Do You Know A Good Doctor? How About One on Facebook?
I've just decided to buy a new computer based on the recommendations of people I trust—not ads, not internet ramblings. That's how buyers come to you. What are the peers of your buyers and your current buyers saying about you? That's
I Really Don’t Care If You Agree
If you want to develop a strong brand so that people come to you and ask how you can work together, don't worry about the possibility of having an opinion that others might not agree with. You need to be
Introduce Me, Now!!
Referrals are the lifeblood of our businesses (I call them "the coinage of my realm"). Treat them that way, not as some afterthought. Language for a resistant client on referrals: "Look, referrals are important to you and to me. Why would
Deterrence
In grammar school I was a good athlete but a lousy fighter. I tried to stay out of fights, especially with older kids. But one day one of them started punching me in the arm repeatedly, and I viscerally punched
She Won’t Say So, But Trust Me, She’s Terrific!
I've actually had people ask me what the key IP in their books should be. I've been asked how to establish client need, and how to respond to client inquiries. If you're an expert, you should have a profound grasp on
Some People May Not Want to “Handle” Your Book
If you're going to send one of your books to a client or prospect in your marketing efforts, send an electronic version as well as hard copy. That's especially important today when many people aren't accessing business mail frequently (or
I Need This? I Did Not Know That.
Marketing is about creating a need among your ideal buyers which your value can fill. It's not about "working the phones" or "feet on the street" or "finding the pain" all the other adages from the 50s. If you create
Outside Not Inside
It's very difficult to displace existing consulting resources in a prospect. They have built trust, have strong relationships, probably have a track record of success. You can't replace them from inside the organization, you have to do it externally. If you have
Where’s the Business?
Do not plan complex relationships with other consultants which appear to be "mutually beneficial." Follow the advice of Ms. Clara Peller, speaking on behalf of Wendy's: "Where's the beef?" Unless there is a solid piece of business "on the table," any
Three Sales in One
If you want to expand your your business and improve your revenues without much work at all, just remember that any new sale has three components: The immediate project or advisory relationship. Expanded business. Referral business. Many consultants leave two of