Consultant Marketing It’s Not the App

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I’ve been doing testimonial videos for a client this week.

I’m not a video production expert. My equipment is rudimentary. I use Camtasia to edit. But the quality is sufficient for web sites and the candor I can evoke in the interviewee comes across powerfully because it is not puffery.

My interest is in what they have to say.

The questions I ask are about the concerns they had before and after engaging with the coaches and consultants I work with. I delve into their feelings before, during and after the engagement. I query for concrete results and outcomes.

Their actions speak louder than their words.

One thing comes through in all the interviews I’ve done over the last couple of years. Every single successful entrepreneur, CEO, President and corporate officer turned their phones off for the taping without being asked to do so.

I asked why.

The answer was that they did not want to be interrupted and that the phone simply being on could impede their concentration. Simply being on.

Their success speaks volumes.

These are men and women who recognize the focus a coach or consultant can help bring to their operations. They understand that clarity is the key to taking their organization up a notch and that human interactions are the fundamental driver of business success. 

They are not tied to technology other that to use it as a tool.

They are not addicted to their cell phones.  

They turn them off in order to concentrate.

Several of them noted that they have kept older, land line phone service so that an assistant can handle calls. They tell very few people their direct line.

Rapport generates honesty

Asking questions about both the emotional and literal results of working with someone tends to build rapport between the questioner and the respondent. Often that allows me to get honest answers to infrequently asked questions.

Ever ask someone why they are successful?

It started out as conversation to maintain the rapport while I broke down the video equipment, reclaimed the lapel mike and bundled everything into an old Case Logic video transport that I’ve converted for making sure I have all the gear in one place

Now it has become a standard operating procedure. These days I ask it in many ways:

  • Is there some reason you believe your business is successful?
  • What one thing do you think is why your company is doing well?
  • Does technology make you successful or something else?

Technology is just a tool

Founders of small companies, owners and managers of mid-size companies, C-suite officers both product and service companies agree. Technology is not the reason they are successful. Using it when a competitor doesn’t sometimes gives you an edge. But, by the time it is affordable for smaller companies, the idea of disrupting an industry or even competition in a geographic area just isn’t going to happen. That is their assessment, not mine.

“You do well when you do it good”

He wasn’t the kind of CEO that is dressed for success. His jacket was casually thrown over a side chair. He did the video interview in shirt sleeves with his tie askew saying, “Anybody who knows me wouldn’t believe me if I got all gussied up, and folks like me wouldn’t either.” 

When I asked why he thought his company was doing well he said, “This business is not rocket science. We’re distributors. We take orders on the phone and now online and we transport the product to your location. In this kind of business you do well when you do it good. There are two other companies that can handle your business around here. We have a reputation for doing what we say we are going to do. Been that way since I was drivin’ the only truck we had. Everybody that works here from the gal on the front desk to the mechanics that keep our rigs runnin’ gets it. We tell our customers we’ll get them what they need when then need it.

We keep our promises.”

Out of the mouths of babes

She was a definitely not a slouch. My client had told me about her MBA and how she had climbed the ranks in the financial industry and figured out a specialty service she could start with limited capital. She looked every bit the successful entrepreneur as she finished a phone call and gestured to a seat across from her desk. She put down the phone, clipped an earring back on her ear and asked if seated at her desk was okay for the video.

In the interview she was completely candid noting that she was working on her management skills as her organization had gone from zero to 7 figures in a year and was at the point where she was going to have to start handing off both responsibility and authority.

I asked, “Why do you think you are so successful?” Her response surprised me:

“A few years ago I thought I had it all figured out. I was the top producer in my firm, on the management track with a rosy future. But then the firm was sold. I hadn’t seen it coming. I’d gotten complacent. So I decided that the only sure thing was something I controlled. I’d had an inkling about this service but not the guts to go for it. Even faced with an uncertain future I wasn’t sure. I asked my pre-teen daughter if she would be worried if I started a business.

My darling daughter said, Go for it Mom. Try it. You always tell me to never stop learning. Since I opened the doors I’ve followed her advice. I hired your client to help me with leadership skills. I got what I paid for. We use a lot of technology but that keeps changing and I have to make sure my people are willing to keep learning. Knowing more about the law and how to run the numbers to our client’s advantage is what keeps us ahead of the curve. They trust us to know it better… to never stop learning. That’s why we’re successful.

Success is a matter of trust.

Trust in your judgement.

Trust in your staff

Trust in your customers

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing strategies that build businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Consultant Marketing in the Beginning

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I was interviewed on a Podcast last night.

I had approached the interviewer because of a post she had put in a group I’d been asked to join on Facebook. Usually I don’t engage on that platform but there she was, right up front when I clicked a link to the group.

We had chatted briefly on the phone, set a date for the interview and she said she would send me all the particulars.

When she called a little after dinner she was concerned that I had not responded to her e-mail.

I immediately searched my e-mail files and found zip, nada, nothing. She did the same and discovered that it was in her draft folder and had not been sent!

She asked if I could talk now to record her blog.

I said, “Certainly.”

She clarified a few points and then proceeded with the introduction.

Our connection is an event promoter who is launching a nationwide tour in March. I’ll be one of two keynoters in San Diego in November. He wanted me to keynote in multiple cities in the west but I no longer get a kick out of being in an all-day event, flying at night to the next city and doing it all again the next day. So I passed on Phoenix and Las Vegas.

Then I was asked to introduce myself.

Here’s what I said:

“My name is Jerry Fletcher, I’m a master of consultant marketing. You know how everybody tells you that you have to have to be memorable but nobody tells you how to do it? Well what I do is help consultants, coaches and entrepreneurs craft a unique trust-based marketing strategy to build a business, a brand and a life of joy.”

Memorable? She asked

“You have three seconds to use words face-to-face or on-line to get someone’s attention. Three seconds to say something or register or a strong headline to get through the armor we all have on our minds to open the way to further conversation. In the next ten seconds you must give them a reason to want to talk to you.

A commercial is not going to get it. People would rather have a conversation than listen to a commercial.”

Nobody is legendary right out of the box.

What you say in that first three seconds must give them a way to recall you. It should include your name and a memorable hook. That is the beginning of what I call 30-Second Marketing TM. Over time you will move through a series of steps that bring you closer and closer to that client/customer. Here’s the progression:

Memorable

            Trusted

                        Branded

                                    Employed

                                                Unforgettable

And for a few elites: Legendary

For her, it is the beginning.

Her questions revealed that she is moving from a full-time job in healthcare to coaching. She is fired up. She has taken the training and is now certified but like all indpendent professionals, consultants, coaches and solopreneurs she is having difficulties figuring out how to market her services.

I explained that the marketing that works in the beginning is not the same as she will use as her business grows and will change yet again when she is established. Of course, I have the benefit of the consultant marketing research studies I’ve done over the last 16 years.

Companies are built one contact at a time.

One gem of a contact plus another and yet another until you have a string of them like a lustrous string of pearls. In time, with trust some become clients, some become referral sources and some become both. Networking will always be a part of the successful firm’s marketing strategy. It will diminish in relative importance over time but will always be there. Along with direct sales activities, no matter what the business entails it is what the new entrepreneur must count on in order to pay the bills.

Speaking puts more targets in your sights.

I didn’t discover this fact of life. L learned about it by interviewing a consultant that had authored a book. Because of her I signed up for a newly formed group that I helped become the local chapter of the National Speakers Association. I’ve been a professional member of the National and the Local since 1993

If you have a process or viewpoint that can help solve a problem for individuals you can take that same information and build it into a speech crafted with signature stories and incidents along with content that will change the lives of  those in the audience. In doing so you will generate memorability, trust and brand. You will bring a part of that audience to the point that they want to work with you. You will be able to close the deal to work with them. And, assuming you deliver as promised, you will make yourself unforgettable.

Walk away from the podium.

Get your first appearances in places like your local Rotary. You won’t get paid by them or other small local groups that would like to hear your message. That is okay. You will need the practice and to learn what people really want to hear.

Slowly but surely you will develop the skill to speak without notes and to roam a stage finding positions that will help you make your point. Later when you are pursuing an appearance at a larger organization you will be asked, “What is your fee?” It will happen and from that day on you will be a professional speaker. Just remember, “It’s not about you. It’s about them.” Make sure your audiences always leave with information they can put to work immediately and that you have a way to continue the relationship.

Between those who come up to speak with you when you finish and those that provide you with their contact information your business and your referrals will continue to grow.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing strategies that build businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Consultant Marketing Getting Ready to Get Ready

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I offered a free 3-Day Challenge.

Two thirds of the room signed up.

I figured it was a good way to build trust while working out some of the kinks in the first of a series of new experiential products with a small group.

What I learned.

I knew that most informational products sold okay but the purchasers didn’t implement the actions recommended. The research shows that 80% don’t even open the item after they have paid for it and downloaded it! And of the 20% who do open it up only a handful (20 to 25%) ever finish and implement!

In other words gamification techniques must be applied in order to get the purchasers to put the training to work.

Expectations versus reality

I wanted to be sure that this proven process got implemented. I carefully set things up so the perceived value was greater than the stated price ($197) the product included:

  1. A bonus video demonstrating the 30-Second Marketing self intro technique
  2. Module 1:
  3. An overview video for the course.
  4. A graphic roadmap of the course
  5. Trial Hook worksheets in writeable PDF form
  6. A zoom coaching call with all participants to share their work (and build community)
  7. Module 2:
  8. Hook’em worksheet with tips on resources to help craft creative breakthroughs
  9. Directions on how to come up with more memorable hooks
  10. A Higher recall worksheet (writeable PDF)
  11. Challenge Winners worksheet (with segment for recording the groups suggestions)
  12. A 30-Second Marketing Briefing
  13. A zoom coaching call to share their progress and provide feedback

 It worked but not as well as I had hoped. I was targeting 80% of those who signed up completing the course. Shifting the goal to actual use of the material being developed makes a difference. No longer is the measure of success a simple sales metric. Now it is a true measure…whether or not the purchaser got their money’s worth.

The numbers

The entire pitch was 3 minutes out of a 2-hour presentation. It was a small group, just 12. Eight of them signed up. Three completed the first worksheets. The same 3 showed up for the Zoom coaching calls. None of them completed the Module 2 worksheets. (1 did a day later)

BUT, all of them felt the product was worthwhile and all said they had learned a great deal about how to present themselves and their offering in a new way that they believed would pay off.

Mission Accomplished.

Along the way we helped one participant figure out how to expand his potential market and how to change up another’s presentation to get her unique difference across more quickly.

Shifting these individuals from doing a commercial to having a conversation was what I had set out to do. That got done. Will they be more memorable in the future? Probably.

An epiphany

One of the participants, after hearing the group agree with her friend’s suggestion about how to identify herself said,

Hmmmm… interesting.  Seems that would let me tailor what I say next based on whether I’m talking with an executive, business owner, manager or staff person.

That made it all worth while

The lesson for us all

I’ve been doing one-on-one consulting with consultants long enough to know that getting ready to get ready is a common failing. We all do it. We bite off more than we can chew. We sign up for a course, then get busy and figure, “well I can always come back to it.” We procrastinate.

There is a solution. As one of my clients puts it:

“Define the three things you believe will change your business for the better.

Pick one.

Do it.

Rinse and repeat.”

Stay tuned. More to come on putting more positive experience into the products it takes to build a business, a brand and a life of joy.

And so it goes.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing strategies that build businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com