One of the things that make getting more clients into a services business trickier is that you are asking people to trust you with some of the more personal areas of their lives and/or business – you are asking them to trust you enough to spend a lot of money with you.
It’s tricky because in today’s “anonymous” online world, it’s not that easy to earn trust by just sending prospects a brochure or a couple of emails or having a great website or even by connecting with them via social media.
Although these are all great marketing tactics, they take time to instill and build the important “know, like and trust factor”.
Also, most people don’t buy professional and personal services from an anonymous company and certainly not the first time they land on your website. And the more personal (or the more expensive) the service you offer, the more likely this is to be true.
So here are…
5 Ways that work best for most services professionals when you want to get paying clients easy and fast.
Meet and talk to people in person – at events or by appointment
Reach out and talk to people via phone or Skype
Send personal letters and emails and invite people for a short phone / Skype conversation.
Follow up personally afterwards. Send a note to thank them for their time. Make them feel important because you’ve remembered them. Look for opportunities to stay in touch.
Speak to groups – at your own events, meetings and conferences or on other people’s stages. Invite attendees to personal 1-to-1 discussions afterwards.
5 Reasons why personal 1-to-1 discussions with people can help you get clients.
It is cost effective. You do not need a big marketing budget for this. It only involves a little bit of time.
It is an excellent opportunity to build relationships. When you take the time to meet potential clients in person or over the phone, you open the door for a friendly discussion. You now have the chance to ask them questions about their concerns, problems and desires in relation to the services you offer – even understand them as an individual and not just another “anonymous” potential client.
You can tailor your message to their specific needs or desires. During the discussion you can demonstrate you understand what they struggle with and discuss the solutions you provide to help them achieve their goals faster. This quickly instills trust.
People prefer to do business with people they know, like and trust. It has been proven time and again that personally talking to potential clients quickly provides that element of trust they crave for making the decision to work with you.
You overcome “marketing noise”. With personal 1-to-1 discussions, you have the client’s full attention. It creates the opportunity to be enthusiastic and energetic about what you do. You can outshine the competition and it is much more powerful than just being another email in his /her already overloaded inbox.
5 Effective tips for face-to-face meetings
Dress for success. When you look and feel good, it does wonders for your self-confidence. People, who look and feel successful, often are.
Be prepared. Know your ideal type clients in terms of their problems, challenges, frustrations and desires and know how your services can benefit them. Good knowledge of these basic elements can create wonders in any communication situation. Be prepared when someone asks you what you do for a living. Stuttering and stammering and “uhm” and “ah”, will not create the trust factor.
Maintain eye contact with the person you talk to. Don’t look around the room, at a desk, or anywhere other than the person’s eyes. If multiple people are in the room, maintain eye contact with each person, rotating your eyes from person to person.
Ask open-ended questions about their business. People like to talk about themselves and you can get wonderful information to demonstrate how you are the best person to help them.
Listen carefully and do not interrupt when others are speaking.
Talking to people in person (or over the phone) about what you do, can be extremely effective to build relationships and find new clients.
Do you sometimes find yourself in a tight spot where you need to get clients NOW!? A spot where you simply cannot wait for carefully planted marketing seeds to bloom into clients over time?
Well, you’ve probably heard from many marketing gurus that the best way to get clients is through building your list and taking clients through the Know, Like and Trust (KLT) cycle where you nurture the relationship, showcase your expertise, build trust and eventually convert them into paying clients.
Although those are great strategies and can result in a steady stream of clients, the scary thing is, it is a long-term strategy. It seldom generates clients immediately.
So what do you do if you are in business, but you do not have a list already? What if you are just starting out? What activities can you undertake right now to get new clients and income this week?
The best thing you can do and the fastest way to get clients, is to personally reach out to people in your immediate sphere of influence. Yes, this means that you have to speak to people, either in person or via the telephone.
So, here are 2 very effective “Get Clients Now” tips you can start using today.
1. Get in touch with current and past clients:
There is a common (and very true) saying in business: ‘It’s easier to get a repeat sale from an existing or past client, than to get a sale from a new client.’
The reason for this is that you already took your current and past clients through the KLT cycle and they already trust you.
So, personally reach out to those clients and have meaningful conversations with them. Ask what is going on in their business. Listen if there is anything they need right now. Are there any challenges they experience? Do they need additional support that you perhaps can help them with? When you pick up on something during the discussion, a great question to get the conversation into a place where you can offer your help is this: “If I can help you solve that problem / get that result, would you like to know more about it?”
They will almost always say ‘yes’. At this point you can share more about what you have for them, how they will benefit and how to take it further.
Also, if you start delivering a new service or designed a new product or program, get in touch with your past and current clients and introduce it to them. Offer this new service / program / product from a standpoint of being of service to them. You can simply say something like: “When I thought of who might benefit from this, I immediately thought of you. Would you like to hear more about it?”
…and I guess, they probably would.
2. Ask for referrals
Have you ever heard the saying: “Ask and you will receive”? This is not only true in the biblical sense of it, but it does apply to business as well.
If you do not ask for referrals, it is highly unlikely that you’ll receive some – not because people do not want to give them, but simply because they do not always think about it. However, when you do ask, you’ll be surprised at how willing people is to help out.
So, get in touch with current and past clients and ask if they know other people like them who might benefit from your services. Odds are, they’ll likely do.
Get in touch with people in your normal circle of influence – people who already know you. Your friends, family, acquaintances, collegues…even your hairdresser. Tell them how you help your clients and very important… tell them what kind of clients you are looking for. Then ask if they know someone who fits the description. You never know if these people might have the right connections for you.
A basic script to ask for referrals are as follows: “Is there someone you know who might benefit from [getting this solution to this problem]? I’d love to get in touch with them.”
If they say yes, simply continue with: “Would it be possible to please introduce us with a three way email and mention that you referred them to me? I’ll take it from there.”
If they say no, simply ask: “Would you be on the lookout for friends and acquaintances who might benefit from [getting this solution to this problem]. If you do see a match, they are welcome to call me directly on xxx or you can introduce us via email.
When you get a referral and gets introduced, it is time to take action and personally reach out. Get those referrals on the phone and have a meaningful conversation to find out more about their business and to see if you can help them get what they want.
Bottom line:when you need clients fast, it is important NOT to play the waiting game. You simply cannot wait for people to get back to you on quotes or wait for people to send you referrals or wait for replies on emails or wait for people to contact you via your website.
Rather make the decision today, gather the courage and take action to personally reach out to people.
Give it a try and you’ll be pleasantly surprised at the results you’ll get.
The next step: Sign up for the free action guide: “6 Steps to go from no clients to paying clients”. It will show you a proven road map to attract the clients you want. And as a bonus gift, you’ll receive more practical tips like this on a regular basis.
When you stare the bull in the eye, grab it by the horns, twist it to the ground and make it beg for mercy. What are you?
A Spanish matador?
No. You are taking control of your fear in business.
Fear is a strange thing. It can paralyze you into inaction or motivate you to take action.
The really sad thing about fear however, especially in business, is that it often prevents you from reaching your full potential. Fear is keeping you small. Fear is keeping you stuck and fear is keeping you from experiencing the abundance that life has to offer.
Some time ago, I asked myself the question: “Am I successful – in my business that is?”
I had to admit that I did reach a level of success, but I’m not where I truly want to be – not even close.”
So the next question I asked is: “What keeps me from being truly successful?”
It took me a while to come up with the right answer, but eventually I realized that I was holding myself back.
I have all these silly fears and self-limiting beliefs that keep a lid on my growth – personally and professionally. Does this scenario sound familiar to you?
The thing is: fear can manifest in many ways.
Well, maybe I’m afraid of failure – that when I start something I would not succeed. Maybe I’m not good enough; or don’t know enough; or it’s too difficult to pull off. So I procrastinate and don’t take action on things I want to do.
Maybe I’m afraid of rejection. Perhaps I’m not “one of those people” who get everything they go after. Perhaps people will think I’m crazy or too ambitious; perhaps people will say “no” to what I have to offer. So I procrastinate and don’t take action on things I want to do.
Maybe I’m afraid of success. Perhaps if I do reach the success I want, it will change my life and I don’t really want that change. I’m happy and content with where I am. I’m in a comfortable spot right now. So I procrastinate and don’t take action on doing the things that need to be done.
The truth is, there are so many unnecessary fears that we put in our own paths each day and it is time that we put a stop to it!
Adopt the “So What – What If” approach.
This approach can help you get clarity on a lot of fears that are standing in your way and help you put them into perspective – so that it’s easier to take action on the things you fear most.
It works as follows: Each time you find yourself procrastinating on doing something, it is often due to one or the other “fear”. When you can recognize the fear that is preventing you from taking action, put on your “over-confident” attitude and ask yourself “so what”. Then turn the fear into a positive with asking “what if”.
For example, if you find yourself hating to go to networking events, try to find out what you are afraid of? Perhaps you are shy or not feeling confident enough. Perhaps you fear you’ll be left standing in the corner; fear you won’t know what to say; fear “whatever” .
When you identify the fear that is holding you back, ask yourself: So what.
So what if the networking event doesn’t go as planned? So what, if you stand the whole time alone in the corner? So what if your words are all scrambled? What is the worst possible thing that can happen if the thing you fear is actually becoming a reality? Will it physically hurt you? Will you die?
Then turn it into something positive by asking yourself: What if.
What if you actually do not stand in the corner and have great conversations with other people? What if you perhaps get to know some new, interesting people? What if you meet someone you can collaborate with in future or even meet an ideal client? What if the networking event turns out to be fantastic? What are all the positive things that can come from doing the thing you fear?
With this approach, the benefits of doing something almost always outshine the negatives.
Asking “so what” makes the fear seem small and irrelevant in comparison to the benefits and gains from the “what if” and it’ll give you the motivation and confidence to take action in spite of the fear.
The bottom line is: Fear essentially comes down to a choice…
You can choose to fear something and let it keep you from stepping up in a big way. Or you can choose to take action to overcome the fear. It is ultimately a choice that only you can make…
This is my approach to combat fear. What do you do to face your fears? Share it with us on the blog / comments below.
To Your Success
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They do not care about your services. They do not care about your products. They do not care about your job title…..
The only thing they really care about is what you can do for them.
The reality is: people buy your services or products – not because they want the product / service, but because they want the benefits or end results of what your services and products can do for them.
Let’s look at a few quick examples:
People do not buy a hammer because they want a hammer; they buy a hammer because they want to make furniture.
The same goes for the following:
People do not want a drill; they buy a drill because they want a hole in the wall to hang a picture.
People do not want a plane ticket; they buy a plane ticket because they want to get to their destination quickly to enjoy a relaxing holiday.
People do not want coaching; they want a more effective and profitable business or a happier life.
People do not want admin support; they really want more time to focus on the things that really matter in their business.
Thus, your services or products are just “the means to an end”. It is the vehicle that will get your clients to what they really want.
When you understand this concept, it can change your marketing forever.
When preparing your marketing, it is important to focus your message on the REAL benefits or end result that your clients will experience. (A real benefit is what the client will gain by working with you or using your products.)
This Concept in Practice
Here is an example (that I could relate to 🙂 ) of how a company implemented this exact concept into their marketing. Please note, that I’m not a big fan of infomercials, as I don’t think their products particularly work. But we can learn a lot from infomercials when it comes to developing a marketing message. This example shows how they’ve created a marketing message that focuses on the benefits of using their product.
While you watch this video, see if you can
Recognize the problem and the desired end result
Identify all the benefits they mention
Notice the before and after state
From the video the obvious problem is a partner that is snoring and the wife getting frustrated because she cannot sleep. So the desired end result is for him to stop snoring and for her to get a good night’s sleep again.
The company developed a marketing message to provide the solution, and they focus throughout the commercial on the benefits of their product in giving the women the end result she wants.
They first address the major objections and tell the couple this product is comfortable and easy to use and gives instant results (which by the way are also benefits).
They highlight the fact that the product was cleared by the FDA and designed by dentists (some features of the product) so that it is safe to use and effective (benefits).
In the end, they stress, you’ll wake up feeling rested and refreshed and on top of it you’ll be in each other’s arms again (end result / benefits).
From start to end their marketing message focuses on the end results and they weave all the benefits of their product into this message….and if you have a partner that snores, you might be interested in this.
So, what I want you to take away from this article is this:
To get more clients, your marketing message should be loaded with benefits and focus on the end result of what your clients get when they work with you.
Here’s a take away assignment:
Extract all the benefits from your services and products
String these benefits together in a powerful message that will address the needs of your target audience
Convey the ultimate END results of what your clients will get when they work with you or buy your products.
Constructing a marketing message this way will result in clients taking notice and then eagerly raise their hands to start working with you.
People will only react to your marketing message when it is directed to them specifically.
Let’s look at this practically.
According to statistics, we receive on average anywhere from 200 – 3000 marketing messages on a daily basis. This can be via email, on TV, over the radio on billboards, in magazines etc. It is quite a lot when you think about it.
The question however is: Do you take note of ALL the marketing messages you receive?
No, off-course not.
But then, when DO you take notice of a commercial or ad?
The answer to that is obviously: When it speaks to you. When you have a specific need or problem or when you want something specific at that moment, you can’t help to listen when someone mentions they can help you with what you want or need. Then you are all ears. Right?
It’s just human – we are programed like that.
The truth is: if a marketing message you see or hear isn’t directed to your SPECIFIC needs at the time you are AWARE of your needs, your mind automatically filters out 99% of all those messages and you simply ignore it! You don’t take action on it.
So what does this mean to you if you want more clients? Or rather what does it mean if you are in the shoes of the clients? Well, hopefully you’ll agree that your ideal clients will probably be the same and only hear your message, but more importantly take action on your message, if you are talking to them and their specific needs.
Thus, for your marketing message to be heard and to get the response you want, it should be addressed to a specific audience who has a specific need you can solve.
I’m a visual learner and to get new ideas, I like to see how things work in practice. So here is a commercial of how a company, Duluth Trading effectively directed their marketing to a specific need of a specific target audience.
While you watch this funny commercial, see if you can identify the target audience as well as the needs it addresses.
Can you see how specific this marketing message is? If you work in an environment where you need strong pants, want to protect your legs or if you’ve ever encountered the sharp teeth of an angry beaver while working, you’ll be interested in getting a pair of these work pants, won’t you? So this is a great example of effective marketing that’s directed to a specific audience and a specific need they have.
So, what I want you to take away from this article is this:
To get more clients, develop a marketing message that will resonate with your potential clients, ensure that it is very specific and addresses the needs / wants of your audience.
Identify the group of people you can serve best with what you do (your target audience). Then, step into their shoes and try to find out EXACTLY what they want and need so you can develop a message that speaks to them.
So, grab a pen and paper and go into as much detail as you can. Be sure you understand the exact problem you’re solving for your clients AND understand how to communicate it clearly to them.
To Your Success
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Francis van Wyk is an experienced business and client attraction mentor who supports women solo-preneurs with planning and achieving business success online.
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