There’s two types of expert personality I run into in my coaching program…
The sales guy and the marketing guy (or gal).
Sales Guy sees business as a numbers game. I talk to enough people, I’ll make a bunch of sales. And Sales Guy is right.
Marketing Guy tends to avoid sales activities as much as possible. Preferring to get prospects to sell themselves. Marketing Guy is right, too.
As soon as I figure out which type I’m working with I focus on the part of their pipeline that’s breaking due to their personality.
A healthy sales pipeline for high-ticket expert services must have the hard-core nature of the Sales Guy, but have the audience-building of Marketing Guy.
If one side is missing, it makes the other more difficult than it needs to be.
Let’s start with what Sales Guy does well...
A client, I'll call H who is a quintessential Sales Guy identified a specific kind of attorney spending money on online advertising and a growing demographic those law firms were not serving because they didn't know how to reach them (a niche within a niche).
H crafted an irresistible offer: I'll create and manage your advertising to reach this underserved demographic and send the leads to whichever attorney is available at that moment to get on a sales call.
H scraped law firms for contact information to get partners and associates.
Then he started calling them. H added nearly 250 attorneys as clients per year.
H also discovered another huge need these attorneys had and built a second company off of his clients that hit seven figures in under 4 months.
H did zero marketing. Sounds great, right? Except in 2 years, growth stalled because he was missing the Marketing Guy.
Sales Guys this well. They go after easily identifiable and reachable clients who have a demonstrated need (ie spending money). It's their superpower. That and being able to not get discouraged when they hear 'no' a hundred times a day.
Marketing Guy (I'm one) looks at all those sales calls as an inefficient way to make a sale. MG focuses on finding ideal clients and getting messaging in front of them.
When Marketing Guy gets message-to-market match, prospects come flooding in (Yay!) and instead of needing to convince them to buy, their prospects ask how they can work with Marketing Guy. (Bigger YAY!)
If you're a Marketing Guy and struggling to find message-to-market match then you need to act like Sales Guy and start calling your target market. Talk to real humans to find out what they want and if they don't want what you've got then why.
Notice I didn't say send a bunch of cold emails or DMs? You need a solid understanding of your target market and your offer to get those tactics to work well.
But if you're really adverse to talking to humans and have the time to build an audience, then make content that showcases your expertise. Get people who consume your content onto an email list. Then poll them to find out what they need.
Once you know what they need, Product (aka the service you offer) becomes easier to make irresistible.
Irresistible offers are easier to market. Easier marketing makes sales effortless.
I purposefully didn't give you tactics to use because your assignment is to evaluate where your client acquisition is falling short.
Do you need to be more like Sales Guy or Marketing Guy?
Or do you need to get out there and talk to humans to craft a better offer?
Diagnose what's causing "not enough good clients" and remedy that.
Then literally any tactics you use to get clients will work.
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PS. Okay, okay... if you really want a client-getting tactic go here and do the system. Docs included.
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