Posts Tagged ‘new clients’

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Converting Prospects Into Clients

Monday, April 25th, 2011


In an ideal world, we’d simply announce what our services are and people would hire us. One simple sales letter would result in new paying clients. The “feast or famine” business cycles would be a distant memory.

Unfortunately (as we know) the truth is a bit more complex.

Getting prospects to pay attention to us in the first place isn’t easy. (Especially if you find it difficult to differentiate yourself from your competition.)

But the challenge doesn’t stop there.

It just changes.

While having prospects “raise their hands” and express an initial interest is the very-important first step, it’s only just that…the first step.

Because now, the challenge becomes, How do we convert these prospects into paying clients?

This was a real challenge for me. For a long time, I was excellent at getting prospects to raise-their-hands, but only mediocre at converting them into paying clients.

I’m not sure what exactly made the light bulb go on. In truth it probably was a culmination of things. But I do remember when the switch got flicked.

I was flying back from Steve Harrison’s Quantum Leap program. We’d been spending the past 3 days discussing hooks-how to pitch your ideas in short “sound bites” so that the media gets intrigued. I guess that getting into this frame of mind, enabled me to sit down and write a sales script (actually more of a Sales Closing Presentation).

At the time my closing percentage was around 25%. OK, but not great.

Have you ever had one of those moments of great clarity? When all of a sudden, all the disparate pieces of the puzzle come together?

I had mine somewhere at 35,000 feet passing over Philadelphia.

I wrote the Sales Closing Presentation in literally 20 minutes. Unlike other sales scripts I’d written, this had three distinct sections. Questions-Transition-Close.

And that’s key. An excellent Sales Closing Presentation has all three components. The reason why most traditional sales scripts don’t work is that they only focus on the last element. However, the reality is that without all three sections, the script either sounds canned & fake, or simply falls flat.

I’ve been using this Sales Closing Presentation for the past 7 months for one of my business offers. My closing percentage has gone from 25% to 85%.

Granted, I have an advantage that you may or may not have.

I don’t talk with “cold” prospects. Everyone I’m speaking with has opted-in to become a Gentle Rain subscriber before I ever talk with them.

Remember, marketing and sales go hand-in-hand.

Marketing is about getting people interested in you. Sales is about converting these prospects into paying clients.

You need both.

If you just focus on marketing, you’ll have a big list of prospects but little money in the bank.

If you just focus on sales, you’ll spend a huge amount of time talking with people who are just a waste of time.

So you need both.

I’ll admit I’m someone who, for the longest time, thought I was better at closing than I was. My philosophy was that if I could get them initially interested, I’d turn them into paying clients.

In reality I was only right about that 25% of the time. OK, but not great.

What I’ve found is that having the right sales closing presentation enables you to not only increase the percentage of prospects who become clients, but it also greatly improves your consistency. (Interestingly, I’ve tried as an experiment not using the Sales Closing Presentation on occasion-and sure enough-my closing percentage drops back down to 25/35%.)

But…(there’s always a “but” isn’t there?)…a good Sales Closing Presentation doesn’t sound like a script. It sounds like a conversation. But, creating that requires the 3 elements I discussed.

Maybe I’ll write about those 3 components in more detail if anyone has an interest. If so, drop me a note.

And…(blatant plug)…if you want me to work with you to develop a great Sales Closing Presentation of your own…that’s an ideal use of the Gentle Rain Coaching program.

Something to consider.
Mark
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An Overlooked Branding Technique

Tuesday, April 19th, 2011


In today’s video I share an often overlooked technique for branding and differentiating yourself. It doesn’t cost any money to implement and when done consistently it can be enormously powerful.

This video may take a minute to load so please be patient:

How To Get More New Clients Using Thought Leadership from Mark Satterfield on Vimeo.

Take The Next Step

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Eliminating Marketing Frustrations

Monday, April 4th, 2011


Here are some motivational thoughts that I think will be helpful-especially if you’ve been frustrated in the past with your marketing results.

This video may take a minute to fully load so please be patient.

Eliminating Marketing Frustration from Mark Satterfield on Vimeo.

Want To Take The Next Step?

Blatant Pitch For Something To Buy

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Two Types Of Referral Sources

Thursday, March 17th, 2011


If you ask most any advisor, consultant or provider of high-value services where their best clients come from, it’s likely you’ll hear, “referrals”.

However, as we know, not all referrals are equal. There are two primary sources for referrals, and while both are worth developing, only one is likely to provide you with consistent streams of the types of new clients you most desire.

Typically referrals come from either existing clients, or from professionals, (often referred to as Centers of Influence-COIs). According to a study conducted by the marketing research firm Prince & Associates, of these two sources, COIs outperformed existing clients both in terms of quality and number of referrals. When one thinks about that, it makes a great deal of sense.

For example, if one is seeking to attract more affluent clients, your current clients will tend to know a relatively small number of qualified and interested clients. However, the right attorney or accountant is in a position to refer you considerable numbers of the precise types of clients you most desire.

Now, this isn’t meant to discourage one from actively seeking referrals from existing clients, but it does shed some perspective on where your marketing efforts might be best utilized. This is particularly true if your goal is to upgrade the quality of the types of clients you take on. In that scenario, relying on client referrals can be highly limiting.

However, for most advisors and consultants it is far easier to rely on referrals from their existing clients, and in many cases this makes up the majority of the overall marketing effort. While that may be suitable for those offering relatively inexpensive services in which “everyone” is theoretically a prospect (such as plumbing or other household services), for those seeking to attract premier clients it’s likely you’ll “lap the track” on who they know relatively quickly.

This is why when one looks at the traits of consultants and advisors who earn in excess of $750,000 per year, one notices that they have almost universally focused on building a select network of COIs.

This all makes perfect sense and on one level is hardly “new news”. While the importance of building relationships with COIs is well understood, the competition is intense. Again, according to a study done by Prince & Associates, attorneys and accountants (just to name two strategic referral sources) averaged 5.1 solicitations every 6 months from someone desiring to do work with their clients.

To make matters worse, most of the time the pitch is mind-numbingly predictable and undifferentiated. Thus it’s of little surprise that all this effort results in very little return. After a few half-hearted attempts, the majority of advisors and consultants simply decide to give up and go back to concentrating on referrals from their existing clients, and continuing making the rounds at various networking events.

So what does it take to build relationships with COIs? Keep these two points in mind.

First, think small numbers. Most referrals programs teach a “spray and pray” approach-try to develop some sort of relationship with as many COIs as possible. Even in the best-case scenario, this only results in very casual affiliate-types of relationships. These may result in an occasional referral on a sporadic basis, but hardly what one wants from a true strategic partnership.

A far better strategy is to focus on deep relationships with a small number of COIs. How many is “small”? According to research done of advisors earning over $750,000 per year, the number never was greater than five. Again, if one thinks of developing true “partnering” relationships, that small number makes perfect sense. Anything above that becomes both unwieldy and unpractical.

The second key element is to approach building strategic partnering relationships with the mindset of COIs as clients. Again, this is intellectually understood, yet often missing in execution. A simple exercise I learned from consultant Brett van Bortel illustrates this.

Take a piece of paper and divide it into two columns. On the left hand side put the initials of one of your best clients-the type of client you wish you had more of.

In the second column put the initials of a professional who has either given you a great referral, someone you’re cultivating as a referral source, or someone you know could provide you with the types of referrals you want.

Now, write down the answers to the following questions for both people:

*What is the name of their spouse?
*What are the names of their children and how old are they?
*Where did they go to college?
*What types of pets do they have?
*How do they make their money?
*What are their interests outside of their jobs?
*What is the best and worst experience they’ve had with people offering your types of services or advice?

Typically, people are able to do a good job answering these questions for their very best client. (If not, that’s a data-point in and of itself.) However, most of the time, people do not do as good a job with the answers when it comes to the referral source. In other words, they are not treating the COI as a client. And as Shakespeare says, “therein lies the rub”.

It’s one thing to intellectually acknowledge that one should cultivate relationships with referrals partners in the same way as you would your best clients, but in reality most consultants and advisors don’t really do so.

This is but one component of the overall marketing strategy for developing strategic partnerships with a select number COIs who can refer you consistent streams of new prospective clients. It’s a topic that I’m working on with many of my coaching clients.

If this is a focus for you, perhaps you should consider Gentle Rain coaching. Additional information in HERE.

Thanks and I look forward to speaking with you soon
Mark
mark@gentlerainmarketing.com
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Capturing Attention & Building Trust

Thursday, February 10th, 2011


Not that it comes as any great surprise-but the goal of your website (whether it be a one page micro-site or your more extensive “corporate” website) is to capture the interest and curiosity of your visitor.

Naturally the question becomes, “What’s the best way to do that?”

There’s two things to keep in mind. What you say and How you say it.

Let’s talk about the second one today.

The good news is that we have a couple of different options. By that I mean we’re not limited to just text based websites. In all candor, if you really want to accelerate the relationship building process, and get a lot more people to opt in to your list, video is the way to go.

Which leads us to the next question-“What type of video should I create?”

The answer depends in large part upon what you’re promoting. Your company? A brand? Yourself?

If you’re in the advice-giving business, the emphasis is most likely to be on yourself. In that case, a short video of either you talking directly to the visitor, and asking them to take the next step in the process (i.e. request your free information), or the “interview” model in which you discuss an key issue the visitor is likely to be working on…either of these can be very effective.

Here’s an example of what I refer to as an interview format video. (Please be patient this may take a minute to load. If you get frustrated you can also watch it HERE)

Affluent Marketing Advice from Mark Satterfield on Vimeo.

In the consulting and professional advice business, it’s all about demonstrating competence and building trust. Competence is developed by the content in the Gentle Rain Drops that you send out after your prospect has opted-in to your list.

Video-since it’s an opportunity for people to actually see you, helps considerably in building trust.

Of course not everyone feels comfortable in front of the camera. In that case a corporate video that encompasses music, graphics and other visuals can be extremely effective. (In an ideal world you would do both.) Creating these corporate videos is a pet project of mine, but they tend to be more appropriate to the higher-end services providers since they’re somewhat expensive to produce, edit, score ect. (But that said, if you’re interested drop me a note and we can chat about it.)

Food for thought
Mark
Warning! This Link Is A Blatant Pitch To Get You To Buy Something

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The 3 Most Powerful Methods For Marketing Your Business

Tuesday, February 8th, 2011


Without a doubt, the biggest question I get asked is, “How can I get more visibility without breaking the bank?” And, although it’s a simple question, the success of your business depends upon the answers you come up with.

Personally, I think there are 3 options you’ll want to pursue-especially if your goal is to grow your business as large as possible (or to become one of the highly recognized experts in your field).

The first is what I call “traditional” marketing. I’ve written a lot about that and if you want to learn more about it, I’d suggest you go HERE.

The second is social media. I’m particularly focusing on Linked-In, which for those of us who offer either B2B or high-value services, I think it’s the place with the most opportunity.

The 3rd leg of the stool is publicity and quite frankly, up to just recently, this was the weakest area for me. I didn’t need to be convinced that getting on radio, TV and in print had enormous benefits, I just didn’t know how to do it.

I hired two PR people over the past 5 years and might have well just flushed the money down the toilet. But, as I’ve shared with a number of you, my publicity efforts have recently started to gain enormous traction, and I owe it to one person-Steve Harrison.

Steve’s belief is that we can be our own best PR person if we learn a few basics, and I’m living proof that he’s right. I mean, what’s a guy like me doing on ESPN talking about Super Bowl ads? But there I was, and it’s all because of some simple advice I received from Steve and his team.

Which all leads up to my suggestion that you listen in to Steve’s free teleseminar this coming Thursday in which he and his guests talk about what it takes to get on the national publicity stage. Whether you have a book or not…whether you want national recognition, or just to be the proverbial big fish in a small pond…I guarantee that you’ll find the teleseminar valuable.

You can sign up HERE

As I hope you know, I only recommend people to you when I personally use their services. Steve is absolutely an “A” level player in this field (he’s actually the guy who launched Rich Dad/Poor Dad onto the national stage) so if you’re the least bit interested in getting the media promoting what you do, he’s someone definitely worth getting to know.

And the best way to do that is by sitting in on his teleseminar this Thursday which you can do by going HERE.

Trust, me-it will be a good investment of your time.

Talk with you soon,
Mark
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Some Thoughts For The Last Week Of 2010

Monday, December 27th, 2010


Naturally I don’t know what you have planned for your business for 2011. However, what I have found to be extremely helpful, is to take the last week of the year as an opportunity to map out what I want to accomplish over the next 12 months.

Developing your unique marketing message…designing the plan to attract consistent streams of new business…how to convert prospects into paying clients…all of these are not complicated, but they do require some good “Heavy Mental Lifting”.

For many years I found that I was victim of the “bright shiny object” syndrome. I’d get excited about one thing, and then something else would pop into my head, and the next thing you know…I’d be attempting to charge down 7 or 8 paths all at once.

Upon reflection, it shouldn’t have been a big surprise when after 8 months I’d look back and see that I really hadn’t accomplished much. I don’t know about you, but I’ve found my capacity for the year is 4 new projects.

This is why I use this time of year to determine what the top projects are for the next year, and then find one or two coaches who can help me stay on track, and make sure I implement my goals.

If 2011 is the year that you finally decide to implement your own marketing system, and end once and for all the “feast or famine” business cycles, my Gentle Rain Coaching program may be just what you need.

It starts with requesting a half hour free consultation with me. (You can do that by going HERE)

Once you fill out the form you’ll get an email from my assistant Quinn with a few questions that I’d like for you to answer. Most everyone finds that answering these questions starts them thinking about their business in new and interesting ways.

Send your answers back and either she or I will be in touch to schedule your session.

Regardless of whether you actually sign up for coaching or not, I think you’ll find the consultation to be very valuable, and I can virtually guarantee that you’ll put down the phone with some great new ideas and lots of food for thought.

Again you can begin the process by clicking this LINK

Thanks and I look forward to speaking with you soon.
Mark

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A Marketing Stumbling Block

Wednesday, December 1st, 2010


I think there are a couple of stumbling blocks many people face when they’re considering implementing a marketing program.

Most are psychological, but one is more technical in nature. Let’s see what we can do to make neither of them a big hurdle that prevents you from actually implementing the marketing system you know you need in 2011.

(Because, as you well know, relying just on word-of-mouth and referrals for all your new business invariably leads to the “feast or famine” business cycles that just kills your peace of mind-and eventually your business.)

OK first the psychological. It’s a litany of mental-road blocks that will probably sound familiar. Here are the big ones:

It’s too complicated.
I don’t have time.
It will cost too much money.
It might not work.

There are probably some others, but those are the Big 4.

Now on one hand these might not sound psychological at all. After all, isn’t “not having enough time” a real and practical issue?

Not really.

The truth of the matter is that we make time for the things that are truly important to us. “Not having enough time” is used as an excuse for not doing all sorts of things.

Nope, the reality is that all of these are psychologically based, and the biggest one is, “a marketing system just seems too complicated”.

That’s is a real issue, so lets uncomplicated it. Let’s set up a very simple marketing system for you.

Basically it boils down to 2 things. (But don’t worry I’ll fill in the obvious gaps as we go along.) However, by recognizing that there are really only two elements to this, it should make it a lot simpler to implement.

The two steps are:

Step 1: Get people into your circle of relationships by offering them something for free.

Step 2: Once they’ve opted-in and raised their hand, then send a series of messages that are design to build trust, credibility and convert them into paying clients.

That’s it. But let’s take this to the next level and talk about HOW we actually do this. Again, let’s keep it simple. (But don’t confuse simplicity with effectiveness. This works as an amazingly powerful client-attraction magnet if you actually implement it.)

Step #1: Focus on a very specific niche market. You may have multiple niches that you do business with and that’s fine, but for the purposes of a marketing campaign we want to be laser focused on just one target.

Step #1A: If you have multiple services you offer, you’ll want to select one for the purposes of this marketing campaign. Again, the way we attract new prospects is by having our marketing very focused.

It’s far better to have multiple marketing campaigns, each micro-targeted, than it is just one general marketing effort. I know if would be easier if we could just create one message and have it resonate with everyone, but unfortunately that’s not how the world works. If you go down that road, you’ll just be ignored by those who you are trying to attract.

Step #2: Answer the following questions: (This is what’s called the “mental heavy lifting” of marketing. Your campaign will live or die based on how you answer these questions.)

• What is the biggest problem this target market is facing?
• What are the consequences if they don’t address the problem?
• What are the other options they might consider to solve this problem?
• What is your solution?
• What results do you get? (You also want to collect some testimonials.)

Step #3: Write a short article incorporating the answers to these questions.

Step #4: Create a one-page micro-website that will be used to get prospects to request the article you’ve just written and opt-in to your circle of relationships. You can see some examples HERE

Step #5: Write the first 3-5 messages that will be sent out by your autoresponder to build trust, credibility and motivate your prospect to become an actual paying client. Don’t have an autoresponder? The one we use and recommend is HERE.

Step #6: Drive targeted groups of prospects to visit your site with online advertising, direct mail, email marketing, social media or any of the other dozens of ways you can use to generate traffic.

If you follow these six steps in order, there is absolutely no reason why you cannot have a very effective marketing system up and running, generating consistent streams of brand new clients for you, inside of 45 days.

***OK that takes care of the psychological issues. I think you’ll agree with me that these 6 steps are pretty straightforward and that pretty much anyone can do them.

But there is one potential hurdle.

SETTING UP THE WEBSITE

This becomes a really stumbling block for lots of people. Either you just don’t know how to set it up so you quit at this point (which is a huge shame)…or you hand it over to a website designer who decides that what you really need is some sort of Taj Mahal…or you use one of those do-it-yourself sites that make it sound easy, but aren’t really that simple when you’re trying to make the thing do what you want it to do.

Remember all you need is a simple one-page site to make this whole system work for you, and if you’d like, I’ll do it for you. Not very expensive, we’ll even do all the writing for you, set up the autoresponder…you fill out a questionnaire and we do the rest. Takes about 10-14 days. No muss. No fuss. You can go HERE and order it if you’d like.

But the point is…you really should have a marketing system in 2011. If for no other reason than the labor-intensive marketing you’re doing now will eventually pay off (which is good news) but that means that you’ll have no time to continue marketing (which is the bad news), which leads to the (you guessed it) feast or famine cycles.

Just remember the two basic elements and you’ll be fine.

Let me know if I can help.

Talk with you soon,
Mark
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**This the autoresponder that lets you put your stay-in-touch on autopilot

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There’s Really Only 2 Strategies For Getting New Clients

Friday, October 29th, 2010


When you boil it all down, there’s really only 2 strategies for getting more new clients.

Perhaps you’re familiar with them.

In marketing circles they’re known as “Push” and “Pull”.

“Push” (as the name would imply) involves pushing yourself onto prospects in the hopes that you can convince them, before they hang up or walk away, that you have a service they desperately need. The classic example of the push strategy is cold calling.

Does it work?

Sure. But it’s got a lot downside to it.

It’s labor intensive…not a whole lot of fun…you get lots (and lots) of rejections.

But, the upside is that it doesn’t cost much of anything to implement, doesn’t take a lot of time or thought, so for people who tend to confuse activity with productive, and have a lot of time on their hands, it’s something to do.

And, who knows, maybe it will lead to something.

However, for most anyone who offers high value services, the “Push” marketing strategy leaves a lot to be desired. Which leads to the second option; “Pull” marketing.

In a nutshell, Pull Marketing is all about attracting clients to you by offering prospects something interesting for free, which enables you to stay in touch-building trust & credibility-and eventually turning prospects into paying clients.

Pretty straightforward. Nothing complicated about it.

It’s hard to argue against a strategy that basically says, “Give prospects something interesting for free and then stay in touch with them.”

The process has been around a long time and has been used successfully in virtually every area of business.

OK, but if it’s so simply…why doesn’t everyone just do it?

Why isn’t everyone who does try it…successful?

After all, it doesn’t sound all that complicated.

And it’s not.

But here’s the dirty little secret.

When this “Pull Marketing” strategy doesn’t work, it’s got nothing to do with the strategy.

It’s got everything to do with the message you’re communicating.

The reality is that most people’s marketing messages are…

*Just like their competitors…and/or
*All about them and not about their prospects….and/or
* Incredibly boring.

I’m a passionate believer that every business…every sales professional…has a unique sales story that only they can tell.

Figuring out that story is what I call the “mental heavy lifting” of marketing.

Unfortunately, most people don’t give a lot of thought to their unique sales stories. They use whatever first pops in their head, or copy what their competitors are doing.

Which means their marketing message gets ignored.

The fact of the matter is that lots of people use the Pull Marketing strategy I described, but few are successful. And I’d guess that 99% of those who aren’t successful, say to themselves, “The process doesn’t work.”

But they’re wrong.

The process works-it’s the messaging that’s off.

Which leads to the next question…

*What are your unique sales stories?

*The ones only you can tell?

*The ones that get prospects interested in learning more about who you are and the value you bring to your clients?

If you haven’t developed those yet, I hope you’ll consider joining me on December 9th, here in Atlanta for my Unique Sales Stories workshop. I’m going to be personally working with a small group of you to develop your stories and show you how to incorporate them into a marketing system that will bring you consistent streams of brand new business.

Information is HERE

Thanks and I’ll talk with you soon,
Mark

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Why Marketing To Those Who Need Your Services Is a Bad Idea

Tuesday, October 5th, 2010


Why Marketing To Those Who Only ‘Need” Your Services Is a Bad Idea

I know, that sounds a bit unusual, but hear me out.

I had a prospective platinum level client call me the other day. (That’s the program in which I develop and implement your marketing system for you in exchange for a percentage of the new business. However in the spirit of full disclosure, I’ll also tell you that it requires a $15K retainer that’s credited against the results. Plus, you need to have some additional money to spend on marketing your services-so this isn’t a program for smaller players.)

Anyway, after he pitched me his idea, I asked the logical question, “Why do you think this is a good business idea?”

His answer is one that I hear a lot (and probably will sound familiar), “Because there is a need for this.”

OK, fair enough. We certainly don’t want to enter into a business in which there is no need.

But is it enough?

The unfortunate answer is, “No”.

“Need”, in and of itself, is seldom a strong enough reason to go into (or continue to be in) a particular market.

There’s something missing that’s even more important, which I’ll share with you in just a minute.

But back to “need” and why it’s not enough.

Since I don’t know that much about your business, but know a lot about mine, I’ll use Gentle Rain as an example.

Fundamentally, I’m in the business of getting more business for my clients. That’s the end result of everything I do.

Now you might say that there’s a great “need” for this type of service-and you’d be right. Over 25,000 of you subscribe to this newsletter and I’ll assume that you would not be doing so if you didn’t have some level of need around getting consistent streams of brand new clients.

But here’s the interesting thing.

Although there’s great need, only a teensy-tiny percentage of you actually take action. It isn’t just me-I’ve talked to my marketing consulting colleagues and they report the exact same thing.

In fact regardless of the type of business you’re in…There’s a big discrepancy between those who have self-identified themselves as having a need, and those that actually do something.

From a purely practical perspective it’s not that the information I teach hasn’t been around for a long time. (It has.) And it’s not that the need all of a sudden “just occurs”.

All of my readers have the “need”, but if that was the only criteria I used-my business never would have achieved the success it has.

But what I’ve done, (and what you need to do as well) is focus on the other 2 key components. These ensure that you just don’t attract tire kickers, but prospects who are eager to actually do business with you.

What’s the next component?

It’s: “Desire”

It’s the segment of your market that really wants to achieve results. And that’s only a small percentage.

I know that’s true for my market, I’ll bet it’s the same for yours.

Although my market may “say” they desire to have a marketing system that attracts consistent streams of new clients, in reality they just want relief from a famine business cycle. They’re looking for a short term fix rather than a long term solution.

I get that. (And it’s one of the reasons why so many people unsubscribe and then re-subscribe to my list when the “temporary” solution that offered short term relief was…well, temporary.)

There aren’t too many markets in which “desire” is virtually universal. Golf comes to mind. There are probably a few others. But in most b2b businesses, there’s only a small segment that really has the desire to implement the solution you offer. The key is to focus on them. (I’ve shared the two easiest ways to identify this group in previous articles and programs.)

Need + Desire= A better business. (But there’s another component as well.)

The late great marketing guru Gary Halbert was famous for his challenge of asking his seminar audiences to imagine they were about to open a restaurant. What competitive advantage would they most desired for their business? People would say “lowest price”, “best location”, “greatest quality”.

Gary would listen and nod and say, “I’ll beat you every time. What I would ask for is ‘a starving crowd’”.

The classic example of Need + Desire.

Every market has its “starving crowd”. It’s your job to find it and tailor your marketing to them.

Which brings me to the third component.

As you know, I do a lot of work with consultants and advisors. My strategy up until a few years ago was to focus on new businesses after they had been around for 18 months. Why that long?

Here’s the reality I face. One thing most every new business owner underestimates is how difficult it is to attract consistent streams of brand new clients. When they start off, they’ve got their (usually small) network of people they know, and for the first year and a half they are able to get a reasonable amount of business from them. But they forget an important truism.

Clients Go Away.

And after approximately 18 months they’ve now lapped the track with their current circle of relationships, money’s running low, and now they finally have both the NEED and the DESIRE to take action.

But they’re missing something.

Resources.

They’ve now got no money to invest in what I’m going to tell them to do.

So the complete formula is:

Need+Desire+Resources=Very Successful Business

The trick is 1) determining who that is, and 2) developing a marketing campaign that appeals specifically to them.

In my case that’s my Platinum program. And for the very (very) small percentage of you who have all three components, I hope you’ll reach out to me so we can talk more about your specific goals and how I can assist you.

Let me know. Talk soon.
Mark
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