July 2006
Monthly Archive
superstar coaches and consultants is that employ a consistent follow up marketing program. Follow up marketing is the key to getting new clients for coaches and consultants because not everyone is ready for your services. Not everyone needs your services at the time that you meet them or that they come in contact with your marketing message. There was a study done by the International Association of Sales and Marketing Executives that said that 81 percent of sales come on or after the fifth contact. And in my own experience, that is probably very accurate. You know, people only do business with people that they know, like, and trust, and that type of relationship takes a little bit of time. The key to creating a successful follow up marketing program is to make it consistent and to make it relevant.
Let’s talk about being consistent first. Consistency comes with creating a system. Systems provide predictable results, and results that are consistent over time and can be repeated. So if you were to implement a follow up marketing program, say, in one niche, if that program is successful, you can implement the exact same system in another niche and expect to get very close to the same results. Systems save you time, they save you energy, and they save you money. And in my marketing boot camp, I lay out a step-by-step follow up marketing system and show you also how to implement it using a contact management system.
Now, they also need to be relevant. A follow up marketing program that is relevant means that you’re sending that person information that they care about. If you’re sending them offers and tips and advice that have nothing to do with their business, then it’s just going to be deep-sixed into the trash can. You need to make your follow up marketing relevant. So I also show you how to set up your own newsletter marketing system, because I think newsletters are probably the best follow up marketing program that you can institute in your coaching and consulting business. Newsletters are very powerful, and they’re probably THE most powerful marketing tool available to coaches and consultants today.
So the sixth secret of superstar coaches and consultants is that they employ a consistent follow up marketing program.
The sixth secret of superstar coaches and consultants is that employ a consistent follow up
marketing program. Follow up marketing is the key to getting new clients for coaches and consultants because not everyone is ready for your services. Not everyone needs your services at the time that you meet them or that they come in contact with your marketing message. There was a study done by the International Association of Sales and Marketing Executives that said that 81 percent of sales come on or after the fifth contact. And in my own experience, that is probably very accurate. You know, people only do business with people that they know, like, and trust, and that type of relationship takes a little bit of time. The key to creating a successful follow up marketing program is to make it consistent and to make it relevant.
Let’s talk about being consistent first. Consistency comes with creating a system. Systems provide predictable results, and results that are consistent over time and can be repeated. So if you were to implement a follow up marketing program, say, in one niche, if that program is successful, you can implement the exact same system in another niche and expect to get very close to the same results.
Systems save you time, they save you energy, and they save you money.
Now, they also need to be relevant. A follow up marketing program that is relevant means that you’re sending that person information that they care about. If you’re sending them offers and tips and advice that have nothing to do with their business, then it’s just going to be deep-sixed into the trash can. You need to make your follow up marketing relevant. So I also show you how to set up your own newsletter marketing system, because I think newsletters are probably the best follow up marketing program that you can institute in your coaching and consulting business. Newsletters are very powerful, and they’re probably THE most powerful marketing tool available to coaches and consultants today.
So the sixth secret of superstar coaches and consultants is that they employ a consistent follow up marketing program.
Todays freebie:
http://www.cbfcinc.com/goalsetting.html
To Your Success,
Darren
Secret number five of superstar coaches and consultants are that they are consummate public speakers. Again, show many any successful coach or consultant, and I guarantee that they are an active public speaker. Why? Because public speaking is one of the best ways to market your services. Number one, it positions you as the expert. Even if you’re not an expert, the mere fact that you’re standing up in front of those people positions you as somebody who knows what they’re talking about. Number two, it gets you free advertising and exposure. Let me give you an example. In my niche in the spa and pool industry, when I give a speaking engagement at one of the big conferences, which I do every year, they put my name in the trade magazines inside their advertisements for the expo or the convention. And that advertisement runs for probably about four to five months. So here I get my name and the name of my company in front of everybody in the trade industry in these magazines for four or five months for free, just because I’m speaking at the conference. And so it does give you a lot of free advertising and exposure. Number three, it allows you to connect on a very personal and emotional level with your prospects. You see, once you read somebody’s book, although you didn’t know that person before and you’ve increased your level of relationship with that person by reading their materials, actually hearing their voice takes that relationship to a whole other level. Then with personal appearances we actually see them, talk to them, perhaps shake their hand, and this takes the relationship to an entirely different level. That’s why some of your very best prospects will come from your public speaking engagements, because they’ve had a personal and emotional experience with you. Now the fourth thing, and for me, the very best part about public speaking, is it allows you to market your services on the one to many basis. See, when you go to meetings and try and network with people, at the very most, you’re going to be able to market your services on a one to two basis or one to three basis when you’re standing in a crowd of people and they ask you what you do. But still, the drawback of that is that you’re marketing only on one to maybe one or two people. When you do public speaking, it allows you to market on a one to many basis, meaning you can reach 25, 50, 100, sometimes 200 people or even more with just one opportunity. And again, the fact that you’re standing up in front of somebody positions you as an expert rather than you talking to somebody on a one to one basis. It just leverages your time much better, and in the marketing world, time means money. It beats networking any day. I tell a lot of my coaches and consultants that instead of taking the time going to all of these meetings just to network, take that same time, create a speaker’s sheet and an inquiry letter, and try and get yourself public speaking engagements, perhaps at least one public speaking engagement per week. In my marketing boot camp, I teach you a very simple method of getting public speaking engagements. And it’s even simpler to get these speaking engagements within your own industry, if you’re niching within an industry. In fact, I’ll share a little secret with you that I stumbled onto that will nearly guarantee you a speaking engagement in your target industry. I do it every single year, and it works like a charm.
So again, the fifth secret of superstar coaches and consultants is that they’re consummate public speakers
The fourth secret of superstar coaches and consultants is that they generate leads using information products.
You can’t show me one superstar coach or consultant that doesn’t have their own information product that they sell or line of information products that they sell. All successful coaches and consultants are avid writers, publishers, and sellers of information. Why do they do it? Well, the obvious reasons are, number one, it positions them as an expert in their field.
Number two, it can also create passive revenue streams. But third, and perhaps the most important, it generates leads into your coaching and consulting business. I truly believe that every coach and consultant should definitely have their own book or audio product. That should just be a given. Again, you can’t show me any successful coach or consultant that doesn’t have their own book or information product.
In fact, that would be one of the very first pieces of advice that I would give to a new coach or consultant. Go and write a book, or go and create an audio product that you can sell in order to generate leads. See, what happens is when people buy your information products, they listen to you, or they read your knowledge, which gives you credibility and positions you as the expert, and then they want to come to you to get more of that knowledge.
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