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The Twin Track Strategy For Startup Professional Firms

Posted by

Ian Brodie on January 21st, 2012.

One of the stories I hear the most often from struggling solo professionals or small firms is that they did well for a couple of years after starting up and then just kind of plateaued.

Usually what's happened is that work came in easily in the early days. Ex clients and colleagues heard they were now out on their own and sent work their way. They did a good job and got repeat business and a few referrals.

But eventually, they ran out of steam. The close circle of people who knew them well enough to feel confident sending work to them ran dry or was hit by recession, retirement or other factors.

Sometimes the steam runs out after 12 months. Sometimes after 18 months. Sometimes it can be as long as 2 or 3 years.

But eventually it will run out, unless you start actively marketing yourself and widening your network.

Clients buy for meany reasons. With clients who know you well, who like you, and who trust you and your capabilities, you don't have to do much active marketing or selling to them.

But this can trap you into complacency.

You see, the potential clients who don't know you so well – the ones outside your close circle – they see a different picture.

They don't have that history with you. That experience that tells them you're a safe pair of hands. So they look for external indicators that you'd be a good choice to work with them.

Are you a recognised leader in your field? If they google your name do they see lots of articles where you share your expertise? Are you presenting on your topic frequently? Can they find lots of testimonials saying what a great job you did? Does your website inspire them that you know the area they need help in like the back of your hand?

For most professionals who've been getting all their work from existing relationships and referrals, the answer is usually no.

Many of them are incredibly talented – but they've never had to showcase that talent to the world before. The clients who hired them already knew they were good.

And it takes time to build your reputation. To build your website and fill it with content. To build a portfolio of testimonials, published articles and successful speaking engagements.

So you need to start on this early.

When you first start up the majority of your business is likely to come from people who already know you. Ex clients and referrals. You need to focus and actively work these channels.

But you also need to adopt a parallel strategy of building your authority in your field. Writing, blogging, speaking. These are the things that will bring clients to you in the future and prove your capabilities for people who don't already know you.

In know this from my own personal experience. I went through the exact same pattern with the business from ex clients and colleagues largely drying up after a year or so.

But thankfully (and I have to admit, somewhat luckily as I'd done it out of interest rather than as a deliberate strategy) I'd been writing and blogging for over 12 months by the time that happened and was beginning to bring in leads via my website.

If you're just starting your own business make sure you do something similar. Don't rely on people who already know how great you are to keep you in business forever. You need to start working on building your authority and market position from day 1.

———-
Image by the real kam75

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More Clients Memorandum

Sell more by selling less

Posted by

Ian Brodie on January 8th, 2012.

Something for you to ponder this morning…

“People buy based on emotion”.

You've probably heard that before.

Like me, your experience probably tells you it's true too.

But what can you actually do about it? How can you harness emotion to help you market and sell your services better and get more clients?

Let me ask you this:

When was the last time you were moved to tears by a powerpoint presentation?

Or inspired by a list of benefits or a business case?

Yeah – pretty much never.

But what has moved you, harnessed your emotions recently?

How about a film, a book or a play?

That's much more likely.

The difference? Films, books and plays are about stories. Stories with real human characters we can empathise with. Heroes we can cheer. Villains we can boo. Plucky orphans we can root for and unsuspecting victims we can be frightened for.

It turns out that the ability to empathise is hardwired into our brains. Thanks to something called “mirror neurons”, when we see a big nasty spider crawling up someone's arm our own flesh creeps, for example.

But we don't have to see things in real life to empathise. We can read or hear stories and it can evoke deep emotions and visceral reactions.

And that's the secret of how to help your clients “buy on emotion”.

Instead of pounding them with facts and figures to illustrate your point, tell them a story. Preferably with one of your previous clients cast as the hero.

Tell them how (with your help implied, of course) they overcame seemingly insurmountable obstacles to win the day. How they saved their company from ruin. Or found that great new career that allowed them to lead a fulfilling life. Or clawed back that tax overpayment despite the tax man's best efforts to thwart them.

When I was with Gemini Consulting in the 90s we differentiated ourselves from typical “vendors” in sales meetings by sharing stories of client successes rather than boasting about features and benefits or our USP. And it powered our growth for many years.

You can do it too. Think back to some of your client successes and the challenges you helped them overcome. Think of the ones similar to the challenges your future clients are likely to face and construct a handful of little stories.

You can then use them face-to-face in sales meetings – or in your marketing.

They'll have a powerful effect, I promise you. Less selling, but more sales.

(Of course, you've got to use powerful techniques like these ethically. With great power comes great responsibility, as Ben Parker told young Peter).

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Strategy

“How I Escaped My Certain Fate” – A Comedian’s Lesson In Niche Marketing

Posted by

Ian Brodie on January 2nd, 2012.

Over the holidays I've been reading comedian Stewart Lee's How I Escaped My Certain Fate which chronicles his rise, fall and rise again in the world of stand up comedy.

As well as being a pretty funny book, it contains a huge marketing lesson for all of us.

Lee was part of double act Lee and Herring who had a relatively successful show on the BBC for a couple of years (relatively successful in the sense that it was my favourite programme and lasted a couple of series). Despite that, when he returned to the stand-up circuit he struggled.

In essence, his nonchalant delivery, choice of material and complex routines meant that he didn't have the mass appeal of more populist comedians of the era. Despite his TV success and respect from “those in the know” (Ricky Gervais cited him as his favourite comedian, for example), he simply couldn't get enough people turning up to his gigs to make money from them. So he retired from stand up in 2000.

After achieving critical (though again, not huge monetary) success as the writer of Jerry Springer The Opera, he returned to stand up in 2004 – prompted partly by being accused of copying Gervais who had actually been influenced by him.

This time, things were different.

Instead of trying to make a success of the mainstream circuit, he took advice from comedy poet John Hegley who told him “you only need a few thousand fans. And if they all give you ten pounds a year, you're away” (which, of course, is a version of Kevin Kelly's “Thousand True Fans” idea).

He wasn't particularly ambitious. He just wanted to do what he loved doing and, in his words, “survive”.

Rather than trying to get booked in big venues and trying to attract large mainstream audiences, he got his booker to focus on smaller locations with audiences who would be be open to his type of humour.

“Instead of going on for guaranteed fees in empty council venues and failing to build an audience, or boring the shit out of Friday night punters who just wanted to have some fun between work and the disco, I needed to be in the dedicated comedy clubs that had flourished in my absence from the circuit, playing for smaller fees to smaller crowds composed of people that would get it and would come back next time with a friend”.

His shows were promoted by “…letting nerds all over the land know about your work via these newfangled social networking sites…”.

He took inspiration from the obscure Jazz musicians he loved and how they ran their affairs “direct marketing their work to sustainably farmed fan bases”.

And it worked.

Audiences of 20 to 30 became 50 to 60 became 100 to 200 and eventually up to 500 to 600.

A TV series followed which won him best comedy programme and best male comedian at last year's British Comedy Awards. He's currently mid way through a 4 month daily run at the Leicester Square Theatre before heading out on tour again.

The lesson for all of us?

Most of us and our businesses are more like a Stewart Lee than a Michael McIntyre or a John Bishop.

We're never going to have the widespread appeal to fill stadiums with the average man on the street. But we should be able to find a few thousand people who love what we do.

And that's enough.

If we can find them. If we can connect with them and inspire them to hire us or pay us for something. If they become big enough fans to “bring their friends”.

Then we've got very successful business.

And the way to do it is the same way Lee did it. Direct marketing to a targeted fan base – rather than trying to please a mass audience.

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More Clients Memorandum

The surprising secret of building trust

Posted by

Ian Brodie on December 25th, 2011.

A while ago I interviewed my old friend Charlie Green for a podcast.

You may well know Charlie as the author of Trust Based Selling, the co-author with David Maister and Rob Galford of The Trusted Advisor and with Andrea Howe of the Trusted Advisor Fieldbook.

So it's pretty fair to say Charlie's a bit of an authority on building trust.

One question I asked him was “if you were starting at ground zero with a potential client – what's the best way to build trust?”

I was really surprised by his answer.

Before reading on – have a little think about how you would answer that question.

I was expecting an answer about relationship building or “soft skills” somehow.

But Charlie's answer was “have a point of view”.

His point was that the best way to earn trust quickly is to add value.

Don't waste your client's time.

If you don't have anything to say, no point of view that might give them new insights or challenge their way of thinking, if you just nod and agree with what they say: what's the point of you being there?

Of course, Charlie added that you must get across that point of view respectfully. Suggest ideas. Tell them about what you've found with other clients and that might likely be an issue for them.

Don't bash them over the head with your stunning insights or come across as Mr Arrogant.

What struck me was that this approach involves risk. What if you're wrong? What if the client disagrees?

But as Charlie said: without risk there is no trust. You have to put yourself on the line to earn trust. You have to risk failure. Playing it safe doesn't earn you anything.

Definitely food for thought.

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Mindset

Intent Is More Important Than Technique

Posted by

Ian Brodie on December 18th, 2011.

Intent is more important than technique

I first heard those words in 2006 from Mahan Khalsa, author of the excellent book Let's Get Real or Let's Not Play.

(Which, believe it or not is a book about selling consulting services).

A few years earlier I'd been working in Basel in Switzerland, doing some strategy work for a large pharmaceutical firm.

Back then my favourite pastime outside of work was magic. Not the “sequinned suit, girls jumping in and out of boxes” type. But close up magic – the sort done right under your nose that leaves you completely mystified.

I was pretty good (I had a lot of time to practice in hotel rooms working away from home so much). I'd performed professionally a few times in restaurants and at parties. And I wanted to take my skills to the next level.

It was never going to be a career option. Frankly, unless you're really, really good, it just doesn't pay well enough compared to consulting. But I wanted to be the best I could be.

I found out that Roberto Giobbi, famous magic author, inventor, collector, and one of the world's leading teachers, lived in Muttenz a short distance away from Basel. So I booked a lesson.

I remember my taxi pulling up at Roberto's house and studio one evening in the rain, and feeling both excited and apprehensive in equal measure at meeting someone whose work I'd read for so long and who I'd seen perform many times on DVD.

After looking around Roberto's studio and some of his collection of historical manuscripts and books we got down to work.

I did a short routine for him (a combination “ambitious card”, “Triumph” and “card to impossible location” if you're interested).

We then sat back and analysed the routine.

What I'd expected was to focus on my technique. Roberto is schooled in the “Spanish style” – complex yet artistic sleight of hand.

What we did was very different.

Roberto asked me what I was trying to achieve with my magic. What I wanted my audience to experience and to feel as a result.

Tough question. But a good one.

Was I trying to fool them? Amuse them? Astound them? Make them laugh? Give them a once in a lifetime experience of sheer wonder?

And who was I trying to be? A suave entertainer, a clown, a skilful cardsharp?

Roberto and I worked through these questions over a number of hours and a couple of drinks too. It was hard work. These were questions I'd never really thought about much before.

But it turns out Roberto was right. If your goal is to entertain your audience. If you're playing with them, rather than trying to outwit them – then they play nicely back.

Rather than your performance being you trying to impress them – to “make” them laugh, to “make” them like you – it becomes one where you work together with the audience to help them have a good time.

When they know they're in safe hands. That you're not trying to make fun of them or embarrass them. Then they can relax and enjoy the ride.

In magic, intent is more important than technique.

Though as Mahan would say – technique is still important. Clumsy technique spoils the illusion, breaks the spell.

But if your audience doesn't choose to join you. If it's you vs them rather than you with them – then all the technique in the world won't save you.

Marketing is like magic.

You must start with the right intent. Your goal must be to help your clients succeed, not merely to sell them your stuff. You with them not you vs them.

When your potential clients see your intent, they too can relax knowing they're in safe hands.

So before you go into any sales meeting, ask yourself the questions Roberto asked me. What are you trying to achieve? What do you want your clients to feel and experience?

Get that clear and you'll see a difference in how they react to you.

By the way, Roberto is still available for coaching if you're into magic and want to learn the “real work”. Go here for more details.

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Marketing

Do You Face These Barriers To Pain Free Marketing

Posted by

Ian Brodie on November 18th, 2011.

I've talked a lot on this blog about “Value In Advance” marketing: building credibility and trust with potential clients by giving them some way of sampling what it is you do.

When I switched from more traditional forms of marketing (telling people how great I am) to Value In Advance marketing (demonstrating it instead) I saw a huge turnaround in the number of qualified, high quality leads I was generating.

And when I discuss this strategy with professionals they can all see how effective it can be – in theory.

But they often highlight a number of barriers that they think will prevent them from adopting the strategy.

Perhaps you're thinking of these too.

The first is that they don't know what to create as a “lead magnet” to share with potential clients.

The second is that they don't think they have the expertise: they're good at what they do but don't consider themselves thought leaders.

The third is that they don't have the time to create their lead magnet (or they're just not good at writing).

What to create as a Lead Magnet.

In summary, the key is to brainstorm the typical challenges your clients have (that you can help with) and identify what I call the “first speedbump” in their journey to solving them.

So if you're a leadership coach, for example, you might decide that the first thing your clients need to do is build their own confidence before working on specific leadership skills.

Focus your lead magnet on this first speedbump – it'll be the most pressing issue on the minds of the biggest number of your potential clients.

But I'm not a Thought Leader.

Putting aside the fact that “thought leader” is such a misused phrase these days it's become meaningless – the truth is that you don't need to be the world's leading expert on a topic to produce something of genuine value to your potential clients.

You do need to know your stuff. You can't just make it up or be “one week ahead” of your clients.

But almost every professional I speak to has significant knowledge of great value to their potential clients.

Most of out clients don't need or want to know the latest leading edge theories in your field.

They want simple, practical ideas that will get them results.

That's what you should focus your lead magnet on.

I'm not good at writing and I just don't have the time.

Although a written report is the most common format for a lead magnet – it's far from the only one – or even the most effective one.

And there are far less time-consuming ways of developing a lead magnet.

A series of short bullet point tips can be hugely useful to clients, for example.

If you do work that's visual or online, you can record a “screen cast” of you at work (for example, creating a sales letter if you're a copywriter) and commenting on what and why you're doing it.

If you do design work, do a critique of 5 good and 5 bad designs in your field (e.g. websites) and write that up (or again, make a screen recording of you doing it online).

Make an audio or video recording of your thoughts on a speciic topic. It doesn't have to be word perfect – as long as the content is solid.

So please, don't let these barriers stand in the way of implementing this hugely powerful marketing approach.

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Authority Marketing Podcast

Authority Marketing Interview: Robert Craven

Posted by

Ian Brodie on November 16th, 2011.

Robert Craven We're back with another Authority Marketing Podcast interview.

This interview with speaker and MD of The Director's Centre, Robert Craven covers Authority Marketing from two angles.

The first is how Robert established himself as an authority in the field of entrepreneurship (the Financial Times recently called Robert “The Entrepreneurs' Guru”).

We also touch on some of the concepts from Robert's recent book Grow Your Service Firm which contains a ton of practical advice for service professionals on how to build an expertise based business.

Click here to subscribe to the Authority Marketing podcasts in iTunes.

To find out more about Robert and his work helping entrepreneurs and services businesses achieve rapid growth, head over to:

www.robert-craven.com

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More Clients Memorandum

“The Whole Damn Lot”

Posted by

Ian Brodie on November 6th, 2011.

A while ago I spoke at an annual convention for independent consultants on the topic of “Pain-Free Selling”.

At these sort of talks I usually ask the audience what they most hate about selling or marketing.

The usual answers are things like “feeling pushy”, “cold contacts”, “not being respected” or “closing”.

First out of the gate this time though was:

“The Whole Damn Lot”

Apart from being rather amusing, this is actually a pretty common feeling: a huge aversion to all things salesy.

If you feel like that – either a lot or a little – then here are a couple of tips that might help you.

Get Your Mindset Right

When most people go into sales meetings or make calls, their primary goal is to sell. To emerge from the meeting with a client.

That's not the best mindset for a professional to have.

It can often backfire. Your potential client will pick up that your goal is to sell them and their trust in you will drop.

When you recommend something a little voice at the back of their head will be asking “is he recommending this because he thinks it's best for us – or because he wants to sell us something?”

The best mindset for a professional is to enter the meeting with the goal of seeing if there is genuinely a good fit and whether it's right for you to work together.

In other words: make “no” an OK option.

Once you do this, you take off the pressure. Your potential client will trust what you say more.

You also seem less needy.

Paradoxically, by making “no” an OK option – you get more “yeses”.

Follow a Formula

Once you've got your mindset right, you can help overcome your nerves and discomfort by following a simple formula for your meeting.

Forget you're in a sales meeting for a moment. Act as if you're an independent advisor helping the client come to the right decision about what to do.

What sort of questions would you ask them?

You'd probably start off by asking questions to diagnose their problem, or figure out their goals or aspirations.

Then you'd probably discuss the impact of the problem or the gap between the goal and the current situation to see if it was worth addressing.

Then you'd look at what the action plan should be to address the issue – maybe talking about some of the potential barriers too.

You're going to do the same thing in this sales meeting.

You're just going to add one last question (one borrowed from best selling author Michael Port as it happens).

When you've discussed with the client and they've agreed what the action plan should be, you simply close by asking them:

“Would you like some help with that?”

Now this is not a world class sales technique. There's lots you could do to better it.

But it's simple. It doesn't feel uncomfrotable or pushy. It's something pretty much anyone can do.

And the results are not at all bad.

Chances are if you've asked smart questions and built trust and empathy through the discussion, then they'll say yes.

All without being pushy, manipulative or “salesy”.

Try it.

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More Clients Memorandum

Why Batman is better than Superman

Posted by

Ian Brodie on October 23rd, 2011.

Superman was the first big comic book hero. Still the one most people think of.

But amongst hardcore comic-book fans, Batman's far more popular.

When I checked the stats on Wikipedia recently, Batman's page was the 520th most visited page. Superman's was the 1907th.

Why does Batman seem to connect with more people than Superman?

He's human.

He's flawed, he's got character.

Superman is too perfect. He's invulnerable, super strong, can travel so fast he can warp time.

He's a bit of a goody two-shoes too. Batman has an edge.

So why is it that when most of us present ourselves to the public, we try to be Superman rather than Batman?

We cover up our flaws. Hide behind corporate-speak. Talk about “we” on our websites when there's only the one of us (yup, I've done that).

We try to be perfect – when what our clients want is someone believable to connect with. Warts and all.

Don't be afraid of who you are. Don't be afraid to show your human side. To admit your flaws.

It makes you more believable. Someone your clients can connect with.

You're you.

And you're great.

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Mindset

7 Mindset Hacks That Will Help You Get More Clients

Posted by

Ian Brodie on October 18th, 2011.

One of the biggest barriers many consultants, coaches and other professionals have that stands between them and achieving their business goals is their own mindset and attitude towards marketing and selling.

I can't tell you the number of people I meet who absolutely know they need to be more effective at marketing and sales – yet who feel incredibly uncomfortable doing it.

And I have to admit, I used to feel that way too.

In fact, I'm still not a “hardcore” sales person ruthlessly focused on getting the sale. My primary concern is getting the best outcome for my clients. And I'm happy that way.

But what I've found is a way of thinking about marketing and sales – mindset “hacks” – that allow me to remain fully congruent with my primary goal of helping clients, while still being effective at marketing and selling.

I'm not saying you have to share all my beliefs and ways of thinking about marketing and sales. But I have found that the more of these you internalise and believe in, the more successful you're likely to be at sales.

Mindset 1: Taking Control
A lot of consultants and coaches have a very passive mindset about marketing and selling. “If I do good work, people will hear about me”, “Word of mouth is the best marketing”, “Something will turn up, it always does”, “Once the recovery kicks in…”.

These may all be true – but if you let them dominate your thinking, it causes you to be passive. To sit back and wait for things to happen. If you want to be successful in marketing and sales you must decide to take things into your own hands: to choose Action over Hope.

Mindset 2: Focus
We’re so overwhelmed with opportunities and information these days it's very easy to lose focus. Every day I read reports of others “crushing it” with webinars, events, product launches, direct mail…

It’s so tempting to become distracted – to try to do everything. To try out every shiny new method you hear about in the hope it will magically bring you in clients without a lot of work.

But the truth is that if we split our focus and keep trying new things, we'll never get good at any of them. We'll never develop the skills or the reputation for any of them to pay off. The path to success is to pick two or three proven approaches and stick with them.

Mindset 3: The SACI Principle
This builds on the principle of focus – and it's something I've written about in detail here.

The SACI principle is that success comes not from silver bullets or one big amazing event – but from Simple Actions Consistently Implemented.

We all know we should keep in touch with our contacts and nurture our relationships. A simple action. But how many of us do it consistently? The same applies across all our marketing and sales. It's consistency that counts.

Mindset 4: Systematize
This was quite a tough principle for me to get to grips with. I love to try new things, to innovate and play around with my marketing. But once you've found something that works, you need to set it on “autopilot”. You need it to be working day in, day out without having to think about it all the time.

That doesn't mean it has to be automated – much of it can't be. But it does mean that – for example – if you've chosen to write articles or blog posts to attract clients, then you need to have a plan for what you're going to write and you need to dedicate a morning a week to doing it. Rather than just aiming to grab some time when you can and make it up as you go along.

Mindset 5: Client Focus
We all talk about being client focused. But in this context, what I mean is that when you have a sales meeting with a client, you're overriding thought should be “how can I help?” – not “how can I sell?”.

What I mean by that is if you go into the meeting (or if you're on a call with a potential client) thinking that your goal is to sell them your services, that a succesful result from that meeting is to emerge with a paying client. Then the chances are you're not going to sell.

You see, more often than not your potential client will pick up on your motivation. If they think that your goal is to sell them, then they won't trust your advice to be independent and in their best interests. They'll second guess what you're saying and resist your recommendations – unsure whether you're making them because you think it's right, or whether you're making them in your own self interest.

However, if you go into the meeting thinking your goal is to help your potential client – and to discover if working together would be the right option – then things change.

When your potential client picks up that your overriding goal is to act in their best interests – and they will pick up on it – then they'll trust your advice and recommendations. If at some point you suggest that working together would benefit them, they're an awful lot likelier to accept that suggestion as being genuine advice rather than a self interested sales pitch than they would be if they felt your goal was to get the sale.

Mindset 6: Belief in Your Value and Expertise
Hand in hand with your focus on helping clients needs to be your belief in the value of what you do and in the strength of your expertise.

The risk with client focus is that you can become subservient – just doing whatever they ask. That's not in their best interests. You need to have a strong belief in your own knowledge and capabilities – and in the value you bring them.

If you don't believe in the tremendous results your potential clients will get if they work with you, then you'll be unable to convincingly communicate that to them. You'll be tentative. You'll feel uncomfortable quoting the high fees you deserve.

In many ways, the first marketing battle is to sell your value to yourself.

Mindset 7: Make “No” An OK Answer
In other words – take the pressure off.

A lot of sales techniques involve putting subtle (or not so subtle) pressure on your potential clients. Deadlines, scarcity, the risk of others getting this deal if they hesitate.

All designed to put a little pressure on your potential client to overcome procrastination and get them to make a decision.

And they work – in their place.

But with complex, costly, intangible services, there's a lot of risk and uncertainty for your potential clients. they need to see a lot of evidence that this will pay off and that you're the right person before they'll be ready to buy.

If you pressure them before they're ready, it'll backfire. They'll feel manipulated and uncomfortable – and they won't buy.

One of the best ways to overcome this – and to build trust – is to make it clear early on that them saying “no” – choosing not to do this – is an absolutely OK option and not one you're going to fight. Going back to our Client Focus mindset – your goal is to figure out whether working together is the right thing for both sides – not to try to force them to say yes.

Take the pressure off by saying up front that it's absolutely fine if you come to the end of the meeting and either of you decides it's not the best option.

Without that pressure, your potential clients will open up much more, you'll be able to build a more trusting relationship, and you're more likely to get the sale.

Next Steps

Review some of your own beliefs about marketing and selling.

Are they helpful or counterproductive?
Would it be possible to change them?
What should you change them to?

Drop me a note in the comments to say what mindsets – either helpful or unhelpful – you have towards marketing and selling.

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