How Do I Find More Clients?
Let’s get this one out of the way first since it’s the number one question I get from new consultants.
Actually, it’s the number one question I get from old consultants too. That shouldn’t be. If you’ve been in the consulting game for a while and your number one concern is finding more clients, you’re doing it wrong.
Your concern should be making more money from each client. Or working less and making the same amount from each client. But that’s a blog post for another time.
How do you find more clients?
I’ll tell you about one much-overlooked way in a moment. But first a little about a mistake that most consultants…and most marketers…make.
Not knowing your numbers and not spending enough on client acquisition.
How much is one client worth to you over the course of a year?
Might be a tough question to answer when you’re just starting out, but it’s never too early to start thinking this way.
Let’s say it’s $5000.
Let’s say that your “margin” (not counting your time) on each client is 80%.
That means you’ve got $4000 to spend to find each new client if all you want to do is break even.
Of course, you don’t want to just break even.
Think about it like a gumball machine.
If the gumball machine drops $5000 every time you turn the crank, how much money are you willing to spend for a turn of the crank?
Let’s say you spend $1000 to find each new customer. You’re still making $3000 margin per customer?
But most consultants in this situation do not spend $1000 to land each new client.
They spend waaaaaaay less…and wonder why they don’t have enough clients to keep the lights turned on?
Because they don’t trust the gumball machine.
But if you spend $1000 marketing to find new clients…and do it wisely…the advantage you’ll have over your competition will be more powerful than you can imagine.
In fact, you’ll very likely wind up in a situation where you could sell your leads to the starving the consultants who are always complaining “I don’t have enough clients.”
That’s the way traffic leadership works…in just about any industry. The leader is able to buy up all the traffic and parcel it out as he sees fit.
Be that guy. Not the guy pinching his marketing dollars and wondering where all the clients are.
One Overlooked Way to Land More Clients…Lumpy Mail and the Shock & Awe Package…
Beginner consultants want to use the internet to find clients.
Pros understand that doing the same thing everybody else is doing is a recipe for poverty.
One of the best things about direct mail is it’s a fixed cost to deliver to a recipient, regardless of niche.
Internet advertising, like on Google AdWords is all bids. If you want to reach guys who have had a DUI, it’s $50 per click. Mortgage loans? Out of this world expensive. Consultants? Give it a try and tell me how that works out for you. (By the way, for local business consultants, Talor Zamir’s course is outstanding).
But with direct mail, the postage rate is the same regardless of where it’s going.
That means for certain kinds of people in certain kinds of situations – like when you’re trying to reach high-value decision makers- it’s perfect.
And no Google slaps. And no Facebook bans.
And once you find a direct mail strategy that works, it can work for 5 or 10 years…maybe even longer.
Also, your competition can’t as easily reverse engineer what you’re doing the way they can with internet marketing.
Finally, direct mail conversion rates are UP to record levels
Why? Because everyone turned to the internet and stopped mailing. So now, your direct mail piece stands out (if you do it right). Twenty years ago? It would have gotten lost in a stack of mortgage re-fi offers and Bed Bath & Beyond coupons.
Here are two tips for using direct mail to find consulting clients…
- You must get noticed. You must do something that gets your mail looked at. Whether it’s a hand written address with a real stamp or a FedEx package. You cannot look like a bill or a business proposition.
- You want to be hard to throw away. Think lumpy. My associate Matt Gillogly used to include a die-cut, stand-up business card that looked like a $100 bill folded in half. You couldn’t close it up and file it away. You didn’t want to throw it away because it felt and looked substantial. So it ended up sitting propped up on the desks of most of the people it was mailed to!
Be original. Stand out.
I do a lot of email marketing, but people are very sensitive about getting emails they don’t want. Nobody goes berserko over 3D mail, especially when it’s original and creative.
Another tip: Shock and awe package.
A shock and awe package is also known as “2 pounds of proof.”
You load up a FedEx envelope with as much proof of your credentials as possible.
- Testimonials from clients
- Results from clients (with specific numbers and $)
- Books, white papers, reports you’ve written
- Photos of you doing cool stuff, meeting with cool people
- Awards you’ve won
- Certificate of your satisfaction guarantee or performance promise
Make it hard to throw away.
Don’t think you have 2 pounds of proof? Well, that’s your homework for today.
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