Feast and famine. Seems to be the perennial curse of small business. It goes something like this. You get clients and become really busy. As a result you stop any marketing, prospecting and sales activities.
Then the wheel inevitably turns. Projects finish and you find yourself madly scrambling for the next deal, while your cash flow dries up.
Eventually you get new clients. Happy days. Then the cycle repeats.
If you can relate, the question is what are you going to do to fix this?
When working with clients we drill into them the importance of three distinct activities.
Prospecting, marketing and selling. PMS for short.
Prospecting fills your sales pipeline with potentially interested people who could buy what you have to offer.
And as only a percentage of your prospects will turn into clients, you need a full pipeline to ensure you meet your sales goals.
We’d all love leads to magically appear ready to do business. The reality is they won’t. It’s your job to actively go out and find suitable prospects in your target market and engage them in conversation to find out if they have issues you can solve.
Note the word “active”. You are actively reaching out to potential clients be it via email, phone or other messaging.
In our world marketing supports the prospecting and sales efforts. It is not “brand” or “image” building. It is about “positioning you as the authority in your space”.
Marketing must be designed to help prospects recognise your capabilities, experience and depth of knowledge and believe you may be able to help solve the problem they have.
Marketing collateral in the form of white papers explains why a potential client should consider your solution, what the basis of it is, how it works and the outcomes they’ll get. Backed up by social proof in the form of case studies and testimonials, marketing collateral helps position you as the authority in your space.
Selling is simply showing your client how your product or service will give them what they already want.
To be effective, you need to be clear on three things:
- What does your prospect really want? And how will he decide to buy or not?
- What is the logical and emotional doors he must pass through in order to buy?
- What structured system will you use to move him through so that his only natural conclusion is, “I should buy.” Also, what pitfalls do you need to avoid at each point?
Our SalesAccelerator™ system goes into this in great depth.
The PMS diagram shows this relationship. To consistently bring in a steady flow of clients and achieve a level of security in your business, you must to balance each activity.
Prospecting married with effective marketing positions you as the authority, making your sales process infinitely easier as educated prospects are already predisposed to doing business with you.
In short, the whole is greater than the sum of the parts. I’d go so far as to say, it’s a multiplier effect.
Prospecting X Marketing X Selling = Financial Security & Prosperity!
I don’t know where you’re at in your business, but if you’d like help achieving a steady stream of high quality clients, reach out.
Our SalesAccelerator™ program takes a wholistic view of your client acquisition process and we guarantee results.
Call Rashid on 0414 913 334 to get started.