Kenny: On today’s show, we’re going to be talking about how important it is to get your prospects to take action, whatever that action may be. I’m really looking forward to this one because it’s just so important that as a good consultant, that you would get people to take action, because if you feel that your service is the right fit for them, then they should take action and sign up with you.
If not, if you’re a good consultant, then if not, if you don’t feel that they’re a good fit, then your job again still is to point them in the right direction, as they will remember you for being good, honest and helpful. It will increase your chances of referrals. Obviously you’re putting out some good karma in the world as well. What are your thoughts Andrew?
Andrew: That’s a great way to look at it and I would add that this is really where the rubber meets the road because you can have the best service in the world. You can have the greatest, most interactive and engaging website. You can have the best advertising programs that are reaching all your ideal prospects but even with all that, if you fail to do what it takes to get prospects to take action with you, then it’s just all for nothing.
That’s really what it comes down to. We’ve got to get these folks to take the right next step with us. That’s what all the effort is for and we’re going to be talking today about specific ways to do that because if you fall down here at the end, then everything else we’ve been talking about so far just can’t help you.
Kenny: Yeah, and for me as somebody who coaches consultants, I see this as one of the biggest problems that people have and it’s usually when it comes to getting them to take action, to part with that cash and commit to you as a consultant. So what other high impact insights have you got to share?
Andrew: Well, first, I will freely admit that when it comes to getting people to part with their cash, I’ve had a lot to learn in that front myself, is it isn’t something that comes natural to most of us. It certainly didn’t come naturally to me.
So we will be talking today about what we’ve learned to help get to that point and I know you’ve got a lot you want to say about when you get to that point on a phone call, actually having that particular conversation in closing the deal.
I wanted to start with a few steps leading up to that because honestly, it’s not just getting new prospects to make one decision or to take one action. There’s a whole series of actions that you need to lead them through and the ones at the beginning are smaller and the ones at the end are bigger.
You’ve got to think of this as a sequence of getting them to take the right small step at the right time, so that by the time they get to the end, they’re primed to take that final big step. So there are several steps that are really needed in this funnel. The few I want to cover are these.
Number one is actually their initial engagement with you, so clicking on your ads. Number two, getting to your website or landing page and then getting them to take the next step there, which could be submitting a form or calling you, then getting them to show up for this initial sales call.
I will just refer to it as a sales call. You could be handling it in any number of ways. It could be a strategy call. It could be a call where you’re giving away something for free. Ultimately, if you’re selling high value services as a consultant, you will be getting someone on the phone or face to face and having that conversation with them.
Kenny: So it’s a conversation, isn’t it?
Andrew: It is a conversation. If you think of it as just a sales pitch, you’re really setting yourself up for a hard time. You’ve got to think of it as a conversation and when we get to the sales call, you’ve got a brilliant approach to all this Kenny. So I won’t give any of that away. I will save that to when we get to that part.
I want to focus just a little bit as I said on these upfront pieces which are sort of the smaller actions that you get people to take along the way.
The first is getting them to initially engage with you when they first come across your material. So we’ve talked about a lot of different ways that we can reach people online and offline and largely it comes down to getting our marketing messages out there in some form.
It could be the paid advertising that I tend to focus on. When you’re sending a message out there, you’re trying to get them to take some small action and with paid advertising, it’s just a click, just a click on your ad and then see what comes next.
Even that requires planning and effort to make it effective and get them to take that step. So with ads, for example, you want to think about three things. You want to think about developing some curiosity where obviously you’re speaking to a problem they have. You want to say something that’s going to get them curious to see what you have to offer about it.
You want something that’s going to give a little bit of urgency, right? So you give them a reason to click on your ad now versus possibly coming back to it later which is unlikely to happen.
You would like to give them a clear action. If you click this ad, here’s the next step or if you click this ad, here’s what will happen. If you can do those three things, not necessarily all of them, but as much as you can, include some curiosity, some urgency, any clear action, you will see your rates of people taking action with you at this initial first step go way, way up.
The second piece then is what happens after they click. Now they come to your website or to a landing page that you have somewhere where you’re giving your offer in more detail. Now there are a few things you really need to do here to get them again to take the next step.
You have to show clear, compelling value. You got to speak to their need, their problem that brought them here in the first place. Show how you understand their problem, how you understand the pain they’re feeling and why your solution could be great for them.
When you’re offering all this, make sure there’s no question as to what they’re going to get. Don’t leave anything to the imagination. Spell out exactly what will happen when they take the next step with you, because one of the main reasons that people abandon a website or abandon a landing page without taking action is just because they’re not sure what will happen next.
If I submit this form, what’s going to happen? Will they ask my credit card? Am I immediately going to get a phone call? People worry about these things. They don’t know you. So we’ve got to make it exactly clear what’s going to happen.
Have just one clear call to action. It helps reduce the confusion. Have no other distractions on the page. Again, reduce the confusion and make it something that’s super easy and low commitment.
Here’s where language can really make a difference. This is where people spend a lot of time testing different landing pages. When you think about the language you use just on your button, the button you want people to click, just think of something as simple as “learn more,” versus “sign up”. Doesn’t “learn more” sound so much softer, right? It’s much less intimidating. It’s less of a commitment. Sign up means I’m saying I’m going to sign up for something right now. Learn more is just well, you’ve intrigued me enough that I’m going to learn a little bit more.
So every step of the way here, you’ve really got to think about what is the frame of mind that your prospect is in. How can you get them to take the next right step with as little resistance as possible?
Kenny: It’s always worth testing. Like you said before, testing these things out because sometimes you can really surprise yourself. Sometimes you might think that at that certain point, at a certain point in the sales cycle, that the term “sign up” would convert more than them or you may think that “learn more” would convert a lot higher than “sign up”.
When you test these things, sometimes you can be really surprised at the outcome. So it’s always worth testing.
Andrew: Yeah. Well, we’re giving our best practices but obviously, results vary. You’ve got to test this yourself and in our later section of the show today when we give the tip of the week, I’ve got a great tip on how to do this testing to make it really effective for you. So thanks for that and the next piece of this then for most of us, again, if we’re in the consulting business, we want people to – good prospects to contact us, take the next step, so we can have this call.
So for a lot of us, on our website, this is going to come down to a form. We have a simple form they can fill out to submit to us, to indicate their interest. This is great because with forms, we can track the entire process. We can optimise our sales funnel. It’s great to use forms. But how do you make them convert? How do you get people to want to submit your form?
There are really two main pieces here. Number one again, make sure there’s no question at all as to what they’re going to get. You show the clear value. You make it very clear what’s going to happen next and number two, you only ask for truly necessary information, right?
Most of the time, you’re not going to need their address, the number of years they’ve been in business, the names of their children, right? You just ask for name, email and maybe a phone number. Maybe not even that as a first step. The fewer fields you have, the more people you’re going to get submitting them.
So when your goal is to maximise people contacting you, keep it simple and keep it clear. I will add one caveat there. If or when you get to the point where you’ve got a lot of people contacting you and too few of them are good prospects, then you can look at lengthening the form. Then you can look at adding more questions, good, qualifying questions that takes them more time to complete and that’s going to help increase the quality of the submissions.
So think of it as balancing. Do you want more people contacting you or do you want fewer but better people contacting you? That should guide how you create this form for this particular step.
Kenny: Yeah, some really good points there. So for example, when I do my strategy session application, I ask quite a few detailed questions on there, because people have already got to know me usually by that point. They’ve been through the process of building a similar level of relationship with me. I’ve – it’s usually after a webinar or something like that.
So they’ve got some good information from me already. The know-like-and-trust is already built. So now it’s my time to throw the ball back into their court and say, “Hey, now it’s your time to apply to speak with me,” and that kind of shifts the power somewhat and turns them into the actual seller and I then become the buyer, which is a wonderful transfer of power there.
Andrew: That’s an important transfer to me. When you do that, now you’re looking for people to really qualify themselves. You don’t want this to be too easy. You want to get the people who are really serious about it.
Kenny: Yeah, absolutely. These applications, you really – if you’re doing it in that manner, I can’t suggest enough strategy sessions where you pretty much know that they really do want to speak with you. So they’ve been through a webinar for example and you build that know-like-and-trust, then this question that you want in the application to find out about their pain.
So you might ask a question for example, “What is the biggest obstacle that you are facing with your business right now?” because that will really help you plan for the call. Moving on to that, I want to talk about how to maximise every call and it’s – I’m going to cover it in seven sections here.
We’re going to cover planning the call. The second section, getting into the zone; the third section, holding the frame of the call; fourth section, your attitude on the call; fifth section, avoiding detached logic; sixth section, call structure and then seventh section we will cover some objection.
Andrew, do feel free to interject here as you usually do so well.
Andrew: Will do Kenny. Go ahead.
Kenny: So first of all, planning the call. Go through – I mean I talk to this with my clients a lot. I love my clients. This is where they fall down. They don’t take the call seriously enough. Now I’m not saying you should be serious on the call and I will tell you about that in section two, getting into the zone.
What I’m saying here is you need to just really make sure that before you get on this call, you know a lot about that person. So do some research. Go through the application obviously.
Then do some research on that person. If you’ve got the extension Rapportive, usually you can check the email address against this and if you go to Rapportive.com, you can use it without the extension. I use the Gmail extension.
What it will do is it will check their email address against its old database. Then it will kind of show you their LinkedIn profile and then other social profiles as well. So you can start doing a little bit of research in them.
Do a Google search on them and just make notes, as many notes as you can on this person you’re going to be speaking with whether it’s on the call or just your face to face conversation. So make sure you do your research and plan the call.
Andrew: Kenny, on that point, let me say that some people seem to feel like that if they do that, then it may come across as a little creepy like, “Gosh, you’ve been looking into me? You’ve been doing these background checks and all this. You’ve been stalking to me,” and I will just say I’ve never found that to be the case. When you show up well-informed, it just impresses them because very few other people they talk to will bother to do this, will bother to take it so seriously.
Kenny: It knocks them off their feet. It really does and people really do feel flattered that you’ve taken an interest in them. It just shows. It shows that you and your business – because it doesn’t – you don’t need to make out that you’ve done all the research. You could actually say, “I’ve got a team. We look into everyone we speak with and we want to be totally thorough.” That’s entirely on how you want to play this.
Also it always works better Andrew if you subtly drop in that you’ve done your research within conversation. Just show them that you know what you’re talking about. You know a lot about them.
Andrew: What would be an example there Kenny? How would you do that?
Kenny: So, for example, you might be in the middle of a conversation with me. You say something for example. Oh, yeah, I saw your blog post on that and I thought it was really interesting that you mentioned X, Y and Z.
Andrew: Yeah, great example.
Kenny: It’s kind of nice and subtle. It’s within context and it’s within the conversation and it doesn’t look like you’ve been camping out in their backyard and with a powerful set of binoculars around your neck.
Andrew: Yeah, and it is flattering and that’s very welcome feedback to hear.
Kenny: Exactly. So number two is get into the zone. Like I say, plan for this call and get yourself into a nice zone. Relax, like I say before. Take it at some levels seriously. This person and you could be doing fruitful business together for a long time. So it needs to be taken with some level of seriousness. But make sure that you are relaxed.
If you’re the type of person that likes to meditate, meditate before the call. If you’re the type of person who likes to get into a peak state and you love techno music to get you into that state, then do that before the call. But get into a nice, relaxed state.
Remove all other distractions. If you’re going to be meeting someone and you think that there will be a good chance that you do a deal at that meeting, don’t meet in a coffee shop. The chances are you will bump into someone you know. You could be in the middle of a really good zone with this person. Someone comes and disturbs that. It could just be the waiter or the waitress that disturbs that.
Make sure that you are in a good place with no distractions. Be on top of your game. Be fully engaged. Be fully present and focused. Focus 100 percent on them. I will talk to you more about this in a second. Smile and enjoy the thought of helping them, because – I will come on to this later on because we’ve got a question from one of my clients that I want to talk about later on.
But it’s really important that you understand that this call is about you giving them value and about you helping them. It’s not about you closing a sale because as I mentioned earlier, the outcome of the call or the conversation, face to face conversation, might actually be that they don’t go with you. They go with somebody else.
So it’s about you helping them because if you keep doing that, you go into the call, feeling like that, you will feel more relaxed and also what goes around comes around. You will enjoy a lot of referrals in the future.
Andrew: We glossed over this a little bit before. But when you set this up, when you advertise this call and try to get them to take the step of accepting it, you need to position it just the way you’re saying. You position it as we’re going to help you. We’re going to help you whether or not the right answer is us actually working with you down the road. That just has a completely different feel than if you say, “Submit this form and our sales team will call you.”
Kenny: OK, right. People freeze up when they feel like they’re being sold to. When they feel like they are the buyer and you are the seller. It’s weird. People just go into a very strange zone and you don’t want them in that zone. You want them open so that you can get more information from them so that you can help them even more.
Andrew: Here’s the way I like to think about that even if you’re on the phone. Imagine you’re in a conference room, just you and them, and instead of the typical sales deal where you’re sitting across the table, just imagine you’re sitting side by side and talking through their problems, talking through possible solutions and trying to help them. That just makes all the difference in the world.
Kenny: Exactly. So that brings us on to the number three, which is holding the frame of the call. So as I’ve mentioned before, you need to really get yourself into an authentic place of wanting to help them. So just keep thinking that word. How can I help this person? The more people you help – I mean I saw a poster recently and it said, “It’s not who you know. It’s who you help.”
Getting to the top and influencing, it’s not who you know. It’s who you help. It’s so true. So get into that authentic place of deeply caring about them and being the trusted adviser.
Now what your job is as a good consultant and in this consultative process, which you are in that process, even though they’re not quite paying you at this point. Your job is to be consultative with them.
So your job is to hold up a metaphorical mirror to their current situation. Andrew is going to love this because we’re going to be talking about pain. We know that Andrew loves talking about pain. But it’s so true.
Andrew: Geez, is that how you put it?
Kenny: So we want to be holding up a mirror to their situation. So let me give you an example. This is so true of most human beings on the planet. We try and hide and bury our head in the sand of our current situation. I will give you an example.
Let’s think for a moment that you are a weight loss consultant and you have someone who is clearly obese. Now a lot of the time, people remain obese because they don’t take action and most of the time when they go to see a weight loss consultant, they will say, “Yeah, I’m going to start my diet next week,” or “I’m going to start it in summer,” or “I’m going to start it next year,” whatever it may be. They put it off and they always put it off.
Now your job as a good consultant at that point – and a lot of the time, they will say, “I’m just a few pounds overweight,” because they’ve not weighed themselves for a long time. We convince ourselves we’re OK. So it’s your job to really hold up that mirror. The good weight loss consultant will actually physically get them in front of a 360-degree mirror and take all their clothes off them and say, “Listen, how are you looking at the moment?” and really just lays the focus on their pain at that point.
A really good weight loss consultant would put them on a set of scales and go, “Right. Are you sure that you only need to lose a few pounds?” So you need to do the same thing. You need to hold up a metaphorical mirror to their situation.
You need to get them to confront their reality and do it in a nice, gentle way with a lot of empathy, because they’re there, they’re chatting to you because they have a problem. If they start moving away from that problem, it’s your job to guide them to that problem and be direct. It’s not your job to be persuasive or convinced. It’s your job to almost be in – feel like you’re in a coaching role where you’re kind of coaching them into a situation where you’re finding out more about them. You’re diagnosing their issue and you’re helping them get true clarity and that is a good call. So that’s kind of holding the frame.
So it’s like when you go to a doctor. If you go to a doctor and you went to a doctor and you kind of said – you sat in front of him and you said I’ve – when you rang up or you applied to speak with him, you said, “Listen, I’ve got this really bad stomach pain.” When you got to the doctor, you talk about your stomach pain.
If you sat there and you said things are actually OK when they weren’t, it would be weird. But it’s so strange that people do that in a business situation. So it’s your job to be that doctor for them.
Andrew: Some people are concerned that if they’re probing for pain like this, focusing on the pain, bringing up the pain, it feels like an underhanded tactic. I really just want to emphasise it’s absolutely not because you’re doing this person a favour. A lot of times, as Kenny said, people just don’t want to focus on their problem. They don’t want to focus all the time on the real pain that is being caused by these ongoing problems that you can help with.
So if you help them, even just for the short duration of this call, fully understand and face the pain they’re really experiencing, you’re doing them a huge favour. You’re allowing them to take action if that right next action is to work with you or whatever else it might be.
Kenny: Exactly. In my experience, the most massive transformation that I see is when people actually face the true situation. If you’ve ever been on a Tony Robbins seminar, thousands, hundreds of thousands, millions of people around the world, he does that. He’s unleashing the power within. He takes people deep into that pain and from that, a lot of people get transformation.
So the next part I want to cover, part four is your attitude on the call. So I want to cover some dos and don’ts here. We will start with the dos.
Do care about them, not your sale. This is the biggest problem. If you are focused on the sale, they will feel that. I don’t know how. I don’t know chemically what happens but there is some level of a chemical reaction or some form of body language action that they will and it will destroy any kind of sale.
It’s like when you’re so desperate and you’re trying to date somebody. They will feel it, whereas if you’re on a date and you want to just find out a bit more about that person and you’re inquisitive and curious, they will love it. Whereas if you’re desperate and you just want to get them into bed, they will know it and you will be repellent and it’s exactly the same here.
Andrew: It goes back to that visualisation I mentioned before. The moment you come across as being focused on selling them, you move yourself to the other side of the table.
Kenny: You do, you do. Be selfless. Help them diagnose and this is help them diagnose because it’s always better when it comes out of their own mouth.
Connect to the subtleties of – if you’re in front of them, then you can connect to their body language. Empathise and listen deeply. Like I said before, be the mirror that they need and guide them to that pain. It sounds terrible, but it’s one way they’re going to get transformation and they will take action.
It’s like you don’t really want to get an overweight, obese person in front of a 360-degree mirror and put them on a set of scales at the same time. But boy, that will get them to take action a lot more than actually saying, “Yeah, OK. You’re fine. Do it in the summer. Go on with your diet in the summer,” because you know they never will.
Be curious and direct and probe deeper. Keep probing. Keep asking open questions. So why do you feel like that? Use a lot of the Ws, why, what, where, when, who, and also how and tell me about this. Tell me a bit more about that. You are there to help them diagnose a situation.
Tell them also to take their time. Let them feel comfortable that there’s no rush with any of this especially if they’re kind of talking about something – they get some level emotional because you would be surprised. Once people open up and they start talking about their real situation, whatever that may be, even in a business situation, they can get a level emotional. So tell them to take their time if their situation is bad.
Just ask short, direct questions. This isn’t a time for you to start giving them answers. You can summarise at the end and then give them a solution of what they should do next. But now is not the time. Your time now is that you’re on a fact-finding mission. Be intuitive. Be brief yet factual when mirroring back their answers.
Andrew: Yeah, let me emphasise that one because one of the fastest ways to kill a sale is to immediately start giving solutions.
Andrew: Because – and this goes back to a fantastic quote everybody should think about all the time. It’s that people don’t care what you know until they know that you care. So you’ve got to spend the large part, the initial part of the sales call, understanding them and showing that you care. Only then are they going to care about what you have to say.
Kenny: Exactly. So ask short, direct questions and open questions. This will also allow you to be in control of the situation at all times because you will never come into question yourself because you’re not making statements at this point. You can make statements at the end and it will be good if they have questions because it gives you a chance to overcome any kind of objections. Find facts, so fact find and take notes. Those are the dos.
The don’ts, like I said before, don’t be attached to the sale. Also, don’t force their pain. Don’t put answers in their mouth. You just let them come out with the answers by asking short and open questions. Don’t, like I said, make statements. Don’t rush the situation either. Otherwise it could kill the sale.
Obviously manage the conversation. If your business has a lot of clients and you need to go through – it’s a numbers game for example and you only really have an hour for one of these calls, for example. Then make sure that you keep within that hour. But try not to rush the situation yourself. Just be in control at all times.
Don’t let them skip over the emotion. Always keep probing until you know that they’re being honest with themselves, and they’ve reached that pain, that you can help them with that pain.
Don’t let them get away with incongruent answers as well. If they say something at the beginning of the call, so for example – and it can happen to this. For example if they say, “Yeah, I’m an action taker. I’m definitely an action taker,” and throughout the call you say, “So when are you going to really start with this? When are you going to get on with this?” They say, “I’m going to get on with it right away, right away.”
Then at the end of the call, you’ve come into the point where you’ve given them a solution and that solution means they take action now with you for example, and they say, “You know what? I think the timing is not right now. I think I’m going to do it in the summer.” Then call them out. It’s important that you call them out and tell them where they’re being incongruent.
Don’t be scared of hurting somebody’s feelings if they’re being incongruent and they’re saying something that is totally different to what they said earlier.
Don’t let them deflect from their pain. You see this a lot. Me being a coach, I see a lot where people, in a strategy session with myself, will kind of laugh at the situation that they’re in. Some of them might be in a bad situation. Their cash flow is dire and they will laugh about it and say, “Oh, yes, I’ve got 20 grand worth of bills to pay this month and we’ve only had one grand in so far.”
They do this kind of weird laugh and that’s deflecting from that pain. At that point, I will generally say, OK, so I noticed you laughed around that. Do you actually find it funny? And in a serious way I will ask them.
That will bring them back down to reality and bring them away from deflecting from their pain because they will usually say, “Yeah, I laughed because it’s either laugh or cry at this situation at the moment.”
Then I will take them back into it again and we will get deeper and find out and uncover what the problem is. Don’t let them bury their head in the sand. Don’t feel you need them more than they need you. That’s a terrible call if you were in that situation.
Generally, they are speaking to you right now because you’re the expert. So they probably need you more than you need them. Don’t let them move the agenda. That’s why planning your call is always important. Stick to your agenda and if they move the agenda at some level, and you will get this with – especially with people with alpha male egos, then you’ve got to just gently move it back into the agenda again.
The last don’t is don’t be or sound judgemental. Sometimes they may be – we’re all different. We’re all different human beings. Have empathy with them and just understand the fact that we are all different and don’t judge them on whatever they say.
Andrew: On that – sorry, finish up.
Kenny: If you feel like you’re not a good fit because you have totally different values, then that’s fine. You don’t need to judge them on that. You just tell them at the end, “Thanks, this is great. But I don’t think we’re a good fit. But I think you should go here instead.”
Andrew: I was going to say that in a point of not letting them take control of the conversation and veer it off your plan. To me that’s a good test because part of what you’re doing is not just seeing if you can help them. Part of what you’re doing is also seeing if you want to work with them, if they’re going to be a good fit for you.
If I’m talking with someone and they won’t answer my questions or even follow the type of flow I’m trying to get through, even after explaining why it’s so beneficial to them, that’s a big red flag to me that I’m probably not going to enjoy working with this person and I may not even be able to help them very much because they’re just not open to my process. As consultants, I think we really need to keep that in mind.
Kenny: Brilliant, brilliant. You’re so right there. So that brings me on to number five, which is avoid detached logic. So I will just talk more about that, so you kind of understand it.
True emotional pain motivates more than pleasure. So you need to get to the root of the pain and like I mentioned before, call them out when they deflect, when they detach themselves from that emotional pain. Call them out if they are describing pain in a detached way.
So like I mentioned before, if they giggle at it, call them out and say, “You’re finding it funny,” because a lot of people will do that, believe it or not. So you need to move them back into the emotional. Get them to be open and honest. They will make big changes when confronted with emotional pain.
So take them back to the past if you must or move them to a possible future. Where do you think you will be? If you carry on doing what you’re doing right now, where do you think you will be in the next 12 months’ time? Take them through that kind of sliding doors situation, which I will come on to in a minute.
Andrew: Kenny, I just have to say again because a lot of people have trouble with this. I used to have a lot of trouble with this. When you’re doing this with someone and getting them back to their pain over and over, holding up that mirror, forcing them to face it, it can feel like you’re being manipulative.
But honestly, as you’ve been describing so well, if you don’t help them do this, if you don’t help them really face their pain, they’re not going to take action with you or anyone else. You are doing them a favour by helping them have this realisation.
Kenny: You’re right. They’re going to go elsewhere and mess somebody else around and then just waste everyone’s time and keep procrastinating and wasting their own time, especially in this world of distractions that we have right now. It’s not like it was 10 years ago or 20 years ago.
Well, it’s certainly not like it was just five years ago. The information overload we’ve got at the moment is astounding and if they don’t take action, they’re going to go off and chase another shiny object and get distracted and that’s a fact.
Kenny: So number six which is a big one is call structure. I’m just going to cover these as briefly as possible because we’re running low on time. So the first part of the call structure is breaking the ice. That’s very simple, basic stuff like chatting to them and finding out where they’re based, what the weather is like, how the day is going and any kind of connection you can build that will offer them some level of reference point of where you are and where they are. If you have any kind of connections, then talk about that just to break the ice.
But it’s very important that once you’ve done that, you take control of the call and set the stall of the call. So for example, on my calls, I always use the statement I was – so I might be talking to you Andrew and you would say the weather is great in Boston, blah, blah, blah. I will go, “Anyway, so the way we do these calls Andrew is in two parts.” So I will kind of move it straight away into setting the stall.
I will say, “The first part, we look at your business and what you’re doing right now,” blah, blah, blah. Then I will say, “Does that sound good?” Get some kind of buy-in there just to make sure that it’s a two-way street. It’s not a one-way street right now. They say, “Yeah.” Great!
Well, the second part, we will be looking at what results you want to get from your business and what your business will look like in the future and looking at solutions to get you from point A to point B. Whether or not we can help you do that and if you want to hear about ways that we can, then if we both feel that you’re a good fit at the end of the call, then we can discuss that as well if that’s OK. Yeah. You will say, “Yes, that’s great,” and I will say, “Great! Let’s get started.”
That sets the stall. That says, “Hey, I’m in control of this situation right now. I’m leading the call. I’m going to be diagnosing your situation for you so that we can help you. There’s a team effort here.”
Then you would move into the current situation. So OK, tell me a little bit about yourself and your business and also what made you decide to apply to speak with me as well. So again, that reminds them why they first wanted to speak with you. So that brings that back in, but it’s also an open question, so you can find out more about them.
Andrew: I think that’s actually a very important point. They’re like comparing you to other options, other people who might help them.
Andrew: And if you just come in and say, “Well, I would be a great choice because I did X, Y and Z and I’ve accomplished all this,” and blah, blah, blah, that’s a lot less effective than if you get them to say why you’re so great. You can do this in just a few – we can say, “Why did you choose to contact me? Can I ask why you think I might deliver better results for you than someone else?” or “What’s the number one thing that attracted you to me?”
In this way, you get them to say why they think you’re great and that’s so much more powerful and helps again to just elevate you in their mind.
Kenny: Yeah, brilliant points there. So then you move into kind of talking about their past, finding out about their past and moving into the current situation. So how did you get to the situation where you’re at today? Then move into, “So how are you currently –” and then insert your benefit there. How are you currently – sorry, insert your possible benefit there.
So how are you currently attracting clients? It’s maybe something I would say because I help people attract clients. How long have you been – then insert their current situation. How long have you been doing this? What kind of results are you getting right now doing this situation?
So you talk about the current situation here and asking questions around that. Then sort of like move into kind of need of your solution. So you might start by asking questions like, “In terms of making this work, what have you got riding on this? Why is it so important to get this sorted out right now?” or you might say, “If you couldn’t get this sorted out right now, what would you do? What are your options right now? If you couldn’t get it sorted out per se, how would this make you feel?”
So we’re moving into the kind of pain, talking about why it’s so important to them. Then you might want to move into a possible future there. So how would you describe your ideal situation or what do you think is lacking at the moment to get you where you need to be?
So this is where they – hopefully you can kind of – if you think they’re a good fit at this point is you can sort of like find out whether what is lacking is your actual solution that you have for them.
Probe until you can find out what exactly is lacking there. Then in the call structure, you sort of like want to move towards there, so you might want to sort of like talk about what the cost is for them, with their business not having this situation or what the cost is to their life for them not having – dig deep there. You want to get financial costs. You want to get emotional costs, time costs, energy costs. How much is it costing them?
Then ask them on this. How important on a scale of one to ten is it for you to get this fixed right now? Really dig deep there and then move into sliding doors. Like I mentioned before, if you’ve ever been on a Tony Robbins event, he will do a sliding doors there. He will move you directly into your pain and say, “All right. I want you to look forward five years now. If you carry on doing what you’re doing and not taking action, what does it feel like?”
You see people, 12,000 people in tears. It’s [0:41:10] [Indiscernible] at this point. He’s like, “How would this make you feel? What about in 20 years’ time? How would your children feel about you if you were still doing the same thing and you haven’t gotten any further forward?”
So obviously you don’t need to be as dramatic as that because you’re not going to be in a conference environment where you’ve been with someone for three days. But you really do want to talk about the sliding doors, where they would be if they don’t take action.
Then you move into, OK, so say you do take action and go for this. Let’s look at your future. How do you think it would be in 12 months’ time if you do take action? How about five years’ time? Take them into the positive side. So you’ve done negative. You do positive.
Really get them to feel both sides of it. Then it’s moving them into a mental commitment. So OK, so what would this be worth for you to achieve that future? How much do you truly want this? So when do you want to start making those changes? This is the point where hopefully they’re going to feel like ready to take action, whatever that may be.
Like I said, it might not be with you and you as a good consultant will know that. But at least you’re getting them into a state where they’re ready to take action because they’ve been through the pain. Then it’s time to summarise.
Andrew: Kenny, sorry, just before you get to the summary, there is something very important you’re achieving with all this too that I think we need to just call out specifically.
Andrew: And getting them to focus on the costs, on the potential value down the road and what it can mean for their business, their life. You’re focusing on the value you can create.
Andrew: You’re not talking about hours of work you’re putting in. That’s a huge difference when it comes time to actually talking about fees and closing the deal. When you’re getting them completely focused on the tremendous value you’re going to create in their business and their lives, they’re not going to come back later and ask, “Well, how many hours a week are you going to be working on this and what’s your hourly rate?” because those things just won’t matter. They won’t matter.
Kenny: They’re not even in the ether. They’ve disappeared because they’re in this place now where they’re just ready to take action Andrew. You’re so right.
Now, when you summarise, there’s two very, very important words. I remember my good friend Mark Boardman telling me these. Just never forget these two words. The words are, “OK. So let me summarise,” and then the two words are, “You said,” and it’s so important that you use those words.
It’s so important that you have taken notes throughout because it’s important now that you cover off what they’ve said and this is in their words. Obviously at the end of each time you’ve said, “So you said X, Y and Z. Is that correct?” they say yes. So you’re getting them to kind of confirm that that is exactly what they said. It’s really important here because like I say, people like to bury their heads in the sand especially when it comes to action time. You’re getting close to action time now. People like to bury their heads in the sand.
Now if you keep confirming that they said this, then a lot of the time people don’t want to be incongruent. They want to be congruent. So getting that aligns them with congruency. So you might say, “You said that you’re an action taker and you really want to start and you’re ready to go for this today. Is that right?” Yes, it is.
OK. You said that you’re feeling X, Y and Z because of the current situation, blah, blah. Is that right? You said that’s really upsetting you and frustrating and blah, blah, blah. Is that correct? Yes. OK. You said that you need – and then you would insert the benefits there, X, Y and Z – right now. Is that right? Yes.
You said it’s currently costing you X not having this. Is that right? Yes. You also said it would be worth X to get these benefits. Is that correct?
So you’re really summarising here what they’ve said. You’re not making anything up here. It’s just all the truth. But they’re actually confirming it along the way by saying yes.
Then at that point, once you’ve summarised and you’ve confirmed all of that, it’s time to give true recommendation. Be respectful at this point and be direct. Tell them what they need, not what they want to hear.
Help them get to a yes or a no so that everybody knows whether they’re a good fit at this point. So it’s a point of giving them a true recommendation at this point.
Andrew: Just to reiterate, you’ve gone through maybe three quarters of the call already before you make a single recommendation.
Kenny: Correct, correct. You don’t do it at the beginning. It’s only after a summary, once you’ve summarised the call. So you might actually – it might not be for them. You might think they’re not a good fit and if they’re not a good fit, you might say, “Well, my solution is probably not a good fit for you right now because of X, Y and Z. But I think you should go over there and do this,” or you might even say, “I think you should carry on doing what you’re doing because you’re not far from where you need to be right now. I think using me right now is not what you need. You need X, Y and Z,” or you might say, “I would recommend this. OK. I would recommend this.”
So you’ve obviously seen my video or you attended the webinar and I covered it slightly there. But I do have a solution for exactly what you need right now to help you achieve what you need right now. Would you like to hear about it that we can then decide whether you’re a good fit or not?
Then tell them about the solution. If they say yes, which 99 times out of 100 they will say yes. Then talk about your solution at that point.
Andrew: I do think it’s so important to be honest about what you think you can or can’t do. It doesn’t benefit you at all to make promises you can’t keep. Just as an example for my own business, I often get people asking, “I need five more good prospects per month starting next month. Can you guarantee that?”
I used to say things like, “Well, I think that’s pretty likely. I think we can probably do that. Let’s go ahead,” and that’s setting yourself up to possible failure.
Andrew: And overpromising. What I will say now is, “You know what? No one can guarantee that. Every industry is different. Every business is different. I can guarantee best practices and a great approach that will give you the best probability of success. But we’re going to have to try it out for a few months just to see if it will even work.” That’s just the honest approach.
You know what? People appreciate that and if they’re comparing you to other folks and someone else says, “Oh, yeah, I can guarantee you five prospects a month,” now they’ve talked with you and they’ve gotten the honest answer. They’re going to be a little bit wary about what this other person is promising. It’s just good all around to be very honest here.
Kenny: Yeah, absolutely. Great solid advice there. Now, did you notice there I said, “Would you like to hear about it so that we can decide whether you’re a good fit?” Again, I’m not turning into the seller here and you’re the buyer. It’s consultative. We’re doing this together and then you may ask them a question.
So once you’ve talked about the solution – and obviously when you’re talking about the solution, it’s time to match the benefits of your solution exactly to their current needs. There’s no point in feature dumping right now and dumping features that they don’t need. It’s all about benefits. Again, we spoke about this in previous shows.
It’s about matching the benefits exactly to their needs and keep saying to them throughout once you’re talking about this, “Does that make sense? Do you understand this? Are you happy with this?” You need to keep them engaged. This isn’t about you just reeling off a statement here. It’s about a two-way street. It’s about interaction. It’s about you consulting with them.
Then towards the end, you might say something like, “OK, great.” So you’ve nodded your head a lot there and stuff. What about the solution specifically would you see working for you? So again, then they’re actually talking about what they would see working for them. So again, you’re not selling here. You’re just asking questions.
Andrew: What you’re really doing Kenny, I think it’s good to call it out specifically. You’re giving little trial closes.
Andrew: You’re giving people the opportunity to make little mini commitments along the way. We say things like, “How is this sounding to you?” or “How would you like to proceed?” or at some point, you may say, “These are my typical fees. Are they in the right ballpark for you?” or “If my service turns out to be a great fit for you, when would you make the decision to move ahead?”
These are all ways. You’re giving them a chance to say something that gets them to make a little bit more of a commitment and to show that they’re a good prospect for you.
Kenny: Yeah, absolutely. Again, you might – at this point, if you’re feeling confident and you are in a situation where you do feel that they need you more than them, and you should try and have that feeling anyway. You might want to ask a question like, “OK. So great. You see that it would specifically help you and X, Y and Z. That’s great. In terms of you being a good fit, that’s great. But how would you see yourself as being an ideal client for me to work with? I obviously get a lot of people wanting to work with me. Why should I work with you? What’s great about you?”
Words around that, what you feel comfortable with in the most subtle way possible. I always ask this question because again, it then transfers that power because remember what I said before. When it comes to taking action, people go all squeamish especially if it’s financial action. They freak out. They go weird. This is removing that. It’s actually getting them to become the seller and you become the buyer.
Andrew: Yeah, that’s an amazing mind shift.
Kenny: Yeah. It’s important at this point as well that you push them away slightly to test them, to test whether they really are ready to take action or not. So you might – for me, in what I do, because I’m a coach, so I coach people. You might want to say – for me, I say, “There’s a lot of action that needs to be taken. How would this fit in with your busy life right now?”
If they say, “Oh, yeah, no, I’m a little bit too busy right now,” it gives them the chance to get out of it, because I’m not there to tie someone down. That’s hunting. That’s overselling. I don’t want to do that because they will probably drop out later down the line anyway.
This gives me a chance to see whether they really are ready for this and really are committed. Again, I get a lot of applicants, which is true, and so I say it. So why should I choose you today? That would be kind of my final question for them and then I will talk about what the investment is going to be.
I talk investment here. I use the word “investment”. So the investment is going to be X amount and I usually at this point start with my – where I think the highest point should be and then at least if it is too high for them, we have places to manoeuvre because I have different programs and I always start with the highest program first in this situation because most of the time, that’s what people need. Obviously if I thought they didn’t need that, I wouldn’t start an appointment. Ninety times out of 100, they do need that because they’re complete novices in my area.
Then also I use terms like if I’m offering a discount for quick action-taking discount, people who pay straight away. Then I use terms like, “If I decide to accept you today, then I do offer this early bird discount,” or “You can get this discount if you pay straight away today.”
So it all depends on what field you’re in, what you would use, that kind of terminology.
Andrew: But again, that’s such a great mind shift because now they’re thinking, “Oh, wait a minute. I might not be able to buy this even if I want to?”
Andrew: That’s a completely different feeling from, “Oh, here’s a guy just selling to me.”
Kenny: Exactly, exactly. Then I will sort of like say, “So that’s the program itself. Do you have any questions? If you’re accepted, how would you feel?”
Then if they say, “Well, I’ve got these questions,” blah, blah, blah, and “If I was accepted, I would feel great,” and then – or they might just say – just ask questions and you get your chance there to overcome any kind of objections. But the point of saying, “Well, if you accepted, how would you feel?” and they say, “I would feel great,” then again it’s just confirming that they really do want to take action to that.
Andrew: Then why not do something that’s going to make them feel great.
Kenny: Yeah! And then I would just finish with an assumptive close. So something like, “OK, great. So I take it you would like to apply today.” Then they would usually say yes at that point. Then I will say, “OK, great.”
Well, I think – if I think they’re a good fit, I will say, “I think you’re a great fit and let’s get moving with this.” Then tell them what will happen next and tell them the process. Say, “Sound good?” Keep them engaged. Yes. OK. So this is what you need to do next. Give them a call to action.
Andrew: If you’ve been paying attention through all this, you’ve noticed that Kenny does all this in one call.
Andrew: It works. It works for Kenny because you’ve got – Kenny, you’ve got three or four set programs at fixed fees and it’s all very structured and clear. You can offer it and get to a conclusion right away.
Andrew: Let me just say that for some consultants out there including me, what we offer is a little bit different. For me for example, I often have to have a second call to go deeper into exactly what we’re going to do for them. What kind of a website redesign? What sort of paid advertising plan?
I usually can’t get into that in the first call because we’re focused on everything you mentioned, the value, getting them interested in the service. We need to have a second call to go into those details and really get to the bottom of what my customised proposal is going to contain.
So if you’re in that position where you can’t close this in one call, then you must, must, must schedule the next call before you get off the phone. This is so important because if you just say something like, “Well, I’ve given you a lot to think about, so go ahead and take a few days and get back to me,” you’re going to have a much lower success rate than if you say, “I’ve given you a lot to think about. We need to have another call to really work out all the details. How is next Tuesday at 10:00? Let’s get it on the calendar now.”
You will have far more calls with that latter approach, far more follow-up calls and far more closings.
Kenny: Yeah, absolutely. Great advice there. So let’s just cover – before we finish off this, let’s cover off some objection handling. So the most – the biggest one we have usually is, “I need to think about it,” or “I need to talk to someone else.”
If you’re in a business where that comes up a lot, “I need to talk to someone else,” then you need to really – if you want to get the business done in one call, then you need to find that out before the call really. You need to find out whether they’re the decision maker or not because you always really want to have the decision maker there if it’s a one call or one meeting close that you usually do it.
So find that out there. But I need to think about it. That’s fine. Sometimes people do need to think about it if it’s a big decision, if they’re spending a lot of money. But just know that as soon as they get off the call, the desire is usually going to drop massively. It’s just the way it happens. People go back – people have lives. They get back into the situation.
So if you really want them as a client, it’s up to you to really try and get it closed as soon as possible and get them to take action as soon as possible because they will try and procrastinate. That’s what human beings do.
So you need to just get them to a yes or a no. Get some level of commitment. Emphasise true scarcity if that’s what you have there. If you’ve got scarcity, emphasise that. Go through the previous pain a little bit, whether – that they’ve got at the moment. Talk about that a little bit more and just say, “I thought you wanted to move quickly on this.”
Obviously you don’t want to be too persuasive here as in turn into a salesman here. You just really want to be consultative and just say, “Listen, I want to call you out here because earlier on you said that you wanted to take action straight away and it was costing you this not doing this. So I want to find out why you want to put this off any longer than you actually do.”
Take them back to their – if it’s a financial situation, take them back to their finances and what the current situation is costing them and what their solution is worth to them. If you’ve got an early bird discount or whatever, remind them of that. If you’ve got risk reversal as in a money back guarantee, certainly introduce that at this point.
If you can, if you’re in the type of business that you can, like my business, what I always try and do, you – obviously Andrew, what you do is you get the next call in the diary which is great. What I do is I usually – because I do have true scarcity. What I do is I say, “Listen, if you want this or you think you want this, then I’m going to need to take a small deposit to hold the spot for 24 hours for you,” for example, because that financial commitment actually gets them about probably 10 times more committed than they would be had you not taken any money from them. So again, you’re helping them take action there.
Another big one is obviously, “We can’t afford the service right now. You’re a little bit too expensive.” If that’s the case, then again, you might want to remind them about what it’s costing them not having this and what the solution is actually worth to them, because a lot of people actually just tell themselves they can’t afford it, when in natural fact if they really want true transformation, then they have to pay for it.
You’ve just got to move into this with them. Move into the risk reversal. Cover that as well with them. If they truly can’t afford it, get to that. Find out what their top budget is. If they were to make a decision whenever they normally make decisions – so for you Andrew, it might be longer. For me it’s a day. So I would say, “So what is your top budget today? Because obviously you can’t afford this program. That’s fine. I might be able to point you in the right direction of something you can afford.”
So what is your top budget, your end line budget? If you were to make it – go for it today, what is it going to be? They might say, “Well, it’s $4000.” I will say, OK, so if I can find you something that’s going to get you – and then go through the benefits, match to their situation – can I confirm that you will definitely go for it today? Yes, I would go for it today. You’re getting them to take action there, which is good.
Sometimes you will get people saying the timing isn’t right. Well again, you need to call them out if they are being incongruent here. I have it sometimes on my calls. People will say, “Yeah, I want to take action today. I’m definitely going to go for it,” and then you come to the end when we’re covering money and stuff here. They will say, “Oh, I’m going to do it in spring I think because I’m just too busy with business at the moment.”
Well, I will really call them out at that point and say, “Why did you say this before?” I will do it in a gentle way. I won’t do it in a confronting way because if you do it in a confrontational way, you’re just going to butt heads with them and you won’t be friends.
Go through the previous pain and go through that. Remind them what they said it would be worth to them and what the current situation is costing them. The same stuff that we’ve talked about there, risk reversal, remind them about early bird discount or down sell into a down sell. Find out if it really is. If they’re saying timing isn’t right, that’s an excuse. Find out whether that is the excuse. Ask them. Is it a financial situation? Because usually it is and they’re just disguising it as that.
If it is, then again move them into a down sell opportunity or take a deposit and move into it when the timing is right. At least you’ve got a deposit and you can – sometimes the timing might not be right. They might discuss the timing isn’t right during the call.
If that’s the case, then at least try and get financial commitment, a deposit from them.
Andrew: I would say that if it really is a financial problem and if you don’t have something you can down sell, if you don’t have a lower fee, lower cost version, then just be honest. I really wish I could help you further. I just think we’re not a good fit to work together.
Andrew: I can recommend a few other places here, X, Y and Z. You might want to call them and see if they can help and just be completely honest about it. The worst thing you can do is try to push someone to spend more money than they can actually afford and risk a very bad result. Just be honest about it.
Kenny: Correct. You don’t want people completely financially stretched working with you either and taking out loans and all of that kind of stuff. That’s one thing you don’t want really …
Andrew: Because you know what? They’re not going to be a good client for you. They’re going to be worried about every last penny. They may be very difficult to deal with. They may get emotionally bothered if things aren’t going great all along. Honestly, you don’t want that for your business either.
Kenny: Yeah, absolutely. They may actually at the end – this is the final objection and they will actually just be incongruent again and actually say, “You know, actually, I think I’m all right, right now. I think I’m OK,” and that does happen sometimes. I think everything is OK. I think we will muddle along OK. I think – then don’t indulge them if they do that. Help them just to pull their head out of the sand and bring them back to reality.
Talk about their pain again or pattern interrupt. So again, I will move back to Tony Robbins just because he’s such a really good coach. He sometimes – if someone is going – is actually kind of deceiving themselves or being a victim on stage or whatever and they’re going down a certain path where they’re just talking rubbish, talking trash. Then he will pattern interrupt them.
So he might just say something like, “When was the last time you had sex?” It will just take them out of that weird kind of train of thought that they were in and bring them back to reality.
Obviously you wouldn’t want to use that when you’re talking to a possible client. What you might want to talk about, if you know that they’ve got a financial issue, say you’re – let’s say you’re a finance consultant for example. Then you may want to sort of like say, OK, so – and they’re talking about they’re OK at the moment. You might want to say, “OK. So how much debt are you in right now?”
OK. And just really just brilliant. Just take them into the reality. How much money are you making right now? OK. How much did you say this was going to be worth to you? How much are you losing by not having this? Just pattern interrupt.
So those are the seven points of a really good call to maximise every call. So what I want to do now is move onto questions from clients. I’m going to be quick here because I know it has been a long call today. But I think it has been an important call and we have had to give it some length here, because it’s really important that we get people to take action as consultants.
So I had – and it’s very, very apt to this. I had someone, one of my clients say, “I hate selling and this is the one part of my business that fills me with dread and is causing me worry issues and also I’m losing clients. I’m losing opportunities. I’m not actually getting the clients because I’m not closing them, because I just hate the selling part.”
So what I did is I went through what I’ve just been through there with you, what we’ve covered today, and also told her that, “You should treat your conversations not as closing a sale but as playing a game of how much you can really find out about people and be curious about people and how you can help people realise their current situation enough to take action and see some level of transformation.”
So it’s not about being anxious about getting a sale. It’s about playing the game of finding out about people and helping people. Just have that mindset and it’s really – in my experience, that has really helped me with my calls and with my conversations with prospects.
Andrew: It makes a big difference. If you’re not comfortable with the idea of selling to people, which many of us aren’t including me, then having this different mindset of just seeing how well I can understand and help them makes all the difference in the world.
Kenny: Yeah, it does. So let’s talk about your tip of the week, Andrew.
Andrew: Yes. So I do spend a lot of time focusing on getting people to take action online from ad clicks to website engagements, submitting forms, making calls, whatever it might be.
One thing that I always do with every new client I work with, who I’m doing any sort of website redesign or landing page design, is test it because there are always little things, sometimes big things, but always a lot of little things that can prevent people from being comfortable taking action. They can be hard for us to see.
We’re often too close to our own business, our own offers, our own services, our own web design, to really understand what the sticking points might be.
So to test it, you need to be objective and the number one source I use for testing is a website called UserTesting.com. I think it’s absolutely brilliant. They’ve been around for a number of years now.
What they do is allow you to purchase a 15-minute video of someone using your website that’s fully recorded. You see everything they do on the screen. You hear them as they talk through, everything they’re doing. They will answer any questions you have. They will do any tasks you ask them to complete and then you can watch what happens.
You always learn something that helps you improve your flow significantly. I’m always shocked actually what these tests reveal. So you can ask things. You can ask them to take specific steps on the website to go through your entire conversion funnel. You can ask them, “Was anything confusing?” You can ask, “Was the next step completely obvious here? Did anything cause hesitation? Did anything make you concerned about trusting me or my credibility? Was anything at all unintuitive?”
I’m just always shocked. There’s always something. It could even be as big as them being confused about which button to click and you’re looking at them and it’s a big orange button in the middle of the screen and they can’t seem to find it and you just have to sit back and say, “Well, what did I do wrong here? What’s actually preventing this from happening?”
Every time I do this, it’s about $30 or $40 a test. It’s well worth it because you make such great leaps forward in getting people to take action. So I highly recommend it, UserTesting.com. If you’re going to invest in a website and getting people to contact you, you’ve got to test it. You’ve got to optimise it and this website will help tremendously.
Kenny: Brilliant tip there. Thank you for that. So, we move over to Inspiration of the Week and it will be a quick one this week because we’re running low on time. I just want to say one of my clients inspired me and in fact, I’m his client now. He started off as one of my clients and he’s so good at what he does. He’s a marketer, Facebook marketer, and I’m now his client. You know who I’m talking about. It’s Nigel, Andrew. I think it must have been about three years ago. When was it when Penguin came out, Google’s algorithm shift?
Andrew: Yeah, it was two or three years ago when the first one came out.
Kenny: It really hurt his business because he was an SEO consultant and it really massively hurt his business because he was using strategies that worked for five, ten years and they suddenly stopped working. It was a time to completely reinvent and a lot of his clients’ websites dropped and lost lots of traffic overnight. So it was a real traumatic time for him.
He has gone out there and decided to pivot. He pivoted into Facebook marketing at that time. He’s just doing so amazingly well and I spoke to him today actually. He told me – I mean he has told me that he has got some big clients over the last kind of two years. One is an Ivy League university. Another one is a big German beer company we all know and just recently today, he has been contacted by one of the judges on Shark Tank, who we all know, and if you don’t watch Shark Tank, it’s a US show where entrepreneurs pitch to big business tycoons, big billionaire business tycoons.
One of those guys has contacted Nigel to help with a lot of the stuff he’s doing including stuff that he’s doing with Shark Tank as well. Real big win for Nigel that will take him into the next stratosphere.
He thinks he will be able to mention who they are as well and talk about them as a case study as well if it all goes well, which would be massive for him. I just want to say he has really inspired me and he just shows that sometimes, you can be in the doldrums. I remember him being in the doldrums because it hit me as well.
I was driving a lot of my traffic through SEO and through some of the same tactics and it hurt me as well but it really hurt his business. It really hurt his confidence at the time as it did with a lot of us in the industry and how he has just pivoted, turned it around, and that he’s absolutely flying with his business right now. He has got so much going on and ready for 2015. He has just been a true inspiration for me.
Andrew: Yeah, that’s fantastic to hear about Nigel. I’ve worked with him too. He’s a great guy and that really should be inspirational for all of us.
Kenny: So what have we got for next episode, Andrew?
Andrew: Well, today we spent the episode talking about how to get prospects to take action and we’ve given a lot of other advice of interacting with prospects, engaging prospects, converting prospects. Next week, we feel like we really wanted to do a deep dive in where to find your best prospects, both online and offline, because that does vary by the type of consulting industry you’re in, by who you’re going after and there are a lot of possibilities today that it’s a lot of noise to try to wade through and figure out what your best channels are going to be. So next week we will try to break all that down for you and give some clear guidance.
Kenny: Look forward to that one. Look forward to it. Right. So let’s wrap up. That’s another great show. A bit of a longer show than usual, but I think it needed it. I think there was a lot to cover.