How to get clients

     You never want prospects to decide whether to start working with you. That's always a tough decision.

     Why do I want to give someone a difficult decision to make? Why start the relationship off that way? Assuming it starts at all.

     Instead of having your prospect trying to decide whether to start, why not make it easier? Why not have them decide whether to continue?

     Isn't that an easier decision? Safer? More confident

     How is that done, though? If the prospect is new to you, how would they be continuing?

     In the early 1950s the very best door-to-door vacuum cleaner salesmen would throw dirt and dark oil down on a housewife's carpet to strike fear and horror in her heart. He would then say, "What if I had something that could make that carpet even cleaner than before I threw that down there?"

    "I think you had better."

     And he would go out to his car and bring in his prized product and demonstrate what it could do.

     And she would buy it.

     Because she was now deciding to have that machine continue to do its work.

     You can do the same thing.

     Whatever your service is, find a way to demonstrate it. Allow your prospect to already get started with you.

     For example, when I used to do sales team seminars I would be glad to give a sales team my fifteen minute version. Once they were excited by that experience---what I had demonstrated---they were happy to have me continue.

     Most people never demonstrate the value of their work. They just announce it. Or claim it, or advertise it. And then wonder about why they have very few clients. How can anyone trust a claim? Or a promise?

     When I owned an ad agency long ago our firm would often be a finalist in the running for a lucrative contract. The prospective client would have three agencies do a final live presentation to their leaders. You had anywhere from 90 minutes to 3 hours to make your pitch.

     Most agencies did a dog and pony show. They showed commercials, gave talks and did a multi-media credentials pitch.

     We never did that. We left our credentials in a folder; a hand-out they could read later.

     Instead we demonstrated what it would feel like to have us be their agency. We had the whole presentation be interactive, and we attacked the client's problems and objectives as if we were already working for them.

     Our goal was to give them the experience of working with us. So their decision would be whether to continue.

     We won more clients than our competitors by a huge margin.

     I know life coaches who try to sell themselves to prospects who call. They talk about fees, hours and results, and it's basically a sales call. These coaches don't get very many clients this way and they often end up hating their profession because of it.

     On the other hand! There are coaches who demonstrate. A prospect inquires and they ask the prospect for an hour of their time "to see if it's even a fit for us."

     Then, during that hour they coach the prospect. The prospect has an easy decision to make after that, because they can base it on experience.

     For a few years I made a fair portion of my living as a consultant to authors. For a substantial fee, I would take their rough book manuscript and help them convert it into a highly readable, exciting book.

     If someone began to inquire about my services I would often have them send me any four pages of their "book." Just for fun, let's see what I can do for you. Then I would re-write and edit those pages so that they jumped off the page (in my opinion). The client was able to then decide whether to continue working with me. Not whether to start.

     Never have anyone try to decide whether to start being a client of yours. You won't get many clients that way.

     This NEVER LET THEM START concept is just a small part of my new eBook HOW TO GET CLIENTS available next week to all club fearless members.

     Click on this logo to see what else you'll get:      

Comments

[Ginan]

Insightful. Confronting what you identify as a "worry" with a breokn system that drowns it out with many programs that could be better is much easier than challenging the worry yourself. After all, it would be tough to out-debate bronze age goat herders. At least the dropouts, struggling students, and failing school systems can collectively draw a reassuring breath knowing that you have a little "piece" of mind (or did you mean [peace] of mind?) and that they are the full return on you investment. Brilliant.

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