How to Get More New Clients. Quickly. Easily. With No Cold Calling
How to Get More New Clients. Quickly. Easily. With No Cold Calling
On a fundamental level, marketing for new clients is pretty straightforward. We have found successful marketing campaigns focuses on:
1) Targeting a hyper-responsive group of prospective clients.
2) Identifying the issues that are of most importance to this group.
3) Motivating them to self-nominate themselves as being interested in learning more about your services.
4) Moving them along a sequence of steps that encourages them to take action.
If you focus on these four steps, it is relatively easy to create a marketing system that will consistently brings you a steady stream of new clients-all of whom have pre-qualified themselves as being interested in learning more about your services.
Let's look at each of these steps in more detail.
Step 1: Determining Who you are going to target.
Too often this is given only a cursory consideration. Since we all operate on limited marketing budgets and only have time to follow up with those most likely to actually engage our services, identifying the most hyper-responsive sub-groups within a targeted market is very important.
We define Hyper-Responsives as the sub-group that is most interested in obtaining a competitive edge. Thus, they are most likely to hire outside advisors to achieve that objective. In order to identify this group we look for specific traits and behaviors which enables us to segment this group from the larger target market.
One trick is to look for those that read the relevant trade publications and are members of the professional associations. These data-points usually indicate that the individual is interested in staying current and maintaining their competitive edge. Thus they are likely to be the most interested in at least learning more about your services.
Step 2: Create a Free Information Report.
Remember that the goal of any lead generation tool is get prospective clients to "raise their hands" about being interested in your services. The "hook" to achieve this is the free special report.
The goal of the free report is two-fold. First it must contain enough practical information so that the reader feels that they have learned something that they didn't know before. This is crucial for developing credibility. The second objective is to entice the reader to become hungry for more information. This balance of providing enough (but not too much) information is crucial for moving the relationship process to the next steps.
We recommend that your free report be between 4-12 pages in length and be available from your website.
Step 3: Crafting the One-Page Lead Generation Letter.
Among all the lead generation methods we track, the one page letter has the highest metrics in the B2B market place. We recommend that you write your lead generating letters after you have created the free special report. Remember the objective of the letter is to position oneself as an industry or functional expert with an interesting perspective on an issue the prospective client may be facing.
We cannot emphasize strongly enough that it is a mistake to simply include your report along with your initial letter. The letter's sole purpose is to intrigue the prospective client enough so that they want to request the information.
Successful markting campaigns emphasize consistency and repetition. Thus we recommend that you develop a series of three letters which will be sent in sequence-each focusing on compelling reasons to request the free report.
Step 4: Sending the free information report and collecting data about prospective clients.
As mentioned earlier, the offer of the free report in your letter should direct prospective clients to your website.
As a "Big thumb" goal you should try to get 75% of these visitors to follow through and fill out the information form to get the report. Although it would seem natural that people going to your site would follow through and request the free report, this is unfortunately not the case.
Care must be taken to ensure that the landing-page you are directing readers to, re-emphasize the benefits that will be obtained by requesting the free report. Don't assume that just because visitors are at your site they will automatically do what we want them to.
Precisely what information to request becomes a crucial issue at this point. While you want more that just name & email, requesting too much information will suppress response.
Successful marketing campaigns on the premise that through consistent and regular contact we can move prospects through a carefully orchestrated series of steps which results in an identifiable percentage of them purchasing our services.
The key is to automate as much of it as possible.
We suggest that the initial auto-responder be sent out three hours after the report is requested. It should serve to simply thank the recipient for requesting the information and to introduce yourself.
The next series of messages should move the conversion process through a carefully designed series of steps in which you both build credibility for yourself and move the prospect to take action. As with the other steps in the process the ability to communicate content in a compelling manner is crucial for success.
One of the main challenges of any marketing effort is the follow-up stage. When we look at marketing campaigns that have achieved outstanding success and compare them to those that have performed below expectation, the difference is almost always in how effectively the stay in touch process was implemented.
How to Get More New Clients Quickly Easily With No Cold Calling - To learn more about this author, visit Mark Satterfield's Website.
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Ultimately the success of any business depends upon having a consistent flow of new prospective clients. Unfortunately, far too many individuals rely solely upon their existing clients and referrals as their primary methods for getting new clients. While this may prove to be a successful strategy short term, it invariably leads to the "feast and famine" roller coaster that so many firms and individuals experience.
On a fundamental level, marketing for new clients is pretty straightforward. We have found successful marketing campaigns focuses on:
1) Targeting a hyper-responsive group of prospective clients.
2) Identifying the issues that are of most importance to this group.
3) Motivating them to self-nominate themselves as being interested in learning more about your services.
4) Moving them along a sequence of steps that encourages them to take action.
If you focus on these four steps, it is relatively easy to create a marketing system that will consistently brings you a steady stream of new clients-all of whom have pre-qualified themselves as being interested in learning more about your services.
Let's look at each of these steps in more detail.
Step 1: Determining Who you are going to target.
Too often this is given only a cursory consideration. Since we all operate on limited marketing budgets and only have time to follow up with those most likely to actually engage our services, identifying the most hyper-responsive sub-groups within a targeted market is very important.
We define Hyper-Responsives as the sub-group that is most interested in obtaining a competitive edge. Thus, they are most likely to hire outside advisors to achieve that objective. In order to identify this group we look for specific traits and behaviors which enables us to segment this group from the larger target market.
One trick is to look for those that read the relevant trade publications and are members of the professional associations. These data-points usually indicate that the individual is interested in staying current and maintaining their competitive edge. Thus they are likely to be the most interested in at least learning more about your services.
Step 2: Create a Free Information Report.
Remember that the goal of any lead generation tool is get prospective clients to "raise their hands" about being interested in your services. The "hook" to achieve this is the free special report.
The goal of the free report is two-fold. First it must contain enough practical information so that the reader feels that they have learned something that they didn't know before. This is crucial for developing credibility. The second objective is to entice the reader to become hungry for more information. This balance of providing enough (but not too much) information is crucial for moving the relationship process to the next steps.
We recommend that your free report be between 4-12 pages in length and be available from your website.
Step 3: Crafting the One-Page Lead Generation Letter.
Among all the lead generation methods we track, the one page letter has the highest metrics in the B2B market place. We recommend that you write your lead generating letters after you have created the free special report. Remember the objective of the letter is to position oneself as an industry or functional expert with an interesting perspective on an issue the prospective client may be facing.
We cannot emphasize strongly enough that it is a mistake to simply include your report along with your initial letter. The letter's sole purpose is to intrigue the prospective client enough so that they want to request the information.
Successful markting campaigns emphasize consistency and repetition. Thus we recommend that you develop a series of three letters which will be sent in sequence-each focusing on compelling reasons to request the free report.
Step 4: Sending the free information report and collecting data about prospective clients.
As mentioned earlier, the offer of the free report in your letter should direct prospective clients to your website.
As a "Big thumb" goal you should try to get 75% of these visitors to follow through and fill out the information form to get the report. Although it would seem natural that people going to your site would follow through and request the free report, this is unfortunately not the case.
Care must be taken to ensure that the landing-page you are directing readers to, re-emphasize the benefits that will be obtained by requesting the free report. Don't assume that just because visitors are at your site they will automatically do what we want them to.
Precisely what information to request becomes a crucial issue at this point. While you want more that just name & email, requesting too much information will suppress response.
Successful marketing campaigns on the premise that through consistent and regular contact we can move prospects through a carefully orchestrated series of steps which results in an identifiable percentage of them purchasing our services.
The key is to automate as much of it as possible.
We suggest that the initial auto-responder be sent out three hours after the report is requested. It should serve to simply thank the recipient for requesting the information and to introduce yourself.
The next series of messages should move the conversion process through a carefully designed series of steps in which you both build credibility for yourself and move the prospect to take action. As with the other steps in the process the ability to communicate content in a compelling manner is crucial for success.
One of the main challenges of any marketing effort is the follow-up stage. When we look at marketing campaigns that have achieved outstanding success and compare them to those that have performed below expectation, the difference is almost always in how effectively the stay in touch process was implemented.
How to Get More New Clients Quickly Easily With No Cold Calling - To learn more about this author, visit Mark Satterfield's Website.
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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