Financial Intelligence - Natural Marketing For Lone Rangers

"Ooooooh," you may say, "I could NEVER be good at marketing, I'm just not that sort of person. I'm just not pushy enough".

Well, if that is your reaction to the title of this article, I would like to kick off by giving you permission to hate marketing (and its cousin, "sales"). I am not going to try to turn you into a marketeer or a salesperson - but will you open your mind (just a chink!) to the possibility that you CAN stay just as you are and STILL be more successful at what you do?

Marketing and sales are inextricably linked in most people's mind and everyone knows sales people are scuzz-bags - right? The very words "marketing" and "sales" conjures up images of people being brainwashed by ads and parted from their money, in exchange for something they don't want. By people in dodgy suits!

Well, the first concept to get your head around, is that people are generally very sophisticated and astute. You cannot generally sell people something they don't want, no matter how heavy handed your tactics. And generally, even by very clever marketing, you cannot persuade or brainwash people into wanting something, that they hadn't wanted before. You couldn't massage someone who didn't want it, could you?

How would it be if we started thinking of marketing as the art of letting people know about an idea, solution, product or service that they already want, but didn't know where to go or which one to choose. How would it be if we made our service so good, so excellent, that if WE were introduced to it, we would be DELIGHTED to be told about that service. How about thinking of marketing as simply making sure that our excellent service is not being kept a secret?

What about the sales part of the process? The dreaded "closing" that everyone seems to find so hard. What is a "close", anyway? It's actually just asking someone if - having been recommended, having voiced their needs, knowing your fees, reassured that you can help - you ask them if they would like to book an appointment. Offering an appointment on a Tuesday or a Thursday is an "alternative close". Technical stuff, eh?

So marketing is about not being a secret, and selling is about making an appointment. Easy - we can do that! But what if we could make it even easier? Have I got your interest?

How do we go about not being a secret? The traditional ways to market anything are by creating a brochure, business cards and letterhead, advertising, mailing out to prospective purchasers (or clients) and selling your services to them. An expensive and time consuming business. Does your heart sink when you read this? Well, I have some good news. None of that works - or only 2% of the time anyway! So what does work?

What you need to do is simply create a reservoir of people who know about you, who like what you do, and who ONE DAY might use your services. Oh boy! When my coach Chris Barrow, told me this, I breathed a big wonderful sigh of relief.

How big should your reservoir be? Chris Barrow's theory is that it should be in excess of 1000 to generate an almost effortless work flow, but that you start to attract clients at about 400-500 people.

How do you fill your reservoir and with whom? This is where you start to think about your ideal client - because who wants a reservoir of less than ideal clients? The first people on your list should be your existing clients - or at least those you want to keep. You see, this is one of the big secrets about marketing, it's as much about weeding out the clients you don't want, as attracting the clients you do want! Think about the qualities of your ideal client, what are they like (TIP: think about your existing clients and pick out the A-List). I'll share the qualities of my ideal client to give you an idea.

My ideal coaching client is bright, articulate, educated (by life, if not uni) fast on the uptake, action orientated, entrepreneurial (or would like to be), definitely has email, is successful by anyone else's standards but perhaps not achieving their potential yet. They may feel overwhelmed and take on too much. They probably talk too fast and walk as if they are in a hurry. They are serious about wanting to improve their business or their life and they are prepared to set aside some time to come to calls and to take some action. They don't cancel or re-arrange calls, they pay on time and they appreciate my coaching. They are not ashamed to say they have a coach and they recommend me to everyone they meet!

Grade your existing clients into A clients (love you, come regularly, pay happily, turn up, recommend you all the time), B clients (love you, come fairly regularly, pay happily, turn up, sometimes recommend you), C Clients (think you are ok, come occasionally, pay happily, turn up, never recommend you) and the D Clients (aka the BMW's - bitchers, moaners and whiners). What do we do right now with the D Clients? D is for Dump. Dumping the D's makes more time to give the A's and the B's more time, more service, more attention.

So how do we meet more A Clients and get them in our reservoir? Work out who the A's are and where they hang out. Are they business people? Mums At Home or Ladies Who Lunch? Sports players?

When you have established who they are, then think about the problems they have and the things they are interested in. Think about ways you could add value to those A List Clients. It might be sending out clippings from newspapers on articles of interest, it might be creating a simple A4 two sided newsletter, it might be a website with useful links and an email newsletter, it might be writing for specialist publications (the last two being my preferred methods, hence this article!). Just put yourself in their shoes for a moment.

But whichever method you choose, make sure you enjoy it. Say what? Yes, you have my permission to only choose marketing methods that you actually enjoy. Why? Because if you don't enjoy them, you won't do them - even if your business is falling down around your ears.

Do you remember Fiona, my Reiki Master and therapist client? She found that she was massaging a client or two in the morning, then nothing at all till the evening, when her working clients turned up. She wanted to build up her lunchtime and afternoon clientele and then limit her evenings to two per week. Who would be able to come at those times? The ladies who lunch and the self-employed. Where do the ladies hang out? At charity events and hairdressers and in nice restaurants. What are their challenges? To look after themselves to the n'th degree, be well groomed, relaxed and charming at all times. She joined her local ladies groups, talked to her hairdresser and beauty therapist about a joint marketing initiative, volunteered for the local large charity committee and attended a few lunches herself, and then, to reach the self-employed business person, joined the BNI (Business Networking International - for details see www.bni.com).

The self employed do not have enough time to look after themselves and often suffer from stress and bad backs. Fiona initially started talking about bad backs and sports injuries, and now her business has taken off in an amazing way. People went for their practical problems but now go for the Reiki and the other types of emotional healing. She was so nervous talking about her service for 60 seconds at first, but now is completely at home in that environment. She even demonstrated crystal therapy the other morning and it was a real treat to watch hard bitten businessmen handling rose quartz and feeling the warmth coming off the crystals.

This route is not for everyone, but one thing is for sure, there is a marketing method that will suit you. I like meeting people and writing, so I have a website (www.nicolacairncross.com), a monthly financial coaching newsletter, I write articles for magazines and I attend every networking lunch, breakfast and dinner that I can. (Plays havoc with the weight though!)

Remember, whatever you do, you are not selling, just collecting people for your reservoir. They may not use your service for ages, but if you keep in touch with them in a way that adds value without being too promotional, they will either buy spontaneously or recommend someone who will.

The sales part is this. While not being overly promotional, don't on the other hand make it difficult or even impossible for people to buy your services when they are ready to.

Make sure you have contact details and they work (unlike me, who, in the last article for this magazine put an incorrect newsletter link with no other contact details!). Make sure that people know your prices and don't have to ask (it's embarrassing for them). Educate them so that they know how to be your ideal client and feel privileged to be so. Let them know - and thank them - how wonderful it feels when they recommend you or refer someone into your reservoir (unlike my other hairdresser client who used to tell all her existing clients how busy she was, so they felt unable to recommend new clients to her).

Finally, write down your plan and evaluate it monthly. Keep doing what works and drop what doesn't - unless you enjoy it! Not everything works in obvious ways. Decide on your preferred marketing methods and become the best at those methods. Educate yourself on how to be most effective, or hire a coach who can help.

And remember, 50% of all money spend on advertising is wasted, it's just that no-one knows which half! Till the next time....

Nicola Cairncross works with bright, professional people who are always seeking to enhance their financial intelligence. Learn how to make your money last longer than your month, profit from your passion, or develop passive income flows via The Financial Intelligence Programme. She has been featured in the Times on Saturday, the Financial Mail on Sunday, Observer Money, Cosmopolitan, Sunday Telegraph and Red Magazine. Find out more by visiting www.nicolacairncross.com

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Forbes

Bitcoin, Gold, Stocks, Bonds Or Real Estate: Which Is The Best Investment To Build Wealth?
Forbes
Building wealth is everybody's financial goal. Some want to build wealth for the amenities and the trophies it provides: nice houses, luxury cars, elegant yachts, pricey clothes, dining extravaganzas, and exotic traveling. Others want to build wealth ...


Annual Appalachian Ohio confab to focus on rural wealth creation
Athens NEWS
The seventh annual Appalachian Ohio State of the Region Conference, “Changing the Narrative: Using Rural Wealth Creation to Transform the Region,” will be held 8:30 a.m.- 2 p.m. this Tuesday, May 22, in Ohio University's Baker University Center Ballroom.


Motherboard

Tech Billionaires Are Building Their Utopias Without Asking Us
Motherboard
S. A. Applin, Ph.D. is an anthropologist whose research explores the domains of human agency, algorithms, AI, and automation in the context of social systems and sociability. You can find more @anthropunk. Tech billionaires share extraordinary wealth, ...


Forbes

Warren Buffett: Ignore Him If You Want To Build Wealth Fast
Forbes
Warren Buffett's billions of dollars and stellar investing record have helped him transform into the business guru he is today. Often called the “Oracle of Omaha,” Buffett always seems to know which investment class is on its way up – or which business ...

and more »

Business Insider

An investor who helps manage money for the super-rich has a simple tip for building wealth, and you can start doing ...
Business Insider
Understanding the power of this concept, and more crucially, putting it to work by saving, is crucial to building wealth over time, according to Katie Nixon, the chief investment officer at Northern Trust Wealth Management, which has $287 billion in ...


Press and Journal

The purpose of wealth creation is to improve quality of life and culture plays a key role in enhancing our existence
Press and Journal
Anyone who thought business premises were drab places would have been startled last month to visit our Aberdeen offices at Union Plaza where we share a building with Burness Paull, co-sponsors with Aberdeen Standard Investments of Nuart, the city's ...


Best Wealth-Building Money-Center Bank Stocks By Market-Maker Forecast Now
Seeking Alpha
Some two dozen stocks, plus SPDR S&P500 ETF (SPY) ranked by their risk~reward trade-off prospects. The same two dozen+ stocks, plus SPY ranked by their near-term price-gain payoff prospects in basis points/day. Comparisons with 2700+ current ...


Forbes

Capital Group's 3 Key Wealth Trends: Women, Generation X And Small Business Owners
Forbes
Affluent business owners surround themselves with capable, productive, and educated staff. For these clients, building a successful business requires discipline, planning and commitment – all elements also emphasized in a comprehensive wealth planning ...


Forbes

11 Myths About Personal Wealth You Shouldn't Believe
Forbes
You can know what to do and how to do it, but as long as you delay, you are forfeiting wealth-building. Start saving. Start learning. Start paying off your debt. Just start. - Justin Goodbread, Heritage Investors. 3. Your paycheck doesn't make you ...


CONNECTICUT MONEY: How to build wealth for your future
New Haven Register
If you are still relatively young, you can take steps today to ensure you are financially comfortable later in life. The secrets to building wealth are not really secrets - they have been written down in countless books by people who managed to ...

Google News

3 Simple Ways to Generate Cash Flow

This article focuses on generating cash as a full time... Read More

8 Tips for Keeping More of Your Hard Earned Money

Masters degree not required...just a little common sense, a $5.00... Read More

Top 7 Ways To Get Rich

Want to be one of the lucky ones on the... Read More

Financial Freedom for Every Employee

You may think you have to be an entrepreneur to... Read More

Pay Yourself First - If the Only Thing You Did Was This, Youd be Rich

Bottom line. No exaggeration. No hype. If you want to... Read More

How Should I Create Passive Income?

If you're wondering where to create passive income, then you... Read More

Four Pillars of Creating Wealth

Some people in this world are thinking that their poor... Read More

Financial Planning For Singles

Financial planning often gets a bad rap. Part of the... Read More

Investors - What Separates the Good Traders from the Bad Traders?

There are many forms of investing online. While I can... Read More

Financial Intelligence - Natural Marketing For Lone Rangers

"Ooooooh," you may say, "I could NEVER be good at... Read More

5 Easy Ways to Save and Build Wealth

1. Pay off high-cost debt. The best investment most borrowers... Read More

Pennies From Heaven

I want to share an experience I had in common... Read More

Creating Money, Prosperity, and Abundance Now (Part 2)

Giving and ReceivingIt seems that people generally find it easy... Read More

Could a Roth IRA be Better Than a 401(k)?

Very few people whom I know are familiar with the... Read More

Who Wants To Be A Millionaire?

Steve Martin once delivered an opening monologue for Saturday Night... Read More

Thought Creates Reality Even When It Comes To Money

What if I told you that reading a book would... Read More

How I made $122,000 and lost $132,000 - A lesson in Assets vs Liabilities

This is a true story from my own experience that... Read More

The Three Step Plan To Prosperity

You have $100 in your bank account, your rent is... Read More

Q and A: Financial Independence Tips For Women From Coni Cecil

As a woman Netpreneur, I sat down via e-mail with... Read More

How To Be the Ultimate American Consumer

Feel like a lemming lately? Ready to follow the crowd... Read More

Money Myths Of The Poor

From tender age, we were exposed to myths about money... Read More

Learn How to Bank Like a Banker

The business of banking has changed dramatically over the last... Read More

New Year Resolutions to a Better Financial Future

There could not be a better time to mull over... Read More

Get Rich Doing What Others Dont

"The quickest way to wealthThat I've found to be true;Is... Read More

Investment Techniques For Creating Passive Income

There are many wealth creation strategies and investment techniques available... Read More