As a speaker, consultant, thought-leading executive or entrepreneur, you may have heard about the importance of building an audience for your work... Sounds great.
But it's nowhere as important as developing a market for your expertise.
Here are 17 vital differences between a market and an audience.
You can spend YEARS attracting and serving an audience that is NOT your market. And that's just sad, painful, and frustrating.
These are as pernicious as they are deceptive.
WHICH of these has been holding you back - confusing you - or set you to wondering how come you're not making more money?
Let's go down the list...
- An audience listens - A market pays attention
- An audience wants entertainment - A market wants to solve problems
- An audience values an experience - A market values expertise
- An audience wants to watch - A market wants to act
- An audience wants information - A market wants implementation
- An audience reacts - A market responds
- An audience wants their questions answered - A market wants their answers questioned
- An audience wants you to be popular - A market wants you to be right
- An audience asks “What can you do?” - A market asks “What’s next?” and “What else?”
- An audience says, “Great show!” - A market says, “Great job!”
- An audience tells their friends - A market tells their boss
- An audience buys your book - A market reads your book
- An audience likes your ideas - A market implements your ideas
- An audience wants your autograph - A market wants to give you their signature
- An audience applauds - A market refers
- An audience says, “Thank you” - A market says, “Thank goodness!”
and finally - most important of all - read this next one as often as you need to...
17. An audience will HEAR you - A market will PAY you (well, often, and gladly)
Expert marketers not only build an audience - they develop a market for their value, ideas, products, services, and programs.
The next Expert Marketing Workshop starts soon if you would like to find out how YOU can do the same for YOUR business.
What do YOU think about building your audience vs. finding your market? Use the comments below and join the conversation...
The ad above first appeared in Business Week in 1958 – 56 years ago!
The moral of the ad’s story was relevant then and it is even more relevant today: establish expertise and build relationships before you try to sell.
The good news is that experts win on value and generalists die on price.
The bad news is that we live in far more cynical times than the sellers of the 1950’s; but more good news is that YOU have so many more tools available to help you address the problem.
If you're investing in "Expert Marketing" (it goes by several other names like inbound marketing, thought-leadership marketing, and content marketing)... then you've probably asked yourself:
How (and when) will this generate a sale?
And that is completely the WRONG question.
By the time you're done reading this article/ rant/ manifesto, you'll see exactly why - AND you'll be able to ask (and answer) much better questions for your business right away.
Asking when expert marketing will lead to a sale is like filling up your car's gas tank and asking, "Why aren't we there yet?"
Answer: Because filling your car with gas is a NECESSARY but NOT SUFFICIENT step to getting you to your destination (a new customer or client).
Do you have a chance of arriving now that your gas tank is full? You bet.
Did you have a chance of getting there with your tank on empty? No way.
Let's move on...
Insight #1 You need to sell the same way that YOU buy.
Look at your email spam or bulk email folder. Yes, you. Yes, right now. I'll wait...
tap... tap... tap... tap... You're back. Excellent.
Did you see that spam email from the toner cartridge company? Did you catch the pitch from the SEO firm that filled out your website's "contact us" form? Did you respond to that great deal on vacation cruises? NO?
OK now pop over to your paper mail pile on your desk. Did you check out the latest "triple play" offer from Comcast (or whatever hellacious Cable Satan runs in your neck of the woods)? How about that compelling cell phone offer from Verizon? The Wall Street Journal subscription offer under that postcard? Or how about that postcard - you know, the one from the home heating oil company? NO?
When's the last time you gave your credit card number over to a cold caller who interrupted your family dinner? NEVER??
Because you seem pretty excited about YOUR cold calls - and sending out YOUR spam - YOUR offers - YOUR postcards - YOUR sales messages.
The problem with doing it this way? In four words...
Zero. Value. For. Prospects.
And hello? YOU don't BUY this way. What in the world makes you think your prospects DO?
Look once more at the ad above - and answer one simple question:
Question #1: What VALUE have I ADDED to my prospect's world in order to EARN the RIGHT to INVITE them to a conversation and OFFER my solutions to their urgent, pervasive, expensive problems?
Insight #2 Referrals are great - but they are neither deaf, dumb, nor blind
Next, you'll say that you don't NEED "expert marketing" because 99% of your business is repeat and referral business and it's always been that way and you don't see how this "newfangled marketing" is going to move the needle in closing more sales.
Do you seriously think that referrals don't check you out online before picking up the phone?
What messages are you sending to your valued referrals with...
a. Your outdated website (articles from 2008 are outdated, friends. And from 2003 even more so. And design aesthetic from 1997 most of all.)
b. Your sporadically updated blog that you leave dormant for 2 (or 4 or 6) months at a clip.
c. Your abandoned Twitter account you set up because someone said "you had to" and that now has 37 followers while your competitors have 3,000 (or a whole lot more.)
d. Your sketchy, bare bones LinkedIn profile that has 300 connections but only 2 recommendations (From 2005. From people with the same last name as you.)
e. Your "glory days" articles and TV clips and PR placements from 20 (yes I'm serious), 10, or even 5 years ago. Nothing screams "has-been" like old media.
Make no mistake: Getting repeat and referral business is great. But don't kid yourself that this absolves you from having a top-notch web presence, social media platform, and body of knowledge that is ultra-current, super-relevant, and obviously abundant.
In fact, you are leaving yourself open for EMBARRASSMENT if your advocates hear back from their referrals and find themselves in the awkward position of having to DEFEND you to them because your web presence has fallen behind and now casts your professional expertise into doubt.
Question #2: Does my overall web presence REASSURE and REINFORCE the referrals I earn with the most current, credible and relevant expert marketing messages, positioning, content, resources, and value that will make my advocates LOOK BETTER - not worse - for referring me?
Insight #3 Expert Marketing is a 4-layer enchilada (aka You don't get to eat the delicious golden-brown cheese without first layering on the meat!!)
The first layer - at the core of the matter - is your Reputation. Your work. Your track record. If you stop there, you'll have a VERY hard time attracting NEW leads and prospects to your doorstep. "My work should speak for itself" is what a lot of very smart people say - smart people who have a hard time making their mortgage payments.
The second layer is Amplification. Ways to make your "expert signal" stronger. Enter social media marketing, niche PR, article marketing, blogging, keyword research and search engine optimization. This is the key to spreading your ideas and broadcasting your expertise.
The third layer is Leverage. This is where you begin to capitalize on your "expert marketing" assets such as articles, blogs, videos, podcasts, interviews, white papers, special reports, book excerpts, and other value-first marketing tools. You can now reach out to high-probability prospects both individually (on LinkedIn for example) and collectively (on your blog for example). This is where your job becomes putting the right bait on the right hooks in the right lakes to catch the right fish.
The fourth layer is Gravity. Just like Jim Collins talks about the "flywheel" concept in Good to Great (it takes a long time to get it spinning but then is very hard to stop because of the power of momentum) - this is where you start to see payoffs. More leads, better prospects, bigger opportunities, more conversations, higher profile alliances, more invitations to speak, publish, guest post, contribute, teach, and (drum roll please...) more invitations to do great work at premium fees for great clients who NOW know you, like you, and trust you enough to hand over 5- and 6-figure checks because their level of confidence in your expertise is pretty damn close to 100%.
Question #3: Do you want to make more sales to strangers? (Good luck with that). Or do you really want more people to recognize, respect, and request YOU by name when they have a need, project, or problem that they instantly see has "your name written all over it"? If that's your goal, then expert marketing is for you.
Re-read the McGraw-Hill ad above and let's do a 21st century spin on it together...
- I don't know who you are.
- I don't read your blog.
- I don't subscribe to your newsletter.
- I don't see your name in my industry's publications.
- I don't hear my peers spreading your ideas.
- I don't come across your content in Google searches.
- I don't connect your solutions to my problems.
- I don't feel the gravity of your credibility or credentials.
- I don't have any tangible way to gauge your expertise or experience.
- Now -- what was it you wanted to sell me?
So here's the ultimate (and most important) question for YOU:
How can you realistically expect to SELL anything by NOT setting the necessary pre-conditions for ANY sale with Expert Marketing?
The answer is as simple as it is obvious: you can't. Just like you can't drive your car from Denver to Sheboygan just by filling up your gas tank. You need to get behind the wheel, plan your route, use your GPS, add more fuel along the way (and probably some beef jerky and Sno-Balls and root beer) AND put in the hours and the miles to get you to your destination.
Nobody -- and I mean N-O-B-O-D-Y -- hires speakers, consultants or professional services firms sight unseen. You wouldn't. I wouldn't either.
And the facts prove out that today's buyers are just like YOU and ME.
Expert marketing is a marathon, not a sprint. And as any marathoner will tell you - the best (and only) way to run a marathon is one mile at a time.
What do you think? Please post YOUR COMMENTS below and...
There are four things that you need to focus on in your professional service marketing, four levels if you will.
The four levels are strategy, tactics, initiatives and action steps.
When you go to a conference, when you ask your mastermind group for help, even when you start searching the web for answers and resources to grow your business, the number one source of overwhelm is when we've heard a whole bunch of strategies, a whole bunch of tactics, a whole bunch of initiatives, a whole bunch of actions steps and we don’t know the difference.
- We can't do them all.
- We can't even prioritize or figure out how to start to think about them.
- We can't even distinguish which is what and why and how it might work for us.
So let's unpack this for your business...
Let's talk about level one, strategy.
A strategy is a big picture area of your business.
It could be a marketing-focused strategy. It could be a sales-focused strategy. It could be a financial strategy.
Let’s say you come across someone who tells you Twitter is an amazing marketing platform and you’re really missing out if your business is not on Twitter.
He's using it and it fits his business beautifully, of course and you respect this person and you admire their successful business. And now you’re thinking, "Oh man, it's all about Twitter Twitter, Twitter. This guy built his business on Twitter, so I can probably build my business on Twitter."
Well, all right, let's back that up and analyze that as far as the four levels of marketing.
Internet marketing is the strategy. Internet marketing is the big umbrella over Twitter. So you ask yourself, to what extent am I going to use an Internet marketing strategy in the sales and marketing and business development aspect of my business?
Internet marketing is the strategy.
The set of tactics under that would be social media. There's a lot going on via the internet, folks, that's not social media.
For example, search engine optimization, your website, the structure of your web presence, blogging, email marketing, dozens of internet marketing strategies. Social media happens to be one bucket under that, so social media is the tactic.
An initiative would be "I'm going to start using Twitter." This is level three now.
I'm going to start using Twitter. I'm going to start understanding it. I might read a book. I might go to some websites, I’m going to grab a copy of Twitter 101 or Using Twitter for business, all those fabulous resources that are out there for free. I'm going to become educated on that -- on that initiative.
Now, the action step - here's level four, the action step always takes the form of verb, noun, date.
- Set up my Twitter account by Wednesday.
- Load my first 30 tweets in Hootsuite by Friday.
- Find 100 influential people to follow in my industry by Monday.
Those are action steps. And the action step can also go on your calendar.
So this approach really takes it down to "What am I doing today?"
What's on my priority to-do list today? Not what's on my to-do list because your to-do list could be 50 things, but what are my top three most important things that I need to do based on the strategies I've selected, based on the tactics that I’ve chosen, based on the initiatives that I've designed, what are the action steps to put on my calendar and get it done?
So let’s follow this through with a complete example -- let's say I'm in the insurance business. (I'm not but let's say YOU are!)
You're selling into the insurance marketplace, insurance companies and insurance agents, general agents, insurance associations, insurance publications, and you’re looking to become a dominant resource in that world.
Your action step would be "I want to follow 300 insurance industry folks on Twitter by April 13th." That's your action step.
Does that fit into an initiative? Yes. The initiative is aggressively grow my Twitter following targeted to the insurance industry.
Does that fall in to a tactic? Yes, it does. It falls in to the social media tactic or set of tactics.
Does that fall under a strategy that I decided to use? Yes, it falls in to my internet marketing strategy.
So right there, just unpacking those four levels, you've got some "A-ha" moments, some insights you can use to start to filter and sort all of your old ideas, old notes, all of those conference sessions that you may have gone to, all of those tactics and tools and light bulb moments, all those nuggets and sound bites that you may have swirling around in your head or on your “someday, maybe list.”
If you start to sort them in to these four levels; strategy, tactic, initiative and action step – you’ll get a much clearer blueprint for ALL your marketing going forward this month, next month and next year!
What do you think? Leave a comment below and join the conversation...
Too often, professional services firms:
- Do marketing “by accident” or don’t do outbound marketing effectively
- Hope that “prospects will call us when they need us”
- Never know where their next lead is coming from
- Don’t market using their best asset – thought leadership
- Throw too many dollars into a “marketing black hole”
Independent research with over 700 professional services firms proves that the #1 source of new business is “Making warm calls to existing clients” – and #2 and #3 are “Speaking at conferences and trade shows” and “Running our own seminars and events” yet if yours is like the majority of firms, you haven’t yet cracked the code on how to make this work for YOUR people to attract YOUR clients.
More research shows that 52-72% of B2B professional services BUYERS are willing to switch to new service providers across a spectrum of specialties. (Wellesley Hills Group, What’s Working in Lead Generation professional services market study)
Meaning: You’re always ONE good presentation away from closing new business.
Speakers, consultants and authors can often do a MUCH better job in the following areas:
• Design and deliver a client-magnet presentation
• Generate leads without being salesy
• Use Before-During-After marketing to stay top of mind
• Maximize profits on a shoestring marketing budget
• Generate more leads, better prospects and bigger sales using irresistible offers and high-integrity techniques
...and in my experience working with clients like this, it does NOT take a huge amount of work; small, targeted shifts in your packaging, promotion, messaging, and followup makes all the difference (which we nail down for you in this program) and then the floodgates open for your speaking success!
Last Word: Marketing Skills vs. Presentation Skills
A decent presentation built for marketing and sales results will outperform a brilliant presentation built for a “standing ovation” or praise from your local Toastmaster’s club or high marks from a presentation skills coach.
Bottom line: I don’t care if you become a great speaker. I do very much care that you become a good speaker who consistently generates more leads, better prospects, and bigger sales each time you present in front of a roomful of potential buyers.
What do you think? Fire off some thoughts, comments, or questions in the COMMENTS section below. Let's talk about this one...
Guest post by Charlie Poznek
When I first started my online business, I had no idea what a business coach was, let alone why I needed one. I was much more concerned with the technical aspects of building a website, launching a podcast, and figuring out what social media was all about.
What I didn’t realize at the time was that hiring a business coach would’ve saved me hours each week, and not just when it came to learning to format my Twitter profile.
I learned that a business coach is crucial to speeding up the learning curve, connecting with your target market, and avoiding expensive mistakes that new online business owners tend to make. In essence, hiring a coach will get you in the game faster, keep you there longer, and let you focus on building your brand and connecting with customers.
So how do you find the business coach of your dreams?
1. Clarify your values
What matters most to you in your business, and as a human being? For me, giving back is a huge part of why I do what I do. When looking for a coach, it was important to me to work with someone who shared that value. I didn’t care if they were the most well-respected business coach in the world; if their values didn’t match mine, I didn’t want to work with them.
Your values don’t necessarily have to be personal or moral in nature - they might include your working style, or what’s most important to you in a professional relationship.
For example, do you value someone who gives it to you straight, or someone who is more nurturing? Are you a go-with-the-flow type of person, or do you prefer to have everything planned out?
Figure out which values are most important to you in a working relationship before beginning your search for the perfect coach or mentor.
2. Set expectations
What do you expect to get out of working with a business coach?
Would you like a coach who…
- will answer frantic phone calls in the middle of the night?
- meets with you for hours at a time?
- conducts sessions strictly over Skype?
- follows up with you even after you’ve completed your sessions?
Start to think about your expectations of the relationship, including how much time you want to spend working with your coach and what you expect them to teach you. Some people may want a good listener, while others may want to be told exactly what to do and how to do it. What’s your preference?
You should also consider how you want to work with your coach:
Would you prefer…
- One-on-one power sessions?
- Mastermind groups?
- Live webinars?
- Weekly phone calls?
If you’d rather be face to face than on the phone, look for a local coach who can meet with you in person. If you’re busy with a full time job and can barely squeeze in a weekly webinar, find a coach who can work around your schedule.
You should also clearly state the goal of working with a coach. How will you know if the coaching relationship has been successful?
Make a list of exactly what you want help with, and what you want to achieve. You might want something as basic as help setting up your website, or something as esoteric as defining the feeling of your brand. Get specific so you can find the perfect person to deliver what you need.
3. Create a budget
You can spend $25 on a business coach or $25,000. What’s your budget?
Keep in mind that the most expensive mentor in the world doesn’t necessarily mean you’re getting the best mentor in the world.
Many business coaches offer monthly packages that include weekly phone calls and email support. Generally speaking, one-on-one coaching will be more expensive than group coaching, but you’ll receive less attention.
An experienced, well-known business coach might charge upwards of $500/hour for his or her time. If you fall in love with a coach and find out their price point is too high, don’t give up right away. Contact them first to see if they have a payment plan or a program that’s within your price range.
4. Schedule an interview
Once you’ve found someone who shares your values, meets your expectations, and falls within your budget, it’s time to set up an interview.
If the business coach you’re interested in is highly successful, you may feel intimidated and fall into what I like to call the “pick me!” mentality. Remember that there has to be chemistry on both sides in order for a relationship to work. If this coach is recommended by everyone but you get a bad vibe from them, it’s not worth the investment.
Prepare a list of questions for your interview, and be sure to take note of how you feel during the interview. Do you feel listened to? Does the coach seem confident that they can help you?
A good business coach will be extremely interested in hearing all the details of where you are now and where you want to go - without those details, he or she has no way of knowing if the coaching relationship will be a good fit.
Finally, make sure that you like the person you’re about to hire. They may have all the knowledge and expertise in the world, but if you dread spending an hour on the phone with them, you’ll be wasting your money.
Charlie Poznek is the Founder and CEO of The Boomer Business Owner with Charlie Poznek, a podcast that helps Baby Boomers create a spectacular life through successfully starting and running an online business.
Have you ever hired a business coach? What was your experience like? Use the COMMENTS area below and join the conversation!
Guest post by Chris DiFonzo
I fired my “snow guy” in the middle of Snowmageddon.
A neighbor referred him.
I had snow, he removes snow, it should have been that easy.
All interactions have unspoken guidelines. Sometimes obliviousness to them is forgivable. Example: An old friend asked me to mow her lawn. Secretly I loathed operating her electric mower, so I offered a neighbor’s “lawn guy” twenty bucks. He loathed being propositioned to do yard work for a stranger while he was doing a favor for a friend. My bad.
The lawn guy was a misunderstanding. The snow guy lacked a grasp on the rules. I had no idea when he would show up, had to chase him down to pay him, referred him more business, not even a thank you. I took it all in stride, until Snowmageddon.
Midstorm, and mid snow removal, the motor stops outside. Working from
the kitchen, above the driveway, I overhear him declare he is leaving and not returning because, “... they did the driveway, why didn’t they just do the rest?” And he leaves.
Fast forward, we’re on the phone, he tells me he’s coming back tomorrow. I tell him I heard what he said. He says maybe it’s not working out. I confirm.
If you’re in the business of being somebody’s fill-in-the-blank person -- marketing, finance, strategy, snow -- never act like your work is a favor.
Be clear about your commitments and theirs, say what you mean and do what you say, bill and collect for your services promptly, always demonstrate appreciation for referrals and always finish the job.
By the way, the lawn guy took the twenty. Business is business.
Chris DiFonzo is a seasoned entrepreneur and sales executive. He can be reached at ChrisDiFonzo@gmail.com, on Twitter @chrisdifonzo and on Linkedin.
What do YOU think about doing business vs. doing favors? Use the comments below and join the conversation...
It all started with this passionate rant...
If I see one more idiot posting about "millionaire speaker" bootcamps or info-marketing mega-courses, or moronic pitches to "work less and make more" I'm going to pop an artery because these are complete B.S.!!
You want the secret to work less and make more?
Great - here it is in three words: DELIVER. MASSIVE. VALUE.
Maybe four more words would help: WORK. YOUR. BUTT. OFF.
In addition to my main speaking and consulting work, I've made a very nice secondary income since 2008 in group coaching programs. I run between 4-7 of these per year and they are a tremendous amount of fun.
HOWEVER - let's not sugar-coat things, either: they are a tremendous amount of WORK. Preparation, planning, building the modules, marketing the programs, filling the classes.
And no, these aren't the $97 per month automated type of programs with canned emails and videos.
These are personally led by me in real time with real interaction and they carry a premium price tag of between $750-$1200 per person. I regularly get between 8 and 15 people per group. And they are extremely well-received.
I can say with pinpoint accuracy that since 2008, I've run...
- The Speaker Marketing Toolkit program 12 times since 2008 ($144,000)
- The Product Development Tookit 3 times ($28,800)
- The Speaker Profit Blueprint 3 times ($23,100)
- The 30-day SpeakerLiftoff program 5 times ($37,375)
- The Do It! Marketing Accelerator 8 people at $277/month ($6,648 to date)
- The inaugural 2014 Book Marketing Workshop had 12 people at $777 ($9,324)
So if you truly want to leverage your time, talent, content, expertise, and experience...
You must learn to create, market and sell group coaching programs.
They're a great supplement and complement to your main business as a speaker, author, coach, consultant, or independent professional.
There is no magic bullet. There is no "millionaire fairy"... Get to work and you'll get these results.
p.s. Ready to go behind the scenes and do this for your own business? If so, then this might be exactly what you've been looking for.
As a marketing coach, I see a lot of misguided people in the marketplace but this one has to be in my Top 3 of all time...
Yup, it's been a while but here's the latest winner in the now infamous Marketing Jackass Awards...
Somebody was crazy enough to post this egomaniacal rant on Facebook.
She was complaining that (yet AGAIN) she was not hired by a prospect after slathering her self-centered egotistical slime all over them.
- Take a look - and for a fun exercise, COUNT the number of times she uses the words, "I, me, and my."
- Bonus question: If you were an executive on the receiving end of her pitch as she describes it, would YOU hire her? Why or why not?
- Leave a comment below and let's discuss.
Here it is, straight from the source:
IT HAPPENED AGAIN!!! I had a meeting with an organization leader. After going through what I have accomplished, what I am great at fulfilling to help others excel, and the list of services and products I have created WITH MY TEAM OF EXPERTS, I was indirectly asked to *downplay* my genius because many people will feel uncomfortable and jealous. Really? I am being asked to be small, to suppress my God given gifts to help others because I have to protect the ego of people who are less capable? How is that being of service to people in need? How is that being authentic, and being true to who we are, our convictions and our mission in life?
I am deeply grateful to God for blessing me with many talents and abilities. I have learned many valuable lessons in life through my own experiences, and through the wisdom of mentors who I chose to help me become the best I can be to fulfill my big mission in life. I make no excuses for the magnificent person I have become because of my experiences and choices. Not everyone will support my big mission in life, and it is ok. I stand true to my values, and my higher mission to be the voice of Hope, Courage, Inspiration, Transformation and Resilience. People need me to lead them from their places of darkness into light, and help them stand confidently in their own magnificence. People need me to find the joy, peace, healing and positive changes in their lives. It will be a disservice for me to not share all the fantastic things I can help them with, because others will feel insecure.
Not everyone will get me. And no one can stop me. I WILL BE OF SERVICE TO HUMANITY FOR THE HIGHER GOOD, IN MY OWN AUTHENTIC AND SPECTACULAR WAY. IF OTHERS ARE BLINDED BY MY LIGHT, THEY NEED TO WEAR SUNGLASSES, or stay in the shade, and not block the sun from shining on others in need of light.
Here's a bonus graphic reminder for you. If you agree, please grab this image and share it with your social media networks:
Comments are now open below - What do you make of the effectiveness of this woman's approach to her prospects as she describes it above? GO...
Guest post by Ford R. Myers
President, Career Potential, LLC
People who are seriously considering engaging the services of a professional coach or consultant usually ask many questions about what the advisor “will do or should do” in order to make the coaching relationship work for the client. This is certainly reasonable and understandable.
However, there are also several “prerequisites” or standards that the client must meet for the engagement to produce optimum results.
Unfortunately, these criteria are rarely discussed during the “contracting process” between consultant and client.
There are at least six behaviors and attitudes which clients need to embrace to help make any coaching engagement successful:
- Treat the consulting relationship as a real priority in your life (fully-invested; not an “afterthought” or a distraction)
- Be coachable (open-minded, trusting, non-defensive, willing to go a bit outside of your comfort zone, flexible, committed to the process)
- Show-up for appointments (in-person, via phone, on Skype)
- Do your “homework” promptly (written exercises, reading, research)
- Be 100% honest with your coach (candid, vulnerable, “real,” sincere, direct, unguarded)
- Hold to your commitments and be “self-accountable” (with the support and structure of your coach)
In my work as an Executive Career Coach, I make it clear (either explicitly or implicitly) to prospective clients that “this is a two-way street.” Of course, I commit 100% to doing my part to the best of my ability.
But the client also has a vital role to play in the consulting relationship, with important commitments and responsibilities (listed above).
Discussing these items candidly before getting started in a new coaching engagement has proven to be a productive exercise, and it has been mutually beneficial.
Such a conversation “screens out” prospective clients who are not a good fit for my programs; it empowers clients to take full responsibility for their part of the work; it sets clear expectations and eliminates incorrect assumptions; and it allows me to hold my clients accountable when they inevitably experience resistance or avoidance during the coaching process. In other words, this dialogue clears the way for clients to achieve their goals more efficiently and productively – which makes everybody happy!
What do you think? Leave a comment below and...
You're about to meet one of my favorite people and a super-smart sales guru... My sales speaker pal, Mark Hunter.
Pull up a chair, grab a coffee and join us as we talk about High Profit Selling and the secrets of how YOU can sell smarter.
Good selling is all about GETTING clients and great selling is all about GETTING profits, so it makes perfect sense that Mark is an expert in both!
Get ready to take some notes on how Mark's brilliant ideas apply to YOUR business...
Get "real deal" insights on sales that will blow the competition away. See how many valuable nuggets YOU can implement in your business - right NOW!
What do you think? Please leave a comment below and let's discuss...