Want to know the non-negotiables you need to attract and sign up new clients?
In this video and blog, I share with you 4 essentials you need to market and sell effectively.
These four essential are non-negotiable if you want your sales and marketing efforts to bring results.
They give you the clarity to make sure that you sign up the right client for you – the ideal clients that you want.
They give you clear direction, so you know exactly what you’re heading, peace of mind, certainty, and predictability.
If you miss even one of these, all of your sales and marketing efforts can fall flat.
The first thing you need is a plan.
A lot of people put off creating a plan because they think it’s just going to sit on the shelf or in the drawer somewhere and not actually refer to it.
That’s not the kind of plan I’m talking about.
I’m talking about a plan that’s an every-day working one-page document that has exactly what you need to do on it for your marketing.
Your plan should start with your values, vision and mission of your business.
And then based on those values, vision, and mission, you chunk it down into goals that you have for the full year, goals that you have for each quarter, and goals for each week and each day.
This way it’s straightforward.
We all know that we should be goal setting and having a plan and having targets, right?
But, do you have one that’s clear and working? How often are you actually looking at your plan and working from it?
A lot of business owners I talk to feel too busy caught up in their day-to-day business. And I totally relate because I can get like this as well.
There are always distractions coming at us. And it can be hard to take that time away to create a plan.
But it doesn’t need to take a long time.
If you’re a business owner, no doubt you have a busy, full life.
It does take time to time out of your every day. But it’s going to save you time in the long-run.
This is part of your marketing is to have a one-page document where you know exactly what type of content you’re putting out, and what your current launches and campaigns you’re working on are.
So many people will say to me “I’m not getting clients coming in, I don’t have a consistent flow of clients”
Without a campaign or launch – where you’re building people up to the launch, opening the doors of the launch, and then you’re closing the door to launch, it’s a struggle.
If people are able to access you anytime – if you’re just available all the time, there’s no scarcity and there’s no urgency.
The reason we want scarcity and urgency is not to just create fake hype about how these limited spaces. That’s not it.
According to Robert Cialdini’s book ‘Influence’, scarcity and urgency are an important part of influence.
In fact, most people will not buy or not make changes unless they feel like they’re going to miss out.
For example, do you have a current offer that’s going to end? Or can people just jump on your website anytime and buy from you anytime?
So deciding that is part of your plan.
It’s really important to have your targets – to know exactly what your goals are.
And I don’t mean “I want to help lots of people and make lots of money”.
I’m talking about numbers by the end of this quarter – how much money exactly do you want to earn?
How many clients do you need?
How many client appointments do you need to make?
How many webinars do you need to do or meetups or workshops – or whatever your marketing strategy is that you need for your plan?
The second thing you need is a process to take people from where they are to a paid client.
It’s never going straight from meeting someone and going into a paid client – you need a whole process that people go through.
And what we need to do is get people step-by-step closer to making an offer to them with something that they are going to pay money for.
We never want to do that too prematurely, or we put people off, right?
So there’s got to be a planned, effective process people go through.
There’s some new research that shows that people need to consume seven hours worth of content, on average, from you, before they make a significant buying decision.
They might buy something small, but for them to buy your premium offers, such as your coaching package, or your retreat or your big-ticket offer, people need 7 hours.
That’s a lot of time on Facebook Lives or blogging, or if you’re only doing social media captions – that’s a LOT of posts that you need to build up to that time of seven hours on average.
That’s why I LOVE workshops as a strategy because you can do your seven hours in one day, for people get to know, like and trust you and are willing to purchase if they feel that you have what they can be helped by, right?
If you’re not doing a full-day workshop, if you’re just doing small bits-and-pieces here and there, it takes a lot more time to build up enough of that know, like and trust factor for the purchasing decision.
So it’s really important that you have a process to take someone from where they are to your paid offer.
You are best doing this through automated funnels.
You want to have systems that are automated instead of manually following anyone up, manually booking an appointment, manually getting payments.
We shouldn’t be doing all of those things manually. Your business should be automated and systemised.
It’s not 2001 anymore, you know, we’ve moved on from that – there’s no reason to run a clunky manual business next is sucking your energy, and probably your joy as well.
So you need to have automated funnels set up.
A funnel is basically where someone can opt into through a link. And they do everything themselves rather than you having to contact them all along the way.
We also want to make sure that your automated systems have exceptional client service and experience so that they’re not just getting a robot experience.
You want to have that human experience, that wonderful exceptional client experience with automation.
So they get both, it’s not one or the other. Some people think that if you go automated, that you’re losing the human touch, it doesn’t need to be like that.
In fact, it frees up your time to have even more human touch with them, because you’re not doing all the techie stuff back and forth, it’s all done through technology.
There are really cool systems that you can use for that nowadays, to do things automated.
You also need your effective online strategies in place and offline strategies in place.
You shouldn’t only be looking at online lead generation strategies, but offline lead generation strategies too.
If you do both, you’ve got way more chance of finding your ideal clients and them signing up to your offers.
You need an effective funnel, offline and online lead generation strategies that are unique to your business, and that needs to start with your plan.
You need a presentation – a way to present people with your paid offer.
Make sure that you don’t do your premium offer presentation when you’ve just met people (unless they are showing clear buying signals, which is rare the first time they meet you!)
You don’t want to go into a sales pitch before people have been able to consume your content and you’ve educated them and shared with them, helped them and given them lots of value.
Your presentation needs to be at the right point in the process.
A presentation could be at the end of…
- A phone call
- A webinar
- A workshop
- At the end of a one-on-one discovery or clarity session
An effective presentation is how we sign up paying clients.
So really take your time to make sure that you have a well-crafted presentation.
Don’t try and wing it. Don’t try just make it up on the spot.
Make sure that you take the time because you don’t want to spend all this money and time of marketing to get to that point of presentation and then blow it.
This usually happens because you’ve just rushed it or you haven’t got to know that person enough or you haven’t educated them enough on the benefits of what you offer.
You can do things like sending them videos before they come on a call with you. They can look through your blogs, they can look through your all your material, watch your videos, etc.
The more content that you have for them to consume, the more likely they’re going to take you up on your paid offer.
You need to personalise what you’re doing in your business.
You can’t take the advice of some guru and try to apply it in your own business and expect it to work exactly the same as what they are doing.
You’ve got to make sure that you personalise all the information you’re hearing and reading.
If you’re anything like me, you love researching and going to workshops and seminars and events and learning as much as you can about how to grow your business.
But we can’t just take what you hear from a stage or from a YouTube clip or audiobook, or wherever you are consuming knowledge and expect that it’s going to work exactly the same for you.
You’ve got to personalise it for you. Maybe that means that you need colleagues that you can run your Facebook ads and copywriting and promotional stuff past for feedback before you waste time, money and opportunities.
People scroll past so fast, you need to make sure your content and marketing is effective or it’s a total waste.
Maybe you need a mentor or a coach. If you don’t have support, it’s very hard to personalise what you’re doing to suit you and your unique stage of business.
For example, someone might say the best thing to do next is Pinterest if they’re selling a ‘Grow Your Business With Pinterest’ program.
Or if someone is selling an online course creation course, they might encourage you to do a course so you might think that it’s time for you to design a course – when you don’t even have clients yet.
Or you go to a seminar where someone’s selling a book writing program and you might stop everything to go write a book. But that might not be the best strategy for you right now.
The best strategy for you right now might be building your email list or building your followers on social media.
It could be getting paid clients by getting on the phone, and giving free sessions to people so that you can get to know people’s problems and goals and get some testimonials.
There are so many different things we can do to sell and market.
You’ve got to make sure that you filter everything coming at you for your own unique business – your own style, the way that you want to do it.
Maybe running Facebook ads isn’t the best strategy for you at the moment.
Maybe you actually need to get your branding a little bit better before you start paying for traffic.
And it doesn’t mean perfection – it could just mean that you decide on your brand colors, your emotions, you know who you’re speaking to before you start paying for traffic.
Or maybe it’s not the right strategy for you to spend hours a day in Facebook groups – maybe that sucks your soul and you don’t enjoy that.
You’ve got to personalise all of the things that you could be doing and be really true to yourself and your own personality and lifestyle.
No one knows you as well as you do.
If you want help with personalisation for your sales and marketing, I’d love to offer you a free session where I can help you personalise your strategy, your next decision, your next step.
So if you haven’t had a session with me before, then this a free session for you to get some clarity.
But other ways that you can get personalisation is by seeking out mentors and peers and colleagues, where you’re supporting each other.
Business is too hard to do alone, right?
So those are the four things you need in order to sign up new clients.
The first one is a plan, the second one is a process, the third one is a presentation, the fourth one is personalisation.
You need all four of these things AND they have to be effective for you to sign up new paying clients.
And that’s what I’d love to help you with.
There are a few options you can take to help you to apply these 4 essentials…
1. Jump on a free strategy call with me
2. Free online master class ‘How To Attract Your Ideal Clients’
In this webinar, I share my top 3 marketing secrets to attracting new clients in the next 30 days.
It’s on Thursday the 29th of August at 7:30pm.
3. Full-day workshop in Sydney ‘How To Sell Your Services With Ease’
You will learn everything you need about how to sell your services authentically and genuinely.
You’ll receive a proven, effective sales script template that you can tailor to your business.
You’ll learn how to overcome every single objection you will be presented with and confidently ask for what you’re worth, without sounding pushy.
It’s especially for you if you really don’t like selling!