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Get Clients Now! (TM), 3rd Edition

Book Description

Get Clients Now! has helped thousands of independent professionals dramatically increase their client base. With this uniquely practical guide, it’s easy to replace scattershot marketing and networking efforts with proven and targeted tactics. Using a simple cookbook model, the book helps readers identify the ingredients missing from their current marketing activities, select the right strategies and tools from a menu of options, and create a completely customized action plan. A structured 28-day program then outlines exactly what they need to do to put it into action. Now fully updated, the third edition combines tried-and-true marketing practices with new ideas for reaching clients. Readers will learn: • How to choose the best marketing tactics for their situation and personality • Hands-on approaches for replacing unproductive cold-calling with the power of relationship marketing • Online networking and prospecting, social media, and internet marketing strategies that really work • Advice on integrating online and offline tactics • Tips for dealing with fear, resistance, and procrastination • And more. Complete with worksheets, exercises and all-new examples, Get Clients Now! remains the definitive guide on winning new business.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Foreword by Jay Conrad Levinson
  6. Acknowledgments
  7. Introduction
    1. WHO SHOULD USE THIS BOOK
    2. HOW TO USE THIS BOOK
  8. Part I: The Setup
    1. Chapter 1: What Really Works? Effective Marketing Strategies
      1. MARKETING MADE SIMPLE
      2. Marketing Is a System, Not an Event
      3. HOW THE PROGRAM WORKS
      4. Key Components of the Program
      5. Getting Help to Make It Happen
      6. Say It and You’ll Do It
      7. WHAT WORKS AND WHAT DOESN’T?
      8. It’s a Matter of Trust
      9. WHAT GOES INTO A STRATEGY?
      10. Tactics for Direct Contact and Follow-Up
      11. Tactics for Networking and Referral Building
      12. People Do Business with People
      13. Tactics for Public Speaking
      14. Tactics for Writing and Publicity
      15. Your Parents Love You, But Who Else?
      16. Tactics for Promotional Events
      17. Tactics for Advertising
      18. MAKING YOUR FIRST SELECTION
      19. Get Personal About Your Marketing
      20. BUT WHAT ABOUT SELLING?
      21. A WORD ABOUT TERMINOLOGY
    2. Chapter 2: Where Do You Start? The Marketing and Sales Cycle
      1. THE UNIVERSAL MARKETING CYCLE
      2. Keep Your Prospects Cycling
      3. HOW DOES THE CYCLE WORK?
      4. Self-Promotion Serves Your Clients
      5. CHOOSING WHERE TO FOCUS
      6. Pick What’s in Front of You
      7. WHAT NEEDS THE MOST WORK?
      8. WHAT STRATEGIES SHOULD YOU USE?
      9. Keep the Pipeline Flowing
      10. FILLING OUT THE ACTION WORKSHEET
      11. No Marketing? No Business!
    3. Chapter 3: Where Are You Headed? Setting Your Sales and Marketing Goal
      1. HOW HAVING A GOAL WILL HELP YOU
      2. You Gotta Have a Plan
      3. WHAT IS A GOAL, ANYWAY?
      4. From Dream to Idea to Goal
      5. SETTING YOUR GOAL FOR THE PROGRAM
      6. If You Want It, Declare It!
      7. TIME FOR A REALITY CHECK
      8. Set a Goal, Get Focused, Get Results
      9. ARE YOU RESISTING THIS PROCESS?
      10. LOCKING IT IN
  9. Part II: The System
    1. Chapter 4: What’s Stopping You? Selecting Your Success Ingredients
      1. WHAT ARE THE MISSING INGREDIENTS?
      2. SHOPPING FOR SUCCESS INGREDIENTS
      3. Using the “Black-Box” Principle
      4. Which Ingredients to Choose
      5. The Strategy Icons
      6. Bridging the Gap from Idea to Action
      7. EDITING YOUR SHOPPING LIST
      8. Make Your Projects Bite-Size
      9. SETTING TARGET COMPLETION DATES
      10. Climbing the Marketing Ladder
      11. QUANTIFYING YOUR SUCCESS INGREDIENTS
      12. Feel Better to Sell Better
    2. Chapter 5: Here’s What to Do: Choosing from the Action Plan Menu
      1. WHERE DO THE CLIENTS COME FROM?
      2. Build a Fire Under It
      3. ORDERING FROM THE ACTION PLAN MENU
      4. It’s Okay to Be Yourself
      5. START WITH THE FUN STUFF
      6. Strength of Purpose Defeats Avoidance
      7. TIME FOR THE MAIN COURSE
      8. How to Make the Best Selections
      9. Nobody Wants a Drudger
      10. A WORD ABOUT CLOSING SALES
      11. Marketing Alone Won’t Do It
      12. WHAT IS GOING TO STOP YOU?
      13. Got Permission from a Rabbit
    3. Chapter 6: You’re Ready . . . Let’s Go! Putting the System into Action
      1. THE TRACKING WORKSHEET
      2. THE 28-DAY PROGRAM
      3. Day 1
      4. Day 2
      5. Day 3
      6. Day 4
      7. Day 5
      8. Day 6
      9. Day 7
      10. Day 8
      11. Day 9
      12. Day 10
      13. Day 11
      14. Day 12
      15. Day 13
      16. Day 14
      17. Day 15
      18. Day 16
      19. Day 17
      20. Day 18
      21. Day 19
      22. Day 20
      23. Day 21
      24. Day 22
      25. Day 23
      26. Day 24
      27. Day 25
      28. Day 26
      29. Day 27
      30. Day 28
      31. WHAT’S NEXT FOR YOU?
  10. Part III: The Strategies
    1. Chapter 7: Filling the Pipeline: When You Don’t Know Enough People to Contact
      1. MAKING YOUR STRATEGIES WORK
      2. WHO BELONGS IN YOUR PIPELINE
      3. Ingredient: Description of Services
      4. Ingredient: Market Niche Definition
      5. A Bigger Pond Isn’t a Better Pond
      6. Ingredient: 10-Second Introduction
      7. Ingredient: Business Cards
      8. Ingredient: Self-Confidence Skills
      9. Get Your Confidence Rolling
      10. Ingredient: Website
      11. Climbing to the Top of Mt. Search Engine
      12. Ingredient: Social Media Profile/Page
      13. Recipe: Calling and Mailing
      14. Recipe: Meeting People in Person
      15. Recipe: Finding Prospects
      16. Get a List and Get Going
      17. A WORD ABOUT FEAR
      18. What You Miss When You Fear to Persist
      19. Recipe: Attending Live Events
      20. Recipe: Meeting People Online
      21. Adding More Links to Your Marketing Chain
      22. Recipe: Following Up with New Contacts
      23. Recipe: Networking with Referral Partners
      24. Reframing Can Lead to Referring
      25. Recipe: Learning to Speak in Public
      26. Recipe: Finding Places to Speak
      27. Recipe: Getting Booked as a Speaker
      28. Turn a Pack of Wolves into Purring Kittens
      29. Recipe: Writing Articles or Tips
      30. Virtual Customers Have Real Expectations
      31. Recipe: Publish Your Own Writing with a Blog
      32. Blogging that Makes Sense
      33. Recipe: Getting Media Publicity
      34. Making the News
      35. Recipe: Making Your Own News Online
      36. Recipe: Putting on a Show
      37. Recipe: Making Advertising Work
      38. Recipe: Distributing Flyers
      39. Ads Should Win Rewards, Not Awards
      40. Recipe: Sending Direct Mail by E-mail or Post
      41. Recipe: Display, Classified, and Calendar Advertising
      42. Recipe: Pay-per-Click Advertising
      43. Recipe: Broadcast and Webcast Advertising
      44. The More Things Change, the More They Stay the Same
    2. Chapter 8: Following Up: When You Know Plenty of People but You’re Not Contacting Them
      1. IT’S SIMPLE, BUT NOT ALWAYS EASY
      2. Ingredient: Contact Management System
      3. Help, I’m Drowning in Details!
      4. Ingredient: 30-Second Commercial
      5. Ingredient: Brochure
      6. Ingredient: Marketing Kit
      7. What’s Different About You?
      8. Recipe: Calling and Mailing
      9. Recipe: Follow-Up Meetings
      10. Recipe: Follow-Up Mailings
      11. The Power of Postcards
      12. Recipe: Following Up by E-mail
      13. You’ll Sell More If You Don’t Sell Anything
      14. Turn Your Visitors into Subscribers
      15. Recipe: Following Up with Social Media and Online Communities
      16. Recipe: Strengthening Personal Connections
      17. ANOTHER WORD ABOUT FEAR
      18. Find a Fix for Your Discomfort
    3. Chapter 9: Having Sales Conversations: When You’re Contacting People but Not Getting a Chance to Sell
      1. WHAT’S IN THE WAY?
      2. Recipe: Making the Pitch
      3. Prospects Are Also People
      4. Recipe: Qualifying Your Prospects
      5. If You Don’t Ask, You’re Selling in the Dark
      6. Recipe: Making Your Website a Better Sales Tool
      7. Ingredient: Professional Visibility
      8. Connecting with the Invisible
      9. Ingredient: Competitive Research
      10. Ingredients: Target Market Research and New Market Position
      11. Ingredients: Better Service Package and Narrower Focus of Services
      12. Know Yourself and You’ll Know Your Clients
      13. MORE WORDS ABOUT FEAR
    4. Chapter 10: Closing Sales: When You’re Having Sales Conversations but Not Getting Sales
      1. THE FINAL FRONTIER
      2. Ingredient: Professional Credibility
      3. Ingredient: Testimonials or References
      4. Boost Credibility and You’ll Boost Sales
      5. Recipe: Changing Whom You Have Sales Conversations With
      6. Recipe: Scripting Your Sales Conversations
      7. Recipe: Adding Tangibility to Your Sales Conversations
      8. Make a Connection and You’ll Make the Sale
      9. Recipe: Making the Sale
      10. To Win More Sales, Try Being Yourself
      11. Recipe: Following Up
      12. A FINAL WORD ABOUT FEAR
      13. The Doorway to Freedom
  11. Index