In case you missed my last post: What do you promise clients? Many BVFLS practitioners get pulled in many directions … because they say they provide so many services—offering so many benefits and solving so many problems—that they end up juggling too many promises. The most successful practitioners are not jugglers … rather, they are focused on keeping one strong over-arching promise. What’s yours?
On to this week: You probably have a segment of people in your Outlook/Gmail contacts and LI connections who you hear from on a regular basis. And another, likely much larger, segment of people who you rarely or never hear from. Would you still consider this latter group to be a potential source of new business? You probably guessed the correct/logical answer is “Perhaps,” but are not sure why. Here’s why.
Research (from Dan Kennedy, founder of Magnetic Marketing) shows people’s buying activity breaks down like this:
First, let’s collectively call or label ALL of your contacts and connections your list.
If your list is a “typical” audience, 50% of them will reach out to somebody—eventually. The other 50% will never reach out at all—to anyone.
So there goes half of your potential sources for new work—but they make up a portion of everyone else’s sources, too! But what about the other 50%—the 50% who will buy from somebody? How does their buying activity break down?
Well, it seems that about 15% of that 50% are predisposed to buy right now, i.e., say in the next 90 days—assuming you have the right offer. To grab that 15%, that right offer must also be combined with the best way of communicating it to your list, else how will they know about it?!
[Note: the word “offer” is code for the service you sell, which is typically your traditional BVFLS services. If your list isn’t buying from you now, it’s likely because those traditional services aren’t relevant to your list during these stressed times.]
And the other 85% of that 50%? Well, it seems they are predisposed to buy from you later, i.e., say between 90 days and 2 years—again, assuming you have the right offer. BUT you must pay attention to that 85% until they are ready to buy.
You need a “system” for nurturing that 85% so they will engage with you when they are ready. (Prospects hire us when they need our services, not when we need their business.)
What’s my “system”? It’s what I call the “PS – I Love You” message, and it appears at the end of my lead nurturing emails and LI direct messages.
[See the end of this post for an example.]
The key point is that my email/message offers are for the 15% of my list who are ready to buy now from me … and the “PS – I Love You” is aimed at the 85% of my list who will be motivated to buy from me whenever they are ready.
I imagine all of your email and message offers are crafted for the 15% of your list who are ready to buy now from you. But what do you offer the 85% of your list so that, when they are ready, there is something they are interested in?
Don’t be good. Be great.
PS – Whenever you are ready, here are 4 ways I can help you build/grow your BVFLS practice:
1. Join Practice Development ROUNDTABLE
It’s a new Facebook community for BVFLS professionals who are collaborating on how to turn the practices they have into the practices they want.
2. Download this Find Your Niche infographic
The riches are in the niches, as they say. But what’s missing is a process that can help you identify your niche. This infographic is the missing process.
3. Take a free Practice Self-Assessment
I have 10 quick questions, and your answers will help you get a sense of how well your practice is working for you.