The Secret Sizzle for Making Your Customer Curious About Your Business

The purpose of business is to create a customer.
–Peter Drucker

I was talking to a colleague the other day who is struggling to take his business to the next level.  He’s an IT guy who helps companies “maximize their technology dollars.”

“I know when I stand up and say that I work with technology, 80% of the people in the room turn their brain off,” he laments.

Ew!  I think I might be one of those people.  Talking about technology, to me, is stressful, frustrating, and frankly, B-O-R-I-N-G!  This guy’s service offerings really are fabulous; he’s a best-kept secret because people “don’t want to talk about it.”  Been there?

So what do you do when your prospects, though they NEED you, don’t want to think about the problem(s) you can help them solve?  In the new book I’m finishing (details coming soon!), we talk about this in detail:  Before you can package your offerings, determine your marketing strategies or develop your promotional tools, you must know who your customers are and how to connect with them.  When we take our clients through this phase of the marketing-development process, there is travailing and gnashing of teeth; figuring this out can be tough.  But when the finally light dawns (and it always does), they have a born-again experience!

The first step in the sales cycle is ATTRACTION.  You MUST position yourself in the marketplace so that what you offer is attractive to your prospects.  You do this by understanding your prospects’ frustrations and pain, and showcasing your solutions to connect with them (leave out the “icky” details for now).  You are their RELIEF. Once you’ve connected with a customer’s pain and they’ve said, “Tell me more!”, you can schedule a follow-up “consultation” to provide more information.

This can be the most difficult, frustrating puzzle to solve in your business.  But solving it is CRUCIAL if you want to connect with qualified prospects.  No matter how difficult this conundrum seems to be, there IS a way to strengthen your position of power.  You can, and you must!

Speakers & Coaches: Setting Goals in the New Year

I attended a Tennessee Coaches Alliance meeting today, where the topic of the luncheon was (fittingly) goal-setting for the new year.  I’ve been working on lining up my goals for the last several months, and something about this meeting really inspired me to make sure that I’m framing my goals for the year in terms of the results I want to create.

It’s so easy to make lists and keep ourselves busy, yet busyness doesn’t necessarily translate into growing our businesses.  I can’t tell you how many times I’ve seen speakers and coaches arbitrarily filling their schedules up with busyness that “feels” productive; yet they aren’t seeing key results like more clients and more income (which is what most of us ultimately want!).

Tony Robbins is probably the master, in my book, on teaching you how to leveraging time to create the specific outcomes you care about most.  As you contemplate the results you want to achieve this year in your business, make sure you are framing them as specific, measurable outcomes.  You might have a goal of generating a $250,000 income in your business, for example.  Working backwards, you should be able to determine how many clients you’ll need in each profit center, and how to best execute your marketing strategy to produce those clients.

Also, consider that for speakers, authors, coaches and consultants, a solid Marketing Gameplan is built around the Marketing Triad:  three primary strategies (Networking, Visibility and Grassroots Marketing) designed to help us: attract prospects [Marketing Mavens (sign up free!) can review the Marketing Triad here; you can also learn more about the Marketing Triad in the How Should I Market Myself program], fill our pipeline, and convert prospects to customers.

Once our Triad is established and well-oiled, we can support our efforts with Stacking Strategies to supercharge our campaigns.

As you create your goals this year, consider the quantifiable results you want to achieve, and break these results down into specific, executable tasks:

  • Speaking twice a month to an audience of decision-makers (the Marketing Gameplan program calls this a Visibility Strategy).
  • Execute 5-step autoresponder to event attendees offering both free advice / support and promoting our coaching / new book / mastermind programs (Grassroots Marketing).
  • Execute promo plan to fill our group coaching program with XXX participants (Grassroots Marketing).
  • Turn live training sessions into a multimedia program that we can sell online to generate $XXXX in passive income.

My good friend Scott Jeffrey is one of the most amazing Results Planners I know.  He suggests a few key questions to get you focused on the results you want to create:

  1. What does the end picture look like?
  2. What are the necessary conditions to realizing the end picture?
  3. What results-driven activities are needed to satisfy each condition?  Instead of asking, “What do I need to do next?”, ask “What is the result I’m after?”

According to Scott, “It takes time to develop a results-oriented mindset because we are conditioned to think in terms of activities and to-do lists.”  As you think about your goals for this year, use the New Year’s energy to frame your goals in terms of RESULTS rather than busy “should-dos.”