To win consulting clients on demand, you need a proven process to follow.
In this blog, I'm going to give you the simple, repeatable, process that I use to win consulting clients on demand. A process that is as simple as sending a letter and then calling the client to book a face to face meeting.
I use this simple system to get around a series of gatekeepers and make CEOs excited to meet me.
Most importantly, I know that if I want to win a new client then I need to send 5 letters... to the right people.
If you'd like to win consulting clients on demand. And you can send 5 letters to people that you want to work with. Then this will be the most important message you read today.
The shocking truth about winning consulting clients is that it's easier to get a big business to say Yes to working with you than a small business.
Because a big business can easily afford your fee.
Because a big business pays for experts to help them achieve specific goals on a regular basis.
Because you can make a much bigger financial difference to a bigger business.
Contacting the CEO of a billion-pound international client takes courage.
It's easy to let your fear and doubt stop you from contacting these people. It's easy to let your fear and doubt keep you small. Keep you working with smaller clients because you think they will say Yes more easily.
But all sales success starts with finding someone that needs your help and is willing to pay for it.
If you find someone that needs your help and can't afford to pay your fee. Then your sales job is much harder.
So, I'm giving you a choice. You can choose the easy route or the hard route. The easy route will feel harder. The easy route will need more courage.
Once you've got the CEO of a billion-pound company to say Yes to working with you...
You'll know that you can do it again and again.
Here's the simple 5-step process that I use to win consulting clients on demand...
Let's look at each of these in turn.
What type of client needs your help the most?
For me, it's training companies that run free or low-cost events. I can save them time and money because they can stop running free events and sell their workshops from their email database. Or they can keep running free events and my campaigns help them monetise the people that did not buy in the room.
With the second option, I'm helping them monetise an asset they already have. So they don't need to spend a penny more on lead generation.
Plus... I'll create value assets and tell stories that will create a stronger relationship with their community. Which makes sales today and sets up future sales.
So, where do I find training companies that run free or low-cost events?
With those 6 sources, I can build a list of 50 to 100 training companies in a specific niche, such as property investment, in 4 hours.
Success in any endeavour starts with focus. I know exactly what type of client I'm looking for so they are easy to find.
So, what type of client do you want to work with?
What problem do you solve for them better than anyone else?
Once you know what type of client you are looking for. You want to build a list of potential clients as fast as possible. We will filter the list to see if they are the right fit in the next step.
There are 2 things you need to know before you write to a potential client...
Let's face it, there's nothing worse than having a great meeting with a potential client where they love your ideas. They love your system. They love the results that you've gotten for other clients. They want you to do the same for them. Until...
You mention your fee.
That's the moment when the Oxygen is sucked from the room. The friendly atmosphere disappears and the meeting ends abruptly.
What happens after that? They don't return your calls or respond to emails or text.
When that happens... it's your fault!
Because as an entrepreneur you must take responsibility for the good and the bad.
You need to filter out the clients that can't pay your fee before you write to them... and before you meet them.
The good thing about having fees that most businesses cannot afford... is that you focus your client winning activity on a select few.
So how do you know if a client can afford your fee before you meet them?
You look at their annual accounts on Companies House.
What happens if you can't find them on Companies House?
You bin them!
Does that mean you might disregard good clients?
And that's okay because you've got a list of 100 clients to get through.
What if their accounts are unclear?
You bin them!
What if their accounts show they are a small business?
You bin them!
Does this mean your long list becomes short, fast?
Typically, I'll filter a list of 60 potential clients down to 5 or 6 businesses that I want to work with.
As I've said, this is a good thing because you focus your efforts on a few clients.
So, once you've got your list of 5 to 10 clients that can afford your fee it's time to...
This is where you confirm who you are going to write to. The address. Their business model. And why they need your help.
If you expect a potential client to know why they need your help then the CEO will not take your call.
A CEOs time is precious. They've got a million things to think about. The last thing they want is for you to ask them to think about something else... and pay you for the privilege.
You need to understand the clients business model and how you can help them before you write to them.
You see, your Irresistible Offer Letter must immediately state the problem that you can solve. If they don't see the benefit to them in the first 5 seconds. Then your letter will get binned.
So, where do I look to understand their business model?
The company website.
If that doesn't answer all my questions then I'll look at their social media channels. If I've still got unanswered questions then I'll pick up the phone.
If you don't know how you can help your potential client (in a big way) then do not write to them!
Does this mean that your shortlist of clients might get shorter?
Is that a bad thing?
You don't want to waste your time. You don't want to waste the clients time.
If you've got thin skin like me. You don't want to walk into guaranteed rejection.
Once you understand the clients business model and how you can help them. It's time to...
The purpose of your Irresistible Offer Letter is to get a meeting with the CEO of the company you want to work for.
So, you need to tell the CEO who you are and what's in it for them if they meet with you.
What's in it for them must be irresistible. It must be easier for them to say Yes than it is to say No.
How do I do that?
I make an outrageous promise in the headline. Then I layer in some intrigue benefits of what this will do for them.
I tell them they can have all this when they use my simple system. And... I'll give them my simple system when we meet. I'll show them how my system works and the nuances to get great results with their team.
That is why the CEO should meet with me. Because I'm going to show them how to use my system so they can get great results with their team.
What's in it for me?
I believe that once I've earned their trust that they will want to work with me to take advantage of my 10,000 hours of experience. So they can enjoy quick results.
The letter tells the CEO that I will call to set up a meeting. This makes it easy for them to accept my call. They know that I'm not going to try and steal an hour of their time. I just want to find a time when we can meet so I can show them my system and how it works.
So, once you've written your Irresistible Offer Letter it's time to send it.
The beauty of sending a letter is that you will stand out because so few people send messages by snail mail.
What else can you do to make sure that the letter gets opened with great excitement?
Don't send a letter. Send a parcel. By courier.
I send a letter with a grabber. A grabber is an object that you send with the letter to grab the readers attention.
One of the most famous grabbers is money. The copywriter Gary Halbert sent a letter with a Dollar Bill attached. Why? Because the letter was all about making money and this was the easiest way to grab the readers attention.
So what do I use as a grabber?
I send a coffee cup.
Because I want to buy the reader a cup of coffee so we can discuss further the ideas in the letter.
This is a simple thing that makes me memorable.
This also helps to get around gatekeepers because when they ask why you want to speak to the CEO I tell them that I sent them a letter and coffee cup and I'm following up. That's normally enough of a reason for them to put me through.
So think of a grabber that you can include with your letter that will make you memorable and put a smile on the readers face.
Once you've sent the letter. The CEO may call you because the way you have contacted them is so unusual. And that's rare.
If you want a meeting with them. You've got to pick up the phone and dial.
And the CEO is likely to accept your call because they know why you are calling them. They know that you only want 5 to 10 minutes of their time.
Will you need to call more than once?
Why? Because when you are calling unannounced they may be in the middle of something. So keep calling until you get through. If that means you have to call every day for a week. Then do it.
Can you see why it's worth having a short list of clients that you want to work with?
So, keep calling until you speak to the CEO or the person you wrote to. Once you've spoken to them you'll know if they are interested in your idea. Or you find out why not. If they are not interested in your help and you know why... then you've gained some valuable insight. Something that could help you improve your offer moving forward.
Don't take one setback as gospel or proof that you don't have a good offer. Listen to the feedback and add it to the mosaic of offer improvement ideas.
The good news is that 80% of the time, you'll book a meeting with the CEO when you get them on the phone.
This is where the rubber meets the road. This is where you answer all the CEOs questions and make him want to work with you.
There are questions the CEO will ask you. There are questions the CEO is thinking that he may not ask you. You have to answer ALL his questions if you are going to leave with a Yes.
How do you answer the questions that he doesn't ask?
You anticipate what he wants to know to feel good about buying.
Here are some of the questions you must answer
You can answer all these questions... without boasting or bragging... when you tell your Epic Story.
When you answer these questions in a story you make yourself memorable. You reveal your values. And you make the customer trust you.
Your Epic Story is the story that explains how you got where are you are today. It explains why you were looking to make a change in your life. The challenges that you faced on your journey. The moment when you knew you had a repeatable system that could help other businesses.
You can tell your Epic Story in 3 simple steps.
Let's look at each of these in turn...
Stories explain how and why change happens. So starting your story in a moment of change is going to be a dramatic start that pulls the audience into the story.
Our eyes are attracted to movement. Our minds are attracted to movement and change. So start with the moment something changed and you will pull the reader into the story.
The more details you can put into this moment the more you will make your audience see what you saw and feel how you felt.
So my moment of change came on Monday 15 September 2008. The day Lehman Brother went bust. That's the day that I knew everything stopped. That's the day that I knew I had to win customers in a new way or my photography and graphic design business would go bust.
That's the moment of change. And it's a moment of change we all remember so it pulls the reader into the story.
The real moment of change came 9 months later. When bankruptcy forced me to close the doors on my business because I didn't have a proven way to turn strangers into customers on demand. As my business failed I made a commitment to myself to learn how to find my ideal customer and make them feel good about buying. So I could build a business in a systematic and stable way.
So that's my moment of change in a nutshell.
What's your moment of change? What forced you to change? And how did you feel about it?
The more visual details you can put into your story. The more you will bring it to life. The more emotion you can put into your story the more trust you will create.
So that's the dramatic start that pulls your audience into your story and makes them think... what happens next?
Once you decided to make a change in your life. And you set yourself an ambitious goal. What happened next? What challenges did you suffer through on route to achieve your goal?
We all set out on an exciting journey thinking it will be easy. Then we immediately run into a problem. Then another problem. Then another.
So what problems did you run into? How did you find a way around them? Why did you keep going in the face of adversity?
When you answer these questions you show how you created your system. You also reveal your values.
When I set off to discover how to turn strangers into customers on demand... I had no idea if this was possible... I had no idea who could teach me... and even if I knew who could teach me I had no money to pay for their help.
So why did I set off on this journey?
Because I believed it was possible.
So what happened next? I suffered through the school of hard knocks, traditional education and street smarts education for the next 7 years. To pay for my studies I forced my wife to sacrifice holidays and restaurant dinners.
After 5 years I realised that the cornerstone of success is copywriting and storytelling. This forced me to confront my biggest fear. You see, I got 10% in an English exam. And after that I believed I couldn't write well. So I had a simple choice. Face my deepest fear and continue on my journey. Or quit!
So what challenges and setbacks did you suffer through on your journey? How long did it take? And why did you keep getting up after being knocked down?
The years of struggle set up...
My stunning success came the first time I ran a marketing campaign that combined upfront value with storytelling, social proof and an irresistible offer.
Success with the "old" system would have been selling 200 workshops in 2 weeks.
With the new system we sold 1,115 workshops in 9 days!
That's the moment when my 7 years of sacrifices paid dividends. That's the moment when I realised I had a system that could create a giant leap in sales.
What happened next completely blew my mind...
The next time I used this system I sold a £2,000 workshop. I was terrified to even try this because I didn't believe it was possible to sell a high priced product or service without a sales team.
I was excited to see the limits of this system. And I didn't have long to wait because the campaign only lasts 9 days.
So I put the new campaign together and then held my breath.
After 9 days we made £672,989 in sales!
That was the moment that I realised that my simple system could sell products and services at any price. That's the moment I realised that I could help a lot more business.
So what's the spectacular result that you achieved? What's the spectacular result that you want to achieve for your clients?
Once you've told your Epic Story, you have answered the questions and doubts the CEO has about working with you. You can then move on to what you can do for him and when you can start working together. This is the fun and easy way to meet with a client and leave with a Yes.
Now you know my proven system to get a meeting with the CEO of your ideal client and leave with a Yes.
What's it's going to take to win 5 clients in the next 90 days?
If you want to win 5 new clients. How many meetings do you need to have? Anywhere from 5 to 8.
So how many letters do you need to send to get 8 meetings? I predict between 20 and 40 letters.
So how many companies do you need to find? You need to find 200 to 400 companies that you will filter and research down to 20 to 40.
That's it. That's all it takes to build a consulting business that gives you the income and lifestyle you want.
What's the first step to winning 5 clients in the next 90 days?
Building a list of companies that you will research.
If you spend the next day or two building a list of 200 to 400 companies that you will research then you'll take a giant leap forward.
You can't send a letter unless you know who you want to send it to. You can't ask someone to give up their time to meet you unless you can explain what's in it for them if they do.
Success starts with building a list of clients that you'd like to work with. So get busy. And get ready for the success you deserve.
Would you like me and my team to run this entire process for you?
So you can focus on what you love and do best.
If you'd like myself and my team to build you a new client funnel and set up the meetings with the CEO of huge companies. Then drop me an email on firstname.lastname@example.org
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Until next time...
P.S. I built a 6-figure copywriting and business consultancy virtually overnight by updating my LinkedIn profile. After working through those opportunities my income dropped to “should I get a job” levels because I didn’t have a repeatable process to win consulting clients.
Then I dusted off a simple process that I used to get my first consulting clients. Before I had a website or anything on the web telling people that I was a copywriter and business consultant. You see, at the time I had a full-time job and I didn’t want to advertise that I did consulting because I thought it would create problems at work.
With no website, no social media presence, and no network of connections I contacted the CEO of a multi-million company in a way that made him excited to meet me. At our first meeting, he hired me on the spot.
Once I started to use this proven process to make CEO excited to meet me. I started working with the biggest businesses in different industries and quickly built back a 6-figure business.
Would you like to learn how to use my simple process to win consulting clients on demand?
There’s a simple step by step process that I’ve outline in my book Consulting Clients On Demand.
To download your free copy now click the link below.
I'm a copywriter and business growth consultant, trainer and mentor that turns expertise into cash. I achieve that by telling true stories that inspire people to change their life. That's what makes people feel good about buying.
For the last 5 years, I've helped business owners to sell products and services in many industries. The products and services have ranged in price from £5 to £12,000.
My most successful campaign made £672,989 in 9 days.
I took that result and transformed it into a simple repeatable system. A system that I use as a consultant to create a giant leap in sales.
A system that I teach to ambitious entrepreneurs that want to make money on demand without a sales team.