The INs and OUTs of Advice Marketing

If you’re in the business of giving expert advice or stepping clients through a change process this article may be for you.

Oh, and if you would like consistent clients…when you want them...it's for you too.

You see there are TWO key marketing metrics that make that happen.

That’s what I’m going to share today.

Successful consultants and advisors have a process for engaging work when they want.

On their terms.

It’s called a pipeline and it works like a client-making engine.

With a good pipeline, they get to grow faster when they want.

AND, pull back the throttle when they feel the need.

Options.

Successful consultants and advisors have options.

The options exist because of these two important steps in their pipeline.

THE CONSULTING PIPELINE

Most consulting pipelines look something like this.

CONNECT?> QUALIFY > INVITE >?CHAT?>

TRIGGER > CONVERSATION > OFFER > $$$$$$

CONNECT and CHAT are the most important for speed control.

They are the fuel of this pipeline and without them, there are no opportunities.

No options…sad...

So let’s get into what they look like in action.

CONNECT (the IN)

The connect step is all about the future.

Your future options and opportunities.

The new connections you bring into your world the more future opportunities you have.

WHERE you do these connections very much depends on your specific market (Your WHO).

The interesting thing is...if you don’t know WHERE they are, you don’t know WHO they are.

If you don’t know WHERE you don’t know WHO.

AND…if you don’t know WHO, you don’t know WHERE.

They work hand in hand.

So if you can’t generate a list of these individuals it may be worth FOCUSing your marketing.

Get more specific on your WHO.

But when you know WHO and WHERE, you simply need to connect with your new WHOs as often as you want new clients.

If you want weekly opportunities, then connect daily.

If you want monthly opportunities…connect weekly.

When you do regular connections, you have regular new opportunities moving into your world.

AND, future YOU will thank you for it.

CHAT (the OUT)

What is a chat?

It’s a micro conversation…it’s quick.

It could happen at a networking event, a BBQ, or even in a social media direct message.

So it’s not really about time, but the amount of interaction…it doesn’t take. many sentences.

The key with a CHAT is the back and forth.

We never OFFER anything to people who don’t need it.

So there is NO SELL here.

The CHAT is simply to see IF there is something we should talk further about.

Most of the time there is not…which is fine.

You’ve gotten to know people…KNOW, LIKE and TRUST, in fact.

The chat step is where we uncover new opportunities.

It’s where they SHOW UP.

You listen for the familiar words that highlight a prospect MAY have a problem that you MAY be able to solve.

The words trigger your process.

What do they say?

I bet there are a bunch of phrases people would say that make you realise…this person may need my expertise.

If you haven’t already…maybe write them down now.

It’s good to have a list.

CHAT is so key to your process because you already need to speak with someone before?you decide to work with them.

You don’t want to work with everyone…it’s why you have a?conversational sales process.

It allows you to audition prospects to see if they are the sort of people you’d want to work with, all while uncovering opportunities.

The chat format is a light and easy way to do this consistently.

When you’re chatting to the right people (because you qualified them) you just need to decide how often to chat.

If you want weekly opportunities, then chat daily.

If you want monthly opportunities…chat weekly.

When you have regular micro conversations…chats, you have consistent sales opportunities in your business.

We have the scripts for these two steps in the FORGE Business Program.

Successful consultants and advisors have the steps and use them.

Consistently successful ones use them consistently.

I know because I support them to get consistent.?

It’s possible to get so busy with one, a consultant forgets about doing enough of the other.

What could you do more consistently…CONNECT or CHAT?

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Russell Pearson ?is the founder of the FORGE. A Business Program for Solo Consultants, Advisors, and Specialist Service Providers who want Better Clients & Higher Fees.

You can contact him directly here:?https://www.dhirubhai.net/in/russell-pearson/