Can you win clients without cold calling? Is there a way to effectively get clients to come to you?

Winning new business is getting harder and harder! The question you might ask...is it possible to win new clients without cold calling?

Yes, absolutely. This is what we concentrate on when a new coach joins our network. There are two areas, one is your positioning and the second is your technique.

Winning new clients can be one of the most frustrating, time consuming and expensive elements of your business…and it is one that is often done very poorly.

Without leads and an effective sales conversion system…it doesn’t matter how good your internal systems, your personnel and your product is…your business will simply fail.

 

Education based relationship marketing is based on the idea of adding value to your prospects.

This is achieved by providing prospects with valuable ideas and helpful information on topics that are most important to them.
The goals are to build trust and establish a dialogue that is not just centered around a sales pitch. The more you don’t sell “openly” the more your potential prospects start to trust and want to establish a relationship with your firm.

You do however in the presentation of your information position yourself as an expert. You do this by including references to your stature and standing, past clients or years experience in the field you have chosen to supply information.

 

But the education can’t just be a one off…you must set up a communication plan that keeps you in front of your prospect. This over a period of time convinces your customers that you are the type of firm that they would want to deal with.

 

Building trust

By acting as an authority in a niche area you gradually start to build trust with your prospect. By producing “solution based” educational material you are even able to solicit leads. The goal of this type of marketing is to produce information which you offer in magazines, seminars and PR programs. You offer this information and in return you receive the contact details of your prospects.

But that is where it starts. You have the warm leads but you still have to convert them to a sale. This is where you need to build your communication program and keep offering value. The basis of the communication plan is to continue to refine the prospect down into “problem areas” and to match these “problem areas” with products or services your practice offers. You need to establish good “teaser” information. For example, “7 things to know before buying a car” or “10 things not to do when building a house.”

 

 

How Do You Develop an Educational Message?

The first step should be to decide who your prospects are. This comes back to your original marketing plan and financial modeling. Those with established businesses will have a good understanding of who their prospects are, those that are starting a business should think long and hard at the outset of who they are trying to attract.

Try not to attract people that you can’t convert to a profitable assignment. Think about your end goal, your billing rates and the number of clients you need.

Then you need to get inside the mind of your prospect. Work out every step of their day to day routine keeping in mind the product or service that you offer that might be “the solution”.
You need to then develop material that contains a “step by step” guide.

 

How Do You Get the Message Out?

In years past and when I established my consultancy in 1990 we were constrained by seminars, mainstream advertising and expensive mail shots. These days our education material can be broadcast at a very low cost via the internet and through webinars (Web seminars), email or fax. Of course traditional channels such as coupon advertising, are still very effective as long as they can be cost justified.

 

What to remember from this topic!

 

You need to exchange the information for your prospects details. The point is to get your prospects details so you can establish trust

Create good “teaser” information to encourage prospects to leave their contact details.

DON’T GIVE A SALES PITCH!

 

In order to develop an effective action program we suggest that you follow these steps:

1. The first action item is to develop marketing strategies that identify the opportunities in the marketplace and your positioning.
2. This positioning should then be converted into your elevator pitch and a series of client introduction scripts.
3. You should have backup marketing collateral & material such as brochures and pre-drafted proposals.
4. Client newsletters
5. Client seminar programs.
6. A step by step action program including client letters.
7. We will work with you during training on your positioning.