 |
|
|
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.
(more…)
The third secret of superstar coaches and consultants is that they practice education-based
marketing. Now, education-based marketing is a process used to attract and land highly qualified clients by giving them what they want, which is information and advice, and removing what they don’t want, which is a sales pitch. You see, education-based marketers give valuable, free information that positions their expertise in the marketplace. Their message isn’t me-focused. Now that’s a selling-based message,
and selling-based marketing is old hat. The problem with selling-based marketing is prospects go out of their way to avoid you and to avoid your sales message. In fact, people are repulsed by sales pressure and sales tactics. Prospects don’t trust you because most sales people will do anything to make money. And prospects get defensive when you give them a selling-based message because they think you’re going to try to sell them something that they, perhaps, think they don’t need or want. Also, the problem with selling-based marketing is that you feel scared. You get timid and even somewhat embarrassed because you have overtly boasted about your coaching and consulting services. To be honest with you, I see this happening all the time at those meetings where people are networking where people enter into the conversation and they start to try and talk about themselves. They try and deliver a sales-based message and people are repulsed by that. They don’t want to hear that.
On the other hand, with education-based marketing, the method of marketing that I teach in my marketing boot camp, your message is built around the sharing of valuable information. Your educational message actually replaces your selling message. You see, the key with education-based marketing is that you look for opportunities to give away valuable information–information that would benefit the person that is listening to it or reading it. That positions you as the logical and only coaching or consulting choice for your prospect.
Here are some of the benefits of education-based marketing. Number one, you give prospects what they really want, which is information and advice, and remove what they don’t want, which is a sales pitch.
Number two, you maintain your dignity because you never make any effort to sell. Number three, you establish yourself as a credible authority because prospects see you as a reliable source of information and advice. And number four, you don’t have to seek out new prospects. They come to you. Number five, you reach prospects early, during the first stage of the decision-making process, often before they call any of your competitors. Next, you identify lukewarm prospects who may be afraid to call you, but they aren’t afraid to request your information. And you can track your marketing, because you know precisely how many prospects respond to your marketing efforts and how many go on to become clients. You also
increase your referrals from prospects because they feel loyal to you due to your efforts to help them, even if they don’t hire you. You also gain a competitive advantage, because few, if any, of your competitors are using education-based marketing in their marketing efforts. Education-based marketing allows you to multiply your marketing efforts by presenting your best and your most powerful marketing messages, even when you’re not present. And that’s the beauty of it.
Again, the third secret of superstar coaches and consultants is they practice education-based
marketing.
Become a superstar consultant, learn all the secrets at http://consulting.cbfconline.com
Next Page »
|
|
|
