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Posts Tagged ‘Sales’


Don’t Let the Duds In!

January 8th, 2012 in Uncategorized comment No Comments »

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If you are like many of the professional services firm partners I coach, you are under ever increasing pressure to bring new clients to the firm, to deepen relations with existing clients and to increase firm revenue. You likely excel in your professional domain and struggle with business development (BD).   And even if you are good at it, you often feel torn between logging billable hours and investing in BD.

A few years ago, I wrote a post on how I was defining my target market and my niche.  To help me, I used
a concept from Michael Port’s Book Yourself Solid.  Port recommends having a “red velvet rope policy” to help keep out unwanted clients and bring in only ideal clients.  Defining your ideal client and your red velvet rope policy is a necessary step in laying a solid marketing foundation for your BD success. And it’s really quite easy (and arguably fun!):

Describe your ideal client (be as detailed as possible)

  • Who have you loved serving in the past? What kind of company? What kind of file?  What kind of people were you dealing with? What did you like about the work?
  • If you were bringing in only ideal clients (for your practice area or the firm in general), what characteristics would they need to possess in order for you to do your best work for them? Be selfish! Assume you will only work with the best of the best.

Describe your dud clients (again be as detailed as possible):

  • What kind of past clients have turned you off/ shut you down/ had behaviours or issues you couldn’t tolerate? What kind of clients/ files should not be getting past your “red velvet rope”?

Once you have a clear picture of your duds and your ideals, look at your current roster of clients and categorize them as ideals, duds or neutrals.  Port challenges you to fire the duds to open you up to working with only ideal clients.  In theory, I really like the notion.  In practice, I believe most of my coaching clients would rather phase out the duds and target their BD efforts on bringing in ideal
clients.

Well…your ideal clients are waiting.  How about getting clear about who they are so you can find them?!

Are You Selling Vitamins or Aspirin?

November 14th, 2010 in Uncategorized comment No Comments »

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Photo from www.chemistryland.com

We all know that we need certain vitamins to be healthy.  Aspirin, on the other hand, takes away our pain. 

The famous brother duo of Dan and Chip Heath of Switch:  How to Change Things When Change is Hard fame write a great piece is this month’s Fast Company about felt need.

If a nutshell, if you are selling an idea, a product, or a service, you had better focus on what will take away pain.

The Heath brothers give some great examples in the article:  a book for men explaining pregnancy and the changes their females partners experience= vitamin; What to Expect When You’re Expecting (for women) = Aspirin.

I made up these examples:

A coach selling “values clarification and vision”= vitamin; a coaching selling “be in your dream job by x” = Aspirin

A consultant selling ” team collaboration”= vitamin; a consultant selling “a 50 percent increase in sales”= Aspirin

Sometimes when you get to close to your product or service, you can fall into the trap of promoting vitamins. It might be time to ask some of your best clients* (or the prospects you would love to work closely with) some powerful questions to find out what they need most.  Vitamins are nice but if they have pain and you aren’t taking care of it, someone else surely will. 

_______________________

*If you work in a company and don’t see yourself as a salesperson, remember that we are all salespeople…we all have to “sell” ideas everyday in our jobs.  The vitamin/ Aspirin comparison applies to you too! Ask your boss, your colleagues and other stakeholders powerful questions to ensure you know their felt needs…then come up with Aspirin to ease their pain.

"Ship, then test!" says Guy Kawasaki

November 20th, 2009 in Uncategorized comment 8 Comments »

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Last night I was invited to Challenge Your World as part of Global Entrepreneurship Week (thank you Martin Lessard!). Guy Kawasaki was spectacular as the keynote speaker. For the most part, Guy’s top 10 tips for entrepreneurs make a ton of sense. There are only a couple I dispute. My comments are in italics.

  1. Build what YOU want to use- in other words, skip the market research, make the product or service and get going (see #8 too); build your product/ service with a partner for the lowest cost possible and ensure your partner has talents and skills different than your own.
  2. Pay $0 for tools- WordPress for blogging is a prime example. I was given this sage advice when I started Chandler Coaches and it has served me well to date.
  3. Pay $0 for marketing- there is no longer a need to hire a PR company pre launch or spend $$ on advertising. Agreed and I think you do need to spend a bit of money on a talented graphic artist who can create your company/ product identity…something people will recognize on your website/ blog,  Facebook, LinkedIn, Twitter etc. 
  4. Suck down or across (not up!)- the person who will make your product a success is a “nobody” who will tell other “nobodies” how much he loves your product/ service.  Because you don’t know who the nobodies are, you have to reach a lot of people. Forget about sucking up to stars and other influencers. This makes a ton of sense AND if you can find a way to get the Oprah Effect too, that won’t hurt!
  5. Use Twitter and Tweetmeme- there is no better way to reach the masses.  It is brilliant and it is free.
  6. Pay $0 for people-get help from people who are willing to do internships or work for free.  Sure, this might be fine when you are truly a start up with $0 cash flow.  After that, once you are making $, it is not ok, in my opinion, to make $ on someone else’s back.  Share and you will be rewarded. And what about hiring a start up coach like Alain Theriault (who is top of mind as I saw him last night) to help a bit on the front end? And then hire me when you are more established and I will help you grow in the direction you want.
  7. Put everything in “the cloud”- this was for techies re storing data on servers
  8. Ship, then test! Create a product or service that is good enough and get going. Don’t aim for perfection or anything close.  “Cash saves all”.  My partner Tanya Geisler and I recently did this with our new Coach Buffet concept and we got great feedback on our first two events. We couldn’t know what we know today if we had held off to refine the process.
  9. Avoid venture capital (VC)- bootstrap your company for the first few years instead of looking for investors.  When you have a proven product/ service and want to scale up, VC can be an alternative.
  10. Niche thyself- be the unique/ high value player.  And if you are the marketer, ask how you can convince the world you are the unique/ high value player.
  11. Guy’s Bonus: Don’t let the bozos grind you down. In Guy’s world, the dangerous bozos are the rich, famous people whose opinions are given more weight than they should be. Resist the naysayers, especially if they are where they are in business/ life because of luck/circumstances and not intelligence. 

“Ship, then test!” says Guy Kawasaki

November 20th, 2009 in Uncategorized comment 9 Comments »

Tags: , , , , , ,

Last night I was invited to Challenge Your World as part of Global Entrepreneurship Week (thank you Martin Lessard!). Guy Kawasaki was spectacular as the keynote speaker. For the most part, Guy’s top 10 tips for entrepreneurs make a ton of sense. There are only a couple I dispute. My comments are in italics.

  1. Build what YOU want to use- in other words, skip the market research, make the product or service and get going (see #8 too); build your product/ service with a partner for the lowest cost possible and ensure your partner has talents and skills different than your own.
  2. Pay $0 for tools- WordPress for blogging is a prime example. I was given this sage advice when I started Chandler Coaches and it has served me well to date.
  3. Pay $0 for marketing- there is no longer a need to hire a PR company pre launch or spend $$ on advertising. Agreed and I think you do need to spend a bit of money on a talented graphic artist who can create your company/ product identity…something people will recognize on your website/ blog,  Facebook, LinkedIn, Twitter etc. 
  4. Suck down or across (not up!)- the person who will make your product a success is a “nobody” who will tell other “nobodies” how much he loves your product/ service.  Because you don’t know who the nobodies are, you have to reach a lot of people. Forget about sucking up to stars and other influencers. This makes a ton of sense AND if you can find a way to get the Oprah Effect too, that won’t hurt!
  5. Use Twitter and Tweetmeme- there is no better way to reach the masses.  It is brilliant and it is free.
  6. Pay $0 for people-get help from people who are willing to do internships or work for free.  Sure, this might be fine when you are truly a start up with $0 cash flow.  After that, once you are making $, it is not ok, in my opinion, to make $ on someone else’s back.  Share and you will be rewarded. And what about hiring a start up coach like Alain Theriault (who is top of mind as I saw him last night) to help a bit on the front end? And then hire me when you are more established and I will help you grow in the direction you want.
  7. Put everything in “the cloud”- this was for techies re storing data on servers
  8. Ship, then test! Create a product or service that is good enough and get going. Don’t aim for perfection or anything close.  “Cash saves all”.  My partner Tanya Geisler and I recently did this with our new Coach Buffet concept and we got great feedback on our first two events. We couldn’t know what we know today if we had held off to refine the process.
  9. Avoid venture capital (VC)- bootstrap your company for the first few years instead of looking for investors.  When you have a proven product/ service and want to scale up, VC can be an alternative.
  10. Niche thyself- be the unique/ high value player.  And if you are the marketer, ask how you can convince the world you are the unique/ high value player.
  11. Guy’s Bonus: Don’t let the bozos grind you down. In Guy’s world, the dangerous bozos are the rich, famous people whose opinions are given more weight than they should be. Resist the naysayers, especially if they are where they are in business/ life because of luck/circumstances and not intelligence.