How to Build Your Crowd, Tribe, List and Database (in the new world of GDPR)

Remember – No Database = No Business

Let us start with a shocker – I think GDPR is a GOOD thing for marketers.

  1. You are deluding yourself if you think that everyone on your 2500 E Mail newsletter list is opening up your monthly offering and devouring your every word. 30% will have moved on. 40% have redirected you to the Spam bin and 2% have DIED!

It is time to clean house and ask everybody still alive to opt back in.

  1. In time, effort and collateral, you are wasting real money. Imagine you budget for 10 £, $ or € per recipient every quarter, half-year or annually. If you cleaned your list, you could stop wasting £75,000 every year.
  2. When you clean your list you increase the richness, recency and relevance of your database – That is the GOLD standard for marketing professionals.
Crowd at concert

Build your crowd!

But I have just lost 75% of my list through asking people to opt back in. How do I make up the shortfall?

There was no shortfall – Those people where dead to you anyway. The more exciting question is, “How can I expand my tribe with current, live prospects that are open to my new offering, have fresh needs, plenty of money, and, have not become jaded by my recycled articles about old service X?

7 Ways to Grow your List / Crowd / Hot Prospect Database

There are at least 35 ways to legally and effectively grow you fan base. Here are just 7. (Contact me now if you want to talk about the others – matthew.hill@hillnetworks.com )

  1. The Congress Schmooze – You attend a paid conference and take your seat 15 or 25 minutes early in the main auditorium. You want people to have started to flow in – not too many and not too few. Then, pick a crowed row – Not a full one and not an empty one. Squeeze past a few and sit in the middle, about a 3rd of the way back from the stage. Make yourself comfortable, then, take out your smart notebook and a fountain pen. Now, look at the person on your left and say, “Hello, I’m Matthew” (It may be easier to use your own name here) followed by an expansive question – “What are you expecting to learn today?” or, “Have you looked at the speakers and selected your favourite?”

That should be enough to get you into a meaningful conversation. Steer this around to customers, outcomes etc. Do not offer your card first. Wait to be asked for yours. That will leave a much better impression.

Then, repeat on your right-hand side. Simple.

  1. LinkedIn Group Comments and Posts – When you know your stuff, you can seek out the right LinkedIn groups. Too big and busy and your work will get lost. If the group is tiny or dead, nothing will come back to you. Ideally you want 5,000 members and 5 or so posts a day, in your niche and with decision makers mixed in with the ambulance chasers.

Now either post some short punchy value in the form of a list article, story or a lesson learnt. When a credible person likes or shares your post, send them a connection request and hook up. Next, enquire about them and their needs. Do not be too pushy. There is nothing worse than a nice person connecting with you, only for you to pester them immediately like a high street charity mugger is a coloured vest. The aim is to smoothly take the relationship off line and build up to an exploratory call.

  1. Keynote Speech – The number one converter of cold strangers into contacts and instant customers is a great, structured, keynote speech – preferably with a Call To Action CTA at the end, a Product4Prospect exchange, or, a clever way to get engagement and permission. When done well, the result will be a rush to the stage. And, you will hear the magic words, “I want what you have for my team and my company.”
  2.  Giving Out Money at a Trade Fair – I experienced this at Olympia a few years back and it worked well. It was simple and left me feeling really good, not super irritated.

cioccolata da 50€ - vista a

I was walking down a line of exhibition booths and an older guy said, “Hello, would you like some money?” This was done with a calm charm so as not to creep me out. I laughed and was invited into the booth, across the threshold (clever) to a table at the back. Of course it was not actual cash – instead the entrepreneur had found chocolate banknotes of a high denomination. He had carried on the pretence in a light hearted and fun way. Reciprocity kicked in and, of course, I asked all about his business. We exchanged cards and I felt really good about our encounter. I have used of version of the chocolate money method myself and given away prizes of “money” as a warm up during interactive speeches.

  1. High Contact Voucher – This one works – both incentivising a cold prospect to take action and qualifying them in as a valuable potential customer. When you offer a live consultation on a hot topic of the day, you excite the right people to take action and discourage the wrong people to take up your valuable time. If you offer a 15-minute session, you can cut your losses with the non BANTs (No Budget, Authority, Need or the right Timing) and extend your call duration with hot prospects.
  2. Referrals – One of the best ways to expand your tribe with quality additions is to capture your existing customers at the PEAK of their happiness and ask them to think of peers and contacts that they have, who would benefit from your service just as they have. When you engage them at their emotional high point they will want to give you value in return. Push a little and get them to give you 5 names.

Then,

You can provide your beaming customer with a script to help them introduce you as saviour and helper. The best advocacy advice was written by star coach, Nic Rixon, who said a super sponsor told their contacts to “Do as Matthew says and pay whatever he asks!”

  1. Social Media High Value Webinar – When someone registers for your webinar, this doubles up as a GDPR compliant opt in. Just make the webinar of extraordinary value and promote it, via the most relevant LinkedIn groups with a punchy headline and long super copy body (If you need help with this, just call.)

I hope you have enjoyed this quick read and are moved to take action for yourself. Please share, and forward this piece to others who could benefit (Point 6!!)

About the Author – Matthew Hill generates new international customers for his work as a keynote speaker, trainer and coach and loves to share his methods with other leaders, soft skill coaches, public speakers and corporate trainers. If you wish to learn more, contact Matthew via E Mail; matthew.hill@hillnetworks.com

 

 

 

 

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Building your Independent Business – Q. What do I do first? A. You need to build 4 products. by Matthew Hill

Strategic Approach vs. Quick and Dirty?

Having just returned from the SIETAR Switzerland congress in Lugarno where I was surrounded by enthusiastic independents, many of who were busily growing their own businesses, one question struck me as most important – What do I do first?

Building tool repair equipments

To build up a complete marketing funnel with experienced based assets takes time. It can be a multi-year project that will require dedication, thought and plenty of external energy and opportunity.

As I have said many times – This build centres on 4 products – 1) The Professional Interrupter – an attention grabbing and valuable asset that is strong enough to stop a busy and successful decision maker for long enough for them to take notice of you. 2) The Product 4 Prospect Asset – An exchangeable item that promises the delivery of value to a cold contact in return for their Opt In – you give them some knowledge and value and they give you their first name, last name, E Mail and permission to contact them. Simple. 3) The Trip Wire – Another small and valuable package that represents a bargain for the price. What could you build and sell for €20? It must represent more value than the perceived cost would indicate, so that you can convert cynical and critical outsiders to become insider tribe members who can warm to your intelligence and experience. 4) Your Core Deliverable Product – The thing you are most passionate about, sold to the insider tribe member, who is ready to appreciate what you have crafted. They KNOW it represents value and, so, will happily pay a premium to receive it.

Building a Crowd.

There are many contact points required and much interaction to build a warm and loyal crowd who will come to know you, like you and trust you to a level where they will confess their flaws, weakness or gaps and ALLOW you to help them. The key here is your reputation – Something that is built in THEIR hearts, stomachs, minds and memories. Remember – they own your Brand. That is where it lives – with your audience, your list, your database, and, in your new family of followers.

Quick and Dirty

Having said all of that (in 350 words) there will be irresistible opportunities that pop up and come your way, out of the blue, and that can generate great commercial returns.

Here it is about scrambling all of your resources together quickly to construct a credible offer and take advantage of this one time gift.

80% is good enough.

Is it time to fight the perfectionist in you and get that outline out quickly? Are you prepared to fill in the gaps later? And. Will your expedience pay off?

What should I do first?

So, we come to a hybrid approach – Keep on track with your long strategic game of building high quality and long lasting assets AND go for it when the sun shines just for a moment. Ironically, it can be those one-time deals that help build your credibility in the longer term and, reacting quickly to lightning chances can really help you to build your resilience, agility and intelligence when it comes to marketing and closing deals later on, when your company is fully formed and ready to take on all comers.

About the Author Matthew Hill is a trainer, author and coach helping new independent trainers and coaches to get more business in through the door. He is running a Going for Growth bootcamp for independent trainers in The Hague, 17th to 19th August 2018. Details at culture99.wordpress.com.

The Hague, the Netherlands

The Hague – Where the next Intercultural Training Channel Bootcamp will take place in August 2018.

The 4 Products You Need as an Independent Trainer or Independent Coach in 2018.

One Product You is NOT Optimally Profitable

Here is the simplest business build you will ever do. It consists of just 4 products that will move you to POSITIVELY interrupt your targets and start making a profit.

PRODUCTS for Profit

Turn your knowledge and experience into profit generating PRODUCTS

Product One – The Lead Magnet – What could you package up, from your knowledge and experience, and give to your target audience of potential customers that will grab their attention, please them, and, spark their curiosity to a level that helps them take a tiny tiny action step?

Successful suggestions include a work sample, a live demonstration, a powerful recording, a content rich webinar, a white paper, a quick quiz / audit, a 15 minute coaching call or any other small package that can show your depth, credibility and brand to good effect.

Sometimes called a Product4Prospect, the Lead Magnet is given away in exchange for contact details and permission to approach the receiver in the future.

Lead Magnet

Give a product in exchange for contact details and full permission.

Product Two – The Trip Wire – You can have an audience of 10,000, but, if they don’t buy anything, you are just a loud and unsuccessful busker!

The genius of the Trip Wire product is that it is cheap enough to trigger a no-brainer buying decision and, at the same time, acts as a psychological doorway, taking the individual from feeling like a distant, isolated observer to feeling like a customer, insider and club member.

That is what is so clever about the Trip Wire product.

Again, it must be packed full of value but must NOT provide the complete solution – They need to fill in the gaps in their knowledge with your Product Three.

Successful suggestions for a Trip Wire product include a starter version of your offering, a paid taster session, a paid intake clinic combining audit with delivered content, your book, a recorded audio product or the how-to film that you have made.

Trip Wire - Take a tiny tiny step

Trip Wire – Take a tiny tiny step

Product Three – Your Core Offering – This is the one product that everybody has. The advantage of running a sequence and not starting by pushing your Core Offering, is that you may achieve extra levels of trust and branding and so, will be able to price your Core Offering at a premium. It is important to max the joy of the customer as they receive your service so that their customer experience, CX is exceptional, memorable and becomes a talking point. It is your customer’s outstanding emotions that will boost and grow your company. Good enough is no longer good enough. Wow is now.

Core Offering

Core Offering – Remarkable value and customer experience.

Suggestions for helping support an outstanding Core Offering to attain the level of REMARKABLE – Differentiate your offerings into Bronze, Silver and Gold levels that offer economy, normal and luxury versions, add an accompanying user guide and demonstration that are ACTUALLY usable, rustle up celebrity endorsements, design in fun, energy and humour, add sleek design and cool features, work hard to enrich context with multi-channel delivery, build in the possibility of more interaction with the expert you, include full risk reduction, reversal and guarantees, and, incorporate customer feedback to smooth out the bumps in the customer journey, so you know you are delivering something special.

Is that it? No. There’s more…

Product Four – A Second Product. Did you think that getting the customer to buy your main offering once was the end of the line? No. Now we need to get you to PROFIT.

The costs of customer acquisition are normally assigned to the core offering. This limits any possible profit gained from first time customers. This applies to all one-product companies.

We all know that new customers are the most expensive to acquire and that returning customers are the best to have and the cheapest to maintain.

Second Product

The Magic of a Second Product – Customer delight, continuity and greater average profit margin.

All that cost of identifying, interrupting, warming, closing and delivering has been sunk. Now, with your Second Product, you know who they are and they understand how you operate. The next “box” you deliver will have a much higher margin. And it does not have to be priced at a super premium to achieve this. Sure, a high-end new offering will sort the wheat from the chaff and get those, “I must have the best” types excited. But, a regular priced offering will really boost profits, even when you average out Core and Second Product margins combined.

Suggestions for creating and supporting a Second Product include – The advanced level version of your core, something complementary to the first purchase, “And customers also bought this…”

If a trainer is selling knowledge first time around, they could sell a change programme as the second bite.

If Tony Robbins is offering you mind reprogramming in his first session, his next offering might provide a deep dive into personal wealth and finances.

So, that’s it. The 4 products you need to complete your set, establish a winning commercial sequence and all done whilst delighting your customers and generating above industry average levels of profit.

Call to Action – Now is the time to move forward.

Call to ACTION – We are running our next Business Growth Bootcamp for Independent Trainers and Coaches this June in the marvelous Capital city of Lisbon, Portugal, Tuesday 26th to Thursday 28th June 2018. To check out the details, simply click on the link.

https://culture99.wordpress.com/course-consultative-selling-bootcamp-lisbon/

Good luck and do let me know if you need some help.