Michael Katz's E-Newsletter On E-Newsletters
September 22, 2006
Issue #159
Want More Clients?… Get More Vision
One of the interesting side effects of relying exclusively on this E-Newsletter to market my business, is that 100% of my prospective clients reach out to me, rather than vice
versa.
In other words, instead of identifying industries or companies or individuals who seem to be the likely buyers of my services and trying to get in touch with them (the way
most experts would advise), I simply publish this newsletter every other week, sit in my office drinking coffee, and wait for the phone to ring (what can I tell you, it seems to
work).
As a result of this approach, and again, unlike the experience of most service professionals, in that first conversation with a prospective client, I usually know absolutely
nothing about who they are or what they do.
I know, I know, thatís a cardinal sin in the world of sales. Youíre supposed to do all kinds of research regarding a prospective client and the industry it lives in before getting
on the phone with them. How else can you impress them with your intimate knowledge of what they do and the problems they face, and avoid looking foolish and
ill-informed during that first, all important, discussion?
Good question. Youíll be pleased to know that Iíve developed and fine-tuned a proprietary interrogation methodology (PIM), which allows me to learn all about a prospect,
without compromising my position as all-knowing consultant in the process.
And, youíll be even more pleased to know that Iím going to share this entire blueprint with you, today, at no cost (you can thank me later).
Itís tricky though, so watch carefully. Here goes…
When Iím on the phone with a prospect, and after exchanging the usual pleasantries and chit chat, I pause and take a deep breath. Then, I look straight at the phone, and
with a confident, yet inquisitive voice, I say: "So, what do you guys do anyway?"
Bam! Thatís it. They start talking and weíre off and running.
All kidding aside, I have noticed one interesting thing in these situations (and this is the point of todayís newsletter, so try to stay with me).
If the person on the other end of the telephone works as a "typical" professional service provider (accountant, recruiter, financial planner, marketer, etc.) they answer my
question by explaining their business model. For example, "We help mid-size technology companies market their products, using our five point system for blah, blah. We
zipidy-zip their blah, blahs, and charge a licensing fee and hourly rate." You get the picture.
If, on the other hand, I ask this very same question to someone in a nonprofit organization, they invariably answer by explaining their vision. For example, "We help adults
improve their economic situation by teaching literacy."
The nonprofit people never begin by talking about how they generate revenue. And, unlike their for-profit counterparts – who go as silent as if I had just asked them to explain
how the Hubble Telescope works – they have no trouble talking coherently and at length about the "cause." Why should they? The cause is what they do; itís why they
come to work every day.
How about you? If thinking about the cause or vision or philosophy for your business makes you uneasy, youíre in luck. Because if youíve managed to sell what you do so
far without even knowing what it is, youíre going to love how much easier things get when you talk to people from a higher perspective.
What Iíve realized (and only recently), is that vision – not features, not benefits, not process, not capabilities, not credentials – is the fastest and easiest path to
closing a sale. It is so much (sooooooo much) simpler to bring a new client on board when they understand and buy into your "stuff." If your view of the world resonates with
them and some problem they have or opportunity they see, they donít care (much) about how you get them there.
That last point is so important that Iím going to say it again, in case you missed it. If they buy your vision, they donít care about your process. They just want you to take
them to that place you just described.
In my case, during that critical, first impression conversation with prospective clients, I hardly talk at all about what I do (E-Newsletter creation). Instead, the vast majority of
the discussion is about my vision: why relationships matter; how efficient it is to market to the people you already know; how difficult it is to chase strangers and position
yourself as expert at the same time; why penguins are so cuddly, etc. Vision, vision, vision.
A couple of more things on this:
- You donít need a "save the world" vision.
Itís fine if you have one, but when I talk about vision, Iím simply talking about something bigger than just putting cash in
your pocket. Thereís nothing wrong with cash, but if you want more of it with less effort, see if you can stand back and figure out what point of view your company has that
transcends the bottom line.
- If you can talk about the vision independent of your particular service solution, youíre on the right track. Being able to clearly and concisely describe what you do
and how you do it is certainly important. But thatís not vision; thatís just basic marketing.
Iím talking about your view of the way things ought to be:
Vision: "Small businesses deserve a way to inexpensively generate targeted leads"
Service: Pay Per Click marketing from Take Aim Search
Vision: "Having a chronic illness doesnít mean you canít continue to thrive in the workplace."
Service: Coaching from CICoach.com
Vision: "Simplicity."
Service: "Web demos and presentations that connect instantly," from Glance.net
You get the idea. These visions exist above and beyond the services attached (and in fact, you could apply the same vision to other services).
- Take a lesson from the nonprofits.
In a nonprofit, the vision is always visible and right there out on the table. Nobodyís there for the money, and everyone talks
(constantly) about the cause.
Now, imagine for a moment that your business were set up as a nonprofit. If money were not the objective, what would be the purpose of your organization? Chew on that
one for a while and you may see things in an entirely different way.
Bottom Line: Moneyís great (I like it a lot), but if thatís the only reason your company exists, youíre going to have to work for every sale. Talk less about what you do, and
more about what you believe on the other hand, and youíll make it easier for prospects to hear you, understand you, remember you, and (ta da!) hire you.
Iíll be drinking coffee in my office if you need me.
About Blue Penguin Development, Inc.
Blue Penguin Development helps professional service firms get clients,
by showing them how to strengthen relationships with the people they already know.
I specialize in the development of electronic newsletters.
Click here for an overview of my services.
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