By Robert Middleton – Acion Plan Marketing
A couple weeks ago I asked one of my Clients in England (I have two) what he was doing to track his direct outreach marketing activities.
His answer both surprised and delighted me.
"Well, what I'm doing is keeping track of my direct outreach activities with a simple chart like this:"
It was a monthly calendar with a space for every day of the week. His goal was to do a minimum of one direct outreach activity for each one of those days.
"Even weekends?" I asked.
"Yes, even weekends," he replied. "On those days I don't make any calls but I'll send out one email per day."
What my client had realized is that simplicity plus consistency leads to success. And in almost all cases both of these factors are missing when it comes to marketing.
Simplicity gives way to complexity: Charts with several columns, or numbering and scoring systems are confusing and hard to track.
I've tried multiple systems like this, both for my own marketing and for my clients. None of us stuck with them for long.
Consistency gives ways to inconsistency: One day certain actions are taken, the next day, none. Missed activity goals lead to guilt and more avoidance. Marketing turns into a dreaded chore.
But when you combine simplicity with consistency, what you set out to do is relatively easy and the daily routine takes very little time.
By the way, my other English client showed me the exact same direct outreach system only a week later! Must be the climate.
A Few Direct Outreach Guidelines
In two of my recent More Clients eZines I talked about direct outreach marketing: Reach Out and Touch Someone and Six Steps to Turning Prospects into Paying Clients. These cover the nuts and bolts of direct outreach and selling conversations.
The simple and consistent outreach plan I explain in this article is the missing link that helps you to implement those ideas.
Your overall goal with direct outreach is to make more connections with prospective clients, get more meetings or appointments with them and covert more of them into great paying clients who get great value in working with you.
Let me give you a few guidelines by answering some questions.
Can I only do outreach once a day?
No, of course, you can do more if you have the time, and especially if you have a lot of prospective clients in your pipeline (or, as I say, marketing game).
But this is the most important. You cannot do less. Even if you send several outreach emails or make many calls in a day, these do not substitute for the other days of the week. Make a minimum of one outreach per day. Period. By the way, doing this five days a week is fine, but no less.
What marketing activities are actually direct outreach?
Here are the most common ones:
Following up by email or phone with someone you met recently at an event, a conference, or even socially. If you feel they have the potential to be a client or lead you to a client, you need to connect with them.
Personalized emails (and follow-up calls) to past clients, associates or other valuable connections who can lead you to new clients. Emails or calls to ask for referrals.
Follow-up on leads you've received. Calls or emails to organizations for speaking, interview, and writing opportunities.
Connections on LinkedIn. The more personal you make your messages, the better. If you have a first-level connection (whom you do know), explain why you want to connect with their connection (whom they know). Cookie cutter emails won't work here.
By the way, another way to define direct outreach is, "Taking action to connect when you know you're avoiding connecting!"
Also remember, direct outreach is not cold calling. It is reaching out to those with whom you already have a connection. My experience has shown that cold calling for professional services is very difficult to succeed with.
What do I say in my emails?
1. Say something to acknowledge or praise your receiver. Make it authentic and simple. "It was great to connect with you at the conference. Your ideas about management really got me thinking." A two- to four-sentence paragraph is enough.
2. The reason you are contacting them. Make it clear and benefit or outcome-oriented. For example, you might offer an idea for reducing costs, increasing income or improving management – or anything else that might possibly help your prospect. Keep it short but compelling.
3. A call to action. This really depends on your relationships, but what you want to request is a "short chat" not a long meeting. Short chats lead to longer meetings. I also suggest you propose a few times that will work for you so they don't have to send an extra email to find out.
By the way, the more personal the better. One of my clients gets an almost immediate response to most of the emails she sends to past contacts because of her relationships with them.
Sometimes an email is enough to get a response. But you may have to make a number of follow-up emails or calls to finally connect. Friendly persistence is the key.
How do I prepare for these calls?
Scripting. Think seriously about what you want to say, write it down and read it aloud. Make it simple and direct. Don't waste time with idle chit chat. Here's an example.
"Hi, this is James, we met at the Management Conference last week. I'd sent an email but wanted to follow up. Is this a good time to talk for just a minute?
"Great, I really appreciated some of the ideas you shared at the conference. You really got me thinking about how much better management and leadership can be.
"We also shared some ideas about how to attract more high-end clients to your business. I'd love to chat for a few minutes about those ideas. Is now a good time or is another time better?"
When you are reaching out to someone, you are "on stage in your business." Be prepared, don't wing it. This goes for both emails and phone calls.
Won't people feel that these emails and calls are an interruption?
Perhaps, but so what? If you write good emails and make effective calls, you won't get much resistance. If you fear resistance and rejection, you're more likely to get them.
I helped a client create a very successful speaking plan. First, he called a number of organizations and then sent his speaker's kit. If he hadn't reached out he wouldn't have gotten any talks.
Then he got cards from attendees at teh talks and determined their interest before he followed up with them. He landed appointments and ultimately earned himself many new clients.
He told me, "Robert, I was actually very surprised that people were happy to hear from me and willing to talk. I didn't expect that at all."
When you commit to doing it, it's easier than you may think.
When direct outreach emails and calls lead to selling conversations, what do I do next?
Well, one thing that almost everyone misses is sending some detailed information about your services before you meet with a prospective client. And also find out as much about them as possible before you meet.
This way, selling conversations go faster because you're already up to speed with each other. I've also found that you close business faster if you do this.
What are the biggest challenges or obstacles to doing direct outreach marketing?
1. Fear of resistance or rejection. Everyone seems to have this built in. You need to clearly see that this fear is mostly imaginary.
2. Not preparing. You need to get organized, think this through, create lists of people to contact, script what you'll say, and practice. There's a big return from this kind of activity.
3. Indifference. If you are motivated to grow your business you'll find this a whole lot easier. If being comfortable is more important than succeeding, you simply won't take the steps required.
Where do I start?
Read over this article a few times and Start Now!
By Robert Middleton – Action Plan Marketing
Have you ever found yourself trying to explain your business to a potential client, but you're not getting through?
First you start with concepts: "We use a proprietary process to optimize your management priorities for maximum buy-in." Well, it might mean something to you, but probably not a lot to your listener. So, you try again.
"We work with companies to turn their leadership upside down and put the investors and customers in charge."
OK, a little better, but people still won't get it.
After struggling with the "perfect words" to explain your business, with little result, you realize that concepts alone aren't going to work; they are hard to relate to and you've missed the outcome.
So you use a story or example instead: "We worked with a company that was struggling because their top-down leader approach was getting a lot of resistance. By shifting to a servant leadership model, productivity and sales went up."
OK, that's a lot better; the main idea of shifting from a top-down approach to a servant leadership approach is more interesting. And talking about outcomes also helps.
But do prospects really understand this? Do they know how it works? What exactly is servant leadership? How are those outcomes achieved?
Here's the problem:
All marketing is communication. So all of these are attempts to communicate some value that you offer clients. We're discovering that concepts are limited and that examples or stories are better.
But we leave out the most important thing of all. Visual communication. A picture is worth a thousand words.
But what most small business don't realize is that if you create a visual model for your business, your communication will start to connect in a whole new way.
Let me show you: The Top Down Leadership Model:
And then let me tell you: As you can see in this diagram, the leader is at the top and the customers are at the bottom. In this model, leadership is expected to know everything and then direct those below to take action. But this model has a lot of problems. It stifles feedback and participation, and productivity and morale suffer as a result.
That makes sense, right? But notice how the image makes it so much clearer.
Let me show you another one. The Servant Leadership Model:
Let me tell you more: With this inverted pyramid, the shareholders, customers and employees are at the top. They are offering ideas, feedback and resources that the leader takes and works to develop, implement and support. The leader sees him or herself as a servant, not a dictator.
Pretty cool, right?
This is how having and using a model helps communicate much more powerfully how you help your clients. Your prospective clients will get it faster, see the benefits and be interested in learning more.
Of course, we learned this valuable lesson in "show-and-tell" in grade school, but then we grew up, became more sophisticated and relied more on concepts. Big mistake!
Here's a model For Financial Planning Services:
Financial planning can be seen as complex and scary to many. "What if I do the wrong thing, don't make the right investments, or save enough for a secure retirement?"
This model simplifies things. We all understand the concept of a road map and we know we can use it to figure out how to move from one place to another.
"On the way to a secure retirement are certain benchmarks which you need to understand and take certain actions. As a Certified Financial Planner, I've helped guide many people along this road map and I can guide you as well."
That's a pretty good explanation, but when you show the actual model as an image, it becomes even clearer and looks much more achievable.
The Marketing Ball Model:
I developed this model about sixteen years ago and have been using it ever since. It's much like the road map model, except that I also add the dimension of a game.
"All you need to do is go around the bases and take actions between the bases to ensure you get solidly on each base. Each base represents where your prospects are in your marketing process. When you take a prospect around all the bases you end up with a new client."
I also use this model when coaching my clients on how to play Marketing Ball. When they finally see it as a game, they start playing more enthusiastically and winning many more new clients.
What is your Business Model?
You might start with the process you actually use with your clients, the process that helps your clients get the results they desire.
Maybe this process is not too organized yet or all the pieces of the puzzle aren't quite clear (a puzzle is a popular model, by the way), but with that start, you can begin fleshing out your model and ultimately turning it into some kind of a diagram.
To stimulate your creativity, do a Google search such as "wellness model of health" – "personal growth model" – "online marketing model" or "business communication model." (click to see the various models)
Don't copy these models; use them for inspiration and to gain clarity. You need to understand how your model works, inside and out, and then test it to make sure it's valid.
I created the Marketing Ball model while meeting with a client. The idea spontaneously popped into my head. So, don't force your model. Write down some ideas and research existing models.
Then start using your model in your marketing to assist you in explaining how and why this model can help them get the results they desire.
Image of Model + Explanation of Model = Persuasion
You just may find that communicating about what you do and how you help your clients is easier than ever before.
P.S. I work individually with a wide variety of independent professionals using the Marketing Ball Game to help them attract more clients. If you'd like to know more, just visit this page.
By Robert Middleton – Action Plan Marketing
When I was a kid, I loved to read Superman comics. For several years I was up-to-date on everything related to this comic book hero. And I liked to imagine that I was infused with super powers.
Of course, that dream quickly faded over time as reality set in. I was clearly just an ordinary person.
But later in life, when I started my own business I discovered it was actuality possible to develop superpowers – Marketing Superpowers.
With these superpowers I was able to accomplish the following:
Consistently got the attention of complete strangers
Met with many prospects with only a letter and a phone call
Got business cards from 80% of those who attended talks I gave
Grew a worldwide email list of 50,000 self-employed people
Wrote close to 1,000 articles over a 20-year period
Sold $600K worth of InfoGuru Manuals through my website
Filled one-year programs with just three or four emails
Earned $20K to $35K monthly several years straight
Now maintain a over-full marketing coaching practice
These marketing superpowers led to a lot of success in my business. It was amazing to me because only a few years earlier I had been struggling to make ends meet.
There are a few things you should know about marketing superpowers.
First of all, anyone can develop certain superpowers and use them to grow their business – but few can develop all superpowers.
You'll have more success in developing superpowers where you already have some powers that are not yet fully developed.
The main impediment to developing marketing superpowers is the belief that you are not capable or worthy of doing so.
All marketing superpowers are based on communication.
These include the superpowers of writing, networking, speaking to groups, growing a list, developing services and programs, etc.
In the early days of my business, I spent most of my energy developing the superpowers of writing and speaking to groups. But I always struggled with networking and it took me a long time to develop packaging, selling and pricing superpowers.
Remember, superpowers are not magic or mystical or unusual. They are simply underdeveloped in most people.
How do you develop marketing superpowers?
Study, practice, experiment, repeat, fail (a little), fine-tune and apply large doses of patience.
Books, videos, courses, articles, and working with a coach are all included in the learning habits of most independent professionals who want to accelerate their marketing superpowers.
One thing is for sure – superpowers don't come accidentally. They come from knowledge, intention and hard work.
Is there one "master" marketing superpower?
That is, is there one key superpower that will help you build other marketing superpowers? For instance, Superman's key superpower is his strength; everything else comes out of that.
For marketers, the key superpower is WRITING.
If you develop this superpower, you'll be able to write emails, articles, web content, sales letters, presentations, services and courses that result in more clients buying your services.
And that is a LOT of marketing power.
In working with some clients I've noticed they can already write fairly coherently. They can communicate clearly and their voice is already authentic. All they need is some structure and guidelines to turn their existing writing ability into a client-attracting superpower.
Some people struggle with writing.
It can be an effort to write a single sentence, let alone a coherent paragraph. Often I'll suggest to these clients that they put more attention on networking and connecting personally through talks and videos.
The good news is that everyone can discover and develop their own marketing superpowers.
It starts with intention. I remember declaring that I wanted to be the go-to person in the SF Bay Area for self-employed people who needed help with attracting more clients. Five years later that was true.
It continues with education. I'm a do-it-yourself kind of person. I read a whole lot of books and took a number of courses on marketing. I was always learning. In a few years I had enough knowledge, insight and success to write my own marketing book.
It ends with application. Every time I studied something that looked feasible, I gave it a try, from developing my marketing message to launching high-end group programs. Ultimately I ended up working with a full load of clients.
Here's my question for you. In what areas are you already a strong communicator? And what marketing superpower would you like to develop to build on that existing strength?
I would like to hear from you.
Please share your thoughts in the comments section on the blog. Describe your strengths and desired superpowers. Put your intention out there. You can think about this forever and never move into action or you can take a stand and commit to being a marketing superhero.
P.S. I work individually with a wide variety of independent professionals to help them grow their own marketing superpower. If you'd like to know more, just visit this page.
By Robert Middleton – Action Plan Marketing
Last week, in More Clients, I posted a picture of Kellyanne Conway with the words: "Confused by Alternative Facts?"
The post was not overtly political but it certainly was a dig at the Trump administration and to spokes-deceiver Kellyanne.
Oops, I did it again.
I did get a few emails from a few disgruntled subscribers who were very annoyed with me and unsubscribed. A couple gave me a good scolding for being inappropriate with my headline topic.
Recently, Paul Zelizer, founder of Wisdompreneurs, started an online conversation about the hypocrisy of conducting business as usual when the current political situation was so extreme. And that started me thinking.
I admit that I'm one of the people who sees very little redeeming value in the Trump administration. I don't think what he's doing is good for the country and, to put it mildly, I feel the way he's going about things is a complete farce.
I'm not going to attack him personally, call him names or spew hate here. But I most definitely oppose him and his policies.
But this brings up the question, it there any value at all of even bringing this up (even subtly) in a weekly email newsletter dedicated to marketing for independent professionals?
Would it be better if I just shut up and kept it to myself?
I mean, what good does it do? What harm does it do?
Will it just alienate those who feel differently than I do?
You might have noticed since the 2016 election started with the primaries, it seems that 90% of the news coverage has been about Trump. Yesterday I found a place online that published more than 400 magazine covers featuring Trump (and mostly negatively).
So it's pretty obvious that he is on most of our minds. And he's an ongoing topic of conversation almost everywhere you go.
When I meet with my clients, Trump and the latest thing he did comes up in almost every meeting. Feelings of outrage are combined with resignation and often a little humor.
And my guess is that this is true whether you hate Trump or love him. It's kind of a bonding experience, right? We connect over the things we have in common.
Should I hide my disdain for Trump?
Or should I just put it out there?
If I happen to meet someone who sees the world as Trump does, I admit it's hard for me to understand their position.
Yet, in a rational discussion we can often come to some agreement. I happen to think his ideas for improving infrastructure make a lot of sense – but not so much the Wall or going all in on fossil fuels.
When you know more about opposing positions, you'll often see something differently and the tone will be less strident. I believe we can have rational arguments about these issues.
Believe it or not, I'd like to see Trump succeed, to accomplish great things and bring America together. I am doubtful that will happen, but it's better than thinking hateful, angry thoughts all day long!
So, what do you think?
Do you think an article like this that states my position to be misguided and a waste of time?
Or is it a good thing that creates a stronger connection between us?
Will I make digs at Trump once in awhile in this space? I probably will. However, I'll do my best to make it support my ideas about how to attract more clients.
I welcome your feedback. However, I'd appreciate if you'd post it in the comments section of the blog below. I'm willing to be public about this and I hope you will as well.
P.S. If you'd like to listen to an interview that discusses the Trump presidency more articulately than I ever could, listen in to Sam Harris interviwing David Frum.
Other Articles I've written about Trump
By Robert Middleton – Action Plan Marketing
Do You Believe These Alternative Marketing Facts?
We've heard a lot of so-called alternative facts recently from some in our government. Another name for an alternative fact is a lie – something that simply isn't true but is believed to be true.
You don't need to go very far to find myriad alternative facts about marketing. Many believe them, but I want to prove to you that they're not true.
Here are some of my favorites:
Marketing shouldn't be so hard (or it should be easy)
This is much like saying math shouldn't be hard or cooking, or milking a cow or doing push-ups. All of these tasks simply take the effort required to produce results.
Marketing is an activity business owners do to attract clients to their business. It's something that they learn and implement. Different people experience certain parts of marketing as difficult and some experience other parts as easy.
The problem with this alternative fact about marketing is that it lets you off the hook and helps you justify not doing any marketing and then complaining about it.
Marketing takes too much time
How much time is too much? Is a few hours a week too much? Perhaps when you believe this you think of all the time you've spent on marketing activities that were ineffective.
In the early days of marketing my business I put a lot of time into learning how to market myself and implementing what I'd learned. Some of it was effective, some ineffective.
But after a number of years of practicing marketing I got better and better at it. Think of learning marketing like learning music. That takes a lot of time too, but at the end of the path you're a musician. At the end of the marketing path you're a magnet for new clients. (And I believe marketing is a whole lot easier than learning music!)
Marketing is all about manipulation
Yes, a lot of the marketing you see out there is manipulative. It's not honest; it has no integrity; it presents alternative facts. But that doesn't mean you have to do that kind of marketing.
Manipulative marketing doesn't work for independent professionals. What does work is authentic marketing education that provides valuable information so your prospective clients understand how you can help them.
Authentic marketing is based on relationships, trust, clarity, and proof. It is the antithesis of alternative facts. It's a clear expression of the truth of what you offer your clients and the results they gain when they work with you.
Marketing is an interruption
Many people have told me that they feel marketing is an unwelcome interruption of their prospective clients's time. This feeling comes from the mistaken belief that you are not good enough or not worthy.
You meet someone who shows an interest in your services. If you think marketing is an interruption, you become passive, and wait for the prospect to make the first move and contact you. You might wait a very long time!
When you are confident about the value of your services, however, you never feel you're an interruption. You then take any interest in your services at face value and find a way to connect with prospects to explore if your services are a fit for them.
Marketing leads only to rejection
Now we're getting to the heart of why we cling to these alternative facts about marketing. If we don't market ourselves we get to feel comfortable and safe: No effort, no wasted time, no manipulation, no interruption, no rejection.
The payoff of apparently staying safe overrides the possible results of implementing marketing activities. But we fail to notice that this so-called safety is based on alternative facts – things that are not even true.
We must abandon alternative facts for sound reasoning and the search for what really works in marketing our professional services. In doing so, we'll discover new possibilities for connecting, communicating and having meaningful conversations that lead to great clients and a growing business.
Just say no to alternative facts.
In the same way we're saying no to the alternative facts promoted by some in our government, we need to say no to the alternative facts about marketing promoted by our fearful minds.
By Robert Middleton – Action Plan Marketing
One of the most frequent comments I hear from my clients is: "If I could just get a meeting with a qualified prospect, I know I could turn them into a paying client."
Well, last week, I shared how to Reach Out and Touch Someone and get meetings with qualified prospects. So if you haven't read that, yet, make sure to do.
And this week, even though many clients say turning a qualified prospect into a paying client is no big deal, I'm still going to share my six-step process with you.
Because I know it is a big deal for many independent professionals; converting a higher percent of these prospects into clients can make a big difference to the bottom line. For instance, increasing your close rate from two out of five to three out of five means a 50% increase in new clients!
I've refined these steps over my 30-year career and they not only work, they also eliminate the need to use any kind of pressure or manipulation to get results. This is an authentic selling process.
Again, this process happens in a focused meeting (I sometimes call it a strategy session) that consists of several conversations, which ultimately lead to a new client agreeing to work with you.
Here is a step-by-step guide to how this system works.
1. Conversation for Exploration
The heart of the selling conversation is exploring your prospective client's situation and challenges.
You want to ask a *lot* of questions to really understand their:
Situation - What's happening now, what's working, details about how their business works or how their life works if this is a personal service.
Challenges – What's not working, why they are frustrated, what they have tried up to this point, and what they keep coming up against.
This is the longest part of the selling conversation – and requires about 75% of the time, in my experience. Your aim is to really understand why this prospect needs your services. It's like a diagnosis. Without it, how can you recommend a course of action?
Another part of this exploration conversation is to share some examples and stories related to the answers they give to your questions. I might say at some point:
"Janet, I want you to know that struggling with your marketing isn't unusual. Almost all independent professionals experience similar struggles. The good news is that it's something you can get much better at."
I do not attempt to pitch my services at any time during this conversation. That's a turnoff. But I do give the prospect a lot of assurance that they can succeed at their marketing. I give the prospect hope:
"Charles, that difficulty you're having with your marketing message is just what I experienced. It took some time, but instead of worrying about the perfect words, I just got out there, met a lot of people and practiced my message until I found one that got the attention I wanted. You can do that as well to come up with a great message."
It sure helps if you've gone through the same challenges your prospect has. But if you haven't, you can share some client stories. Here's one I use:
"Practically every client I've worked with has found writing to be a challenge. I'm particularly proud of one client who had written practically nothing for her business. But with some support, direction and tips she's become an excellent writer. In fact, I think she's better than me! Her writing is concise and pithy. Now when she reaches out with emails she gets response right away. The good news is that anyone can learn this."
By trying several examples and stories you get better and better at this, until you have a repertoire to draw on.
Perhaps the most important aspects of the exploration conversation relate to your attitude, tone, interest and enthusiasm. I always have fun in these conversations and get excited about what is possible for clients if they improve their marketing.
You can build a lot of trust in this conversation if you do it well. You've listened closely, gone deep enough to discover the most pressing challenges and issues and shown, through various examples, that you can help them succeed.
2. Conversation for Possibility
Once you understand your prospect's situation and challenges, you want to talk about the future. What objectives do they want to attain? You can keep this simple:
"Janet, if we worked together, can you tell me the results you'd like to see?"
"Charles, if we ended up working in our Profit Program, what specifically do you want to achieve?"
You want to listen closely and really get what it is they want. And you need to be sure that this is something you can actually help them with. Then you want to feed this back *in their own words.*
"OK, you want to see an increase in your profits of 20% or more in the first year, correct?"
This part of the conversation might not take too long, but you need to go deep enough so they see a new future for themselves. Ultimately, prospects "buy the future" from you. And if this future is not compelling enough, they won't buy it.
3. Conversation for Clarity
Next, you present your solution (service or program) that will help them achieve their goals. Note, that if you sent (and they've read) some detailed information on your services, you don't need to tell a lot. This is what I usually say:
"OK, Janet, you've read over all the detailed information about my services that are designed to get you the results we've been talking about. Do you have any questions about those services?"
What I've noticed is that most have read the information on my services very completely. They mostly understand what I offer and they may have a few questions to help them be crystal clear about how my services can help them.
Once I've answered their final questions, I usually say:
"Janet, if we were to work together, there are a few things you'd need to do to increase the chances of success." Then I name various requirements of working with me. "OK, if you can do those things, I'd be happy to work with you."
I'm not asking the client, at this point, if they want to work with me. I'm telling them that I want to work with them. But at no point am I really *persuading or pushing* my prospect to work with me.
Now you're ready to move things forward.
4. Conversation for Commitment
Now it's time to ask if they think your services are right for them. Here are a couple ways to say it:
"OK Charles, based on our conversation so far, do you think the Profit Program is right for you?"
"Janet, do you feel that my business coaching services would get you the results you're looking for?
It's really that simple. In a large percentage of cases, they will say yes. Closing doesn't need to be tricky or manipulative.
And then I'll, say, "Do you have any other questions?
If they don't know your fees yet, they'll usually ask, "What are the fees for your services or program?" And I'll answer in the next conversation.
5. Conversation for Fees
Sometimes a person will not answer the above question about the service or program being right for them until they know your fees. This is what I say:
"OK, we'll talk about the fees the very next thing. But I just want to know, other than the fees, do you feel that this program is a good fit for you?"
I want to know if there's a fit. If there isn't I won't even talk about the fees. We're done. But if they say it feels like a fit, then they've made a commitment at a certain level. And then it's easy to talk about fees.
If they are not sure it's a fit, you can explore more about what they want and answer other questions they may have.
I'll explain the fees in a very straightforward way: "The fee for this program is $XXXX in total which is $XXX per month. Can you make that work for your budget right now?"
I've already rewceived a yes that they want to work with me. Now I'm just confirming that they can afford it. This works really well.
6. Conversation for Action
Now that the client has agreed to work with me, I'm on third base in Marketing Ball (If you are unfamiliar with Marketing Ball, get the Marketing Plan Workbook here for free). I just need to finalize things.
The final conversation gets them to home and ready to start.
"OK, Janet and Charles, if you're ready to get started I'd like to put our first meeting on the calendar. In that first meeting we'll cover ABC and XYZ. And I'd like to send you a little preparation work before that meeting – some reading and a few exercises. And I'll also send you a shopping cart link so you can pay for your first month of the program. You can pay a day or two before that first meeting. Sound good?"
The sample conversations above are for offering a business-to-business service, usually for a small business. It also works for offering individual or personal services such as life coaching or nutrition counseling.
You can also use the same process when selling to a larger business, but because their businesses are more complex, the conversations tend to be longer and may span several meetings.
I hope that breaking all these steps of the selling conversation into these six different conversations have helped to make the process easier. If you have any questions, please respond with the comments in the form below.
P.S. Would you be interested in having a conversation like this with me regarding creating more clients? Right now, I have two spaces open. Just go here:
Read the page and then fill out the questionnaire at the bottom if you'd like to talk to me and explore your marketing situation.
By Robert Middleton – Action Plan Marketing
Remember the old television ads for AT&T – "Reach and and touch someone." Well, the idea of reaching out is important, but it takes more than that if you want something to happen. No, your a goal is a meeting and, ultimately, a new client.
Some of the most frequent questions I hear are, "But what exactly do I say when I reach out?" and "What works to get the attention of a prospective client?" or "Wont they feel I'm interrupting them?" and "How do I get that appointment?"
Here's how I explain it:
Marketing is communication and communication is a series of conversations. And direct outreach uses several different types of conversations. In all, there are nine conversations in this process.
In reality, there are two primary conversations – a short one when reaching out and connecting, and a long one when meeting to explore working together. I break the short phone conversation into three distinct conversations and the long meeting into six conversations.
If you follow this approach, you'll be surprised at how effective and easy it is and the welcome reception you'll get.
Each conversation has a purpose and a structure.
The scenarios for these direct outreach calls are varied. They might include a follow-up from an event you both attended or from a presentation you gave. They include calls to prospective clients who were referred to you and past clients you think might be ideal for a new service you're offering. Remember, these are not *cold calls.*
In many cases, direct outreach includes a short email to introduce yourself and then a follow-up call. But, depending on the situation, it's fine to just pick up the phone and call. I'll only send an email if I can't reach them by phone.
Part I Conversation: Attention - Interest & Qualification
1. Conversation for Attention
The first thing you say must be about the person you're talking to – not about you. So it helps to know something about the person you're calling, and mention that. The easiest way is to look at their website before you call.
"Hi Janet, This is Tom Bennet, our mutual friend Julian told me about your exciting new business in transforming nursing homes. I just took a look at your new website."
"Hi Charles, it was great to have you on my intro webinar yesterday on how to increase profitability. I really appreciated your participation."
How can you resist an opening like that? You can't! You've now shown your interest in them and in turn, they'll be open to listening to what you have to say. Next you want to generate some interest in what you're offering.
2. Conversation for Interest
The next thing you'll say is your core marketing message about who your clients are and their problems or aspirations. Which one you use depends on your business.
"Julian might have mentioned to you that I've helped people from many service businesses like yours who are unsure how to get the word out about what you do."
"As I said on the webinar, Charles, I've helped more than a thousand businesses like yours increase their profitability."
I usually follow this with: "Is this a good time to talk for just a minute?"
OK, now they have a clear idea of who you work with and how you can help. Next you want to see if you're on the same page by qualifying them.
3. Conversation for Qualification
You want to find out if you can help this person or not. You're not focused on whether they're interested in your services or can afford you yet. In fact, you don't even mention your services.
"Janet, could I ask you just a few questions about your business (or situation) to understand what you're trying to accomplish?"
"Charles, you mentioned a few things about your business on the webinar. Can you tell me a little more about your business?"
When I start my direct outreach with these three conversations, I've found that people are happy to talk with me. In the qualification conversation, you might ask a few basic questions to see if they would be a good client for you. Questions such as:
Can you tell me a little about how your business works?
What's the challenge you're facing right now?
What kind of outcomes do you want to see?
Are you open to talking about some ways I might help you?
This qualification conversation might last from five to ten minutes by phone. And then you want to suggest a more in-depth meeting:
"Janet, from what you've told me, there's a good chance I could help you. What I usually do at this point is set up a more in-depth complimentary meeting – about an hour or so – to learn more about your situation, goals and challenge and then explain how I can help you. Shall we set up a time to meet?"
I can't recall a time that someone was not willing to take this next step if I followed this process closely.
One thing I *always* make sure to do is send some detailed information on my services *before* I have this next meeting. I want them to know that I understand them, the kind of results they can expect and the details of how I work with my clients.
A few things to take note of in this first outreach conversation:
1. Script out the three different conversations to fit your situation. See how simple they are. You don't need to make this complicated.
2. Practice these conversations out loud until you can make them natural. This is key. If you were going to be in a play, you'd memorize your lines and practice wouldn't you? How is this any different? It's not!
3. Sometimes you may send an email before you call. In that case, use conversations one and two just as I've written them above and then close with something like:
"If this interests you, I'd love to chat for a few minutes and learn more about your current situation, goals and challenges. I'll give you a call, or just let me know if you'd like to speak."
I'm going to continue this next week with the Part II Conversation: Exploration - Possibility - Clarity - Commitment - Fees & Action
By Robert Middleton – Action Plan Marketing
There are a lot of ways to market your professional services and more of them are being promoted every day.
Unfortunately, many of them are overly complex, take a huge amount of time and require a lot of technical expertise.
When I work with my own clients, I'm interested in them getting results as fast as possible without too many complex steps.
I also emphasize that the clients who work with them are looking for a more personal connection with someone they can trust. This really fits for Independent Professional services and programs.
And the best way to accomplish this is through what I call "Direct Outreach."
Direct Outreach means exactly that – reaching out to prospective clients through personalized emails and phone calls (as opposed to dozens of impersonal autoresponder messages).
However, I'm not talking about cold calls. I'm referring to keep-in-touch contacts, introduction calls and other types of warm calls.
Do you have people you know in business whom you've worked with in the past? Perhaps they attended a workshop, did some coaching or consulting with you, but haven't been in touch with you for awhile?
One of my current client is having great success with this. She's sending very personalized emails to rekindle relationships with these people. When she sends these emails she gets an almost immediate and positive response.
She had recently redesigned her website and is offering a new packaging of her services, so it was a good time for her to reach out. Now she's setting up several phone meetings and in-person appointments to explore the possibilities.
I've noticed that very few independent professionals do this kind of outreach, let alone do it well or consistently. All you need is a friendly, upbeat email and an invitation to connect.
When I moved my business from my home to the Financial District in San Francisco in the early 90's, I joined the chamber of commerce and then used the chamber's business directory to identify prospective clients.
I sent a one-page letter mentioning that I was also chamber member and discussed how I helped businesses like theirs improve their marketing. Then I followed up by phone to introduce myself.
On the call I reiterated how I helped my clients and asked them about their business and marketing. Nobody hung up on me and I had a lot of great conversations. As we wound down I suggested a face-to-face meeting and most people said yes (somewhat to my surprise)!
Even better, most of those meetings resulted in my securing a new client. I remember how one of these clients mentioned how naturally and spontaneously this had happened. Nobody had ever called her like this before!
What made this approach work? A few things. One was the affiliation with the chamber of commerce. Another was that I was calling to introduce myself and create a connection, not to make a sale. By being interested in them and really listening, they wanted to explore further.
Other Warm Calls
You can make the same kinds of calls (usually preceded by an email) to people who are referred to you, to those attending a talk you gave and people you meet at a networking meeting, business event or conference.
One of my current clients lives in Upstate New York and has had great success in calling SHRM (Society of Human Resource Managers) chapters in several area cities. He's booked talks in most of these chapters, gets leads from those who attend, and his follow-up with them has resulted in several very good clients.
When I'm developing a direct outreach strategy with clients we look at all the current factors in their business and design the best approach for them. What you do depends on your list, the services you offer, and what you feel most comfortable doing. It's not all that hard, but it does require some planning and focus.
Why many people avoid this marketing approach
Many people have shared the following worries with me: "If I reach out like this I'll sound like I'm begging; I might get rejected; I don't know what to say," and, "Nobody will be interested anyway."
It's both funny and tragic how our thinking, based on past circumstances (and blown out of proportion), can hijack what we really want. So many have failed in their businesses because of the resistance to simply reaching out.
A few tips to make this work
1. Make a list of all the things you need to do in a direct outreach campaign:
- Assemble a list
- Develop a phone script
- Send your emails
- Do follow-up calls until you get a conversation
- Don't sell on the call. Ask some key questions and listen closely
- Set up meetings with those who show the most interest
- Conduct your "selling conversations" and get commitments to work with you
Put all of these into a weekly chart and check off the outreach activities you do each day. This will keep you honest with yourself and on track.
2. Practice your conversations. Once you've fine-tuned your emails, it gets pretty simple. But being comfortable making the actual outreach calls can feel scary and intimidating. The only solution is to practice out loud, preferably into a mirror. Nothing works better to get past your awkwardness and start to feel natural and authentic on the phone.
3. Track your activity. A few outreach calls here and there won't get the job done. You need to make several outreach calls every single week. Be consistent.
4. Find someone to keep your feet to the fire. When you make a promise and are accountable to someone else you procrastinate less and finally get into enough of a routine that the task becomes easier. Then it becomes more and more effective and you're motivated to make it a long-term habit.
If you're doing a lot of other marketing activities, such as content marketing and social media (which can be good long-term strategies), but aren't getting short term results, I highly recommend you give direct outreach an honest try.
By Robert Middleton – Action Plan Marketing
Many people wonder why marketing themselves is such a struggle. They experience marketing as hard and unpleasant. Is that simply the nature of self-marketing? Or can it be easier and more fun?
I've said many times that the essence of marketing is communication – the simple but powerful act of sharing ideas and possibilities with others. Whether you're writing articles, emails or web copy or talking to people in presentations or one-on-ones, there's one thing that is always true:
Effective marketing communication happens in the NOW.
That may seem obvious, but look to see where your thoughts and attention are when communicating. Most of us are everywhere else but in the NOW.
Instead, we are in the past or in the future.
We're in the past when we're thinking about how hard it is to write or communicate effectively. All our thoughts and feelings of not being good enough – or not being as good as others – tends to emerge. We may feel inadequate, believe we're not good communicators, or think we are not appreciated or accepted.
We're in the future when we're thinking ahead of ourselves and imagining the results of our communication before we've even started. We may think we'll be misunderstood, rejected, or ridiculed. But no matter what we're thinking about, were are not in the NOW.
When we are in the past or future we lose access to our natural intelligence and abilities. The dream-like images and thoughts of past and future floating about in our minds are like static, obscuring clear thinking and present-moment awareness.
There is no flow; there is only a sense of resistance.
When you are in the NOW, things are different, very different.
My experience of communicating (writing and speaking) in the now is that I simply let the words come without effort. I don't judge whether they are right or wrong, let alone perfect. When writing, I know I can always go back and edit and fine-tune later. When speaking, I know I can just talk like I do when having a conversation with a friend.
When I'm in the NOW, my marketing voice is authentic, clear and simple.
Now this doesn't mean I don't prepare or think ahead about what I'm going to say. But I don't force that preparation. The only way to prepare is in the NOW as well. Before starting to write this I was reading in bed. I got up, and the idea for this article popped into my head. So I just let the ideas run and see where they took me.
Half an hour later I was at my keyboard and finished the first draft an hour later.
If communicating in the NOW is so effective and powerful, why are we so bad at it? Why do we seem to be so stuck in the past or the future? It's pretty obvious, isn't it? It's the conditioning of past experiences that have become habitual. This kind of thinking has worn a groove in the mind that's hard to escape.
The only way to market ourselves in the NOW is by practicing being in the NOW. Here's a very simple but powerful exercise that can get you there.
First of all, don't try to be in the now all the time. It's impossible. Relax, you can do this a few seconds or a minute at a time throughout the day. Like exercise, the results tend to be accumulative.
1. Right now (as you're reading this) notice that you are already in the NOW. There is no past and future, only the present moment. You are reading this in the present moment and you are thinking in the present moment.
Just let this sink in slowly. There's nothing to figure out. You are in the present moment right now.
2. Now notice what you are seeing, hearing and sensing right in this moment. Your computer screen, your desk, the window and the chair you're sitting on are all here right now. The background sounds are also all here right now. And the sensation of your back against the chair, your feet on the floor and any other body sensations are here and now.
Let yourself be simply aware of what is happening right NOW.
3. Don't' try to get anywhere or achieve any kind of state. In the now, notice the state you are in. You may be feeling anxious or happy, frustrated or calm. And all of these are noticed in the NOW.
Don't try to change anything or get anywhere. This is IT, right NOW!
You might call this simple exercise "Aware-Here-Now." You don't even need to schedule a time to do this. You can just let it happen.
When you notice that you are not in the now, when your mind is racing, or you're struggling, if you're judging or anything else that puts you in the past or future, stop for just a moment and practice Aware-Here-Now. Again, just for a few seconds or a minute.
Will this improve your marketing? Well, improved marketing comes from understanding certain principles and practicing them over time, just like anything else. But if you get more adept at being in the NOW, all of that becomes much easier. You'll get stuck less often; you'll enjoy marketing more.
Imagine sitting down to write something and it's not so agonizing anymore because you are able to be NOW in the moment. Imagine other marketing activities that you usually resist or avoid and, instead, you jump in with a sense of adventure and openness, simply because you're not caught in past fears and future uncertainties.
Now, before you go on to do anything else today, just take a moment to be Aware-Here-Now.
By Robert Middleton – Action Plan Marketing
As of today, I'm starting something new called "The Action Plan Marketing Community."
It's a way to provide my More Clients Subscribers with some useful resources and an opportunity to engage more with the conversation about attracting clients.
You can access everything on this page:
The Action Plan Marketing Community. (see below)
Why am I doing this?
I've been sending out my eZine, More Clients since 1997. That's twenty years and hundreds and hundreds of articles about marketing for independent professionals.
The eZine has worked very well for me. For the past 20 years, it's helped me grow my e-list and in addition to sharing valuable ideas, I've successfully promoted various marketing products, programs and services.
What is missing for me is conversation and interaction
The two key parts of the APM Community are the Facebook Forum where you can post questions, ask for feedback and discuss various approaches to marketing more effectively.
And the other part is the monthly Live Video Session where you can join me and several others via Zoom Video and explore ideas about the endless number of ways you can attract more clients.
I've also included some samples from the More Clients Club
One of the most appreciated parts of the Club are the Expert Interviews. I've include three of the very best ones for you to explore. Timeless ideas that can impact your marketing effectiveness immediately.
Plus a couple chapters from my Marketing Ball Book. Right now, the full book is only available to Club Members, but you'll get a lot out of these first two chapters on the game of marketing and marketing messages. It's stuff you can use every day in your business.
Finally, a discount on the first month of Club Membership
The Club, now starting its 9th year, contains online courses, tutorials, expert interviews and over 100 hours of audio with interactive marketing coaching and instruction.
If you've never been a Club member, and even if you have been in the past, you can check out the Club for the first month for just $9 by using the coupon code on the APM Community page.
That's all for today. Just go to the Action Plan Marketing Community and take advantage of these resources. This page will be posted indefinitely, so once you visit, make sure to bookmark it.
P.S. Why no links to the Community Page on the Blog? Because you need to be a Community Member to access it. If you're already a subscriber, just check your email, and it you're not, simply sign up for the Community on this page and get immediate access to these resources.
- What Will the New Year Bring?
- No Marketing Ideas More Important Than These
- Hate Disapproval? Join the Club.
- Discovering a New Success Paradigm
- The Tyranny of "Shoulds"
- Why I Love Medium
- I'm Disgusted, Aren't You?
- You Be the Monster
- Possibilities - Beyond the Comfort Zone
- How to Gain Marketing Savvy - Fast
- Does Social Media Work for You?
- 7 Ways to Apply Authentic Marketing
- 20 Marketing Questions and Answers
- Embracing the Shadow Side of Marketing
- How to Learn the Right Marketing How-tos
- How Should You Market in September?
- The Big Key to Improving Your Marketing Skills
- The Power of Silence in Marketing
- Sell Your Outcomes, Not Your Services
- Make Intro Calls, Not Cold Calls