Why we turn away clients, and why you should too

There’s so much noise out there about “always be closing” and so many people who beat their chest, bragging about high close rates as if, closing the prospect was the only positive outcome.

We take a different approach.

Today, we turned away a $5+ thousand-dollar client, who was ready to buy.

But here’s the thing…

We weren’t the right fit for him, right now.

We will be in a year. But if we take him today, we know he wouldn’t be as successful as we want.

And still…he was ready to send money.

For a lot of businesses, that’s hard to walk away from.

But taking a wrong-fit client is short-term gain, for long-term pain.

We take the definition of the word “client” very seriously…

“One that is under the protection of another.”

In other words, we have a duty to guide the business owners who come seeking our help to the right solution.

Often that means working with us.

Sometimes, it means sending them somewhere else for help…even when doing so costs us in the short term.

The long-term accrual of trust and authority is priceless.

I have no idea if, as you read this, you need help attracting clients or if you’re even a fit for what we do.

If you are good at turning prospects into clients, but aren’t seeing enough prospects to hit your goals, then, it *might* make sense to talk.

We have VERY FEW remaining openings to talk next week. Grab yours here…

 

The silver bullet for getting clients, nobody's talking about

NOBODY likes this answer…

But it is the secret…

You need it because of math…

Studies have shown that 2-3% of your prospects are ready to buy from you right now.

That’s not many.

Maybe a few more could be convinced to buy now.

Another 30% are open to the idea, but not actively looking to buy what you’re selling right now.

The rest (the remaining 60% of your market) aren’t open to it or are adamant that they don’t need what you’ve got.

So for every 100 you talk to, 3 to maybe 10 could be convinced to become your client TODAY.

Thirty more will likely buy from somebody, sometime in the future.

THE OPPORTUNITY IS RIGHT THERE…

Exactly where no one is looking.

Everybody beats themselves over the head to win the 2 or 3 or 10 out of every 100 prospects who are buying today. We slash prices, concede important things and generally act like carnival hucksters to get more of that group.

Why?

Because few have a system and process to grab the 30 who won’t buy today…but will buy SOON.

Fools.

The SECRET to stable growth, escaping feast or famine revenue swings and never again wondering from where or when the next client is coming is to create a bank…

A bank of future clients…

What I call, The Never-Ending Platform™.

A machine, if you will, that creates clients on demand.

Earlier this year we published a "blueprint" for increasing demand for your business

...to get clients fast.

...to dramatically increase prices.

...to do it all, without heavy-handed "selling".

A path to higher fees

Virtually all of the businesses that come to us are in some state of “commodity hell”…

They ALL do yeoman’s work for their clients.

They are ALL experts at what they do.

They are ALL good, ethical, people.

And every single one is frustrated at some level because they can’t escape the bland sameness of commoditization…

AND, the painfully depressed fees that are its certain result.

There are a number of paths out of “price depression”…

Yet none is as universally reliable and predictable as one.

Rooted in 8th Grade economics, the magic pill that elevates fees is…

DEMAND that exceeds SUPPLY.

Some believe that this is simply a market condition.

Not true.

Both demand and supply can be engineered to make the equation work in your favor.

Both should be engineered (to make the equation work in your favor).

But of the two, the one that creates lasting abundance is DEMAND ENGINEERING.

Increasing demand is an act of abundance creation…

Reducing supply is an act of scarcity and constriction…

One side of the ledger leads to expansion of opportunity…

(the only real source of security in an inherently insecure economic world)

The other…eventually withers.

Earlier this year we published a "blueprint" for increasing demand for your business

...to get clients fast.

...to dramatically increase prices.

...to do it all, without heavy-handed "selling".

How to Get Referral Partners to Send You More Clients

It's 10am on a Tuesday morning. You're sitting in Starbucks, a Grande Pike steaming in front of you. You've pulled out your notebook and your latest brochure and you sit there...eyes glued to the door, waiting... Yet another "networking coffee" with someone you hope will become a true referral partner.

What we hope for in our partner relationships and what the other partner hopes you'll do for them is often a long way from reality...

What happens in most referral partner relationships?

In most referral partner relationships, you start with grand pronouncements of your mutual desire to help each other by sending new business "whenever you come across someone" who needs what the partner offers.

It all sounds so promising.

You end the coffee meeting and both walk away smiling, but a little empty. You've done this before and it's rarely paid off.

But this time will be different! You're convinced of it.

Then, weeks pass with nothing from your new "partner." No email, or call, no letter or fax or smoke signal.

Another promising coffee, yields nothing for you, or your partner.

Why don't they refer you, if they say they will?

So, why don't well meaning, honest, and successful people refer you, when they say they will?

There are 1000 reasons, including these...

  • They're busy like you, running a business of their own, with a family of their own, with too long a todo list and too few hours in the day...
  • They don't know how to refer you or who would be a good prospect (yes, I know you talked about it, but that was one quick conversation weeks ago)...
  • They forgot...
  • They lost your card...
  • It's too hard to refer you...

But it's almost never because they don't want to help.

Referring you is too hard, so you're not getting referrals

To overcome all of those 1000 reasons they don't refer, you've got to do two things:

  1. You've got to do something to help them remember you on an entirely different level than every other person they had coffee with this month, who wants those same referrals.
  2. You've got to make it much easier to refer you.

"But I'm not hard to refer..."

Are you sure?

Put yourself in the shoes of your referral partner. You're most likely asking them to refer you to their business contacts--clients and other partners.

Their clients are worth money. Usually a lot of money. You're asking them to send their clients to you so you can sell them something.

I know you're really good at what you do, but to your referral partner, all they're seeing is RISK.

"If I refer my client BigCo to Bob, and Bob doesn't perform, or if he just doesn't mesh with the management team at BigCo, they're going to remember I introduced them. And they're worth $50,000 a year to us. I don't think I'm going to do that..."

But even getting to that point assumes your partner knows a lot about you...including how to identify a good prospect for you.

Stop and think what you're asking of your partner...

You're hoping he or she will be able to understand enough about your business, the problem you solve for people, and the market you serve, to spot a prospect when they see them.

How long did it take you to figure all of that out for yourself?

It takes most businesses several years to get it all dialed in. Your partner got a 30-minute briefing over coffee. Which is why you need to train your partners...

How to "properly" train a referral partner

The "old approach" to referrals says, give a referral to get a referral.

The problem with that approach is that you're in the same boat as your partner. You probably don't understand enough about his or her business to spot a prospect either. And if you did identify one of your clients as a prospect for your partner, you've got to swallow the same risk...

So, yes "give first", but give differently...and train your partner to do the same.

The simple approach I teach my clients and I wrote about in my book is something I call the "Johnny Carson Method".

See Carson was a master at "referring" talented people to millions of TV viewers on The Tonight Show. It never felt "salesy", even though the aim was almost always to sell--a new movie, a comedian's act, a band's new album--it was always authentic.

Johnny's secret?

The interview. He allowed his audience to eavesdrop on his conversations with the people he was "referring".

If you have a list of clients and prospects (your audience), you can do the same.

Bring to them, all of the wisdom and expertise and personality of the partners you're networking with.

Every time you use the Johnny Carson Method to refer a partner, you're training them in how they can promote you.

But my referral partners won't get it

I understand why you'd think that, but try it, then tell me. Few professionals are ever interviewed during the course of their careers.

They'll feel flattered and their ego will compel them to want to be interviewed when you propose it.

Not to mention their own self-interest for growing their business. See, you're making this all about THEM. What a great place to start your relationship.

Once you've trained them what should you do next?

The next step is simple...

Turn the tables. Say, "Hey Sue, that went so well and I've had such great feedback from my clients and prospects about what you shared in your interview, that I'd like to return the favor and lend what I know to your clients and prospects. Why don't you interview me, and we'll have something valuable for your people too..."

And like that, you've given your partner a way to refer you to most everyone in their Rolodex, without any risk.

Gee, this seems like a lot of work

It is, and it isn't. You have a choice, you're working to get clients now. You can keep working to get them onesie-twosie or you can choose to work smarter.

To work with leverage.

How this leads to a lot more referrals than you're used to

Instead of "hoping" for one or two referrals from a partner, you've opened an opportunity to get 10 or 20 or 100 (yes really) referrals from a single referral partner.

I'll wager that's more than you get in a year from all of your current partners put together.

I know it sounds like a lot of referrals, and it is. It may even sound impossible. I can assure you it's not.

I know, because our clients see those kinds of numbers regularly. And, here, we eat our own dog food...and using the same process, we see between 100 and 250 referrals from a single partner.

But forget those big numbers for a second...

Imagine if you just got 10 referrals each, from two partners each month. That's not a lot. Would it make a difference in your firm?

If you answer "yes," you might want to check out our latest business owner briefing - How to Get Clients Without "Prospecting", Cold Calling or Spending a Dime on Advertising...

This briefing is for business owners who close most of the prospects they see, but just aren't seeing enough people to get all the clients they need.

Click here for the next available presentation time.

Shooting at ghosts in the dark

I was on a call with a consultant earlier this week and it seemed as though he had the whole "lead generation" thing figured out...

He was doing Facebook ads...

Networking...

Cold, automated (robo) voicemails...

Adwords...

And at least a half-dozen others.

The only problem...none of them worked.

Yes he got leads.

But they weren't buying.

They're the WRONG LEADS.

So all the time, the energy and the MONEY he'd invested, paying for leads was wasted.

You know why...?

He never got clear on his IDEAL Client. Avoiding that one simple decision meant the difference between success and a pile of wasted money.

Figuring out who your IDEAL Client is (who it's not) is the very first thing we do when clients like you enroll in our Unstoppable Referrals Accelerator program.

It's THAT important.

If you'd like to find out if the Accelerator program--designed to get you from zero to referrals in 30-days and clients in 60 days--is the right fit for you, grab a time and let's talk...no pressure.

(And, full disclosure, it may not be the right fit for you...we refused to "sell" a prospect today. It just wasn't the right fit. But there's only one way to find out.)

Let's talk this week...

Shocking Admission: Referrals Won’t Work for Everyone

I get asked this question all the time…

“Hey Steve, will your process work in [insert your industry or profession]?”

The truth is, yes of course it works for everyone…

Just kidding ;-)

Our process really isn’t the right fit for everyone. In today’s quick (5-min) audio, I explain who the Unstoppable Referrals™ process works for and who should avoid it.

Listen now…it may just save you a lot of time.

 

My #1 Productivity “Hack” to Increase Sales

Hey, we all want more sales, more clients, growth, and success…

AND, most every entrepreneur that applies for a strategy call with us, also says they want more time, more freedom, so they’re not working 80+ hours a week.

If you look around, there are two extreme schools of thought on this…

#1) The “it’s called work for a reason” crowd believes that all progress is the result of MASSIVE action.

What that translates to for most who follow it is…”I’ve got to master Facebook, and LinkedIn…

…and Twitter, and Internet Marketing…

…and networking with ‘somebodies’ at the can’t-miss-conference, and…oh wait…

…now everyone’s on SnapChat. Gotta be there too.”

I’ve never been accused of being afraid of work, but more often than not, the “massive action” advice is designed to make you dependent on the advice giver.

‘Cause you need to know how to do the next thing…and it’s the thing that’ll FINALLY get you there.

On the other end, you’ve got the “4-hour-work-week-fantasy” (which if you read the book, you’ll know the title isn’t accurate).

But an entire industry exists to promise you that you’re simply missing a “trick” and if you know “this trick” not “that trick”, you’ll have the clients and freedom you want.

Man, if it were that easy Bill Gates and Warren Buffet would have more friends in the “Richest Guys in the World Club”.

So, here’s the productivity hack that’s guaranteed to get you more clients…

Focus on one thing and master it…

One IDEAL Client…

One proven method for attracting lots of them…

One, simple way of moving them from awareness to evaluation to decision…

And one productive way to have candid conversations with every “future client” to determine if you’ll accept them (or not).

Master one system. That’s all you need.

Ours has helped dozens and dozens of real-world businesses.

You can watch me walk through the whole thing here…

Or, if you’re ready to get help, we’ve got a few openings to speak with you 1-on-1…apply here

Talk soon…

 

How to master lead generation [audio]

If you’ve already got all the leads you’ll ever need, then you can skip today’s email. For everyone else…

There’s a HUGE gap between knowledge and mastery. With all of the courses from all of the talking heads out there, it’s easy to get sucked into “perpetual learning mode”…

Always chasing the NEXT thing that will get those clients rolling in.

But that’s not the path to mastering lead generation.

In today’s audio [5-min] I share the secret to finally getting control of your lead flow, so you have all the clients you’ll ever want.

Listen here…

Re: Your progress

We have the advantage of talking with a lot of business owners every month—both clients and others.

Among the ones who are making fast progress, they all have three things in common…

#1. They focus on good enough, not perfect. Perfect is an illusion, “good enough” is good enough to give you the results you want most of the time.

#2. They seek guides to show them the shorter route. They’re not seeking tricks, but real, strategic, speed and simplification. Most underestimate the power of this advantage.

#3. They take full responsibility for their own success and progress. Guides help, they accelerate progress, but the successful owners never abdicate ownership of the ultimate outcome they want, to anyone.

I used to think this was all common sense, but I don’t commonly see all three characteristics applied.

So today, if you’re getting great results, are you applying all three approaches? Reply, I’d love to hear your take.

If you’re not getting the clients you want right now, you’re not doomed. These “success principles” are simply decisions. You get to decide to use them, or not.

If you’re ready to start getting more clients, and get them consistently, month-in and month-out, we might be the guide you’re looking for. To find out, we’ve got a few times available to speak with new clients. Grab yours here…

 

Where new clients come from

After 20+ years of running companies, this is still the #1 question I ask everyday…

Where do the new clients come from.

I don’t mean, where are we going to get new clients, but where did the ones we got yesterday, the day before and last week…

Where did THEY come from…?

Most of the business owners I speak to want to know this too, but the answer eludes them…

Why?

Because for most, getting clients is a “random act of fortune.”

There is cause and effect, but it’s obscured because either, they’re not tracking what they’re doing, or, the bigger problem…

There’s not enough throughput of new leads and clients to find the pattern. This is BAD for your business for two reasons…

1. You’re not getting enough leads to get the number of new clients you want.

2. You’ve got no way to track down your success and duplicate it. Long-term this is the thing that keeps you small and over-worked. In online advertising there’s a phrase used to describe the progressive optimization of a campaign…

The phrase is “peel and stick”…

The same approach works in all kinds of client attraction. You see what works, peel off the stuff that doesn’t. So, month, after month, after month you’re getting better and better results with less and less effort.

But you gotta have throughput to see the pattern and make the improvements.

I’ve got a couple more openings for you, IF you’re ready to increase your lead “throughput” and figure out exactly what works to get more clients.

If you’re ready for help, book a time here and let’s talk.

Curious how we create throughput for clients? Every client is different, but here’s what we’ve done for one client.

The #1 Cause of Business Stress [audio]

Funny really… We get into business for the increased freedom of time, money, relationship and place that await you as an “entrepreneur.”

Yet, you’ll have a hard time finding a more stressed out, wound-up group of people on the planet.

Ever wonder why?

One of the great advantages of our business is that I get to ask lots of entrepreneurs what’s stressing them…

The one that drives the stress and angst more than any other is demand.

More specifically, the absense of it.

Listen to today’s audio and think about your own situation…

[audio src="https://unstoppableceo.net/wp-content/uploads/2016/06/20160617-podcast-creating-demand.m4a"]

How would things change if you fixed your demand problem?

If you’re not seeing the demand you’d like to see…

If the current level of demand for your services isn’t giving you the confidence to pick-and-choose the best clients and raise fees, and you’re ready to do something about it, then we’ve opened up a few spots on our calendar next week to talk with you 1-on-1.

These spots fill quickly every time we open up a batch, so grab a time quickly and send in the application you see once you’ve booked your call.

This floored me…

Two months ago, I started offering 1-on-1 strategy calls to qualified business owners…no-charge.

It’s been three years since I’ve done anything like this and the experience has been eye opening…

I’ve spoken with 26 small business owners—professionals.

What’s shocking is how many are generating LESS THAN ONE potential client a week…

Many are creating just one new opportunity a MONTH.

Most are doing OK. Making decent money…north of six-figures.

But growth…? Forget it. They’re stuck.

It’s like having a nightmare job…

No raise, but more work every year, longer hours every year…more risk every year…

For what reward?

What’s missing for every single one is any sort of system for creating new opportunity.

They get by on hope and luck.

For some that’s fine, I guess. And, if that’s fine for you, please unsubscribe…I can’t help you.

But if you want more…If you want growth, opportunity and the freedom that comes with it, then maybe we *should* talk.

We have just a couple of slots available for a 1-on-1 conversation about your business and its potential.

Grab a time now >>

If you get there, and see a waitlist, it means we’re full…add your name to the list and we’ll get in touch as soon as we open up more time on the calendar.