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Your Choice Client Is Your Marketing Guide

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Van: Factuurexpress ~ Your Choice Client Is Your Marketing Guide ~ Who are you marketing to? I have my fingers crossed that your answer isn't something like, "Anyone who can fog a mirror" or "People who want (insert something vague here)." But if it is, then you can stop squirming because I'm going to show you how easy it is to get a read on who your choice client really is. First of all, if the idea of a choice client makes you feel like you're giving up too many other opportunities then I agree with you...and I don't. When you choose your choice client, you don't give up opportunities, you create a well spring of them! Let's say your choice clients are temporary employment agencies who need to make payroll, or woman in healthcare who struggle with boundaries and burnout, or CPA's who specialize in business clients. How many of each group are out there in the world? A big number, right? And how many do you need as clients? This time, I have my fingers crossed that you see how wide open the market is - all you need to do is tap into it, and in the right way. Which leads me to a key ingredient in defining your choice client. You have to dig deeply into their problems and symptoms. Every ounce of effort you put into figuring out what really keeps them up at night, is going to pay off! How? You'll be speaking their language, walking in their shoes...and they'll sit up and take notice. The best choice client definition includes both demographics (facts) and what I call a "situation" (emotions). The examples I gave above give you and idea of what I mean. Capture both and you create a compelling definition of exactly who is right for your service. Now doesn't that sound like it's going to jumpstart your marketing a whole lot more than trying to attract "anyone who can fog a mirror?" Do I still need my fingers crossed or are you already saying, "Yes!" Now it's your turn! Kendall It's Your Turn "~ Readers Share Their Toughest Marketing Questions! ~ "I am looking for help on creative ways to build relationships with referrals. I do not have a clue how to do that with people I don't know, or have only met one time in a business situation, like a banker for instance. I have bought books but nothing goes into detail. Any suggestions?" Signed, Looking For Clues Dear Looking For Clues: Luckily, building referral relationships is more like making a new friend than like dating. Since you've already read a bunch of books on the subject, I'll get right to the heart of your question and reveal exactly how I go about building referral relationships. It's really quite simple. First, pinpoint exactly WHO you want to refer business to you. You mentioned bankers - great. Which department? Which banks? This is the time to get extremely specific. Use the phone book, ask people you know, network, whatever it takes for you to build a list. This list is your referral goldmine! Even with just five names on it, you'll be off and running. Next, create a short, 45-second introduction that clear outlines the problem your clients are in, and the results they achieve from your service. Now start contacting each person on your list. Use your introduction to tell them who you help (not what you do or your title). Tell them you may be a resource for them with people they can't help. Ask them if you could meet with them to get a better understanding of THEIR business and how they like to work. When you meet with them, ask a lot of questions about their business. Ask which clients are their biggest challenge. Ask what they need to know to be comfortable referring people to you. Ask if they have someone that they 'ld like you to talk to. Ask who else they recommend you should talk to in their field, that has clients who would value your service. Finally, follow up with a hand written thank you note, and a monthly check-in call. Sound like work? All marketing is! But the beauty of marketing directly to referral sources is the value of leveraging your time. Happy sleuthing! Have a tough marketing challenge? Send it to me and see it published right here, along with specific coaching to solve it. kendall@kendallsummerhawk.com Personal Reflections ~ My Thoughts On ... ~ Yeesh, changing habits is hard! Right now I am treading water in an ocean of emails. I know it's a universal complaint, but I really pride myself on staying on answering the same day or next day at the latest. When I get so many listed in my inbox that I need to scroll down to see them all, I know I'm sinking. Does anyone have a life preserver? In all fairness to myself, I only have 23 unanswered emails as of this writing, and all except for one are from this week, but it feels like a thousand. What I decided to do is form a new habit. I thought if I made it public, it might help create momentum and perseverance. Now please know, I am already a creature of habit and love routine. But I also love variety, so the new habit I'm about to embark on creating is going to be a challenge. My new habit is to spend an hour first thing every morning answering all email, then letting them collect for the rest of the day until the next morning. Amazing how scary that sounds for a woman who checks email incessantly all day, yet can't seem to keep up with it! But come to think of it, I gave up all forms of sugar over a year ago (this from a life-long sugar addict), so if I can do that, I think there's hope for my new habit. What do you think? And yes, you can email to tell me! ...Until next week, Kendall If you're interested in reading about the new innovative coaching program I'm developing, go to this prior ezine issue and read about it in the Personal Reflections section. http://www.kendallsummerhawk.com/marketing-newsletter/jan1204.html Marketing Tools ~ Need A Compelling Web Site? ~ Unique Website Wisdom Package If you're ready to say "goodbye" to amateur sites that don't do you a lick of good, and "hello" to a clear, compelling web site that reflects the best of what you have to offer in compelling, benefit rich language, then give me a call or send me an email. Our innovative Website Wisdom package is a miracle worker when it comes to creating a client-capturing marketing message and uniquely positioning you as THE person to hire! Call 520-577-6404 or visit: Website Wisdom on my website. In case you missed the Marketing Snapshot tool, simply point your mouse here and get your New Year Marketing started right: http://www.kendallsummerhawk.com/marketing-wheel.pdf Marketing Articles You are welcome to use one of mine - for free - just be sure and include this "author's box" at the end: "Isn't it time you learned to market in a way that's right for you? Kendall SummerHawk, creator of the Be Yourself Marketing(tm) "Marketing Makeover Kit" specializes in working with entrepreneurs who love what they do, but wish marketing would just go away. Visit www.KendallSummerHawk.com for more articles and marketing wisdom."

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