I just started working again with a former client who has signed on as an Investment Director of a Private Equity Firm. He’s looking for established businesses who want to grow through the acquisition of other companies.
We figured out the best method for marketing was to approach potential clients cold via LinkedIn. Other associates in his organization have done this very successfully.
For every client he gets, the returns can be quite substantial.
The steps are simple:
1. Do research on LinkedIn to find the right kind of companies who might be open to this kind of help in their business.
2. Write a rather low-key email letter that introduces them to the concept and asks them to reply.
3. Set up meetings by phone to explain in more detail how the business works and then proceed slowly but surely.
This is what I call a Direct Outreach Marketing Method. And because it doesn’t entail direct phone calls, it’s not so brutal. Nevertheless, it takes many contacts and conversations to end up with a great client.
But a lot of people shy away from this marketing method.
Why? Because it takes an unusual amount of persistence and determination. It’s a little like fishing. You show up at the fishing hole every day, spend an hour or two, and keep coming back day after day after day until you finally land “the big one.”
And many people give up on this kind of marketing after a few weeks for several reasons:
1. The outreach is repetitive and somewhat boring.
2. The percentage response is not high – perhaps 10% for the initial effort.
3. It takes the right message sent to the right people.
But when it comes down to it, most marketing methods have the same challenges. Whether you do networking, speaking or email marketing, all these methods take time, persistence and the right messages.
The good news is that all of these methods can work if you have a complete, end-to-end system that has been tested and proven to work — if you follow the system.
I know, this is so damn boring! It is not exciting at all.
What we want to do it just the opposite. We want to implement some magical kind of marketing juju and get a huge number of clients knocking on our doors, ready to work with us.
I’ve been in business for almost 32 years, and I’ve never seen it happen.
Yes, I’ve seen promises, magic formulas, and silver bullets. What people usually want when they respond to pitches for these magic marketing formulas is very little work for a high return.
The hype rarely matches the reality. When it comes down to it, all of these approaches to marketing take more time than you realize, are technically complex and are quite difficult to implement.
I help my clients in a very different way. We identify the marking methods that will work best for them, turn them into turn-key systems and then support them in implementing them — one boring step at a time.
But when that marketing method ends up doubling or tripling someone’s business in a year or two, it doesn’t seem so boring after all.
Here’s what I suggest you do:
Study some reliable hands-on methods for marketing your professional services. Turn those methods into repeatable systems and persist until you get results. You may find the More Clients Club a good place to start.
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