Are You an Expert But With Few (Or No) Clients?
Maybe you’ve got technical skills like:
- Web design
- Graphic design
- Software development
- Network & security analysis
- Video editing
Or perhaps you’re more of a creative type:
- Writer (including copywriting)
- Musician or teacher
Or maybe you’re a coach:
- Health and fitness coach
- Life coach
- Sports Coach
- Relationship Coach
- Business Coach
- Personal Development Coach
Possibly I haven’t featured your category here, but if you’re leveraging your skills and expertise into an income stream, keep reading……
You Hate to Sell Right?
Most skilled people are not comfortable doing sales work. Why?
Well one reason is to do with perception. They think sales work is about using high pressure techniques, which is something they detest.
Another problem with highly skilled people is that they ‘see’ themselves as experts, not sales people. They also instinctively feel that if potential clients see them as a glorified salesperson, it will affect their ability to attract (and profit from) clients.
They’re also not fussed about rejection – sales people have to endure lots of rejection.
Or do they?
Well in the world of traditional sales the above comments are accurate.
Why You Hate to Sell
You hate to sell because you can’t handle rejection, like most of us.
Maybe you also have a perception of yourself as someone who is above the fray. You see yourself as a professional, an expert, a skilled person – definitely not a sales person.
Without Sales Your Business Is a Dead Duck
Despite the foregoing the fact remains that if you don’t have customers and clients who buy from you, you’re toast.
A regular flow of sales is the lifeblood for any business even if that business is a consultancy, a coaching business, or a non-sales type of business.
Every year thousands of solopreneurs and skilled practitioners etc shut up shop for the simple reason that they couldn’t find enough high paying customers. They didn’t quit because they hated the work, or hated being self employed.
In all probability they loved the work. It’s just that they were unable to crack the client acquisition code.
So back into the work force for them. What a shame!
Is Selling Really THAT Bad?
Well like many things in life it’s all about perception. A professional salesman will tell you it’s the best job in the world. Yeah right! He’s probably a born salesman with the gift of the gab. A real extrovert who loves talking to people and although he’d prefer not to get so much rejection, he’s learned to take it in his stride.
Importantly, he/she is the type of person who bounces back from major setbacks very quickly. For her, it’s like water off a duck’s back.
Is that you? I didn’t think so.
Fear – The Number 1 Wealth Killer
Do not succumb to fear. Instead find a better way to get the job done. Sure sales and marketing is scary for non sales types, but the fear is based on a false premise, namely that sales work is about hustling, pressure and rejection.
This may be the case for someone who is selling used cars for instance, but if you are an expert with skills to market, a different approach is required. A non sales approach.
A Better Way to Attract Clients
Notice I use the word ‘attract’, rather than ‘find’?
The difference between attracting clients, and finding or hustling for them is huge.
It’s like night and day.
So, what if you had a situation where you’re getting a steady stream of people approaching you?
And what if these people want to do business, and are happy to hand over big chunks of money to you?
Would be good, eh?
So that’s where you want to be:
The expert and authority in your niche
Get it right and people will beat a path to your door.
Mess it up and they will run a mile.
Your Ideal Client
Do you have a profile of your ideal client? Is he/she spending plenty of money with you? Is she easy to work with and the sort of person who implements what you ask her to do? And does she pay on time without a fuss or a quibble?
Think about some of those questions and come up with a few of your own. The goal is to be totally clear about the type of person you want to attract.
If you already have clients, conduct a review. Determine which type of client you want more of, and which ones you definitely don’t want!
How to Attract Premium Quality Big Paying Clients To You
Here is one BIG thing you can do:
Position Yourself As An Authority.
You’ve heard it before
This is different!
Noted marketing guru, Frank Kern stated this: “positioning, most importantly positioning yourself as an authority, is the single most important thing you can do increase your perceived value to the market place”. Kern went on to say that “everyone…should immediately begin the process of creating their own personal brand”.
But it’s not just Frank Kern saying it – marketing legend Dan Kennedy offers back up with this comment:
“The simple truth is, if you aren’t deliberate, systematically, methodically or rapidly and dramatically establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fueling the entire economy around you, neglecting development of a measurably valuable asset”.
So if you have skills and expertise this is the way to do business now. You – the noted authority in your niche. Not only will you attract more quality clients, you’ll be able to charge much more than your non differentiated ho hum competitors.
How We Do It
There are many ways to do it but one of my favorite ways is to set up a branded blog. The nice thing about a blog is that you can easily add new content on a regular basis. It is vital that the blog content is current, relevant, well written, and impactful.
What else can you do with your online assets?
Well, if you already have a website you can do a variety of things to enhance your authority such as:
About Page Revamp. People who visit your web site will usually take a look at the About page, but the problem is that most About pages are dead boring. They’re formulaic and cliché ridden. After you’ve read my blog post report on how to re-engineer an About page, you can make some decisions as to what to do with yours.
Now that you have resolved to grow your presence as an authority in your niche there’s a lot you can with your About page. For instance, you can build a narrative around your skills and core competencies. But avoid being too fact oriented. Bring the narrative to life with a story or two. Ideally the stories should illustrate to the reader how you helped someone solve a problem or achieve a desired objective.
If you’ve done anything to enhance your reputation offline by all means feature it. Examples include:
- You gave a talk on your topic
- You were interviewed
- You had an article published
The point is that your About page is a perfect opportunity to put ;you on a pedestal. Don’t be shy – it’s time to strut your stuff!
Testimonial Page. Somewhere on your site you’ve probably got some testimonials. However, many testimonials do not stand out – they don’t grab people. Try putting a nice box around each testimonial – turn it into a feature. Another key thing to do is to add a photo of the referrer.
It’s surprising how many testimonials do not feature the person’s photo. Other things you can do are to feature a video testimonial, and build a narrative around each testimonial.
Case Histories Page. Not many web sites feature case studies which is a shame. Case histories are like testimonials on steroids.
Bottom line: each of these ideas will help to create the perception that you are the ‘go to’ person in your niche. Embrace these ideas and leave your competitors in the metaphorical dust.
Write a Free Report. The key to a report is to focus on one issue only, and then solve it. Let’s say you’ve identified half a dozen pain points that you KNOW your target audience experiences. Simply write one report for each of the pain points. Your report could be 5-15 pages in length, and once you’ve completed it, convert it into a PDF and use it as a lead magnet to attract people.
Write a Book. This is similar to the free report strategy except that with the free report you only solve one problem at a time whereas a book works with a bigger canvas. But it doesn’t have to be a magnum opus – it could be a 50 page ebook that helps to position you as an authority. You could focus on the main areas of concern (pain points) experienced by your audience, and offer solutions.
Create Some Videos. If you are ok with fronting a camera video marketing is a very powerful way of connecting with your audience. Keep the videos short, maybe 5 minutes in length. As with the free report strategy you should focus on one issue at a time – solve the problem then tell them how they can contact you.
Load the videos on You Tube, include topic keywords in your title, your description (which should also include an offer and a call to action), and in the title tags box. If your videos rank, You Tube will send you some free traffic. Also consider promoting the video on social media sites, as well as to your existing and prospective clients (ie your list).
The Wrap Up
The pain free way to attract new business is simply to grow your authority presence. By doing that you will find that doing business becomes a pleasurable activity. Further, you will be able to charge a premium for your services (people are happy to pay more to experts), unlike your undifferentiated competitors.
Are there additional things you can do to speed up the client acquisition process (such as generate leads from advertising etc)? Of course. No doubt about it. But initially you should establish your foundation. Once done, you can aggressively ramp up your marketing activities if you want.
Who I Am Looking For
You’ve already started your business, but still haven’t landed your first high paying client. Or perhaps you already have some clients but want to attract more premium ‘A’ class clients. Is that you?
If YES, talk to me.
For a limited time I am making myself available at no charge. I want to help you crack the client getting code once and for all.
See below for my offer, then request an appointment.
Do it now.
****Special Offer ****
If you are an expert and need more high paying clients the key is to position you as an authority in your niche. It is NOT about being a mere salesperson.
I’ve been using these techniques for years in my own business. Techniques that have enabled me to quit the rat race and travel the world as a digital nomad.
So here is my offer for you……
I will give you an hour of my time (by phone or Skype) for brainstorming, including specific strategies on expert positioning and client acquisition. AND I’ll always be focused on skyrocketing your income by showing you how to attract ‘A’ class clients who pay you top dollar.
All at no cost to you. All I ask for in return is a testimonial and the opportunity to build a valuable relationship.
Results matter, so that will be my focus with you – to give you valuable ideas you can use straight away.
I hope you enjoyed reading this blog post. If so, share the love on your fav social media platforms. I would also love it if you can add a nice comment below.
You can contact me here:
USA: 310 601 8528
Australia: 07 3102 3572