Clifton’s Sales and Marketing Tips
7 Mistakes Many Professionals Make
Why do so many financial services businesses struggle to produce superior growth results?
I’ve worked with hundreds of professionals around the world and here are 7 observations I have made:
Many professionals don’t have an industry-targeted niche focus
Marketing is expensive and ego bruising. The key to predictable, significant growth is to be ‘somebody special’ to a particular group of businesses.
Many professionals don’t know where to begin to market their business
Inaction, due to confusion about growing your business, causes personal and professional difficulties.
Older-style marketing methods, such as passing out business cards and setting up websites are outdated. Those who realise this will outperform those who don’t.
Many professionals don’t have a reliable method of attracting their ideal clients
Word of mouth is great – unless it’s all you have.
Relying on word of mouth means there is no predictability and nothing you can control when you want to call more ideal prospective clients. No matter how many business cards you pass out, you can never know whether or not you’ll get any calls.
Fix this or continue to struggle with the uncertainty.
Many professionals spend their time on outdated or ineffective strategies.
Promoting yourself without a clear plan is a waste of time and will yield few results.
Many professionals don’t keep track of key numbers in their business
Being aware of the key numbers in your business is easy. Why, then, do so few professionals bother to pay attention to the numbers that make or break their business?
What is your average revenue per relationship? What is your conversion ratio? What is your closing ratio? Who are your top 20% clients – those who generate 80% of your revenues?
Learning how these numbers work can help you build a successful business, faster.
Many professionals think ‘marketing’ and ‘sales’ are dirty words
Your business will not build itself.
There is a reason why even the biggest companies pour a huge amount of money into marketing themselves. You need to know that your business must involve marketing; that knowledge should inform every interaction with potential clients.
It will hold your growth back if you fail to acknowledge that every conversation with a prospective client is a sales opportunity.
Many professionals don’t have an industry-targeted niche focus
Marketing is expensive and ego bruising. The key to predictable, significant growth is to be ‘somebody special’ to a particular group of businesses.
Many professionals don’t know where to begin to market their business
Inaction, due to confusion about growing your business, causes personal and professional difficulties.
Older-style marketing methods, such as passing out business cards and setting up websites are outdated. Those who realise this will outperform those who don’t.
Many professionals don’t have a reliable method of attracting their ideal clients
Word of mouth is great – unless it’s all you have.
Relying on word of mouth means there is no predictability and nothing you can control when you want to call more ideal prospective clients. No matter how many business cards you pass out, you can never know whether or not you’ll get any calls.
Fix this or continue to struggle with the uncertainty.
Many professionals spend their time on outdated or ineffective strategies.
Promoting yourself without a clear plan is a waste of time and will yield few results.
Many professionals don’t keep track of key numbers in their business
Being aware of the key numbers in your business is easy. Why, then, do so few professionals bother to pay attention to the numbers that make or break their business?
What is your average revenue per relationship? What is your conversion ratio? What is your closing ratio? Who are your top 20% clients – those who generate 80% of your revenues?
Learning how these numbers work can help you build a successful business, faster.
Many professionals think ‘marketing’ and ‘sales’ are dirty words
Your business will not build itself.
There is a reason why even the biggest companies pour a huge amount of money into marketing themselves. You need to know that your business must involve marketing; that knowledge should inform every interaction with potential clients.
It will hold your growth back if you fail to acknowledge that every conversation with a prospective client is a sales opportunity.
Many professionals become overwhelmed with anything related to CRM and technology
The most terrifying word for most professionals, after ‘business’, ‘marketing’ and ‘sales’, is ‘technology’. Technology, however, is where you can make your biggest breakthroughs.
I help financial services create a clear path to more sales, better retention and more earnings.
A Blueprint for Selling Financial Services
Financial Services Handbook explains how to become a top performer, improve your business success and build a great career.
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“When it comes to sales there are loads of people who talk a good game, Clifton actually makes things happen. Clifton has made a significant difference to our business we have secured more new business leads than we have ever had.”
Sharon Fox-Slater Executive General Manager EBM - RentCover
“Much more engaged and productive team and happier customers.”
Richard Todd - Head of consumer AIG
“I consider Clifton to be a strategic extension to my team.”
Andrew Hadjikakou - National Sales Manager
“The emphasis on practical solutions to making the jump from product coach to trusted advisor was exactly what I was looking for.”
Richard Forrester - Senior Manager Bendigo Bank
“I have very little experience in marketing. I have learnt to be positive in what I’m capable of doing. I now understand where to go to look for new business.”
Bev Wright
“I consider Clifton to be a strategic extension to my team, and he is liked and accepted as a member of our National Sales Force, recognised for his gentle, but no-nonsense manner, and high integrity. I am pleased to recommend Clifton for any challenges you sales team may have…”
Andrew Hadjikakou
There are a number of things that I have both learned and importantly benefited from the High Touch Selling Program.These extend from raising my eyes on my business goals, aiming for higher revenue, breaking down goals into bite size pieces and additionally how to develop and implement goals and ideas.”
Luke Provis Managing Director Future First
WHAT MY CLIENTS SAYS ABOUT ME
"When it comes to sales there are loads of people who talk a good game, Clifton actually makes things happen. Clifton has made a significant difference to our business we have secured more new business leads than we have ever had." Sharon Fox-Slater Executive General Manager EBM - RentCover
"I consider Clifton to be a strategic extension to my team." Andrew Hadjikakou - National Sales Manager
"The emphasis on practical solutions to making the jump from product coach to trusted advisor was exactly what I was looking for." Richard Forrester - Senior Manager Bendigo Bank
"I have very little experience in marketing. I have learnt to be positive in what I’m capable of doing. I now understand where to go to look for new business." Bev Wright
"I consider Clifton to be a strategic extension to my team, and he is liked and accepted as a member of our National Sales Force, recognised for his gentle, but no-nonsense manner, and high integrity. I am pleased to recommend Clifton for any challenges you sales team may have..." Andrew Hadjikakou
"There are a number of things that I have both learned and importantly benefited from the High Touch Selling Program.These extend from raising my eyes on my business goals, aiming for higher revenue, breaking down goals into bite size pieces and additionally how to develop and implement goals and ideas." Luke Provis Managing Director Future First
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