You have defined your ideal client, you know what you are going to sell them, you have your marketing material ready for them to land on, so now you should be pulling at the leash and ready to set the world on fire. So what's next you ask?
Get Yourself A Client!
For some of you, this is a no brainer, for others it may be a bit of a stretch, but if you begin to understand the difference between marketing, networking and sales you will be able to create a game plan that will drive qualified prospects to you, and then you can work them through your sales process.
I like to think of it this way- Marketing and Networking Activites drive suspects into the top of my sales funnel. My sales funnel is where I work with suspects to turn them into prospects and eventually clients.
In case these terms seem a bit foriegn to you, here is the way I define things:
A suspect is somebody that might be a good candidate for your product or service, but you have never exchanged any real dialogue with them.
A prospect is somebody that shows interest in your offerings, and you have had some sort of contact with them, and they have acknowledged that interaction. I make this disctinction so you understand that just because somebody is on your email list doesn't automatically mean they are a prospect. They very well could be, but I like to think of those people as suspects.
Marketing- Marketing is all about your message, and getting your message out to as many people as you can. Marketing encompasses things such as websites, blogs, brochures, content and even speaking engagements. In the beginning, you will probably feel like you spend most of your time creating marketing 'stuff' but it is worth the effort. You want your marketing material to have a 'call to action' where people can sign up for your newsletters, articles, or free downloads and you can begin to build a relationship with people who have expressed a level of interest in your products and services.
Networking- This is where you can rely on your spheres of influence and who they know. The goal of networking is to spead the word and educate people so they can help spread the word for you. The best place to send your networking contacts is to your blog or website, and let THEM decide what the best next step is for them.
Sales- This is the part where people get confused. Marketing and Networking are NOT sales activities. If you are set up to sell things online, selling takes place when people click through to your your sales page or shoppng cart and purchase something.
If you are in the position where you may be selling coaching or consulting services, it is important that you understand when you are entering the 'Sales Zone'. In my opinion, that happens when somebody sends you an inquiry about your services. Basically they have raised their hand and said they are interested in what you have to offer, and are looking for more information. It is now your job to ask questions to determine if there is a good 'fit' between what they are looking for, and what you have to offer. Selling is nothing more than that, so the good news is, you don't need a huge long sales pitch, you just need to have a few really good questions to help your prospect determine if your solution is the one for them.
Your homework is to take a good hard look at your current interactions with suspects and prospects and being very honest with yourself, ask yourself the following questions:
Am I doing more marketing than sales activities?
How many real sales opportunities do I have in my pipeline?
Are my marketing efforts creating a call to action that will separate qualified prospects from suspects?
Do I have a list of questions that I can ask prospects to help them decide if my products are a good fit for them?
Once you get clear and get the facts, you will see where you need to spend your time when growing your business, and you may find out why you have more lookers than buyers in your pipeline.
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