September 1, 2017
Fall Frenzy
If your business is anything like mine, you’ve noticed over the years that few decisions get made during the summer, and even fewer get made over the holidays.
This makes the period between Labor Day and the beginning of the holidays one of the best times of the year to close new business.
Whether you are currently in a feast or famine phase of your business cycle, you should do whatever you can to maximize your marketing and sales efforts over the next couple of months.
Landing new business now will help carry you through the holidays into the next upswing, which is typically the early spring.
Some suggestions:
- Reach out to past clients about new projects
- Reach out to past clients about referrals to new clients
- Ask your network for introductions to people who they know in your target market
- Reach out to strangers in your target market to determine if there might be a good fit
- Host a free webinar to share your expertise with folks in your target market
- etc...
The idea is get as many conversations going as possible in the shortest amount of time.
In order to make these conversations most effective, it’s extremely helpful to have defined your Laser-Focused Positioning Statement (LFPS).
An LFPS looks like this:
I’m a DISCIPLINE who helps TARGET MARGET with EXPENSIVE PROBLEM. Unlike my competitors, UNIQUE DIFFERENCE.
My current LFPS for my mobile business is:
I’m a mobile consultant who helps credit unions increase member engagement. Unlike my competitors, I give you fixed prices up front so we never go over budget.
This statement tells you (and me!) exactly who I help, what I can do for them, and how I’m different from other options. You know immediately if I might be able to help you or someone you know.
A good LFPS gives you a framework to make all your marketing activities - asking for referrals, networking with colleagues, authoring outreach emails, and so on - crisp, clear, and compelling.
It presents you as an experienced expert who understands the value of your work. So not only does a good LFPS supercharge your marketing, it increases the perceived value of your services in the minds of your prospects.
Which of course leads to higher profits, assuming you don’t bill by the hour 😉
Yours,
—J