As you are probably well aware, the service profession is
evolving more rapidly than ever before. Competition, technology
and consumerism are taking huge bites out of your business
possibilities.
You're working harder, feeling more stressed, and not yet seeing
the results you want. The old answers to building and sustaining
your business don't seem to be working any more.
Whether you like it or not, it's time to take action and
re-engineer your business - or risk your future.
With this in mind, I'd like to share 5 proven strategies that
will create irresistible demand for your services, guaranteed!
1. Understand that the primary objective of your business should
be the MARKETING of your professional services, NOT the actual
delivering of your services. Most service professionals have it
backwards. You see, the challenge is that most of us have been
taught that simply because we deliver excellent service and
provide enormous value, clients will automatically knock our
doors down.
Well, I can tell you from personal experience, as well as with
hundreds of my clients, it's simply not the truth. The key to
building a long term, solid practice is the quality and
consistency of your marketing much more than the actual delivery
of your services. As Michael Gerber states in the e-myth
revisited, working on your business much more than working in
your business.
2. Become a "positioner" not a prospector. A positioner is
someone who builds his/her reputation such that prospects come to
them, they command respect. Positioners pick and choose clients,
whereas prospectors hustle and struggle to get clients. Become a
positioner and share your valuable knowledge, expertise, and
education with prospects, as a result you will be viewed as the
"go to" person.
3. Use an education-based marketing approach to attract new
clients. This is the process used by industry leading service
professionals to attract and enroll highly qualified prospects by
giving them what they want, not by selling or promoting. Selling
based marketing is out, it's old school.
Think about it, the problem is that prospects go out of their way
to avoid you, they even become defensive. How does that make you
feel? The key is to look for opportunities to create and give
your information away, which in turn will position you as the
expert. As a result, you will create a powerful magnet to pull
clients to you.
4. Design, create, sell and give away information products to
generate leads. All highly successful service professionals are
avid writers and producers of information products. The benefits
of creating your own info products are many: beginning with
creating passive revenue, allowing you to enjoy more time,
freedom, and increased bandwidth to make a larger impact in the
world.
In terms of positioning, creating an info product will attract
highly qualified prospects who view you as an expert in your
field, and as a result, will pay top dollar to work with you.
5. Become a specialist, not a generalist. This is a big one.
Highly successful service professionals are specialists at one
thing. When people think of that one thing, the specialist comes
to mind. Prospects who want that one thing will pay top dollar
for coaching and advice, and are attracted like a magnet.
I'm sure you've heard how vitally important it is to identify and
define your target market. I can't overemphasize the importance
of this. Without having a crystal clear idea of who you are, in
terms of your strengths, gifts, talents, and experiences and who
you will support based on your attributes, you are literally
shooting yourself in the foot.
If you haven't identified your target market and have made the
commitment to becoming a specialist and expert in your field,
it's absolutely essential that you do as quickly as possible.
After all, you have a message to share and a profound impact to
make in the lives of those you touch...
Make the commitment today to take on these 5 strategies and
incorporate them into your practice. If you do, your life and
practice will never be the same.
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