Marketing isn't about "selling what you can do"
It's all about RELATIONSHIPS and selling YOU.
A simple principle: If you build good relationships
with people, when they're ready to use your service, they'll call
you.
We Buy Services From People We Know Do you hire people
you don't know to perform valuable services for yourself or your company?
Or, do you buy from people who you know personally or who were recommended
to you by trusted friends or colleagues?
In general, people hire people they know and trust.
When you're marketing your service business, its important to remember
that your clients will be people who know and trust YOU - and the
services you provide.
What's in a Relationship? In the years that I've been
marketing my coaching services, I've learned a lot about building
the kinds of relationships that lead to business. Here are some basics.
NURTURE YOUR RELATIONSHIPS
Business relationships need to be developed and nurtured.
Finding common interests, complementary services, or something I want
to learn from others creates value in the relationship. Then, I take
time to meet, talk, share ideas. This makes my business relationships
fun and rewarding.
ACTION: At each networking event, set a goal to find
one person who has a common business interest or a complementary service.
Ask them to meet you in the next week, just to talk and get to know
each other better.
IT'S A TWO-WAY STREET
Business relationships are two-way. The biggest shift
in my marketing came when I realized that I needed to be looking at
how I can help others build their businesses and how I could learn
from them, rather than focusing on what they could do for me (that
is, hire me to be their coach).
ACTION: When you meet someone new or run into someone
you already know, think about what you can do for them. Offer to do
that. Then follow-up!
PEOPLE NEED TO EXPERIENCE YOUR SERVICE!
You need to be more than "that nice person I
met at the breakfast meeting" when someone is looking to hire
your services or refer you to others. Demonstrate the quality service
that you provide by sample session or work.
Also, use good business practices such as timely response
to requests, keeping your word, showing up when you say you will,
and taking responsibility to make things happen with everyone you
meet. Then, they'll know they're hiring quality when they need your
service!
ACTION: Take a look at your "to do" list
and keep those actions that serve the people in your network at a
high priority. Remember, you'll be giving them a taste of what your
service would be like if they hired you.
Good luck and enjoy your new relationships!
Resource Box: With over 20 years of corporate leadership
experience, Executive Coach Sue MacReynolds understands the issues
Leaders and Managers face in their daily lives. Contact Sue at 703-319-7699
for a free introductory coaching session. Visit her site at http://www.suemacreynolds.com
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