It's a sad fact that some of the best consultants that I've
known over the past ten years have gone out of business.
Some wanted something different from life. A few retired
and now volunteer at Score and chambers, but some just
gave up and walked away.
Now that begs the question, "If they were really that good
why would they just walk away and give up?"
The worst part is that many times these consultants that
gave up were responsible for massive gains in their
So, why then did they go out of business?
1. Somehow they forgot along the way to continue to do
daily actions that lead to having sales conversations
But it was deeper than just not doing the daily actions.
They were completely dependent on the manual prospecting
so as soon as they got a few deals, they stopped doing the
things that go them the deals in the first place.
Then they mistimed their prospecting push and hit a cash
crunch that they couldn't financially weather or mentally
overcome, then they lost faith in themselves and quit.
Morale of the story: Stay with your daily money-making activities.
If you do nothing else today, do the money-making activities.
Every. Single. Day.
2. Even if they were having enrollment/strategy sessions/sales
conversations with prospects, they couldn't persuasively
demonstrate their value in a way that led to prospects
See, if you are doing two, three or four daily actions that
get you in front of two or three prospects a week and
you're not getting deals, your value proposition is not
coming across clearly.
So, how do you persuasively demonstrate your value
to a client in a way that results in them hiring you?
There are three steps I've found that make it clear that
I can help a business owner get to their next level:
Step #1: When we meet or talk by phone, the bulk of
our initial time is spent focusing on defining, articulating
and pin pointing their marketing-related problems.
After spending the bulk of my time doing pain location,
I'm crystal clear on how any number of services can
solve those problems.
My number one goal then becomes to relate every
effective strategy to addressing one or more of their
Step #2: Package any service or strategy I'm presenting
to them as a proven way get them more leads/customers/
The only reason the business owner is meeting with me
is because he is responding to a "fix my marketing"
offer in some form.
Don't be naive.
Getting them more leads/customers/patients is why you,
the marketing consultant, are sitting in that seat.
Step #3: State my ability to get them better/higher/more
profitable conversions quickly on existing things
It makes a business owner feel so good to know that
you can improve on what he's doing and get him a quick
influx of cash, leads or customers.
Plus, it's the quickest way to get results in most cases.
So, if your "offer to help" was...
1. Focused on positioning your service solution on solving
their exact marketing problems...
2. By getting them more leads/customers/patients fast...
3. And getting them better more profitable conversions
quickly on existing things they're doing...
4. And combined with daily money-making activities to
consistently be having these type of enrollment conversations
with business owners each and every week...
You can finally create a consulting practice that can
sustain you for as long as you want to be a marketing
See you at the top,