The consultants, trainers, and other professionals who experience consistent growth in their firms or solo practices have 8 specific marketing mindsets in common.
By using these mindsets or “ways of thinking” they’re able to build a consistent stream of new clients. The end result – they are able to build the business, and lifestyle, they always dreamed of having.
Below you will find these 8 mindsets, along with a brief description of each. To see how you score at a more detailed fashion, complete the 8 Marketing Mindset scorecard here.
Best Work
Consultants have the ability to help a lot of different people with a lot of different problems. This is particularly true for experienced consultants.
Those who experience consistent growth aspire to dominate a specific target market. They focus on doing their Best Work for the Right People – clients who fuel and inspire them.
This focus allows them to generate results for their clients on a consistent basis. And the better they get at delivering a result, the the easier (and cheaper) marketing becomes.
Contrast this approach with the practices that target everyone and anyone. They take what they can get, casting the widest net possible. They often have more than one “problem client”. Generating consistent results is more difficult. This makes marketing and selling more difficult (and expensive).
Lead Generation
Consultants who struggle with growth have no predictable way to generate new leads.
The rely on manual prospecting and personal promotion. If they do any advertising, they use no response ads. These are ads that “get their name out there” but don’t compel anyone to raise their hand and say “I’m interested”.
High growth practices are always able to generate prospects predictably. The generate leads on demand, for a known cost. It’s like they have a client vending machine – they know if they put $XX in, out comes a lead.
Lead Nurturing
Not every lead is ready to buy now. But, 45% of people who make an inquiry will buy eventually – either from you or your competitor.
In firms that struggle, the prospects who are not ready to buy now often fall through the cracks. These firms have no systematic, regular follow-up communication with their prospects. They lose business to their competitors who do follow up.
High growth firms realize that “the money is in the follow up”. They create systems to patiently engage with new prospects over time. They also have systems to identify which are the “five star prospects”.
Sales Initiative
Yes, it is important to be patient and take a long term view when it comes to lead nurturing. But, it is a mistake to assume prospects will come to you to buy, when they are ready.
Firms with consistent growth take a leadership role in the sales process. They do this by making specific offers that make it easy for prospects to say “Yes” and take the next step.
Delivering Results
Consultants unable to get a consistent result for their clients struggle to grow. They often blame their clients for not following the plan.
Top performers have a unique process and teamwork that delivers a “dream come true result” for their clients.
Value After the Sale
In some firms, once the transaction is complete, that’s that. No additional service are offered. Nothing extra is done. There is no “WOW!”. It’s just on to the next prospect – making testimonials and referrals are few and far between.
In high performing practices, each client experience leads to the next client and sets the stage for a lifetime relationship.
Lifetime Value
The best firms see their client portfolio as their most valued asset. They measure the “return on relationship” of their client portfolio. They are always looking for ways to improve it.
Struggling firms have no database or CRM. They have no regular communication with clients. They just hope their clients return.
Orchestrate Referrals
Most professional service firms, including consultants, get referrals on a sporadic, unpredictable basis. They may encourage referrals, but little effort goes into making them happen.
Top consultants proactively orchestrate their referral systems to create and measure referrals every month like clockwork.
Measuring Your Mindsets
This post only outlines the different ends of the spectrum for each mindset. Most people reading this will fall somewhere in the middle – at least for some of the mindsets. The 8 Marketing Mindsets Scorecard will help you determine current mindsets. Use it to identify your biggest opportunities for improvement and to track your progress over time.
You can get your free scorecard here.
