Ciamos

Bernadette Doyle

These days there is just so much information and advice freely available, that the problem is not lack of knowledge - it's selecting which bits are most relevant and applicable to your situation. The problem is that when you're confused you will most likely select the safest option eg do nothing!

To cut through the confusion, you need to go right back to basics and identify what your core marketing objective really is. This makes things simpler, because no matter what business you are in, there are basically only three ways to grow your business:

• increase the number of leads generated - what I describe as 'raised hands'
• increase the conversion rate of those raised hands into paying business
• increase the average amount that each customer or client spends with you

Let me give you a few examples to illustrate this:

Paul is an experienced consultant who achieves tremendous results for his clients - largely corporates. When Paul gets face to face with a decision maker, his closing rate is over 90%. His challenge is securing enough of these face-to-face meetings. So Paul's key marketing objective is to increase the number of enquiries by setting up lead generation systems, and becoming more visible to his target audience.

Janet is a coach who started publishing an email newsletter because she thought it would be a good way to attract clients. One year on she has a sizable subscriber list, and lots of praise for her wonderful newsletters, but she doesn't have to clients that she wants and needs. So Jane's marketing objective is to increase conversion. To do this she'll need to take a close look at what she is offering to her subscribers, how she is presenting it, and actually ask for the business (I know that last point is like stating the obvious, but it's surprising how many people skip this step - and then wonder why they don't have enough clients!)

Trevor is a hypnotherapist who has an impressive track record curing people of phobias. The problem is, after he has successfully treated a client, he never hears from them again! So every month he has to work hard to get new clients to replace the ones who have just left. What Trevor needs to do is identify additional services that he can offer his satisfied clients. This will increase the value of each client to his business, and simultaneously remove the pressure to bring in new clients month after month.

If you've been confused about 'where to start' with marketing, think about whether your priority is to increase leads, improve conversion or increase average client value. Then pick just one thing that will help you achieve that objective, and follow through and actually do it!

'But what if I need to do all three?'

Boy, are you in trouble! Call the emergency services fast! (Just kidding ;-) If I was helping a client in this situation, I would first have them work on the offer they were making to prospects, and make sure they were presenting it in the best possible way. After they'd achieved good conversion rates with a few test prospects, then I'd turn attention to increasing leads and enquiries. Finally, when this system was working nicely, I'd have them start identifying opportunities to upsell and cross sell additional products and services to those clients.

Ongoing, you'd ideally keep an eye on all three areas. In my own business I simultaneously work on all three at once, and it does get easier with practice. But for now, identify which is your biggest opportunity area and address that first.

Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals. If you want to get clients calling you instead of you calling them, then get your free tips now at www.clientmagnets.com