Are you looking for more and better clients?
Last month’s message focused on analyzing your marketing mindset, current clients and potential prospects . Today’s message will address planning and implementing your marketing strategies.
You want more and better clients so you can cherry pick. You’ve confirmed your mindset for continuous marketing and the importance of using your Emotional Intelligence (EQ). You’ve described your ideal clients, who they are, what they need and where they congregate, physically and/or virtually. Now it’s time to form your marketing plan.
Marketing plan components I recommend include:
Do you prefer to relate while mingling in person? Networking is a term that causes many people to cringe, but can be made easier with the right attitude. It’s as simple as changing your terminology to “friend-making.” How do you do it? Focus on others, instead of yourself! Ask questions to learn about other people. Show that you care by listening, responding and asking more questions. Be prepared to briefly tell people what you do, focusing on the benefits you provide your clients. If you’re an estate planning attorney, you might say, “I help my clients make sure their estate is distributed the way they want it to be.” You might add, “I help them make sure their children are financially secure.” If you’re a CPA, you might say, “I help my clients maximize their profits and minimize their tax obligations.” You might add something about compliance. I say, “I consult and coach for one reason. I love helping people succeed.” I sometimes add, “collectively and individually.” Your brief introduction will prompt people to think, “I want to know more,” or “That doesn’t interest me.” If they’re not interested, that’s okay. Not everyone will be your ideal client. If they’re interested in knowing more, they’ll ask more questions. Then, you can continue the discussion or schedule a follow-up meeting. If you like in-person networking or friend-making, identify the events your clients and prospective clients are likely to attend and add them to your calendar. If appropriate, become active in organizations they regularly attend.
- Continuously develop your professional expertise. This is necessary to continuously deliver value and remain relevant. You can and must do this through continuing education, conferences, seminars, books, podcasts, etc.
- Deliver excellent client service. This is necessary to continue serving your existing ideal clients and encourage referrals. Use your EQ. Ask questions of your clients and prospects, listen to their answers and act on what you hear to deliver the value they want in the manner they prefer.
- Build your relationships and reputation. These are the two I’m going to focus on today.
Do you prefer writing articles or public speaking to in person networking? Both have advantages. They reach larger audiences and can be repeated, so although they require more initial preparation, they’re still a more efficient use of your time. Another benefit is that you’ve been vetted by your sponsor, which can be perceived as an endorsement. Both are commonly preferred by introverts. Counter-intuitively, many introverts enjoy public speaking, because the stage provides a physical and virtual distance between them and their audience, which is further enhanced by the afore-mentioned sponsor approval. If you like writing articles and/or public speaking, identify what your clients and prospects read and events they attend. Write or draft articles and presentations and propose them to editors and event planners.
Implement your plan. 1) Learn continuously, 2) Deliver excellent client service, 3) Build your relationships through friend-making and 4) Build your reputation through writing and speaking. Can you do more? Of course, but it isn’t necessary. If you implement these four strategies, you’ll successfully and continuously attract more and better clients. Start now!