There are four simple ways in which you can grow your business. Too many coaches, consultants and trainers attempt to promote everything they do to anyone with a pulse and a credit card. The result? A scatter gun approach of expensive marketing that misses too many of your targets.
Instead, read on to find out about the four simple ways to grow your business, which will help you to select the most successful and cost effective marketing you can use.
With marketing, there are four main strategies you can consider when deciding how to get to your destination. You can just one strategy, or a number of them in combination, depending on where you are with your business. However many you use, remember that having a strategy and following it is much cheaper in the long run than the scatter-gun approach to marketing.
What Are the Four Strategies?
Let’s look at them in more detail.
Selling existing services to existing clients – this strategy is the simplest and most cost effective for many consultants and coaches. It’s about selling more of your existing services to your existing clients. If you provide one day of consultancy to a client each month, can you sell them more of your time every month? If you sell coaching programmes of 10 sessions over 10 weeks to your clients, can you provide an additional 10 sessions over the next 10 weeks, to the same clients?
This strategy is the simplest and most cost effective because it involves you doing more of what you’re already doing, with clients you already have. Your clients know and trust you, making them the people who are the most likely to buy more from you. Your services are already established and getting good results, so they are the easiest to promote to your clients, who already know that they work.
Selling more existing services to existing clients doesn’t need a huge investment in marketing or time. It’s about spending time with your clients – outside the time you spend working with them – to tell them how else you can help. It’s about keeping in touch with your clients on a regular basis.
How can you sell more of your existing services to your existing clients?
Selling new services to existing clients – this strategy is about selling some new products and services to your clients. They already know and trust you – and hopefully you keep in touch with them on a regular basis. This means that you can talk to your happy clients about the sort of new products and services they’d like you to provide for them.
You can create new services to sell them, based on how you’re already helping them and other problems they need help with. Because they know and trust you and know that what you already do for them works, they’ll be open to hearing about how else you can support them.
If your service is based around your time, think about how you can package your knowledge into products, like books, fact sheets and workshops. If you provide 10 face to face coaching sessions in a package, could you create a ‘quick start’ programme of 4 shorter, more intensive sessions, to help clients get started with a new project?
What new products and services can you create for your clients?
Selling existing services to new clients – this strategy looks at selling services that work and are loved by your existing clients, to new clients.
Your existing services have a proven track record. Hopefully you’ve got some great testimonials from your clients and case studies that show why clients come to you and how you help them. These recommendations are what new clients will want to hear, before they work with you.
Your existing clients know that you’re really good at what you do; your potential clients need to see, hear and read the proof. This strategy is about getting some help from your current clients, to help you sell your services to some new clients.
How can you sell your existing services to new clients?
Selling new services to new clients – this strategy is usually the hardest and can be the most expensive to carry out successfully. Why? Because it’s about selling brand new services that have no track record, to potential clients who don’t know you, let alone trust you. You have no proof that your new services can do what you say they’ll do, because no one has bought them yet, or used them long enough to be able to see the results. This means that you can’t rely on existing clients to tell people how great you are.
It’s also about finding new clients, with whom you have no reputation. They’ve not worked with you before – they might not even have heard of you – so selling them your expertise is going to be harder and require some really targeted marketing. If you’re up for a challenge and have already done everything you can or want to do with the first three strategies, then this one is for you!
Do you want to be brave and develop new products and services to sell to brand new clients?
How many strategies are you going to use to promote your business? Whichever ones you’re going to use, start at the top of the list and work your way down. Strategy one is the easiest and most cost effective, while strategy four is usually the most expensive and risky – even though it can provide the biggest returns. Even if you’re going to use a combination of strategies, start at the top of the list and work your way down it for the best overall results.
Why Are You Still Working with the Wrong Clients? 23 May 2017
You know who those wrong clients are – they don’t want to pay you what you want to charge and always quibble on price. They don’t respond to you for weeks and then suddenly need everything done yesterday. They are never quite happy with the work you do for them, no matter how hard you try!
So why are you still working for these clients? Join this webinar to find out how to identify and attract your perfect clients.