The Quick and Easy Way to Boost Your New Business Performance
If you’re like a lot of professionals I see, then you are probably looking for some quick and easy ways to boost your new business performance.
If you’ve never tried this before, then it might seem difficult, if not impossible. And if your time and resources are already limited, then you know only too well this is not something you want to attempt by trial and error.
That’s why I’ve developed these three easy steps to guide you.
If you follow these steps, you can skip the long learning curve, skip the trial and error approach, and also skip over all the frustrating mistakes I see so many professionals making when they try to boost their new business.
So let’s get started…
Step 1: Positioning – be crystal clear about what you’re marketing
I regularly see professionals who have great abilities, but cannot articulate clearly the reasons why anyone would, or should, be interested in what they have to offer.
I’ve discovered the best way to complete this step. You must clearly understand the solution you are offering. That means you have to know how your service solves a particular problem, alleviates a pain, or adds value?
This is particularly true if you are making the transition into selling.
Here’s what to do…
Describe your ideal clients. Where are they? What industry are they in? What is the size of their organisation? What are their needs? What past experience do they have with your kind of service, and what buying process?
Step 2: Packaging – transfer your positioning strategy into words
This second step can be a little tricky, which is why I’ve broken it down into multiple smaller steps.
Before I explain those smaller steps, let me throw a word of warning your way.
Take note: Until you have done your packaging, you will have a hard time communicating with potential clients about why they should do business with you.
With that warning out of the way, here’s how to complete this step:
Step 2.1: Communicate your value offering
Create a 1-2 page executive summary that emphasises your value and your expected results. This will help prospective clients understand what’s in it for them when they do business with you.
Step 2.2: Develop basic marketing materials
Produce printed materials that give an overview of the types of problems for which you have solutions, and a description of your competitive advantage. Include testimonials from satisfied clients and bio statements for your team members.
Step 2.3: Walk the talk
Prospective clients will make assumptions about you in just a few seconds, based on your presentation and appearance. Give some serious attention to your personal package.
Once you’ve packaged your services, then move on to Step 3…
Step 3: Promoting your services – build relationships through authentic marketing
This step requires considerable patience to get it right, but it’s well worth the effort. Here’s how to do it…
Step 3.1: Create strategies for generating referrals
Regularly ask for referrals from existing clients.
Step 3.2: Develop alliances
These include non-client referral sources – real estate brokers, lawyers, accounts and so forth – who can provide referrals and introductions.
Step 3.3: Regularly contact everyone on your list
Don’t let people forget who you are and how you can help them. Six to twelve times each year send clients and prospects ‘keep-in-touch’ mailings – for example, a newsletter or a post-card.
As you can see, it’s not particularly difficult to generate high quality leads; you just need to complete the process using my step-by-step instructions. Before you jump in, however, let me share with you 3 additional tips to make the process of boosting your new business performance even faster and easier:
1. When someone asks, “What do you do?” make sure you have a concise and powerful solution statement that expresses what you do in a nutshell.
2. Be really clear about your purpose and vision for your business. Have a vision statement, and some written goals that you are continually moving towards.
3. Do all the necessary things to make your clients successful, but also the things that will make your business successful, rewarding, and fulfilling.
Congratulations! Now you now know the easy way to boost your new business performance. The next thing you need to do, of course, is take action. The sooner you do, the sooner you’ll enjoy the results.