Business Marketing Plan Part 1
Now we're ready to get started with the actual marketing of your services. Let's start with a basic overview of the Reverse Marketing process. There are seven essential phases to successfully marketing your services:
Phase 1: Lead generation
Phase 2: Converting leads to paying clients
Phase 3: Increasing the amount of each client engagement
Phase 4: Increasing client retention and repeat engagements
Phase 5: Reactivating dormant clients
Phase 6: Referral programs
Phase 7: Marketing Systems
In the next seven chapters, I'm going to cover all of these phases in detail. But right now, I want to give you a quick overview of each phase so you'll have the big picture and understand how they all tie together.
Phase 1: Lead Generation
Perhaps you've heard of the term "funnelized marketing". What this means is that the marketing process can be viewed as a funnel standing on its end with the wide portion at the top. You have to pour hundreds or thousands of prospects in the top to get just a few to pop out at the bottom.
While it's true that you will always have more prospects than actual clients, the amount of prospects (or leads) that you have to pour into the top of the funnel with a Reverse Marketing system to end up with a roster full of paying clients is substantially less than with traditional forms of marketing. This is because one of main functions of Reverse Marketing is to get prospects to contact you instead of you soliciting their business.
When a prospect contacts you, they're called a "warm lead." On the other hand, a prospect that you solicit first is called a "cold lead." Warm leads convert to paying clients as much as 10 times more than cold leads.
Think of it this way. If you get a coupon in the mail from a new restaurant offering you 20% off to give them a try, how likely are you to actually take them up on the offer? Not very likely. Why risk a bad meal in unknown surroundings when you already have a number of favorite restaurants where you know you'll get a great meal and dining experience?
But let's tweak this situation a bit. Instead of getting a cold mailing, let's say you're talking with a close friend on the telephone and they tell you about an incredible meal they had at a new restaurant. They rave on and on about the food, the service, and the wine list and tell you that you've got to try this place.
Now how likely are you to give this new restaurant a try? Far more likely. Because someone who you know and whose judgment you respect has recommended it to you.
That's the difference in a warm lead versus a cold lead. Whenever you contact a prospect cold, the chances of converting them to a paying client diminish significantly. But when a warm lead contacts you, because they're already predisposed to doing business with you, converting them to a paying client becomes dramatically easier.
I'll give you all the inside scoop on how to get as many warm leads as you can possibly handle for your practice. You'll see how easy it really is to make sure all of the leads you get are warm leads. And I'll show you case studies of service professionals who are using Reverse Marketing techniques right now and literally have to turn clients away because their calendar is completely booked.
Phase 2: Converting Leads To Paying Clients
Converting leads to paying clients is much easier once you stop treating all prospects equally. Some prospects are far more likely to convert to paying clients than others. As such, they deserve much more of your immediate attention.
Also, clients rarely buy a service. They buy a solution to a major problem or the ability to achieve an important goal. They also buy a relationship with you as the person providing the service.
You'll discover how to sort the lookers from the true clients, how to use your Core Benefit to create marketing that magnetically draws qualified prospects to you, and how to establish solid relationships that mutually benefit both you and your client. With all of these components working in your favor, you'll convert two to three times as many leads to paying clients.
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