The Natural Path to New Clients

D. Michael Hammock

How do you market to your clients? Where do you look for them? How do you find them and how do you sell to them?

If you’re like most of us in the professional services business, you did not get into business to become a sales person. In fact, the idea of ‘selling’ can be one of the most uncomfortable and intrusive tasks that you see as a Counselor.

In this article I will outline some ideas and concepts that will help change your idea about ‘selling’ your services and how to do this in an effective manner.

Early in my career, I wanted to move into sales with one of my former employers. However, after taking a profile test I was told that I did not have the personality traits to become a salesperson. After ‘selling’ for over 25 years, I’ve discovered that it is not about selling, it’s about understanding and giving…. Understanding a client’s need and sincerely giving of yourself to help meet those needs.

Relationship Marketing

It’s quite simple; people do business with people they like. We want seek pleasure in those we associate with and we want to be around those that help us avoid the pain in our lives. Being in a ‘sales’ mindset can be a metal barrier to connecting with people at an emotional level. Every person has a need. The opportunity is to be sincere, be honest and be yourself. Look for the opportunity to help.

Moving Away or Moving Toward

Client’s who have needs are either moving away from something (pain, discomfort, stress, etc.) or they are moving toward a reward (pleasure, confidence, control, etc.). Probing by asking the right questions to understand their needs is a critical first step in understanding what a client needs. Once you have a clear vision of this, you can become very focused in guiding them in the right direction to give them what they need.

Sell Through Not To

Each of us has been approached by friends or family in an attempt to sell us something. We can either buy from them or we can say “No thanks”… a very uncomfortable place to be. In talking to people about what you do, your objective is not to get them as patients, but to sell through them to their network of friends and contacts. You’re talking about needs that you are skilled to fill and they know people that you can help. It immediately removed the fear of having to say no. Plus, all of us know someone we would like to see helped. So the mission is to teach and educate about what you do, not to ‘ask for the order’.

Elevator Speech

In order to be effective at this, we need to be able to tell our story with a short, clear and concise message… the elevator speech. Otherwise know as the value proposition, it’s the 30 to 60 second message that captures what we do, the value we provide, and the need we fill. This takes time to craft and practice to deliver effectively. It should focus on needs we meet and words to evoke emotion. People make decisions based on emotion and remember they want to work with people they like.

The elevator speech should never be static. It should be adaptable to each situation. What you say in a one-on-one discussion should be different than in a group setting. Focusing on certain needs (e.g. family counseling) may be different on one situation than another (drug and alcohol counseling). Finally, practice makes it comfortable and natural. The objective is education people on who you are and what you do, not to sell them as clients.

The elevator speech by the way, is given it’s name because it’s the answer you provide a stranger in an elevator who asks what you do before the ride ends in four or five floors.

Clients Right Under Your Nose

So how do we put all of this to work…. Right in your own backyard. Remember the goal is to teach and educate people about who you are and what you do. They will be excited to do this as long as they don’t have to say no.

Look into your community, your network of friends, family and associates for opportunities where you can; 1) tell your story, 2) help identify needs, and 3) offer solutions to help. Maybe it’s PTA or other school groups who have children or teen age issues to deal with. Or, you local community center or library who provide educational services to their citizens.

If you teach, educate and give, it will be returned to you.

Your Website – The Salesperson That Never Sleeps

One of the most effective ways to tell your story is on your website. It affords you the ability to create the image (graphical look and feel) that you want. Plus, you can add more detailed information about your services and qualifications that would be awkward to deliver one-on-one. With the ability to update the website content you can also continually update your ‘elevator speech’ to strengthen your message.

Your website also becomes the way for you to establish trust and creditability with your clients. Again, it is a tool your clients will use to learn more about you and will help them move through the decision to become a patient.

D. Michael Hammock is President/CEO of Radius3, Inc., which creates and designs websites that effectively communicates a company’s messages to clients and prospects. He has a Masters Degree in Communications from The Ohio State University and for over 25 years has worked with a wide range of practices and businesses to develop and manage multi-media solutions to generate leads, increase sales and effectively communicate their message to clients and prospects.

mhammock@radius3.com
www.AdvanceYourWebsite.com