Most of the information and effort aimed at getting more clients focuses on promotion and attraction. You’ll find plenty of advice on how to tell the world about your business, make the phone ring, or get inquiries to arrive in your email inbox. But once you’ve been marketing yourself for a while, you discover that turning those prospects into paying clients can be pretty darned difficult. I find that many professionals are simply not prepared to sell to the prospects they attract. Read more
If you’ve been operating a successful professional services firm as a solopreneur, it can be a smart move to leverage your experience, contacts, and track record in the industry by adding other professionals to your team. Read more
“I don’t recommend you host your own teleclass,” I told my client.
“Why not?” she asked. “I thought public speaking was a great way to get clients.”
“It is,” I replied. “But hosting your own free teleclass isn’t public speaking; it’s a promotional event.” Read more
One of the worst marketing mistakes an independent professional can make is creating a marketing plan that consists of activities you don’t enjoy and aren’t good at. There’s no boss looking over your shoulder, so who’s going to make you do things you don’t want to? It’s much more likely that a plan you find distasteful and difficult simply won’t be executed.
Professionals often tell me they don’t like marketing or selling, but many times I find that what they truly dislike is the tactics they’ve been trying to use. A simple change of technique can frequently do wonders to turn around an anti-marketing attitude. The best marketing and sales tactics are the ones you will actually perform instead of avoiding. If a marketing activity makes use of your natural talents and preferences, you’ll be much more likely to find it enjoyable, and therefore easy to do.
Selling your services to corporations is an attractive proposition. The contracts are larger than with small businesses and individuals, and often longer-term. There’s the possibility of repeat business worth many billable hours at respectable rates. Read more
“How can I improve my marketing?” a student recently asked me. “I’ve spent hours and hours trying to get clients, and none of my efforts seem to pay off.” Read more
One of the most persistent barriers to success for self-employed professionals is fear of rejection. Sometimes this fear is quite conscious. You know that you are avoiding marketing and sales because you’re afraid your prospects will say no.
Other times the fear is lurking in the background, making an impact you’re not always aware of. You may find yourself procrastinating about making a phone call or setting up a sales appointment, and blame it on laziness or poor time management. Or you may avoid following up because you “don’t want to bug people.” Or perhaps it feels pushy to ask directly for a sale. Read more
This questionnaire can be used to collect evaluations from the audience at the conclusion of a workshop or speaking engagement. It includes space for comments about the program, a testimonial quote, a referral to others who might be interested, Read more
The Simple Yearly Planning Worksheet is a great way to organize your thoughts around your goals and planned actions for the coming year. If you start the process by reviewing your progress for the past year (for example, what you accomplished, Read more
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