How to close a client isn’t necessarily about how to close a client. We can also use that phrase to think about any partnerships we have, any activities that we’re thinking about doing within our business or anything that’s going to take up a certain amount of our time that isn’t going to allow us to achieve or reach our full potential.
Word of mouth is really important and it’s something which we all know happens, as we get better at what we do pretty much all of you are going to be what we call market experts.
So you’re experts in whatever it is that you do so that’s your core pillar delivery, you are an expert at delivering what you do, a market expert within your business.
There are other people which we need around us in order to make the most of word-of-mouth marketing. It isn’t just about necessarily delivering your products really well but also owning your space, you can be seen as the expert authority figure.
Once you’ve achieved that there are two other influences or people that you need around you. Sales people and social connectors. This is why large organisations have a sales team. They go out there and they do the sales and marketing for you and you don’t have to worry too much about.
You know that’s a department that does that.
However you can have some great relationships and partnerships within your business, of people who may never buy from you, but they’re your biggest fans and they tell everybody about what you do.
Nurturing those relationships is worthwhile investing some time and energy into because they save you the time.
The social connectors are really really important people because you are human you’re not a robot, which means that you can’t do everything yourself.
You can become a social connector, you can also have other social connectors around you.
I’ve chosen to become a social connector, so that if anybody wants anything to do with business, typically there is somebody out there who I know I can say go and speak to this person .
It’s useful to have other people around you who are also social connectors because if your network isn’t working for you or as well as you wanted to do, you can reach out to other people’s networks and say hey do you know so-and-so you might do you know somebody.
You might be able to do this for me so typically and you can take on different roles and responsibilities within this.
If you’re a solopreneur working on your own you may end up having to be a sales person or social connector and a market expert, all three of them.
In terms of how this fits in with how to close a client this is really about knowing which people to pull in around you. Because we can get really busy having coffee with absolutely everybody who comes along.
This isn’t just clients, I encourage you to go and have consultations and coffee with prospects but when it comes to other people sales people social connectors and other experts within your industry you can be forever having coffee with no real clear objective or idea about what your goal is of having all of these meetings with people.
I see it so often and so again this goes back to the production line, slow down to speed up so you need to slow down those coffee meetings and think a bit more strategically about who it is that you’re meeting and whether they fit in with your plan for your business.
Having the power to say no to those people who aren’t really fitting in.
That your business is going to change over time so it might be that there may have been somebody you’re working with over a period of time that now you’ve got to say I need to cut them loose.
I’ve invested a lot of time and energy and maybe some money into this person it hasn’t brought me the results I want.
They’re a nice person but I have got to just say no to them if they’re not bringing new clients.
If they’re not connecting with the right people.
The right number of people and they’re not allowing you to be an expert within their their network.
You’ve got to focus your energy on where you are going to get results.
So that is how to create word-of-mouth marketing for your business
Just look at whether you perceive yourself to be a market expert, what sales people do you have around you in your network and who are the social connectors perhaps within your network and how they help you. a
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