How to Use Pain to Find More Clients in 3 Easy Steps

Would you like to fill your pipeline with qualified prospects? Here is a three-step approach that works wonders.

Identify Target Prospects -- Step one is to find a potential market niche that will be profitable. In today’s market, clients demand specialists. You want fewer prospects to be interested in you, but much more intensely interested. This requires focus. It doesn't mean you'll turn down a client who doesn't fit into your two or three chosen verticals--it simply means you won't be actively shaping your marketing campaigns toward them. Evaluate your business. Have you sold most of your services to medical device companies, energy companies, or home builders? Then THOSE are the three places to start thinking. But if home builders in general don't have the budget for your services, you'll need to look harder. Let's say you are going to target energy companies. Then do in-depth interviews with a dozen past customers or potential customers in the field. Find out their pains that you solve.

Make Prospects A Promise -- Step two is to determine what promise you or your firm is making to your target market. This includes your unique selling proposition: what you do, who you do it for and how you are unlike competitors—all in 25 words or less. What measurable results do you obtain for clients? You need to decide what makes you different than everybody else, and you need to overcome fear of focus--the desire to want to be everything to everybody. People hire professionals who specialize. Very few people would hire a surgeon who says he can do everything from tonsillectomies to facelifts and open-heart procedures. When you're in pain, you want a specialist--not just somebody who's "good with a knife."

Harvest Emails on Your Web Site -- Step three is to create an easy-to-update Web site that demonstrates your competence, rather than asserts how great you are. The Web site is the cornerstone of your marketing, and must not be a mere electronic brochure. Your Web site is the silent salesperson that prospective clients visit before making the decision to grant you permission to meet. There should be plenty of free articles with great how to advice for prospects. The home page of the Web site should have a headline that makes it clear who your target is and what pains you solve. The Web site should include an offer a free special report in exchange for the visitor’s e-mail address. This special report should contain valuable information that tells prospects how to solve their problem in general. Then e-mail these prospects tips and invitations to get more ideas from you at seminars, workshops and telephone seminars. Remember, the more people you tell how to solve their problems in general, the more will hire you for the specifics.

Want to learn more tips for filling your pipeline with qualified prospects? Here is a way. Attend our two-day growing your business conference in Irvine, California on October 17 and 18, 2008. You will leave with an action plan. For details visit http://www.newclientmarketing.com/html/october2008conference.htm