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Get More Clients With “Branson Meetings”
I‘ve been preparing for a workshop I'm about to run on winning corporate clients. And as I ran through my notes something jumped out at me as a perfect topic for a 5 Minute Marketing Tip.
It's simple to understand, yet profound. And can make a huge difference to the number of meetings you get with potential clients, particularly if you're looking to win large clients.
Watch the video to find out what they are and how they can help you.
You can hear a detailed case study of how one version of the strategy works in action here:
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Hi, it's Ian here. Welcome to another Five Minute Marketing Tip.
I've been preparing today for an upcoming workshop I've got on winning corporate clients. As I was going through my notes, something jumped out at me as being a really perfect topic for a Five Minute Marketing Tip because it's fairly simple to understand, but it has profound implications. It can make a really big difference in the number of meetings with potential clients you get. It works in any circumstances, but it's especially useful if you do target those larger clients. I'll explain all after the break.
Hi, welcome back. I'd like to ask you a couple of questions. The first question is how keen would you be, on the assumption that you don't need to renew your insurance right now, how keen would you be to meet with an insurance salesperson to talk about their products and service and how they can help you? My guess is not very keen at all, not that there's anything against insurance people, very fine people. It's a great job, but none of us are really keen to meet with any salespeople to talk about products and services that we don't think we need right now.
Just contrast that with how keen you would be to meet up with Richard Branson or Warren Buffett or Mark Cuban or any of your big business heroes or idols and to grab some time with them and just ask them questions about business and get some useful information back. My guess is you would be very keen to have that meeting. The reason is in that meeting itself, irrespective of what happened later, you'd get great value from that meeting. You'd get useful insights and ideas. You'd be able to ask them questions. It would help you stay your business, so you'd be really keen to have the meeting.
Now here's the thing, when most of us are thinking about getting meetings with potential clients, we tend to focus on the tactics or the techniques, so we worry about should I ask for a referral? Should I do a cold email or a cold call? What should the subject line be? How do I get past the gatekeeper, etc, etc. If you think back to that salesperson meeting versus the Branson meeting situation, you know, that salesperson could've done anything. They could've called; they could've emailed; they could've written the cleverest subject line. They could've sky-written their invite to the meeting through an airplane in the sky. It wouldn't have made any difference. You're probably going to say no to that meeting.
On the other hand, Richard Branson could've wandered up, could've mumbled and stumbled over his wording, really cocked it up, yet you would still want to have that meeting with him. The reason is it's not the tactics; it's not the techniques that you use. Sure some techniques are better than other and they can get you kind of incremental improvements in the numbers of meeting you get. But the really important thing, the order of magnitude difference is in the value that you perceive in the meeting. You see that you'll get a ton of value from a meeting with Richard Branson. You don't see that you get much value at all from a meeting with that salesperson.
That's the real key for you to get meetings with your potential clients. It's not about the tactics you use- of course you need some decent tactics- but it's more about the potential value that clients see in meeting with you. They need to be seeing you a bit like you saw that meeting with Branson as being really highly valuable.
Now how do you get into that situation? Well, the long-term way of doing it is to build yourself up as an authority in your field so that people see you as naturally someone they would really like to meet with because you've got brilliant ideas and information that could help them in their business or life. In the short term, if you haven't established that position yet, you can do it in a couple of ways. One way is simply to make sure that instead of asking for a meeting to talk about how you can help them with your products and services, etc, which is what most people do, instead ask for a meeting to share valuable information. Create a benchmarking report, case studies, a white paper, whatever it might be, and then offer that to a potential client. I call it a high-value briefing. Whatever format it's in, they will see from the topics and what you've done that you will be able to give them useful, valuable information in that meeting. They'll be a heck of a lot more interested in having that meeting.
Now if you haven't done benchmarking. You haven't got case studies, etc, etc, time you did. If you want to get serious about getting meetings with high value, important potential clients, you need to get serious about it. You need to give them a really good reason for meeting with you.
Another way you can go about it is in two steps. Especially if you're going in completely cold, what you can do is you can use a lead magnet. First, rather like the way many of us have a lead magnet, a free report or a video, etc. on our website, you can also use that in outbound marketing. Now you don't want one of those kind of one page checklist type ones. You want something that has real value, but you offer that to them. That could be your benchmarking report or white paper or whatever that you just offer to send to them. For the people that who say yes, I'd really like that, you follow up with emails to send them more valuable information. You make the offer of the meeting to go through the report in more detail or to explain some more detailed case studies or whatever it might be.
Worst case, what happens is that they don't want to have that meeting straightaway, but you still increased credibility and trust with them over time, and they'll get more and more ready to have that meeting with you. Best case, they'll be ready to have that meeting with you when you offer. You'll go in; you'll talk to them. Now you can't just go in and sell- you have to go in and share the value and the ideas and what you said you'd give to them. Usually what happens at the end of the that if you've done a great job, is they'll begin to reach. If it's in an area they care about that's important to them, they'll begin to reach and ask you questions about what you could do to help them.
That's the key thing- make sure you're asking for Branson meetings where you add value rather than salesperson meetings where you just talk about how you can help them and you will get a heck of a lot more meetings. I'll see you on next week's tip.