More Clients - the Online Marketing Newsletter
for Independent Professionals
from Action Plan Marketing
and Robert MiddletonIn This Week's Issue: How can you establish instant credibility with a prospect who doesn't yet know you?
Instant Credibility
The phone rings and it's a new potential client on the line. He or she wants to talk with you to see if you can help. In my Marketing Ball Model, you're now on second base (usually the most challenging base to get to) and it's pretty easy to get home from there.
New business like this is usually generated by a combination of marketing activities, from a great marketing message and materials to a reputation built through speaking, writing, and networking as well as performing good work for your clients.
In short, the prospect has determined that you are credible, trustworthy and a safe bet. So they call you and are ready to explore working with you.
But what if you're not well known and your reputation has not yet spread far and wide? You're probably working on that, but what about those potential clients you feel you could help who know nothing about you? In that case, wouldn't you need to reach out and establish instant credibility to get to second base?
Recently I've been looking at this from the buyer's perspective. I'm doing these one-session TeleSeminars (more below) and am on the lookout for sharp people I can interview and give a share of the profits.
So I'm looking for that instant credibility. But when they approach me, is that what they accomplish? Usually they first send me an email (which is fine) but then miss the mark time after time:
The email tells me virtually nothing and asks for a time to talk. -- I need more information and don't want to waste my time.They boast about how great they are. It's all about me, me me. --They don't seem to understand what I'm looking for.
They tell me too much such as sending a link to a 200 page e-book. -- I don't have a lot of time to read an e-book.
What they are offering is not targeted to my subscriber base - Independent Professionals. -- A complete marketing misfire.
They don't ask any questions. They assume they know what I need and that what they have is "IT!" -- Are they psychics?
They don't answer my questions succinctly when I ask them. -- I like straight, clear communication, not the runaround.
All of these people might have a very valuable message and service for my subscribers, but they are making it difficult to do business with them. They aren't establishing instant credibility, just the opposite.
Here's a sample email message that would score instant credibility and get them to second base a whole lot faster:
"Hi Robert, my name is Miles Evans. I know you are looking for InfoGurus to interview for your TeleSeminars. (simple, direct) I have attended your last two TeleSeminars and they were very informative and well-structured. (familiarity, acknowledgement)"Over the past two years I have given workshops and delivered training programs on creating profitable joint ventures for small business owners, many of them professionals much like your subscriber base. (experience, right target) I've gained a reputation for very solid, actionable information, much like what you provide in all your materials. (success, affinity)
"I don't know if this is exactly what you're looking for but if it is, perhaps there's a chance of doing something together. (humility, opportunity) If you can tell me a bit more about what will make a successful TeleSeminar, I'll be happy to provide you with more detailed information and topic ideas. (openness, willingness)
"In the meantime, you are welcome to look at my web site which goes into more detail about my programs, approach and results. (information, credibility)
"Looking forward to hearing from you and hopefully working with you. Sincerely, Miles. (confidence, sincerity)
"P.S. I know it may be premature, but I've thought of a good TeleSeminar title: 'Joint Venture Marketing - Leveraging Relationships for Fun and Profit.' " (creativity, sense of humor)
I don't know what your situation is or the prospects you're targeting, but if you follow the basic structure and sprit of this email message you are likely to get a very favorable response.
More on "Instant Credibility" in Marketing Flashes below.
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Generate a Referral Flood of New Business
Most of our business comes from word of mouth but virtually no one has a reliable system for generating a consistent stream of referrals. This TeleSeminar on CD outlines that system in detail. One more week at the $25 price.
http://www.actionplan.com/referrals.htmlBuild a Massive, Responsive Email List
Everyone knows that with a bigger email list your marketing reach expands dramatically. But how exactly do you grow this list? This TeleSeminar on CD shares the secrets I use.
http://www.actionplan.com/elist.htmlMaking More Appointments and Sales by Phone
One of the most important marketing skills you can develop is how to use the phone to make appointments and close sales. This Program includes 4.5 hrs of TeleSeminars and interviews demonstrating exactly how it's done.
http://www.actionplan.com/sellingtc.htmlAttracting as Many Clients as You Can Handle
If you don't have it yet, this is the place to start - The Infoguru Marketing Manual. 288 page manual, eleven hours of online audio, and marketing Support Forum. The one marketing resource that puts it all together for Independent Professionals.
http://www.actionplan.com/infoguru.html~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Marketing Flashes on "Instant Credibility"
Packaging tips that increase business.
* Know who your potential client is and what they are looking for. Do some research. Talk to others. Read their web site or other marketing materials. Really tune into this person/company.
* Establish immediately, in the first sentence, what your offer is all about. Make it clear, conversational and credible throughout. No hype or trying to look "impressive and interesting." Be yourself.
* Give them some immediate reasons to believe what you say and offer clear and compelling benefits for them to want to know more. Always focus on what's in it for them.
* Don't profess that you know it all, but would like to know more about their specific situation and needs. Give them some solid, easy-to-access information. A good web site is perfect for this.
* Let them know what you expect (email me if you'd like to know more) or tell them what you will do next (I'll call you). Just don't leave it up in the air and hope that something will come of it.
Until next week, all the best,
Robert Middleton
ACTION PLAN MARKETING
Helping Independent Professionals Attract More Clients~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
210 Riverside Drive
Boulder Creek, CA 95006
831-338-7790© 2004 Robert Middleton, All rights reserved. You are free to use material from the More Clients eZine in whole or in part, as long as you include complete attribution, including live web site link. Please also notify me where the material will appear. The attribution should read:
"By Robert Middleton of Action Plan Marketing. Please visit Robert's web site at http://www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses."
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