If you have been in business for a while, you know that one of the hardest things to do is get a new customer. It is why selling is not for the faint of heart. It is for the creative and bold.
Furthermore, if you have done business for some time, you may have tried a number of tactics to try and gain access with new customers. Much of it is noise and is ignored like …
… paying $6K per month for a billboard
… spending $10K-$50K on an untargeted direct mail campaign
… putting forth $20K-$80K for a television or radio spot
… branding with an untargeted magazine advertisement upwards of $10K
The conversion rates are low because these mediums are an interruption and not connected to an inbound marketing process. They largely get ignored because people are not paying attention. We only have so much attention, and the amount of marketing messages coming at us is overwhelming.
Instead of hoping with a lottery ticket approach, what if you stepped back and thought about how a stranger could perceive you with higher levels of trust rather than initial suspicion?
If prospective customers feel like you are selling them, their guard goes up. It creates tension and low trust. Yet, this is how most people present themselves to complete strangers. Noone wants to be sold.
Two things are required to gain permission for a conversation with a new customer – trust and credibility. If you are credible, then a prospective customer’s guard goes down. How can you do this effectively? You must position yourself as an expert, not a salesperson. You have to bring high value first and be perceived as someone that has valuable advice and knowledge. This is the problem with advertising and selling – it communicates that you are a salesperson rather than a leader who is worthy of someone’s valuable time and attention.
Packaging your advice and knowledge within a book establishes your credibility. It becomes a calling card to gain access and permission to key clients. You can focus on who specifically you’d like to do business with and approach them in a high trust fashion.
The book precedes you and speaks to your expertise. You stand out compared to your competition in the mind of the customer. You are able to have a conversation with high trust rather than high tension.
Sales gimmicks are ineffective, wasteful and expensive. A professional hardcover book which is well-designed, articulately written and published positions you for the sale. It is an asset which you can use for years to come.
Making it Happen
The process for putting this together is arduous. It is why so few people commit to this. However, can you think of any better way to approach someone and initiate with trust?
Want to keep dreaming about this, or make it happen? If you want to have a book of your own, contact us. It will be a key strategic investment in gaining new business.