Relationship marketing and the language of leads

Transcription

1 Relationship marketing and the language of leads Robert Gerrish, Venture Strategist #QBConnect WiFi: QBConnect Password not required

2 Today s speaker Robert Gerrish robertgerrish.com 2 #QBConnect

3 What were your biggest challenges in the last year? Finding clients or customers Not enough hours in the day Dealing with too many aspects of the business Getting paid / cash flow Staying motivated Source: Flying Solo survey #QBConnect

4 It s much easier to spend a lot of time making your microphone louder than it is on making your message more compelling -Seth Godin

5 Creating Compulsion

6 Picture this scenario You re in the New York subway, late at night when you re surrounded by a gang of threatening thugs What are you going to do? 6 #QBConnect

7 Appoint someone to take action A general call for help doesn t work. Hey, you in black, leaning on the wall. Help me! KEY TAKEAWAY: It s better to be heard well by one person, than ignored by many. 7 #QBConnect

8 Don t count the people you reach. Reach the people who count - David Ogilvy

9 Who gives a damn?

10 Truly knowing your customers Who ideally do you work with and what do you do for them? KEY TAKEAWAY: Attracting the right clients is like attracting the ideal life partner. When you know what you re after, you ll stand more chance of finding it. 10 #QBConnect

11 Top 5 reasons startups fail No market need 42% Ran out of cash 29% Not the right team 23% Get outcompeted 19% Pricing / cost Issues 18% Source: CB Insights, Research into 101 startup failures, 2017 KEY TAKEAWAY: To know what your market needs, you need to know your market! 11 #QBConnect

12 Choosing your Position

13 How do you take your coffee? KEY TAKEAWAY: Consider where you pay premium and why. What position are you taking in your work and where do you want to be? 13 #QBConnect

14 A lot of people are afraid to say what they want. That s why they don t get what they want. -Madonna

15 Creating a Detailed Profile

16 Action: Describe your ideal customer Particular favourites(describe in detail) What you do for them (outcomes of your work) Characteristics (recognisable behaviours) What they re not (traits to avoid) Specific projects/tasks you love How they respond to you How they treat you 16 #QBConnect

17 The added benefits of articulating your profile You quickly spot the ideal attributes and save time Helps you refine and polish questions to ask prospects Makes it easier to talk about your work with comfort Enhances your networking and marketing actions KEY TAKEABAY: Your Ideal Client profile may change as your business develops. Keep it at hand and check in regularly. 17 #QBConnect

18 I help people start, grow, rejuvenate or exit a great little business. These days, I do a lot of work with older entrepreneurs. - Robert Gerrish

19 The Elevator Pitch

20 The language that gets passed on A succinct way of saying what you do and who you do it for KEY TAKEAWAY: For our words to stick and stay top of mind, the language should be easily understood by a 10 year old child. 20 #QBConnect

21 Let s Put it to Work

22 The relationship bullseye KEY TAKEAWAY: Knowing where people are in their relationship with us, determines the actions we take. 22 #QBConnect

23 Action: Steps to move people closer Goal: Each week nudge three people one ring closer Consider the mix: Coffee, phone call, text, Invite a fan to become an advocate Make a fuss of those who matter 23 #QBConnect

24 Love the one you re with The shocking stats regarding perceived indifference 68% Perceived Indifference 4% 5% 9% 14% Natural attrition Referred to competitor Cheaper elsewhere Dissatisfaction Source: Research by John Gattorna, Macquarie Graduate School of Management, #QBConnect

25 Questions?

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