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Get Clients Now! Video Training
- 4. www.keystonebusinesscoaching.com/ gcn-worksheets/
- 5. What works?
- 7. What works? referrals… networking… making contacts and following up… word of mouth
- 8. What doesn’t work? buying ads… boilerplate letters and emails… expensive promotions… waiting for the phone to ring
- 18. What’s Missing?
- 21. Two 90-minute webinars Four 45-minute coaching calls A copy of Get Clients Now! by C.J. Hayden Your own customized 28-day marketing plan that you can use over and over Coaching, accountability, perspective, and support CLIENTS!
- 22. Two 90-minute webinars Four 45-minute coaching calls A copy of Get Clients Now! by C.J. Hayden Your own customized 28-day marketing plan that you can use over and over Coaching, accountability, perspective, and support CLIENTS!
- 27. What Will You Do?
- 28. 404 – 605 - 0819
Editor's Notes
- Hello, I’m Susan Longley and I want to welcome you to this video training, where I will show you how to use the Get Clients Now! system for marketing a service business.
- The program is based on the book, Get Clients Now! by C. J. Hayden. Originally published in 1999, the system has helped thousands of professionals market their business using a proven method that generates a steady stream of clients.The book explains how to set up a marketing plan for you and walks you through a 28-day sequence where you put the system into action and track and evaluate your results.
- The foundation of the program is your Action Worksheet—a single sheet of paper where you write down ten things you are going to do every day to market your business for the next 28 days. In this video I will show you how to fill out most of your first Action Worksheet. If you want to implement the GCN program, you will need to purchase a copy of the book to learn how to complete the worksheet and track your results. I recommend that you get coaching for your first 28 days in the program, to help keep you accountable and to ensure that you make using the program part of your everyday business activities. More about that later . . .
- Before we get started, here’s what you will need to complete this training module. A pencil or pen and a few blank sheets of paper for brainstorming and note taking. You will also need a copy of the Action Worksheet, which you can download in PDF form at http://www.keystonebusinesscoaching.com/gcn-worksheets/So please pause the video here and go get what you need. Make sure you print a copy of the Action Worksheet so you can write on it later.
- OK, got everything? Great, let’s get started. If you are a professional in business for yourself, you’ve undoubtedly done plenty of marketing. Take a few minutes here and write down what has worked best for you—just a few examples of strategies you’ve used in the past that have been successful in getting clients for you.
- And now, what have you tried that hasn’t worked so well?
- Most professionals agree that strategies where you talk to a potential client or customer directly, or someone talks to them on your behalf, are always the most effective.
- And the things that don’t work so well are the impersonal strategies where your potential clients or customers don’t have any chance to get to know you or about you, and the worst strategy of all is not doing anything at all!Let’s see how and why certain strategies work for your professional service business . . .
- This chart lists six marketing strategies that work for professional service businesses in the order of their effectiveness. The strategies are listed from most to least effective, and categorized by what their primary impact on your marketing would be. For example, moving up the chart, advertising and promotion only give you visibility, and are the least effective strategies. Public speaking and writing create credibility and give you visibility, but the most effective strategies are those where you actually reach out to your target market and have conversations with the people who will become your clients and the people who can introduce you to new clients.Let’s see how each of these strategies could work . . .
- If you are just starting out in business, you may choose to utilize some of the least effective strategies in order to build your visibility. For example, an ad in a specialty newsletter that is read by your target market may be a good way to get people in that market familiar with your name. You could be building toward writing an article for that newsletter instead of running an ad, but the ad may be a good way to get started. You can meet the publisher/editor and start building a relationship. Promotional events that attract your target market can be effective as well. A chiropractor may volunteer at a local school’s health fair and send home coupons for a screening visit. Promotional events that benefit a charity can be effective, too. If you have a mobile dog grooming service, park your van at a local shopping center and give baths for an afternoon. Charge a flat fee and donate all your proceeds to a local animal rescue group, and hand out coupons for discounts on your service. This action is provides a bit more than visibility, too—people get to see how you treat their pets, which builds credibility.
- Or perhaps you are pretty well-established, but would like more clients, or you would like to raise your rates. You’ve never tried writing or public speaking, but you decide to put them into your action plan in order to build your credibility. Maybe you are really good at direct contact, but you don’t have a system for putting yourself in front of potential clients or referral partners on a regular basis. Joining a closed-contact networking group such as BNI might be a good choice if you wanted to increase your opportunities for direct contact.
- Which strategies do you think would work best for your business right now? Remember, we are planning for 28 days, so think about what you need today, not next month.We will write these down on the Action Worksheet, so have that in front of you.
- On the Action Worksheet, there is arow of illustrations across the top that correspond to the chart we just looked at.Choose up to four strategies you feel would be the best for you to use for the next month, and place a check mark in the boxes below your choices.
- In the next section of the worksheet, you’ll need to describe where you are stuck. To answer this question, let’s look at another diagram.
- Here’s a graphic from the book that shows you how the marketing cycle works. At the top you can see all the ways you can fill your pipeline—by attracting prospects, gathering leads, making contacts, and collecting referrals. Once people are in your pipeline, the next step is following up with them. It may take many touches before they are ready to listen to your presentation or give you a referral, so you may need to spend a good bit of time dipping into this big vat before things start to move. Once you do get a presentation, however, things start flowing. Ideally, people move smoothly from your presentation to signing up for your service and enjoying the benefits you provide. At that point they return to your follow-up pool. If you make a presentation that is declined, those contacts also return to your follow-up pool.For those contacts who give you a referral, they too return to your follow-up pool, where they may give you other referrals or even become your client.
- Where in the cycle is your business? What would be the most effective place to work for the next 28 days?If you are just starting out, you’ll need to focus on filling your pipeline, so most of the marketing activities you choose will be those that will put you in front of your target market. Perhaps you have plenty of people in your pipeline, but you haven’t been effective in following up with them. In this case you will want to choose marketing activities that will help you focus on this part of the marketing cycle. This is where you develop a system for “touching” your contacts—making phone calls, sending informational emails, inviting them to events, publishing a newsletter or blog. Maybe you have a good system for following up, but you are not getting enough opportunities to present your services to potential clients. You will need to focus on activities that help you be more effective in making offers and having enrollment conversations. If you get plenty of opportunities to get in front of potential clients, but you are not closing the sale, focus on activities that help you develop this skill, such as practicing your selling skills with a coach or colleague on a regular basis, or rewriting your sales script.
- Back at the Action Worksheet, choose where in the marketing cycle you need to work, and check the appropriate box. You should make only one choice here.The next section is for goal setting. Here you define how your business is doing right now and how you would like for it to be performing. If you could get to where you wanted to be, how would your life be different? Where would you like to be at the end of the 28 days?
- In the next section, we’ll look at some of the foundational elements you will need for successful marketing.
- In Success Ingredients, you’ll list the things you will need to execute your action plan. If you are just starting out, you’ll need business cards and marketing materials. Do you have a website? Do you have a system for building a list of people to subscribe to your newsletter or blog? If you are going to market with your website, have you written a free report to offer as an incentive for people to join your list? If you are going to join a networking group, you’ll need to select which one and join. If you are going to host a promotional event, you’ll need a location, flyers and banners or signs.OK, now we’ve gotten to the last section, where the rubber meets the road. In just a minute I’ll show you how to choose the actions you’ll be committing to take on a systematic basis for 28 days.
- But first I would like to give you some information about the Get Clients Now! coaching program.
- You will start out by building a strong foundation for your marketing system. You’ll spend a total of 3 hours just completing the Action Worksheet. You will have the opportunity to familiarize me with the important details of your business . You’ll take time to understand how the six strategies might apply to your business, and you’ll get coaching on making your choices. You’ll explore the marketing cycle and determine where your business fits exactly. You’ll set realistic yet challenging goals, and explore in detail about which success ingredients you’ll need to complete your action plan.
- Then you will get weekly coaching as you work through your plan to help you stay on track. I believe this is the most effective way to do the Get Clients Now! program, and strongly encourage you to take advantage of this resource if you decide to use Get Clients Now!
- So I would like to invite you, if you feel like the GCN system would be the right marketing solution for your business right now, to register for our coaching program. To register, visit the Products and Courses page of the Keystone Business website. Click on Get Clients Now! and complete the registration form. I will contact you to set up a schedule. OK, let’s get back to completing your Action Worksheet.
- GCN has a unique system for generating the actions you’ll need to take to effectively market your business based on your strategies and marketing cycle position. You’ll use a specially generated set of actions that are designed to use the strategies you selected and get you unstuck in the Marketing Cycle.For example, if your strategies were Direct Contact and Follow Up and Public Speaking, and you need to fill your pipeline, suggested activities might be to attend networking meetings, make cold calls, post on someone’s blog, solicit referral partners, and seek out public speaking venues. All the actions must be measurable, so write down how often you are going to perform each one. For example, attend 1 networking group per week, contact three groups about speaking each week, make 2 cold calls per day.Go ahead and try your hand at coming up with some activities. Don’t try to get all ten—if you are going to do the program, you’ll need to read the book so you’ll understand how to generate actions appropriate to your goals. Better still, join the coaching program and you’ll get a copy of the book, plus training, coaching and support!
- The last item on the Action Worksheet is Special Permission. Write down here anything that you feel you need to give yourself special permission for, such as permission to be bold, permission to be organized, permission to act in the face of fear—anything you think might empower you to overcome any personal obstacle you may foresee as you start following the plan.
- This program is designed to keep you on track for just 28 days, which is enough time for you to build the habit of marketing your business in a systematic way. It has a powerful way of both expanding and limiting your marketing activities. It’s tried and tested—you know it’s worked for thousands of business owners just like you, so you can let go of second guessing and wondering if you’ve done enough, or frantically adding just one more networking event, even though you’re not sure it’s really effective for you right now.
- You have a solid understanding now of how the Get Clients Now! can systematize your marketing efforts so that you can have a steady stream of clients coming into you business. What will your next step be?
- If you have any questions, please email me from the Keystone Business Coaching website or give me a call at 404-650-0819. If you want to purchase a copy of the book, please visit the Products and Courses page of my website and click on the book icon there to order from Amazon.comRemember, if you are signing up for the coaching program, a copy of the book is included in the coaching package, and will be shipped to you as soon as you register.Thank you for your time, and I wish you all the clients you desire!