospects, they would buy an ebook or a self-directed course? First you would make some money but, more importantly, they would discover the depth of what’s required for them to solve a given problem and that you are the best person to make that happen. You are using products to help prospects develop trust.
This approach uses buying stages to get a prospect to a buy a consulting project. Think of an ebook as a prototype solution, the self-directed course as the first scale-up stage, a member only section with bonus content as the next scale-up to the finale – a consulting project. Will all prospects sign up for a consulting project? Not without talking to you. But many people will buy information products and your website is the place to sell your information products.
Along the way you look for ways to give prospects a reason to act. This requires you demonstrate you can solve a problem at the right price point. You have to show a prospect the result from working with or buying from you. This is your value proposition. Your website helps you provide them the information they need to make an informed decision.
The key is creating an organized path to products. Start small and scale up. Help the client make good decisions. Your want to get to a telephone call as soon as possible. This one-on-one is necessary to sell coaching. It also helps sell information products.
Here’s an example process.
- Prospect buys introductory information product (the stage one product. You include content about how to best use the product and identify the client’s next steps – which is a stage two product.
- Send emails and start email conversations.
- Ask for a phone call.
- Client buys the stage two product. You include content about how to best use the product and identify the client’s next steps – which is a stage three product.
- You have a telephone conversation.
- Client buys the stage three product. You include content about how to best use the product and identify the client’s next steps – which is a stage four product.
You build upon previous conversations. Build up to a consulting or coaching session.
You’ve defined your one-on-one or group coaching / consulting projects.
Let’s create complementary products which you can sell on your website. The purpose of these products is to give clients a taste of what you offer and to make a bit of money.
Here’s some ideas:
- write a book
- create a workbook for download.
- do a video or two
Another idea that really showcases your capabilities…
Think about productizing two to three service offerings. First identify the subjects most prospects want. Take one of these and define it as a product. For, example say your prospects ask, “how do I actually set goals?”
Create a service product where you spend say 20 minutes to teach them how arrive at one goal. The topic is defined along with a time limit. Make this ‘product’ affordable – in line with your information products. Create a script but make it personal. You’ve established a personal relationship that sets the stage for more product and consulting sales.
Prepare Landing Pages
We need to create one page that describes the features and benefits for each product. This is typically called a “sales page” or “landing page.” The purpose of a landing page is to convince a prospect to buy the product.
You’re going to need more than this. You’ll need to write blog posts that give readers more of a glimpse to the product, it’s intended use and the benefit to the prospect – if you buy my product you will _________.
The content of a sales page is called copy and creating it is called copywriting.
“Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesman to reach all of your customers. A sales team contacts customers one at a time; a copywriter reaches all of them at once through billboards, magazine ads, sales letters, blog posts, and more.” From The Definitive Guide To Copywriting.
There are many formulas to write copy for your products. The one I favor is found in the book Brain Audit by Sean D’Souza.
The methods proposed here will lessen the stress and time to create product copy.
I suggest you also take time to prepare for prospecting calls. Some actually script calls; others prepare outlines. At the least, think through the objective of a call capturing the key points you want to cover.
As you work with prospects you delve into their business and develop a deeper understanding of how you can help. When you have content that defines the problems you solve, people quickly determine if you’re a fit – getting to no is just as important as getting to yes.
Content is where you build rapport. It’s where people get to know you. They see your commitment to them. The discover you have a big-heart and want them to find their own success. They learn you’re dependable. They know they can demand the best from you and that you deliver. They trust you. The see your energy, your enthusiasm and that you follow through no matter how small the request. They like you.
So, here’s what you do…
- Describe what you do. What client questions you answer.
- Find out how people search to find this information. Do an extended keyword search.
- Take the most popular keyword and write a page all about the subject matter. Let’s call this page cornerstone content.
- Put the cornerstone content page in your main navigation.
- Write blog posts ( 10 to 15 ) that add more detail about the subject. Add a link to cornerstone page in each of these posts.
- Go back to the cornerstone content page and add links to each of these posts.
- In the cornerstone content page and in the posts, add a link to landing pages selling complimentary products.
You can repeat this for other key topics, but limit it to three. Make the cornerstone topics board. Then extend them in blog posts.
Keep adding and revising content as you learn more about client needs. Client priorities change. Since you’re capturing emails staying in touch and getting ahead of changing needs is easy. Prospects feel your concern and look to your expertise as something they can count on.
Get them to your website.
Get them to buy a low cost information product.
Stay in touch.
Get them to a phone call, ASAP.
Then do what you do best.
Sell another information product.
More phone calls.
Qualify the prospect as a coaching client.
Do what you do best.
Stay in touch if not.
Let’s say you meet an individual at a networking meeting, your website helps you get to a serious discussion faster. How? Give people a link to your site to download a gift. Follow up with a phone call.
Use social media in conjunction with your website to find and nurture prospects. Engage them in conversation. Send them to your website for a free gift. Stay in touch. Encourage them. Help them find answers. Make low cost information products attractive. Get them on the phone. That’s where you’re magic.
Select the media channels that your clients prefer. Pick three and get good at using them. If your work with business people use LinkedIn and Twitter. If your a Life coach use Facebook and Twitter. Also consider YouTube, Google+, Pinterest and Instagram.
For coaches and consultants, Social Media is a mechanism to communicate with your audience.(tribe). Secondly, it is a marketing channel to sell information products.
The effectiveness of social media is only as good as the content on your website. Content is the means by which people get to know you and your capabilities.
Evaluate and Adjust
You get what you measure.
Force yourself to develop a measurement for each goal. You do not have to study what to measure for a long time. You are not after perfection. Working with one measure may lead to a better one as you review the data.
Identify what you believe to be the target. That is where do you want to be. The target will be self correcting.
Use the measurements to build out the Buyer Processes defined in step 4. For example:
- Visitors land on your home page where you have a call to action button that takes them to your about page.
- The about page has a call to action that takes them to a page that showcases your benefits.
- The benefit page takes them to a registration page where they get access to a free report.
- The free report leads them to a sales page for an information product.
This is but one way to get a visitor from interest to client.
Here are a few components of the process:
- Create process content.
- Create links to content that leads prospect or client through the process.
- Create email autoresponder series for each process.
- Create online forms.
Now promote your website and process.
Once you begin analyzing the data, you will notice trends. These trends will tell you if the target is off or if you need to change what you are doing in the case you feel strongly that the target is correct.
Here’s some ideas.
Goal: Increase revenue
Measure: net increase in revenue by time period Measure: % new clients; % leads converted
Goal: Improve sales productivity
Measure: revenue/cost/profit per sale
Goal: create new products
Measure: revenue of new products; % business from new products
Use Google Analytics to capture data from website interactions.
- Set up Google Analytics usage reports.
- Set up Google Analytics goals for your processes.
This expanded system will
- get more prospects because your website helps people find your value faster.
- get more clients from information products with more of these signing-up for projects.
- get more income from information products making you money while you are working on projects.