client acquisition reloaded - david hobson

CLIENT ACQUISITION RELOADED

DAVID HOBSON 2


CLIENT ACQUISITION

RELOADED David Hobson

five big picture,

no-brainer

strategies

to help

service-based

businesses get

more clients

DAVID HOBSON 3


Five No Brainer Strategies to Get More Clients for Service-Based Businesses

If you conduct business in a service-based industry or if you sell big-ticket items, perhaps in the B2B space, you might have noticed this simple truth.

What worked yesterday is no longer guaranteed to work today.

Thats not just because technologies are changing.

Its also because your customers and clients are finding new ways to interact with each other and that is influencing the way that they want to interact with you. It is changing the way they do business generally.

Once upon a time, it was enough to just simply turn off that networking event. It was enough to host trade shows. It was enough to dedicate an hour or two a week to warm calls. And then at some point, things changed.

I know this firsthand because, for a long time, I was engaged by organizations to help them with their business development strategies.

DAVID HOBSON 4


In the early days, performing business development roles, I would invariably find myself sitting at a desk with a phone, an internet connection and very little else (aside from the often unreasonable expectations of my employers).

My job was to pick up the phone and start initiating conversations.

Sometimes my leads would come by way of tradeshows. Sometimes they would come by way of networking. And, sometimes, the Yellow Pages.

I was privileged, even though it didnt seem that way at the time.

Thats because the constant oversight of employers kept me motivated. If I didnt make the calls, I could kiss my job goodbye.

This is a privilege that self-employed business operators dont have.

Anyone whos been in business for a while will know that cold-calling (and warm calling) is one of the cheapest ways to attract new business.

It is also one of the most time-consuming and de-motivating.

It is extremely hard to call strangers, one after another, and maintain the confidence to do it again, over a sustained period of time.

Fortunately, one day, I hit my limit.

And I decided to never make a cold call again.

I sought the wisdom of others. I undertook training, I read a lot, and began testing different ways of doing business. (This, of course, led to my success on LinkedIn and, eventually, gave me the confidence to start teaching others.)

DAVID HOBSON 5


From this process of self-education, it was easy to see several big changes taking place. The old ways of doing business were becoming increasingly ineffective. And thats why I created this cheat sheet.

In its pages, I address five big-picture, no-brainer ways of thinking that are, in fact, so obvious youll wonder why you needed this reminder.

These principles and tips will help you get your head in the right space when pursuing client-acquisition activities, particularly if you operate in a serviced-based industry or you sell a B2B product.

Im talking about situations where the deal is done with a handshake.

DAVID HOBSON 6


1. INFLUENCE IS OUTPUT.

2. YOUR NETWORK IS YOUR

NET WORTH.

3. CONNECTIONS COUNT.

4. GO LARGE THROUGH LEVERAGE.

5. MAKE IT EASY.

index

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DAVID HOBSON 7


1. Influence is output Put your stamp on your profession. Stop consuming. Start contributing.

This is simply because you now are what Google says you are.

Think about it. If someone wants to know more about you, what do they do?

And the more you contribute, the more likely it is that people will find you (and, hopefully, engage you for your services) when looking for solutions to their problems. This is how the internet works.

The easiest way to get started is to contribute articles to industry magazines and their blogs or you can contribute to intelligent discussions online.

If you really want to take this up a level, perhaps start your own blog.

But, importantly, dont be afraid to share your true personality.

Too many people think that their own opinions are not as valuable as they really are. We assume just because we know something, everyone else is also likely to know that piece of information too, which is just simply wrong.

DAVID HOBSON 8


YOUR ACTION: Write down one gem of wisdom, one piece of advice or expertise that when you have shared this item of knowledge, people have said Wow! Is it really that simple? or Wow! Really, is it that easy?

BONUS POINTS:

1. Post an article or tip on LinkedIns Publishing platform. Its FREE and its easy and youll be amazed by the number of your connections wholl see it and comment. (It feels great to be acknowledged.)

2. If youre really stuck for a topic, go to the FAQ page on your website. These are the sorts of questions that people are frequently asking. Use these questions as the foundation for articles, discussions on forums and blog posts.

HOT TIP Most people unwittingly do their best to ensure that their organization conforms to the expectations of their industry. But thats no way to stand out. In his seminal book, Purple Cow, Seth Godin suggests that the only way to stand out is to be remarkable.

Put simply, to succeed in business, you must be worthy of being remarked about and that will never happen if you use other organizations in your industry as your benchmark. Stop and think for a moment, How can I stop playing it safe and take action to start being different?

How can I stop playing it safe and take action to start being different?

DAVID HOBSON 9


2. Your network is your net worth

Now we all know Donald Trump as the star of the very popular television show, The Apprentice.

We also know that he is a very successful entrepreneur and, of course ,youve heard the stories about his bankruptcy and come back.

So, Ive got to ask you this.

When Donald Trump hit the wall, what do you think was the first thing he did? Did he seek a rebranding expert? Did he update his Facebook profile?

No of course not. (Facebook didnt exist back then!)

Did he go into hiding? Did he hideaway and simply feel sorry for himself?

No! What was the first thing Donald Trump did?

He picked up the phone and started reaching out to people in his network.

Your network is your net worth.

So, it pays to get to know the leaders of your industry and get known yourself. Pursuing customers and clients is not enough.

For example, attend networking events, but shift the goal posts.

DAVID HOBSON 10


Your first goal when attending any networking event is now to seek out partners. Forge as many referral partnerships as possible.

Why try to promote or even sell your products or services to one person at a time when you can leverage the networks of others.

Find other people in your industry that you can collaborate with.

YOUR ACTION: If youre struggling to find an appropriate industry forum, join a group on LinkedIn. There is a LinkedIn group representing almost any industry or niche that you can imagine. Dont simply join the groups where your customers and clients congregate. Join the groups where major players in your industry gather and network. Dont compete, but collaborate.

Dont compete, but collaborate.

DAVID HOBSON 11


3. Connections count

For the first time in the history of business, your future customers can judge you based purely on the number of connections, recommendations, endorsements and fans you have on social media.

What Im talking about is the growing influence of social proof.

What is social proof?

If youve ever found yourself on a busy thoroughfare, choosing a restaurant to have dinner, you may have also found yourself in this position.

You might have noticed that one restaurant is filled with people happily dining while another is empty. Now, which restaurant are you more likely to choose to dine in? The empty restaurant or the one brimming with patrons?

I think you know the answer. This is an example of social proof.

Your customers and clients dont follow what you suggest they do.

They look to see what other people in their circumstances are doing.

Thats another reason why connections count.

And thats simply because connections are now very public.

DAVID HOBSON 12


For example, in the context of LinkedIn, anyone can see the number of your connections you have, associated with your profile, up to the point where you have 500 connections. After that point, LinkedIn doesnt publish the exact number. You get a badge instead, stating that you have 500+.

You probably wont be surprised to learn that people with more than 500 connections, who have earned the 500 badge, get more invitations, receive more connection requests and have more of their connections requests accepted than those with less than 500.

Connections dont only count for the purpose of social proof. The more connections you have, the larger your network will therefore be.

Let me ask you a question if you need to secure ten new clients every month, but you only have a database of ten prospects, are you likely to achieve the outcome that you need ten new clients?

Probably not.

Not every one of your ten prospects is likely to accept your invitations to work with you (your obsequious requests, your desperate pleas) and, even if they all are indeed interested, some will have holidays, other commitments or might simply change jobs, just at the point when youre about to close the deal.

However, what if you had 100 prospects and you needed ten clients? Have your chances of achieving your ten new clients per month improved? What if you had a thousand prospective clients on the hook every month?

I think that you know the answer.

Connections count.

Its now your responsibility to cultivate a database and

I think that you know the answer.

Connections count.

DAVID HOBSON 13


do what you can to boost your connections in the real world and on social media.

YOUR ACTION: Check out how many connections you have on LinkedIn. What do you need to do to reach 500? (Did you know that you can export your LinkedIn connections for the purpose of creating an email database? But be careful. Employ an email engagement strategy, which usually involves a sequence of emails not designed for the purpose of selling.)

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edin?

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DAVID HOBSON 14


4. Go large through leverageIn this report, weve already discussed the value of seeking many referral alliances at networking events. The rationale is simple and obvious.

Why pitch to one prospective customer or client at a time when you can market to many through the networks of alliance partners?

Why not create joint venture alliances and collaborate, rather than compete?

How might you get started? Simply find other organizations that target a similar audience to yours and discern what are their headaches, obstacles, aspirations and desires. If you can answer that question, its extremely likely that you have some value to add to this type of organization and that can become the foundation of a strategic alliance or joint venture partnership

YOUR ACTION: Write this down What are your prospective clients doing and thinking about before and after they need you? If you know that somebody requires a product or service before, the obvious conclusion is that they are likely to require your product or service next. Others who promote that product or service are likely to be strongly aligned, noncompetitive, potential joint venture or strategic alliance partners. The same applies to organizations that promote and sell products and services that your client-base is likely to consider after they need you.

The rationale is simple and obvious.

DAVID HOBSON 15


5. Make it easy

Youve heard the saying, automation equals freedom.

What online tools are you using to reach out and connect? What online tools are you using to help prospects connect with you and book your time?

While your leads and prospects might come from a variety of origins, all your marketing effort should be structured to conclude at a single destination.

What is your ultimate online commercial goal?

As James Tuckerman, founder of the Not-So-Freaky University puts it...

What is your ultimate online transaction?

He uses the word ultimate to simply refer to the last step that a prospect can take on their journey with you online before the business development discussion must be taken offline. He deliberately uses the word transaction because transactions can be measured. This applies to your website, networking activities and all your social media activities.

For example, most organizations employ one or more of these four ultimate online transactions:

Ecommerce sale. This simply occurs when a prospect pulls out their credit card, purchases something online and becomes a customer.

What is your ultimate online transaction?

DAVID HOBSON 16


Incoming VIP. Were not talking about very important people. Were talking about very interested prospects. You know the incoming VIPs when you see them. These are the people that who have already decided to work with you. Usually the only question remaining for this type of prospect is, Can I afford you?

Coupon downloads. Coupon downloads are an excellent ultimate online transaction for organizations that do not sell anything online, but offer products or services in a retail setting, a hospitality setting or who are sometimes involved in a trade (like plumbing). Provide someone with a coupon and give them a reason to reach out to you.

The outgoing click. This is an example of an ultimate online transaction that usually only applies to media companies or comparison websites which make their revenue from referrals and advertising.

YOUR ACTION: Write this down What is your ultimate automation goal? What is your ultimate online transaction? Do you want someone to book a meeting with you? Do you want someone to register an appointment? Do you want someone to visit you at your place of business? Do you want someone to purchase something from you online? What is your ultimate automation goal? What is your ultimate online transaction? Only by knowing this can you define your single destination for all your marketing efforts, online and offline?

DAVID HOBSON 17


HOT TIP If your goal is to book meetings, check out Time Trade. This tool allows prospects to book time with you. But dont offer a free consultation or no-obligation quote. Offer to solve headaches, answer burning questions and position yourself or your team as experts, rather than spruikers and sales professionals. By using Time Trade in this way, you position yourself and your business as the prize.

Offer to solve headaches, answer burning questions and position yourself or your team as experts, rather than spruikers and sales professionals.

DAVID HOBSON 18


WANT TO LEVERAGE LINKEDIN?

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David Hobson is eLance and oDesks city manager for

Melbourne and Adelaide. He conducts LinkedIn workshops and

provides consulting in the areas of business development,

marketing, and community. Davids also a growth hacker whos

contributed insights and expertise to startups across Australia.

Connect with David at his LinkedIn page (of course!).

client acquisition reloaded - david hobson

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