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[Offline]Client Building Tactic I Use

Discussion in 'Offline Marketing' started by CEPI, Apr 14, 2010.

  1. CEPI

    CEPI Power Member

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    Since I do a lot of offline business consulting, management training, employee training and also marketing consulting to Offline business owners I wanted to share a quick tip that a lot of people aren't using that actually closes more deals for me than my sales pitch alone.

    It's the "Testimonial Letter":

    I have been collecting these from past clients and keeping them in a 3-ring binder that I take to new client meetings when offering my services to consult on boosting their business through the services I offer. New clients see the letters, on the past client company letterhead, and are immediately drawn to take my services as not to feel "left out". (I love to show them letters of someone in a similar or competing field)

    I ask a prospective client that if I am successful and they see a significant increase in revenue or productivity from the ideas that I have implemented would they be willing to write a letter on company letterhead about their experience? In return for them writing it I offer them a 10% discount on the services. I actually write it into the consulting contract that at completion of services rendered and desired results have been accomplished they have 2 weeks to submit their letter to me and it should include:


    • Services I performed

    • Previous performance

    • After performance

    • A specific area they see a huge difference

    • and a paragraph stating they would gladly recommend my services to anyone.

    I actually recommend laying out the binder and letting them flip through it while you might be loading your laptop to show them your presentation, or just have them flip through while you explain, "this is a binder of past clients I have worked with, if you'd like to read some of their experiences please feel free to do so".

    Now if they don't just jump through the binder and get interested then you will have to get on with your sales pitch, but a lot of times I have had people read the letters and just want to get right into the meat of the services, the cost, and when can they get started.

    Also every time I sign a new deal for consulting services I send a note (snail mail) to each of the people who ave written me the after letters and let them know that because of their letters I gained a new client and wanted to say thank you. You only want to do this to the people who have written you testimonials recently, who have never received a thank you letter from you.

    You don't want to send one to your first client 600 times saying that his or her letter got you all of your clients obviously. One letter is sufficient enough to make the person who just wrote you a testimonial feel like they have made a difference, and when you make someone feel like they did something awesome they are more likely to refer more clients to you. Obviously a direct referral should always warrant a thank you to the referrer.

    It seems long and drawn out but really it is pretty simple and streamlined. These are all small little things that most offline marketing firms have forgotten to even think about. I include small intricacies like this in my actual consulting work for the clients too. They have let smaller things fall by the wayside that actually do have a big impact on their customers.

    So don't be afraid to get "offline" and offer your services to local businesses. You can charge a premium, it builds a great local rapport, and you can use your "local money" to scale up your online efforts as well.

    Happy Marketing!
     
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  2. webcatpl

    webcatpl Junior Member

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    If you don't mind:

    - How big is your company, do you have sales people who use the same method?

    - Could you give us more details about your business (how do you find clients, company size of your clients etc)?

    Thank you!
     
  3. CEPI

    CEPI Power Member

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    Oh I don't have employees. I just do it myself on a small scale with locals. I found clients through referrals of friends and good ol' pounding the pavement and through a topic I have seen on here posted about quite a bit recently... POSTCARDS! haha.. and I'm serious. So obviously I had a little bit of money to put into my marketing at first so unfortunately if you are going on a zero budget you will have to go with friend referrals and walk ins. (make a flyer or an info card to leave at businesses if they can't meet with you right away) Now though, I generally have some referrals always going.

    My clients are generally small businesses, I think the largest office I did was like 40 employees. I actually help a lot of self-employed that are in client management like financial services and insurance agents/realtors/loan officers, etc.
     
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  4. CEPI

    CEPI Power Member

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    Obviously as well you want to have some background in what you are consulting these people on and I have a strong background in consulting for other firms, running operations for 2 investment funds in the past which Wall St. closed on my head, and a lot of management with oversight of over 1,200 employees at one location.

    Now I autoblog/adsense, and offline consult.... much more enjoyable... although I don't think my $30 a month in online marketing really counts as an "income stream" so I guess I'm just a offline consultant, LOL
     
  5. zappa

    zappa Newbie

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    Great post Cadkins45.

    How much do you charge for each of your services?
     
  6. maildigger

    maildigger Power Member

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    What kind of services are most interesting (or are selling best) for local businesses in your opinion?
     
  7. Archerygirl

    Archerygirl Newbie

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    Awesome recommendation Cadkins45, this is a great idea and I plan on implementing it - i think it's genius that you send the "thank You" as it refreshes the Previous Customers memory and you are exactly right - everybody loves to receive kudos'!!
     
  8. Bill Gates

    Bill Gates Registered Member

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    This is the exact same system that the multi-million dollar consultant Alan Weiss lays out in his Million Dollar Consulting book. That's where I firts heard of this approach back in 2006 or 2007.
     
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  9. CEPI

    CEPI Power Member

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    I will have to pick that book up, I haven't heard of it but maybe I can add some even better ideas too. Thanks for mentioning it.
     
  10. lived66

    lived66 Regular Member

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    I can implement this. Thank for this marketing tactic Cadkins45.
     
  11. rocket

    rocket Regular Member

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    I also do a lot of offline marketing and pounding the pavement. I have really boosted my SEO monthly recurring services and once i get my outsourcing plan completed, i'm going to have a nice monthly income with only working a few hours a day. There's some good money in offline marketing. My next project is a membership site.
    Thanks for the share.
     
  12. Clutterbuck

    Clutterbuck Regular Member

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    Nice method, I'll start doing this to help with closing deals.

    The only down side is if you are starting out and have no clients its going to be hard.

    One thing i did the other day and got a good response from it is my girlfriend went to one of those wedding fairs (not for us, i'm a bloke too scared of that stuff at the mo, but not the reason why i didnt go), and i asked her to collect anything there with a email address on it.

    While she was out, I put together a little report explaining what SEO is and why, if you have a web site you need it.

    I'm not much of a writer, and since i downloaded the 90k plr article file from here i pulled and 5-6 seo articles from there, edited them and made a pdf file.

    Got about 30 emails from this wedding fair and sent the emails with the pdf file.

    Got called a "genius" from one potential customer, meeting him next week, and had about 3 other replies. out of 30 not bad i think.

    In my email i baasicly told them my name, what i do, and that i am willing to help them out, not a hard sell.

    Once i get some clients i will ask them if they would be willing to write a letter for me. These would help close the deal alot easier, esp when you go to meet them face to face and they ask what you have done for other companies (again if this is a new thing you either bend the truth or you start to sweat) you pull out the folder and let them read through.

    I will also have to look at that book that Alan Weiss book too.

    What I would do next time is to get these reports printed out, with business cards and go to all sorts of these fairs and hand out the reports, (even though i used to be and estate agent i was never any good at the hard sell).

    You never know you could get some interested parties pulling you to one side and talking more.
     
  13. Tilt4832

    Tilt4832 Regular Member

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    fyi A bunch of Alan Weiss work is available at theV...t
     
  14. seosuperman1

    seosuperman1 Regular Member

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    Where????
     
  15. nimbus49

    nimbus49 Elite Member

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    Much thanks....great method. I used to use it in the Payroll business.
    People always liked it!
    Mike