On a coaching call today I spoke with a seasoned European executive.
For confidentiality I’ll call him Dino.
Dino has over 20 years experience running multi-million dollar businesses.
The best way to combat this is to offer them educational and valuable information and materials that demonstrates you’re an authority and expert in your field.
He knows his industry well and used to earn a sizeable paycheck.
Today Dino is a consultant working hard to build his business. Many of his steps are right on the mark. I have little doubt that he’ll be successful.
But during our call it became clear that his approach was slightly off course and needed some correction.
Dino was starting his marketing sequence by calling and then sending a letter with an offer for a free consultation to his target audience.
When you’re marketing to your ideal clients the process generally goes like this:
- Get their attention
- Earn their trust
- Make them an irresistible offer
Dino had part of step one right, but he completely missed step 2. He went right for the offer without earning his ideal clients’ trust. Continue Reading