Client Magnets Official Blog

At the heart of the Client Magnet approach is the concept of VALUE.

You may not yet have all the clients that you want. Or maybe you do have enough clients, but you still feel vulnerable, because you know that losing one or two key clients could put your business in jeopardy.

If you’re in this vulnerable situation, then you are either:

1. Not adding value

2. Failing to effectively communicate how you add value

The fact is, if you started your working day asking yourself: Who are my target clients? What do they need? How can I contribute something of value to them even BEFORE they become clients – your marketing problems would be solved for ever.

If you’re getting feedback along the lines of ‘not interested’, ‘not right now’, ‘call back in a month’, then what the prospect is telling you is ‘this isn’t a priority right now’.

But my point is this. If what you’re offering ISN’T a priority to your prospects, then it means that something else IS. There are other issues that are keeping them awake at night. There are other problems that they’re preoccupied with. And if you can uncover what those points of pain are, there’s a very good chance that you could help them.

Now you might say -well those other problems have nothing to do with my product or service. But the fact is, if you want to form a relationship with this individual or group of individuals, ‘what’s keeping them up at night’ has EVERYTHING to do with you.

So how does this work in practice? Let’s say you’re a sales trainer, and you want to develop a relationship with sales directors who outsource their training. You’ve tried cold calling and direct mail to introduce your service, but you feel like you’re meeting a blank wall. When you’re approaching sales directors as ‘just another training provider’ no one’s interested. So step back and ask yourself, well what are they pre-occupied with? Maybe they’re frustrated with the fact that 80% of business comes from 20% of the sales force? Maybe they’ve already invested in training, and felt like they didn’t get a significant return on their investment? Maybe they’re so bogged down with fire-fighting, that they can’t
even lift their heads to THINK about training?

You need to spend some time and exploring and uncovering these points of pain. How? Listen, first and foremost. I started Client Magnets because I kept hearing trainers, coaches, therapists tell me: ‘I don’t have enough clients, and I’m not confident in my ability to get new clients.’

The other thing you can do is just ‘put yourself in their shoes’, start to see the world through their eyes and get an understanding of what their hopes and fears are.

So back to our sales trainer example, as you uncover the points of pain for your target prospects, you will start to see common themes emerge. There’s a good chance that you know how to solve these problems. Maybe you could put together a simple report that provides some solutions for these issues. Or you could organise a half-day seminar or a teleconference call where you provide the answers personally.

Ultimately the form through which you provide this solution is less important than the spirit with which you do it. If you are ‘giving to get’ ie writing a report in the hope that it will win you favours, then it will backfire. But if you write your report with a pure and clear intention to serve, and with a feeling of trust that as you serve people, they will keep coming back, then you will find this a highly magnetic approach.

The questions to keep asking yourself are: How can I be of service? How can I add value? Make these questions your mantra!

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