(Say What!) 3 Ways To Set Yourself Up For Attracting High Quality Clients...Even If Nobody's Ever Heard of You Before!
Have you ever thought to yourself, "why would anybody want to buy from me?"
It's not uncommon. In fact, every business owner or entrepreneur I know has struggled with this thought at least once or twice at some point.
Here's the truth: people don't actually buy based on logic! They buy based on emotion. In fact, according to Harvard Business School Professor, Gerald Zaltman, 95% of our purchase decisions take place subconsciously; that:
"...these subconscious decisions are based on a deeply empirical mental processing system that follows a logic of its own. Our subconscious/intuitive decision to buy is then communicated to the conscious mind via an emotion. The conscious mind then searches for rational reasons, and that’s how we complete the circle: We justify our emotional signals to buy with logical reasons".
Today, let's chat about what that means for you or anyone who's not well known inside their market.
How can you avoid feeling as though no one would buy from you, specifically?
Well, easy - you must connect with your audience. Meeting them where they're at and delivering actionable, goodwill within your marketplace.
A sure-fire way to get over the struggle or internal debate of whether or not your "worth" buying from can easily be negated by the act of actually helping your market. Giving them ways to achieve results in advance in a way that's in-line with your personal and business values.
This will create an emotion inside of those who watch, listen or read your content, and once you start to deliver that goodwill all over social media, your email list, your website, etc; you'll find it easier to make the sale, which will ultimately justify the reason people should (and will) buy from you.
Now, if you're past the issue of debating your worth to the marketplace but you still aren't able to attract the quality type of clients you'd like, here's a quick 3-step process to gaining quality customers...even if they've never heard of you before today!
Attracting HQ Clients - Step 1: Identify the Lowest Hanging Fruit in Your Target Market.
This means we must discover which group of people we can help the most, the fastest, and who are already searching for an answer to their problem.
There are a couple of ways that you can do this:
One way is by filling out a perfect avatar sheet.
If you don't have one, you can google one.
There are many different types of "avatar worksheets"; your goal with these worksheets is to get as specific as possible. And by specific, I'm talking about more than just the details about who your ideal client or customer is, their gender, age or where the location is.
I'm talking about give him a name.
- What's their occupation?
- What music do they listen to?
- Do they have a wife?
- Do they have kids?
- Do they enjoy life?
- What keeps them up at night?
- What are their ambitions?
- What are their aspirations?
- What are their buying habits online?
- What's their income bracket?
- What type of books do they read or magazines are they likely to subscribe to?
- Who are the type of public influencers they're attracted to?
And that's just a snippet of how detailed you could get; there's several more layers you could dig into to use as a foundation to ensure you're attracting the correct type of high-quality clients.
While it may seem like "a bit much" to some, I know that you know that getting this intimate with your customer's profile is going to help you in the long run.
The second way, if you don't want to create an avatar, is just knowing what your product or your service actually solves and then head over to online forums or even Quora.com - sites where people are asking questions and getting answers.
Leveraging sites like Quora, Yahoo Answers, or Google will tell you who has the biggest problem and what that problem is. Once you know who your target market is and you know their problems, you can move onto the next step.
Attracting HQ Clients - Step 2: Creating Tons of Goodwill.
This is where you can be one of two types of providers: hoarder or sharer.
You could 'hoard' your knowledge of how to solve specific problems and charge an arm, a leg and someone's first born child to get access to what you know.
Or, you could be someone who comes into the marketplace and openly shares the information you know to allow those within your intended audience to begin scoring little wins in their lives before they ever professionally interact with you (i.e. - buy from you). Having experienced what it's like to deal with both types of providers, I've come to find that those with raving fans, loyal customers and die-hard supporters are the ones who share what they know.
This doesn't dilute your value; ironically enough, it actually escalates your value because it gets your potential customers or clients to sit and think:
Wow, if this is what they give away for free then think of how amazing the stuff you have to pay for must be!
It justifies your price points and your position within your marketplace. Besides, since you know the problem, all you have to do is help them solve it.
It sounds simple enough and it really is. If there are 10 people looking for the same answer on a specific forum, you can safely assume there are hundreds of thousands of people out there with the same problem.
Google Search can easily confirm your hunch. In which case, you just have to offer the solution to them in the form of goodwill.
Then, simply continue to deliver that more 'results in advance', consistently.
And hey, if you don't know how to solve their problem but it's the market that you know you can serve the best, it's time to get to learning.
There's no way around it.
This strategy will force you to learn something new each day so you can continue to build that bridge with your audience. After that, you're going to get to a point where you're going to start to talk to your prospects and this next part will help you close them more often than not.
Attracting HQ Clients - Step 3: The Collaborative Close.
Trying to bring in more premium quality clients or customers but not sure exactly how? One of the most effective ways to accomplish that is to use the collaborative close (I know because it's personally how I started my entire consulting service).
The collaborative close has seven steps to it and is extremely effective to producing the type of results you're looking to have within your business - especially when dealing with people who've never been exposed to you, your name or your business before your first conversation.
Part 1 - Offer To Help...For Free!
Offering up your help for free, without someone asking, is always a winner. Because, really, there's several ways that you could help someone for free.
It could come in the form of a free guide. Could be a piece of information or your time. It could be a webinar or a live training.
There's many different ways for you to offer help for free, but that's just to get your creative juices goin'.
Part 2 - Explain The Benefits of Your Help
Imagine this scenario: you're having a conversation with someone for the first time.
They don't know who you are, they've just connected with you and you go to offer your help for free. What happens?
You've now triggered the other person in the conversation. They'll now want to know why you would make such an offer or what your real agenda is. This is where you'd insert the benefits (the customer will walk away with - speaking to the ultimate result they're looking to have) of your offer, and in effect, removing another layer of potential resistance.
Part 3 - Explain Why You're Doing It
(Transparency is Always a Winner)
To share an example with you, one thing that we usually say is:
Transparent. Honest. Real. Seriously, how many advertisers actually say point-blank that they're advertising to you specifically to get you to buy from them?
Your market isn't stupid - they know that a monetary exchange will take place at some point; it's just a matter of where and when, and how you set it up that can sometimes have them feeling sketchy about you.
So, for you maybe you're offering because you want to grow your team. It could be because you really do like helping people. Whatever your reason is, you need to clearly make it known that you're offering to help for free for [insert specific truth , here].
Part 4 - Eliminate The Sales Fear with Reversing The Risk
Most people will avoid a transaction because the risk outweighs the benefits in their mind at the time of presentation. Your job is to take the risk and reverse it away from the customer or client, by stating (before the potential customer does) things like:
- their time is guaranteed
- [you] aren't wasting anything by ______
- you have nothing to lose, because I'm offering it to you for free - no catch.
Eliminating the sales fear within the conversation + process by removing risk is key to helping you get more quality clients.
Part 5 - Irresistibility + Intrigue
If you don't have an intriguing enough offer and it's not irresistible, people are going to turn it down. They're going to come with excuses. You'll have a million different objections to overcome, which is going to make your job a living hell.
What we want to do is make it very easy and make it a "no brainer". Various ways you could make your offer irresistibly intriguing is by stacking bonuses, or by adding additional products for either free or a massive discount.
You could add more of your personal time, coaching calls or access into your private community for free (if that community can add more value to the client or customer's life). Making it intriguing is about adding things that are going to develop better, measurable results for the intended audience in the long term.
Let's say you have a problem with leads. And you happen to have a product or service that'll help them generate more leads; you can add an intriguing factor to it and say,
"That's not all you need, and you get more when you purchase this product because you'll also learn the backend of things, like how to make a bigger sale."
You make it intriguing for them because now they realize that after they get more of the leads they need, they'll need to know how to make bigger sales. Pretty intriguing - and irresistable - to the right potential customer or client, wouldn't you say?
Part 6 - The Takeaway
It means non-selling.
This might sound a little contradictory, so let me explain the concept and it's value. The takeaway basically means that you're going to let your audience know who this is for and who this is not for.
This part of the collaborative close is a great spot for you to share something like:
...or something like that.
Now, you'll have the other person thinking to themselves, "Oh, crap. This isn't for me."
It might seem that's a bad move but you really want to be able to have those takeaways because it acts as a filter.
If you're working with consulting clients, coaching groups or you're working with some kind of one-on-one projects, then you're going to want to have people around you that are genuinely committed, and aren't going to quit.
Ones that are going to be around long term and you want to be able to make sure that they are completely and 100% on board with who you are so that you can connect with them and make sure that they get results.
That's what implementing the takeaway allows.
Part 7 - The Qualify
Qualifying acts as another form of filter.
Qualifying allows you to be pinpoint exactly the type of people you would like to work with by purposefully removing the ones you wouldn't want to work with from the equation. Sure, you may have a product or service that can "help everybody", but that doesn't mean you should.
Examples of qualifying factors could be:
- you should have an advertising budget of $X, per month
- must be able to dedicate X-hours of time to your business each week
- need to be open and coachable
- must have X-amount of unique visitors to your website per month
- email list size should be at least X-amount
Whatever industry you're in, whatever market or segment you're in right now, you should establish a set of qualifying factors (like those above) and qualifying questions.
These questions can be similar to:
- What's the reason why you're in business?
- What do you plan to accomplish over the next 12 months?
- What would accomplishing X-results do for you, personally?
You want to know what things can get your potential client or customer to a new or deeper level than simply asking how much the person is willing to invest in marketing each month.
Granted: if you're selling a product right now, something in the ecommerce space or something like that, then you don't really have to worry about the qualifying part because your time isn't really at jeopardy, so you don't need as strict of filters.
The purpose of the qualifying part is we're making sure that we're only spending time with the people who are going to purchase so that your conversion rates go through a roof, as well as your value remaining justified.
Each time you attempt to help someone who isn't "qualified" for your help, you decrease the value you hold within your market, which is something I recommend you keep in mind the next time you feel you "should" be helping every person who crosses your path...
RECAP: Setting Yourself Up For More HQ Clients Without Stressing Over Whether People Know You or Not
What this entire 3-step process gives you is a targeted group of highly responsive prospects who know what you have, know what you have to offer, know how much you charge and are literally asking you to help them now...even if you're just getting started and hardly anyone knew you existed!
How great is that?
They would not be asking you to help them if they weren't interested in becoming a client or customer - that's for sure! Plus, they are essentially applying to talk to you by answering your (qualifying) questions. Once you gain that leverage, you can start to build authority and people with authority make sales a lot easier than those without.
Start this process today.
Need a super-quick refresher on the process? Here it is:
- Identify the lowest hanging fruit, the target market - your perfect avatar
- Create + Develop a TON of goodwill - including blogs, videos filled with strategies, audios, checklists, PDFS, etc...
- Exercise the Collaborative Close
Go ahead; start to create your goodwill as well as using the collaborative close every time you're talking to a prospect and watch the sales stack up! :)
Share with me: what's been your current process for getting quality clients?
Owner, Northwicks Consulting, LLC
P.S. - Hey, as a free gift for taking the time to read today's article, I'd like to give you a way to become more magnetic in your message to your market to further help you with attracting higher quality clients or customers.