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.
And that my friends, does not work well. Why? Because once you have your ideal clients’ attention, the next thing in their minds’ is “can I trust you?” 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.
Only after you’ve done that and earned their trust do you reach the point where they think, “okay, I think you can help me with my problem…” and they are then ready to move to the next step – often a 1-on-1 consultation where you get into what your solution is and what you can specifically help them with.
During our coaching call we produced a marketing campaign and clear plan for Dino to implement. He’s now much more confident that he’ll get the attention of his ideal clients, will earn their trust and position himself as the expert they’ll want to work with.
Is your marketing system clearly addressing these issues?
Are you positioning yourself as the authority and expert in your marketplace?
What might be missing from your process that’s holding you back from getting more meetings with your ideal clients?
PS. If you’re looking for support and coaching to help get your marketing system running so you can attract more ideal clients for your business take a look at my coaching for consultants program.