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GETTING CLIENTS: BLUEBIRDS AND BOULDERS We all fantasize about “Bluebirds”
….you know, the clients that happily fly into your window chirping “I Love
You! I want to hire you! I don’t care how much you charge! When can we
start?” (My thanks to Marv Cohen for this concept) ”Boulders” are those clients that require
tremendous effort to enroll. They appear attracted and want to work with us,
but they are dug in with reasons why they can’t. We gently push and pull, dig
and probe, patiently helping them overcome their fears and objections to
making the move and taking the risk to do something that they very much
appear to want to do anyway. As much as we would
like to have a practice full of Bluebirds, in my opinion we need to market
assuming the great majority of our clients will be Boulders. I’ve seen too many practitioners
focus on the Bluebirds, resist following through with the Boulders, then
struggle to survive. In my opinion, the secret to success is to design
your marketing system to enroll the Boulders, and the bluebirds will
follow in flocks! Here are some
suggestions: 1. Read our Top 5
Tips For Marketing That Gets Results and listen to the audio program here. 3. Design your
internal marketing to build your relationship with your prospects, providing
them lots of choices and ways to get value to become comfortable and trust
you. 4. Include a
selection of compelling calls to action to accommodate prospects that need to
engage you indirectly first. For more info read Calls To Action: Three
Ways To Engage Your Prospects here.
If you don’t have
enough Bluebirds, and enrolling Boulders is challenging to you, please join
us for our Practice Building Intensive and get the support you need! For more information click here. |