| Do you feel that you're wasting valuable | | | | saving the world." She was right. |
| marketing efforts on tire-kickers: a large and | | | | Clients will get better service from a non-profit |
| growing market segment? They subscribe to all | | | | agency dedicated to filling their needs than from a |
| your free offers -- but leave their credit cards | | | | reluctant but sympathetic consultant. |
| behind. | | | | 4. Clarify your business status as soon as anyone |
| Early in my business life, I talked to anyone and | | | | calls. |
| everyone, enthusiastically. I gave away classes, | | | | Some folks will call before they visit your website. |
| e-books, articles and more. | | | | Maybe they've seen an article or heard you speak |
| But soon I was forced to confront the reality of | | | | - and they're psyched. But often they're confused |
| opportunity cost. While I was chatting happily with | | | | about what you offer. |
| the freebie-seekers, I lost the opportunity to | | | | Typically, your caller begins with, "I need help! Can |
| update my websites, create new products and | | | | you advise me about my career change?" |
| write more articles. -- activities that would most | | | | If you're a career consultant, your best answer |
| likely bring "real" paying clients. | | | | will be, "Probably yes. Please visit my website and |
| 1. Communicate "professional" and "commercial" on | | | | review my schedule of programs and fees." |
| every page of your website. | | | | Serious buyers will appreciate this message. "How |
| Like many professionals-turned-marketers, I was | | | | much does it cost" is a signal of intention to buy. |
| nervous about sounding too sales-y. But when I | | | | 5. Turn discount services into promotion tools. |
| began learning more about copywriting, especially | | | | Every so often clients present unique, interesting |
| copy for the web, my style became more direct. | | | | problems. They can't pay -- but you'd enjoy the |
| As soon as you arrived on my website, you | | | | challenge of finding solutions. |
| knew: Sales were happening here. | | | | You may be tempted to offer scounted service |
| What I learned: Serious buyers rarely got turned | | | | in return for a testimonial or referral. These clients |
| off. They want to be sold. Freebie-seekers and | | | | rarely value what you offer, so they deliver |
| tire-kickers got the message quickly: You have to | | | | lukewarm testimonials. |
| pay to play. | | | | Instead, get permission to record a call, which you |
| 2. Create low-cost or no-cost products that | | | | can use as a demo on your website. Or ask to |
| deliver bite-sized portions of your expertise. | | | | write up their stories as a case study, which can |
| Serious buyers want to assess your style and | | | | be sold as a Special Report. |
| expertise before buying. They may want to | | | | Finally, pay attention to the way you choose your |
| develop a relationship before handing over their | | | | own services. Most of us unconsciously send |
| credit cards. | | | | messages that attract people with similar |
| So you need the basics: website content, ebooks, | | | | attitudes. |
| ezines and audio. You may even offer one-time | | | | Recently "Ernestine" asked me how to network |
| consulting sessions so prospective clients can get | | | | with coaches she admired. "I've seen their |
| a sense of your style. | | | | websites," she said, "and I'd love to chat with |
| 3. Donate services for everyone's benefit - not to | | | | them as colleagues." |
| help a single needy visitor. | | | | I advised Ernestine to subscribe to their ezines |
| Back in the early days, I felt sorry for everyone | | | | instead. "Then maybe buy an ebook or two," I |
| who called. But soon I discovered a hard truth. | | | | suggested, "and perhaps take a class. But the |
| These "needy" folks were paying large sums to | | | | days of free mentorship are long gone." |
| more experienced consultants who knew how to | | | | One of Ernestine's role models sent a warm |
| say "No!" | | | | thank-you following an ebook purchase. Ernestine |
| If you genuinely want to help others, donate your | | | | responded and they had a brief email exchange. |
| services through nonprofit and charitable | | | | Another coach encouraged participation in a |
| organizations where you will get recognition, | | | | Q&A class. |
| testimonials and possibly future referrals. | | | | Most of all, Ernestine's ebook purchases helped |
| Sounds self-serving? | | | | her decide how to choose her paid mentor. She |
| When I volunteered with a pet adoption center, | | | | didn't waste her time - and theirs - and she |
| many years ago, the coordinator warned, "Those | | | | presented herself as a professional, not a needy |
| who volunteer for selfish reasons will do better in | | | | person. |
| the long run than those who bring dreams of | | | | |