1. business and industrial

HOW TO GET ALL THE
CLIENTS YOU NEED
Preview Call
Pat Iyer
HOW TO GET ALL THE
Clients You Need
Preview Call: How to Get All the Clients You Need
[Slide 1]
Pat: Welcome to "How to Get All the Clients You Need". Tonight is a
special program that we've presented for your information to
give you an overview of "How to Get All Your Clients that You
Need” and what it will cover. What I've asked the presenters
of this course to do is to join us for a quick overview of what
the course is about and to give you some solid information
that you can use tonight as you are working on your
marketing plans.
[Slide 2 -3]
What we're going to be doing is starting with Therese Sparby who is
joining us as an expert in coaching entrepreneurial clients.
She really works with entrepreneurs to achieve greatness and
help build businesses and create some balance.
[Slide 4 - 5]
What Therese is covering in the course is "Building Your Consulting
Business with Ease". That's her topic and here are some of the
points that Therese is going to be covering with us. So what I'd
like to do, Therese, is have you share some information about
what you plan to cover in the course and give our listeners
some nuggets that they can take home with them tonight.
Therese: Perfect, Pat.
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So if at anytime there's something that you feel like you have a little
burning question about that you want to jump in and ask me
feel free to do that, Pat. But otherwise what I thought I'd do
here tonight is just give you some of the key highlights and a
sneak peak of the different pieces that I'll be covering in the
course. So what I'll do right now is just sort of go by the bullet
points that we have here and give you some solid information
so that you can literally walk away from our time together this
evening, implement it, and see results in your business.
So as an entrepreneurial coach I actually started with a company called
"Radical Leadership" about 6½ years ago and fell in love with
my business. I started getting clients for anything ranging
from entrepreneurs to executives in companies to being a
leadership consultant in companies. When I started doing
that I realized that somehow something was working for me
because I did not have to work hard. I was having a lot of fun
doing it, and I never felt like I had to really go put my nose to
the grindstone to market to get a lot of clients. So when
somebody stopped me and said, "Hey, Therese, you know like
not everybody has this experience.”
A lot of entrepreneurs end up feeling really overwhelmed, like they have
to work really hard to land clients. Sometimes connecting
with powerful people, especially in the land of a legal nurse
consultant, where you have to deal face-to-face with
attorneys, that they can be some incredibly powerful people
and intimidating to come in contact with. So what I did was
put together some of the pieces I realized I use in my business
to make it easy, have a lot of fun, and have a lot of balance in
my life.
So the first piece I'm going to start with is learning how to combat being
overwhelmed and I want to give you this piece of information.
But I want to warn you that this could sound like a really
simple really easy thing to do but I want you to actually pay
attention to it and give yourself a scale on 1 to 10 of how good
you are in doing this.
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When you have something that you're presented with a choice or an
option to take on a project or a client or a task or a volunteer
activity for somebody, how easy is it for you to say no?
Pat: Would you like, Therese, for people to answer that question and type
in the answer in the question box?
Therese: If we have that capability absolutely.
[Polling Question 1]
Pat: So as you're listening to this program you have in front of you a
question box at the bottom of your control panel. If you've
minimized your control panel by clicking on that little orange
arrow at the top, you can click on it again to expand the
control panel. Then please answer Therese's question and
we'll share in general terms the feedback that we're receiving.
In the meantime, Therese, why don't you continue while people have a
chance to think about the answer to that question and let's
see where you can go?
Therese: Sure and I'm going to go ahead and re-ask that question again.
On a scale of 1 to 10, 1 being, “Gosh, you do a pretty poor job of it” and 10
is, “I'm fantastic. I say no all the time. How good are you at
saying no to particular projects, volunteer activities, anything
that's an opportunity that comes across your plate?”
So as we wait for those answers to come in I'm going to continue to go
because we got a lot of information to pack in a short amount
of time.
The key piece to understand is at any given moment things come across
your desk. You have opportunities come into your sphere and
you're considering taking them on. If it is not a clear yes, like
something you're jumping out of your skin super excited and
can not wait to get started yes to, then you got to consider it a
no. So if it is not a clear yes, then let it be a no. Notice how
often that just frees up your opportunities to say, "Hey, I've
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got to say no to some pretty amazing things so that I can say
yes to even more amazing opportunities."
Pat: I'll give you some feedback Therese. We've got some answers that
will help give you some insight. One person said it's not easy
for me to say no. Another person rated herself as a "9",
another person said "5". Another person said "4", and another
person said on a scale from 1 to 10 I'm a "1", interestingly.
Did we define whether "10" was highest or "10" was lowest?
Therese: 10 would be I'm really good at saying no and 1 would be I really
struggle with saying no. I would imagine that many of the
people on this call are coming from a life in nursing, right, of
being a nurse. Every nurse I've ever met in my entire life has a
giving heart and soul. Which means saying no to things can be
a hard task and some of the tools that we're going to talk
about during the course itself are going to offer you
opportunities to open up and allow no to not be a bad word.
So I'm really excited to see the 1's, the 4's, and I'm excited
about the 9 because, hey, that's awesome. But really with the
1's, the 4's, and the 5's anything that's not a 10 I feel clear
about where my no's are. We've got room to grow and we've
got an opportunity and I will share all kinds of information
with you on how to have those be clear no's and not feel bad
about them.
Pat: One person, Therese, is echoing your comment and she said, "I feel
I'm around a 7. I feel that I'm assertive in my ability to say no,
but the reality is I could do it more often."
Therese: Awesome distinction. The distinction between I could say no
more often and when I'm a clear no, I'm a clear no, like that's
easy. So perfect, that's going to be a fun playground to just
work with how to combat overwhelm.
Being aware of boundaries and being able to say no is also another way
that I've learned to easily land clients. A lot of people think of
boundaries as a very negative thing, like I'm trying to cut
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myself off from you, but really boundaries are meant to be in
place to support a relationship where you know what you can
expect from me and I know what I can expect from you. So it's
easy for us to be in a relationship together over a certain
project and time frame that we're going to be working
together or if it's a friendship or a partnership or a
relationship.
So with those boundaries in place clients actually look at you and go, "Oh
my gosh, I want what she's having. I want what he's having.
Whatever they're up to they're clear about what they want.
They know how to say no." Once I say no to them a couple of
times my clients come back to me and go, "I've never been in a
relationship with somebody who can distinguish and not
make me feel bad about a no." So I'm going to teach you some
tricks of how to make those no's not feel like they cut or allow
other people to take them personally and all that kind of fun
stuff.
How does that work for you, Pat?
Pat: That sounds great.
Therese: Awesome.
So I think I have about another five minutes, so the final bullet point that
I'm going to be working with is connecting with people,
powerful people, on an even playing field.
This one I wanted to actually share a brief description of a tool that we're
going to be unpacking in more even depth when we do the
course. But in Radical Leadership one of the tools we worked
with is called "The Trickster Triangle" which is a dynamic of a
villain, a victim, and a hero. So this dynamic is actually
something that plays out on a regular basis in our lives in
different relationships. It could be with a client at work. It
could be with a new prospective client or an attorney that
we're having a conversation with.
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[Polling Question 2]
Actually, let's throw this out as a question.
If they're really powerful people which dynamic, which archetype on the
dynamic do you think they most likely end up in, the villain,
the victim or the hero?
Pat: And you're referring to the other person as opposed to yourself?
Therese: Right.
Yep, the attorney or the client is a powerful person and I'm going to be in a
relationship with them. I'm going to go ask them for their
business. So if you want to open up that chat box again and
just type in what your thought would be.
Pat: And that's how you perceive the powerful person as the villain, the
victim or the hero?
Therese: Yes.
Pat: Okay.
All right, let's take a minute to answer that question and see what your
thoughts are.
While people are answering that Therese, could you tell us a little bit
about the bonus interview that people who take the course
will be receiving?
Therese: Absolutely.
So the bonus interview that I did is called "Stop Getting Stuck in Your
Personal and Professional Life". I absolutely love the material
in this. It's about an hour and a half. Do you ever have any of
these problems on a regular basis?
• procrastination on tasks that you know you have to get done,
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• indecision on pivotal life choices that you got coming up,
easy distractions,
• feelings of self-doubt,
• relationship conflicts that just don't seem to go away, or
• you feel like you have to continue to research and research and
research
Those are all good things and things that are supported and
solved by this one interview which is "Stop Getting Stuck in
Your Personal and Professional Life". It's just a lot of tools and
richness and being able to free people's time and energy up.
Pat: It sounds very interesting. I have some feedback for you.
Half of the people saw the powerful person as a hero and the other half
saw the powerful person as a villain.
Therese: Awesome.
The reason I asked the question is because everything that I work with is
all about awareness and being able to notice things in new
ways: "Hey, I'm going to name it. I'm walking into a
relationship with this person and I believe that they're going
to be a hero or I'm pretty sure they're going to be a villain."
What that ends up doing is it invites me to show up in a
certain way. And especially in that dynamic with a powerful
person whether they show up as the villain or the hero, the
one piece that’s typically left out is the victim.
These three dynamics actually feed off of each other and
need each other to survive, so if that person does show up as
a hero and you show up as a victim when you're in
relationship to them it damages the amount of work that you
can do together. They're never going to hold the respect for
you or respect your boundaries that you've put in place.
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The same thing with the villain and so what we're going to go over in the
course is how to undo that dynamic and show up power-topower. When they show up powerfully or if they try to play
the villain card or play the hero card you don't necessarily
default, which is the pattern that most of us have created,
default to one or more of the other dynamics. You can show
up both powerfully in relationship. Create your boundaries
and design a partnership that works really well moving
forward.
Pat: Perfect, I look forward to hearing that.
Thank you, Therese, for joining us.
Therese: Thank you for having me Pat and I'm so looking forward to our
time together.
Pat: Wonderful.
[Slide 6 - 8]
What I would like to do is to introduce Paul now. Paul is a WordPress
expert who has personally worked with many people to help
to demystify the technical information to people who don't
have computer backgrounds.
I've taught with Paul before. He's the person also who helps me when I get
stuck on my WordPress website and he's really good at
solving problems and making it seem much less intimidating.
And what Paul is going to be talking about in the next few
minutes is about "Websites: What You Need to Know Before
You Create One".
Paul, please take it away.
[Slide 9]
Paul: Good evening and thank you very much. As we start off let me just
ask a quick question for everybody else.
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[Polling Question 3]
How many people currently have a website for yourself that advertises
your business as a legal nurse consultant or if we have
attorneys on the line or whatever your business might be?
Pat: Okay perfect, so please use your question box to answer Paul's
question while he continues on. Then Paul, after people have
answered, I'll share that response with you.
Paul: Okay, great.
So if you have a website or you don't there's some things that you can
think about that you want to incorporate into your website. It
really comes down to the first thing that you need to
determine is what's the purpose, what's the purpose of the
website. And a lot of times people just say, "Oh, I need a
website because I need to put it on my business card or so I
can send people to my website so that they can get
information. Or everybody has a website these days for
advertising so I don't want to be left out. I need a website."
And while those are all true answers, there are really some
deeper reasons and some deeper purposes that you need to
consider when you're building a site. So if you don't have a site
this is a great time to think about what you want. If you
currently already have a site this could be a point where you
could either confirm that it's doing what you want or you can
use this as an opportunity to decide it might be time to
revamp the site and change it a little bit.
Any answers yet?
Pat: Yes. The majority of the people do not have a website. Thereis one
person who's in the process of creating one and another
person who said she has a website but the information on it is
controlled by a company which allows six changes per year.
She would like to add a blog to her website and maintain the
info on the blog herself.
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Paul: As long as you stay within six changes you are all set and you have
nothing to worry about, but if you're going to be making a
little bit more than that then you might want to change some
things. For those of you who don't have sites take some notes
because these are the things that you'll want to consider and
it's never too late to start.
So we're talking about the purpose just a moment ago and you need to
think about what the purpose of the website is going to be. So
for example there are many websites out there that are
what's known as "Brochureware". If you think about a
brochure you develop a flyer with all your information. It
could be a tri-fold. It could be two sided. It could be the large
11 x 17 that gets folded in half and that information when you
take it to the printer they'll print it up to make 50 copies, 100
copies, a 1,000 copies. You have that information and it's set
and you can hand that out when you're speaking. You can
hand it out as part of your PR. You can hand it out as part of
your advertising. The good thing about the brochureware, the
brochures that you've created from the printer, is that you
have it ready at a moment’s notice and you can just hand it
out.
You can actually take that same information and put it on a website, this
way there's not a lot of changes. There's not a lot of
revamping. You don't have to worry about updating it all the
time and it's pretty much set. The good thing about it is it will
probably be in line with all of your other literature because
it's not necessarily going to be changing. So that's one
purpose of a website that you might want it to be.
So we talked a bit about the benefits, there's also some downside to it.
One is that if you want to make a change to it you're going to
have to go in and make the changes. You can't really easily
change a printed brochure. You might be able to get some
Wite-Out and cross it out, but then it's going to look ugly and
you have all kinds of things, so you'll end up redoing it and
going back to the printer and reprinting things.
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The same thing could be true with your website. If it's static and it's not
going to change when you do want to change it you'll have to
go in and make the changes. So for most people that's the
simplest way. You can create a website that has some basic
information maybe about your services and your hours and
what you do. Include some contact information and maybe
some information about what your specialty is. If nothing else
that's the minimum amount that you would want on your
website because after all anybody who's serious about their
business they think about people who will be looking for you
on your website. And even if you just met somebody and
they're interested in you, chances are they're going to be
looking for you on the web to find out what your web
presence is like, so if nothing else you want to have a site that
is just disseminating information like that.
Now the next kind of purpose you could have could be for lead
generation. By lead generation I'm just saying that you want
people to come there and give you information so you can
contact them; you could develop a relationship with them.
They may not be clients in the beginning, but they're people
who basically raise their hand and say "I think I might want to
work with you in the future."
Think about if you had a way that you could capture that information
from somebody then you could contact them, follow-up with
a phone call, and maybe have a meeting depending on where
they are. You could send them emails about information; send
them a newsletter either printed or electronic and digital. By
doing that you're developing this relationship so that people
know, like, and get to trust you. After all, that it's typically the
person that you like to work with. If you think about in your
personal life the people that you want, that you're happiest,
that you do your best work are people that you know, like, and
trust. So you can use your website to help generate these
leads and help develop that relationship.
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The next kind of purpose: Say I wanted to do all of these or I just wanted
to do one of these or a couple of these, so I'll just kind of take
the next two and merge them together. You can have a
website that brands you as the expert. Typically that's what
you are, so you may as well announce it to the world that
you're an expert in, and fill in the blank.
•
◦
▪ What's your expertise?
▪ What's your forte?
▪ Is it research? Is it testifying or whatever the case may
be?
▪ Are you typically good for certain geographical
locations?
So you can use your website to brand you as the expert and use it to build
your reputation. So by keeping these things in mind as you're
building your site you'll be able to kind of focus in on what the
main purpose of your site is going to be.
Now with that said, somebody mentioned they have a website that they
can only change a few times a year without getting extra
charges. One of the things that you really want to consider is
when you're building a site how easy is it to work with, how
easy is it for somebody else or even better yet for you to go in
and make changes, When you are in control of your website
you can make changes whenever you want. So if you're
deciding that you want to branch out into a different region
you can put that on your website. If you want to publish
articles, let's say you had a paper that you wrote you could
publish that on your website. You can easily do that. Pat
mentioned earlier, that one of the platforms that I work with
is a platform called "WordPress" and that's just a simple way
that you can create a website.
If you can write an email or if you can use Microsoft Word or a word
processor once your website is set up you could easily
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maintain it and change it at a moment’s notice. You don't have
to rely on somebody else, so if you don't have a website that's
certainly one of the things that you want to consider. How
easy is it to work with? Who can make changes? If somebody
else is building it for you, what's the commitment on their part
and what's the commitment on your part? Will they make a
change whenever you want or are there going to be extra
charges?
The last thing that's really important to know about before you create a
website is going to be to think about who's building your site
for you. Can you get them on the phone? Can you speak with
them? Do they speak just techie speak or can they speak to
you in English and relate to you so that you can understand
what they're talking about? It's really frustrating when you're
trying to get your point across and they're trying to get their
point across and the two points just miss. Keep that in mind,
that when you're getting somebody to build you your site
make sure that you're comfortable with them and that's true
with any relationship that you're working with. If you're going
to have a carpenter come and do some work on your house
you want to make sure that you're comfortable with that
person, so you may have to shop around. You may have to talk
to many different places before you decide on who will be
building your site for you.
Then once they do, just like it says on the screen, you want to
make sure that you're designing your website so that it's
going to have maximum traffic and when we talk about traffic
that just means people are coming to the site.
If you remember the slogan, "If you build it they will come," from the
movies, that's not necessarily true about a website. If you
build it and nobody knows it's there and you're not getting
people to come to your website they're not going to find it. So
there are certain things that you can do and we'll talk about
this more during the course about what you can do to get
people to come to your site.
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One of them is going to be using those design elements that are pleasing.
There are certain pages that you really need to have on your
website in order for people to come to your site to make it
effective and efficient. Because, after all, if attorneys are your
clients, if you're doing the work for them, you want them to
come to you.
I can keep going on and on and on and if all the speakers don't mind I'll just
keep talking for another two hours.
Pat: You might be tackled in the backroom if you try that.
Paul: I think so.
So the bonus "Tip Sheet for the Website Design" is going to incorporate
some of those aspects that I just kind of mentioned in a little
bit more detail so you'll know exactly what it is that you are
going to need.
Pat: Perfect, Paul.
[Slide 10]
Thank you so much for sharing that information with us. Our next speaker
is David Newman and David was not able to join us tonight.
He had vacation plans, but Paul and I spent some time with
David last week recording his session. What I'd like to do is to
give Paul the reigns so that he could share with you the video
that we created with David last week.
Paul: Okay, and hopefully you can see David on the screen now.
Pat: We can.
Paul: Okay and let me just get this going. I'm going to turn up my mic so
you can hear him and we'll keep going.
[Recorded Session with David Newman]
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Pat: I'm delighted to have David Newman join us to present the segment
in our preview call that will be discussing some of the
sharpest aspects of marketing out there today.
[Slide 11 - 12]
David works with entrepreneurs and executives in terms of helping them
with their marketing strategies and has a lot of experience as
a speaker and as a consultant. He's the author of a brand new
book which is pictured on the slide, "Do It Marketing". What
David will be doing is now sharing just some highlights of
information that will help you in your practice and he'll wrap
up by telling us a little bit about what he's planning to cover in
the course. I'll turn this over to David and have him share his
knowledge with you.
David: All right Pat, thank you so much.
The number one is I'm very much looking forward to our program that
we're doing coming up and as you said I'm really here tonight
just to give people a little bit of a preview and a taste and a
sample of some of the things that we'll be talking about during
our main program.
I guess the best place to start is to really look at marketing from a 50,000
ft. view. What we're going to talk about in our main program is
the difference between a marketing strategy, a marketing
tactic, a marketing initiative, and a marketing action step.
These four levels - they're four levels of details, they're four
levels of execution, they're four levels of planning, and they're
four levels of implementation.
We often hear the old cliché or the thing entrepreneurs, small business
owners, professional services providers get together and say,
"Oh boy, I made this mistake. I made that misstep because you
know what I did, I put the cart before the horse." If you're not
clear on your marketing strategies or the tactics that can help
you operationalize those strategies, the initiatives or the
campaigns (campaign is another word for an initiative) and
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then you're not sure about the action steps under those
campaigns and initiatives that will actually move you forward.
What you'll probably experience if you're not sure on that
whole concept, that we'll talk about together, is you'll
experience stuckness and you'll experience a sensation of
spinning your wheels or doing a whole lot of activity and not
getting a lot of traction.
So I know, Pat, when we were talking in preparation for our program
together you said, "Boy, you know some of our folks they're
doing well but they could be doing better. Some of our folks
are struggling a little bit with the marketing and the sales and
the business development aspect of their business." I said one
of the first things that we really need to unpack is
understanding the why and the how and the what and the
when of really building an implementable marketing plan and
that's really the first thing that we'll talk about in our big
program coming up.
The next thing, I'm going to spill the beans and I'm going to tell you about
this now and we're going to dig into it later. The big secret that
a lot of entrepreneurs and small business owners don't realize
because it seems to darn simple is that the marketing and the
sales activities that you choose for yourself need to be easy,
effortless, and enjoyable.
I'm going to repeat that because some people are shaking their heads,
they're holding the phone away from their ear looking at the
handset saying, "This can't possibly be true. This can't be a
marketing guy saying, ‘Hold on. If your marketing is difficult,
unpleasant, hard, and challenging you must be doing it
wrong.’" I mean, I am someone who speaks about marketing,
coaches and consults around marketing. Someone who does
this for a living – I must have a vested interest of making this
hard and making it complicated and telling you that you need
all kinds of help. What the truth is: if your marketing isn't easy,
effortless, and enjoyable to you personally it's probably not
going to be effective.
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When we get together on the big call we'll talk about some ways that you
can start to filter and sort and decide on the kinds of
marketing activities that are a fit for you and for your
business, But more importantly, the kinds of marketing
activities that fit your personality and fit your own
preferences and fit your strengths. Because I know a lot of
people will go to a seminar or they'll listen to a fabulous
teleseminar or go to a training series like this one and they'll
say, "Boy, you know I have to do everything."
If we talk about 17 Strategies to grow your business you feel like “Okay,
I'm going to make a list and down on this piece of paper I'm
going to make numbers 1 thru 17 and we're going to go all the
way down and I'm going to do it all. I'm going to do it all
because Pat said I need to do it all or David said I need to do it
all.” The truth is that the really successful folks are the ones
that are highly selective and highly focused and they're only
doing the marketing activities that to them are easy,
effortless, and enjoyable and I will talk about this.
I call it "Triple E". This is EEE. It's the easy, effortless, enjoyable task, so
that's one thing that we're going to dig into. I'm going to give
you some pamphlets and some tools. We'll talk about the 10
strategies overall that you have to pick from. Believe it or not
(I hope you're sitting down) out of those 10 I'm going to
encourage you to only pick the two or the three strategies
from which all of your other marketing activities, sales
activities, and business development activities can spread.
Because remember if we pick three strategies under that
could be a dozen tactics for each one. There could be a whole
handful of initiatives and campaigns under each one. There
could be dozens or ultimately over the course of a year
hundreds of action steps under each one.
The entrepreneurs and the business owners that I come across who are
frustrated, who are sad, who are disappointed, who are not
making the money that they want to make, the number one
thing they say to me is, "David, the last thing I need is a whole
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bunch of new marketing jobs." What we're going to talk about
during the meat and potatoes of our training call is how you
can get better marketing results by doing less marketing and
not more. So this isn't about taking on a whole bunch of new
tasks, diving into every single social media platform that's out
there, leveraging every possible conceivable marketing tool
and marketing weapon that's in your arsenal. You know, you
got to use the phone, you got to use direct mail, you got to do
networking, you got to do referral programs, you got to go out
there and do trade shows and events, you got to go do this
and that and you know put business cards under windshield
wipers at the Walmart parking lot and flyers. You know, crazy,
crazy, crazy.
So we're going to actually look at the marketing that you are doing,
probably cut it down by about 50%. Literally take half of your
marketing jobs away from you that you're doing now and
improve your results, improve your lead generation, improve
your closing ratio, maybe even do a couple of things that will
enable you to raise your fees by doing less marketing in a
more focused, more intentional way to a more specific group
of people with a higher rate of effectiveness.
The reason I say that this is so important, and Pat knows this and Pat does
this but I'll just share this with everybody, is that you have to
market your business every single day. Rain or shine, happy or
sad, you feel like it or not, you have to move the needle on the
marketing of your business every single day. So you're not
going to do this if you feel overwhelmed. You're not going to
do this if you feel like you already have 57 marketing jobs and
you're not really looking forward to number 58 and 59 and
number 60. You're not going to do this if you dread the
marketing process or even the word marketing.
I got a section actually in my book called "The S Word". "S" stands for
"Sales" because so many small and solo business owners and
professional service providers they're saying, "Boy, I love my
clients. I love the work that I do. I do good work. I do great
19
work. I just don't like the selling part or I just don't like the
sales part of it." Well, marketing and sales and business
development is actually job #1, so when we get together on
the big call we're going to unpack some of this resistance that
you have to marketing. We're going to unpack some of this
resistance that you have for the client attraction and client
enrollment process, otherwise known as "The S Word" or
sales and selling.
Let me tell you a quick story just to show how important this is and how
frustrating and how desperate some business owners can be.
I got a friend here locally in the Philadelphia area and he's a consultant.
He's not necessarily in this business or in my business, but
he's a corporate culture consultant in case you're curious. He
says to me, "David, you know I'm just at the end of my rope,"
and I said "Steve, what do you mean?" He says I am terrible at
marketing. I am terrible at selling. I've decided to hire a lead
generation and appointment setting company. I said, "Oh, well
that sounds interesting, that kind of sounds like the rainbow
unicorn that we're all after.” We all wish that magically
without doing any marketing work, without doing any sales
efforts that these client appointments will just drop into our
lap.
I said, "Steve, that sounds great. How does it work? How much
does it cost?" He says that it's this very high-end company.
They have very high-end connections and they've got folks all
over the country. I said,
"Steve, super. How much is it?" He says, “It’s $3,000 per
appointment.” I said "Wow, $3,000!" But hold on, it gets
worse or it gets better depending on which side of this you're
on. He says there's a five appointment minimum, so I looked at
this guy in the eyes. This is a guy who I believe in and I love
and I want to help and I said, "Are you seriously telling me that
you are so burned out, you are so discouraged with your own
marketing and sales and business development activities that
you're ready to dip into your wallet and pay $15,000 to get
20
five appointments that you might close zero out of those five
appointments. Just five at best is worth $15,000?”
I said to my friend Steve in as lovingly way that I could,
1. You're crazy.
2. Read my book.
3. Call me if I can help you because that's my vocation and I know that
you're not at that point. You're not at that extreme point where
you're ready to advocate and completely give up and throw in the
towel on your sales and marketing business development activities,
but I'll tell you people are.
People are ready to throw in the towel. You know times are tough, things
are bad, woe is me, and all that sort of nonsense which we're
also going to unpack and defuse and debunk on our big call
together, Don't be my friend Steve. You need to embrace the
kind of marketing and client attraction and client enrollment
strategies that we're going to talk about together because I
don't want you spending $15,000 on some crazy
overspending campaign.
• I want you to do marketing that you actually look forward to.
• I want you to do marketing that is either low cost or no cost.
• I want to increase your level of clarity and confidence and control
over the marketing and sales and business development process in
your business.
Once I hand you those keys and some of our other fabulous
speakers on the faculty in Pat's program here, once they hand
you the keys to their particular content expertise you're going
to become unstoppable and I'm really, really, looking forward
to our time together.
[Slide 13]
21
•
◦
▪ We're going to talk about marketing.
▪ We're going to talk about business development.
▪ We're going to talk about lead generation.
▪ We're going to talk about building your leadership
platform.
▪ We're going to talk about how to build a marketing
program that's actually less intense than what you're
doing today, most likely, and much more effective
than what you're doing today, most likely.
▪ We're going to talk about focus.
▪ We're going to talk about momentum
▪ We're going to talk about having more fun in your
business because let's face it, when the clients come
in, when the money comes in, when you're getting the
kind of work that you want at the kind of fees that you
deserve business becomes fun again.
So that's my objective for the big call that we're going to have
together.
Pat, what else can we say?
Pat: I can't wait to hear this, David. You're promising us so much practical
information that'll help us do less and get more and that's an
unbeatable combination.
Thank you for joining us David and this is wonderful.
David: Absolutely and I forgot to mention Pat about some of the bonuses,
so the bonuses I'm going to give you. I've got a 96 page
marketing e-book and more important than that you are
going to get the "Do it! Marketing Manifesto.” You are going
to get some specific templates and scripts and tools for things
like emails, things like voice mails, and just the kind of basic
22
blocking and tackling that without these we get tongue-tied.
So we say well here's the prospecting email, here are the
kinds of things that it might say, and then you're off on your
own and you don't know what are the exact words or what's
the first sentence of my prospecting email. What's the call to
action? How do I actually engage them?
So another thing that we'll talk about, and you'll get some tools and some
scripts as the bonuses from this, is to offer value and invite
engagement. Even for the folks that don't buy it from you,
"How can your marketing be a Happy Meal for them?" The
folks that buy from you obviously they get all the benefits, all
the beautiful seven course meal of your entire product and
service and expertise, but even the folks that don't buy, how
can we give them some value? You're going to get some
scripts and some templates and just a whole bunch of things
from me that will help you with that and not just as part of this
program but then ongoing to help you build your perpetual
marketing plan. So I'm really looking forward to that. I'm
looking forward to being with Pat and I can't wait to have you
on this program.
Pat: Thank you. We really appreciate that information and I know that I
for one am surely looking forward to what you have to share.
[End of Recorded Session with David Newman]
[Slide 14 - 15]
Pat: That was David Newman and we're delighted that David could join us
for that preview call and share what he's planning to cover in
his program. Next up is Greg Williams and I.
Many of you know that I'm the president of Med League Support Services
and that my company is a successful legal nurse consulting
business that has been in place since 1989. We have seven
figure sales a year in terms of income and I've written over
180 books, chapters, articles, case studies, and online courses.
23
[Slide 16 -17]
Teaching this session with me is Greg Williams who is The Master
Negotiator & Body Language Expert. Greg is a noted speaker
who does a lot of teaching both nationally and internationally
and is in the process of working on his second, maybe third
book deal at this point, just getting that into a publisher. Greg
will be talking with us from his perspective as a coach, a
speaker and an author.
[Slide 18]
What Greg and I did when we planned this part of the preview call was to
come up with some questions to ask each other about our
topic areas and I think the first question is supposed to come
from you, Greg.
Greg: Well, thank you very much Pat. This is Greg Williams. One of the
reasons why you run a successful LNC business is the
strength of your fee agreement. Now tell us how you
developed this, why it is so important for an LNC to have a
strong fee agreement, and exactly what others should do to
emulate such?
Pat: Thank you Greg. When I first started working with attorneys I didn’t
have a fee agreement. I told them my hourly rate and I
expected to be paid and then there were occasional
misunderstandings and disagreements, so I quickly realized
that I needed to have one. The question was where would I
get it. I was at that point exhibiting with some different legal
vendors. I started exhibiting in 1995, so from basically 1989
to about 1995 I didn’t really have a good fee agreement if any
fee agreement, at that point. So one of the engineers who was
an exhibitor was friendly with me and he shared his fee
agreement with me and then I began adapting it for the
purposes of our company.
The risk if you don't have a tight fee agreement is not being able to collect
what you're owed. Attorneys are very good negotiators.
24
They're used to looking for loopholes. They're used to looking
for ways that they can handle a situation. So what I've done in
this course is I will be sharing with the participants the fee
agreement that we're using today that has been honed and
tested and refined based on misunderstandings and
situations. We've plugged those loopholes so that we've
created a very effective fee agreement that prevents
misunderstandings and disagreements.
What I would suggest to people who are listening in terms of looking at
your own fee agreement is to first of all have one. Second, try
to anticipate the kinds of questions that will arise when you
provide services and then include those elements in the fee
agreement. It should cover your hourly rate or a flat rate if
you have a flat rate for providing certain types of services and
the rush rate that you charge.
One tip, I never had a rush rate until about four years ago. A number of
attorneys said to me, “I need this last minute, so please charge
me extra.” I thought, “Wow, they're asking me to give them a
rush rate quote”, so I started incorporating that.
You should also specify in your fee agreement the retainer that you
require, when your bill is to be paid, and the consequences for
not paying it on time. You'll also need to address prepayment
for depositions or trials particularly if you're an expert or
you're supplying experts, and whether you have a cancelation
fee. If you have a collections agency that becomes involved
there's an element to include in your fee agreement. Add
some very specific legal language that you need, so those are
really the key pieces for a fee agreement. I have a question for
you Greg.
As I mentioned, legal nurse consultants have to negotiate with attorneys
and they've got far more experience negotiating than do
LNCs. In our course we're going to talk about some common
negotiation situations that LNCs encounter. Let's talk just
about one of them tonight.
25
An attorney says to a legal nurse consultant, "I have a lot of cases that I
can give you, but I can't pay you until they settle."
What are the responses that an LNC can give to that proposal?
Greg: Pat, that's a very interesting question because you mentioned a
moment ago the fact that anyone should always anticipate
the questions that they might encounter in a particular
situation. When a lawyer presents such a question in this
manner you want to know exactly why it is that she cannot
pay you until the end of a particular situation or time frame.
That's number one and then the answers to that question will
give you a lot of insight into exactly where that lawyer is
coming from as far as whether or not she's trying to just put
you off because she has a cash flow situation and/or she has
some other hidden reason for trying to do so.
In addition, ask the question of why is that and then do not say another
word. Like you said, lawyers do have a tendency to know how
to negotiate a little better than LNCs. Which means as an LNC
you should be honing your negotiation skills right now. I mean
as of this moment you should be learning more about how to
negotiate better etc. because you'll always be positioning
yourself based on the body language that you display, based
on the questions that you ask, and the person that's asking
the question is actually the person in control of that particular
situation. So when you ask, “Why is that?” you'll get some type
of an answer back. Also observe the body language that's
associated with the response.
As an example the lawyer says as she turns her head to one side, "I just
have this big case load right now and I have to wait until I get
more cash coming in."
There may be something hidden in the form of the manner in which she
responded to that particular question by the fact that she did
not look you directly in the eye and turned her head to the
side. In this example that means that she kind of wanted to let
the question slide by a little bit. You might want to probe by it
26
saying something along the lines of, "When might you expect
your cash flow situation to improve?" Again, watch the body
language that's associated with the response.
All clients are not perfect for every LNC. If you've not done business with
this individual in the past it might be a situation where you
might want to let it pass, By letting it pass you might be doing
yourself a favor because one thing that you want to do is
mitigate the possibility of liability by making sure that you're
going to get paid, so you may also want to ask for a different
pay structure. That's to say, "Okay, how about if I do two
upfront and you pay X amount?" You don't want to put
yourself out there to wait until the whole situation has been
done with to receive payment because if you do so you may
find yourself behind the proverbial eight ball trying to chase
after that attorney in order to get paid. As we know in
business, cash is king, so you don't want to be made to be a
patsy.
I have another question for you.
My next question happens to be as a matter of fact because I was thinking
as you were talking many new LNCs want to know what they
should charge. Many more experienced LNCs don't know that
they are charging too much or too little. "What kind of
guidance will you give on our ‘big call’ as David Newman
mentioned?"
Pat: It's a hot question that comes up constantly. I think our participants
will understand that there's no one right answer to what you
charge, but there's a rule that a very wise nurse told me when
I first started my business in 1989. She said that I should use
the three quarter/one quarter rule. That is if three quarters of
my clients hear my fee and don't fall off their chair in a state of
cardiac arrest when I quote the fee. Then I'm charging
enough.
There will always be people who will react in shock and they most likely
are not your ideal client. Your fee really depends on the area
27
of the country, your experience, your education, and your
guts. By guts what I mean is your ability to put a value on your
worth. Many people who are inexperienced set their fees too
low. I can tell you from personal experience that it is very
difficult to raise your rates when you start out too low.
When I first got out of being a quality assurance nurse, I started
consulting with the hospital that I left a year earlier and came
back as a consultant in January to help them. I set my fee low
because I wanted to get the business and then when I tried to
raise it to what would be a much more appropriate level I
encountered a lot of resistance. So when you set your fees too
low you also send a message that you don't know what you're
doing. Some attorneys will jump at the chance to use you at
that low rate, but then as your expenses rise you can't sustain
your business.
There's an expression that really needs to be branded in your brain,
something that my husband who is an entrepreneur drilled
into my head over and over again. It is what you said earlier,
Greg, is that businesses fail because of lack of cash flow and
cash is king. So what I'll do in this course is go over some of
the factors that affect your fees and give you guidance on
what to charge, how to charge, and how to collect.
For my last question to you, Greg, I know that reading body language is
one of your specialties. Let's say an LNC is meeting with an
attorney in her office. What body language signals can you
share with us that the LNC should be watching for?
Greg: Okay, that's another good question because I always say listen to
words, but pay much more attention to someone's body
language/nonverbal signals.
In a situation when someone comes into your environment you expect
them to be somewhat subservient to you. If they display the
body language that says, "No, I'm really superior", they're
actually setting the tone that indicates “I'm going to be in
28
control of this situation and I am going to basically dictate to
you that which I will have you do.”
Another thing that you could observe - you've heard the word swagger
used in conversations before - if they walk into your office
with a swagger type of approach they're actually indicating
exactly what I said a moment ago, the fact that they're going
to display a take charge type of attitude.
Now Therese spoke about the lawyer that has the villain versus hero
perspective. That can be conveyed in his or her body language
by where they then sit in the room. So let's say they are in
your conference room and they sit at the head of the table.
What are they then telling you? Again, it's your environment
but for the moment it's mine and I'm going to control what it
is that you do.
The other thing you want to watch out for body language is the pyramid
of the hand. If you can imagine hands shaped like a church
steeple, that's an indication if someone displays while they're
discussing something with you that they are in control. In
their mind they're in control, so that's yet something else to
watch out for. And let's talk also about emotional intelligence
because we'll dive much more deeply into emotional
intelligence and the role it plays in a negotiation, especially
when you're interpreting body language.
Emotional intelligence happens to be the science of what it is that people
do in a situation versus what it is that they know they should
be doing. So with emotional intelligence and body language
you may be as an LNC doing something that causes you to
shrink in the environment of someone that you perceive as
being a better negotiator, someone having more authority,
etc. We're also going to talk about triggers that you can
adhere to in order to make sure that you don't just shrink
away when someone comes into your environment. Observe
the body language that they emit throughout the
29
conversation in order to determine exactly where it is that
you stand at any one given point in time in that particular
session.
Pat, we're going to have fun because we're going to load it up and just
have all the participants walking away thinking to themselves,
"My gosh, I know a lot more about body language and
negotiation strategies than I ever did before and I'm so glad
that I joined Pat's program."
[Slide 19 - 20]
Pat: Thank you, Greg. Just to summarize what I'll be focusing in on the
session that Greg and I teach is crafting a tight fee agreement
and setting fees. I'll share with you the sample fee agreement,
to avoid pain. Because there's lots of pain that has gone into
the clauses of this fee agreement to avoid pain if you look at
some of the principles behind what you should be including in
your fee agreement.
Greg will be talking about negotiation strategies specifically related to
fees and interacting with attorneys, looking at body language,
and emotional intelligence. He'll share with you a 10 step
outline on how you can negotiate profitably.
[Slide 21]
What I'd like to do is to turn this back to Paul who is going to be able to
provide us with the video that we recorded of Jo Ann Kirby
who is currently right now on a cruise ship in the middle of
some body of water and couldn't join us tonight. Jo Ann
wanted to share some information with you, so take it away
Paul.
Paul: Okay, here it comes.
[Recorded Session with Jo Ann Kirby]
Pat: I have Jo Ann included in this preview call. She is the president of
KRG Communications Group and has a lot of experience in
30
sales. She is the type of person who makes the act of selling,
which many people find difficult and intimidating, be a very
easy and comfortable experience.
I met up with Jo Ann when a nurse who works with me went to a program
that she presented and the nurse came back raving about
what Jo Ann presented and the ease of which she presented
her material. I wanted to be sure to include her in this
particular course and in this preview call.
[Slide 22 - 23]
Jo Ann has and extensive background in sales, over 25 years of
experience, and she really focuses on a very hands on
practical approach that is non-intimidating and puts a lot of
emphasis on skills that are important when going out there
and getting business. What I'd like to do is to have Jo Ann
start her segment. The course segment that Jo Ann will be
teaching is called "Sell with Confidence: Selling Techniques
for the Non-Salesperson". I think the emphasis on that title is
in "Non-Salesperson".
I am starting off Jo Ann by asking you why are people so hesitant about
selling when they are in business?
Jo Ann: Here's the thing with selling in business, Pat, and thank you for
the wonderful introduction by the way. People go into
business with a great idea and it is something that they are
passionate about. It is the old adage, "Find a need, fill a need".
Because you get very tunneled vision, because you're so
passionate you'll expect others to see the need as clearly as
you do. The other folks will want the product or service as
much as the business person will do. Unfortunately, it doesn't
always work that way.
Sometimes your potential buyer hasn't recognized their need yet or
maybe they've had a vague idea that they have a need, but
they haven't realized that a solution is available. Often they
don't know or trust you yet, so as a person looking to increase
31
our business we need to be proactive in getting business.
Generally, that's going to mean using our interpersonal skills
to sell.
Now here's something that's very important to keep in mind when we're
selling. A lot of people have heard that you need to be able to
sell yourself and that's true. For example, being able to make
people trust you and rely on you knowing that your solution is
best suited for their needs requires that you sell yourself.
However, as a business owner, as someone who is providing
expert knowledge or a service, you do need to be able to
distance your personal self from your professional persona.
Often people will seem to reject you when it's really not you. It's about
your product or your service and sometimes it's not even
about a rejection. It may be a situation where the timing is
wrong. When selling, you need to think as though you're
selling someone else's product or service, so you want to give
yourself the necessary distance so that you can see a situation
clearly.
One of the issues we have with selling and I find this in particular with
folks who come out of the service or a helping profession is
that people tend to bring a lot of baggage with them. A lot of
folks tend to have a negative connotation towards sales. They
may have experienced a pushy car salesman or realtor or
perhaps an insurance salesman who seems manipulative.
Even if you don't have first hand experience with the
stereotype we see it constantly in movies, books, and TV. You
know the smarmy guy with the grease backed hair and the big
tan. I mean who would want to be that? But selling really is
simply a conversation of two people discussing needs and a
solution that will benefit when and if you have the sale and
when it doesn't we find out why.
It's just talking. In fact, everyone sells and they just don't realize it. In fact,
if you've ever been in a situation with three kids and two
cookies and you've lived to tell the tale I can guarantee you
32
that you already know how to sell. The same thing happens if
you've been planning an evening out with a friend to go to a
restaurant. There's a restaurant you really want to go to and
your friends have been talking about going someplace else. If
you wind up at the restaurant that you really want to go to
you already know how to sell.
We all have sales skills. They're life skills. All the techniques in the hour I'll
be spending with you are designed to help you be comfortable
using those life skills you already have and teach you how to
transfer them to a business sale. You can get the results you
want and need in sales and feel great doing it and not feel like
you're selling at all. Remember, it's just a conversation.
Pat: Those are wonderful points, Jo Ann. In a point earlier in my life I did
some multilevel marketing training. One of the phrases that I
remember very vividly was that in dealing with rejection
remember that every time somebody tells you no it brings
you closer to the person who's going to tell you yes.
Jo Ann: I tend to call that a "No Quota" and we all have them and it's
about learning how many no's you get to a yes. It is simply part
of the process.
Pat: Tell us about the most important skills that you need to be successful
in sales aside from what we just talked about of having a thick
skin when it comes to rejection.
Jo Ann: Actually the most important skill you need to be successful in
sales, and there are a lot of skills that we use in selling and our
interpersonal skills, but the most important is listening.
Everything else flows from that. If we master the ability to
listen and listen well everything else in your presentation will
work.
Now here are a few tips on good listening skills: First and foremost you
need to remain neutral when you're listening to someone. You
want to avoid giving advice, agreeing or disagreeing,
33
criticizing or interrupting. You want to make sure that you are
just focused in the moment on what that person is saying to
you.
So you'll give your complete attention. You will want to show interest and
give verbal and nonverbal feedback that encourages
communication. For example, if you are sitting in someone's
office you want to make sure that you are leaning forward and
you're looking at that person and you're not rustling through
papers and stuff you have maybe in a portfolio on your lap.
Give them your full attention. If you're on the telephone you
might want to use some verbal cues such as "I see. I
understand. I appreciate you sharing this information," and
sometimes you can use a very simple phrase to draw out even
more information and that's, "Tell me more".
Don't be afraid to take notes. What I do is upfront when I start talking
with someone is I'll pull out my portfolio pad and I'd say "I
hope you don't mind if I take notes during our conversation. I
want to make sure that I remember all of our important
points." People will be very respectful of that because they
recognize that you are interested in what it is they have to
say.
You want to make sure that you analyze verbal signals and clarify your
understanding by stating how you've received that other
person's feelings or statements and this not only
acknowledges them, but allows for clarification if your
perception or interpretation is correct or incorrect.
Now during our session I am going to give you a 4 step process that will
help you be able to learn what a potential customer's needs
and concerns actually are and how to make sure that you can
all stay on the same page. This is actually a part of that
process; it's being able to acknowledge what we're hearing
and making sure that we're able to clarify and understand
that what we've heard is what they meant.
34
Also tell people to hold any rebuttal until you're completely done
listening. Make sure that the other person has finished what
they've had to say and sometimes that means not jumping in
the moment someone pauses. Give them an opportunity to
speak more. Listening is a time to gather information and gain
an understanding of their point of view.
Here's another important point: You want to make sure that you gain
verbal agreements to any decisions and action plans.
Unfortunately silence does not mean yes. Silence simply
means silence and also you realize listening is hard work. It
takes energy to be done properly. Multitasking is the enemy
of good listening, so we do want to make sure that we do stay
focused and in the moment in what we're listening to. Finally,
make sure that you make this a regular practice. Listening
skills need to be used regularly in order to stay sharp.
Pat: Those are great points about listening and I think nurses tend to be
good listeners because of the focus on getting information
from patients and validating what they've heard the patients
say. I think another trend that we continually struggle with is
this distraction multitasking, getting off and doing something
else when we should be listening. We've almost trained
ourselves to have short attention spans and what you've just
said is in a sales situation you need to stay very focused and to
listen.
Jo Ann: Absolutely and when I've had the pleasure of working with
healthcare professionals and nurses in the past I have found
what you've said to be true. They are fabulous listeners, but
when we start transferring our skills from how we're used to
listening and then transferring them into that selling
situation, sometimes we really need to take kind of a step
back and re-examine how we listen in order to make sure that
our skills transfer appropriately to the new setting.
Pat: Absolutely. One last question, a lot of people are uncomfortable with
asking for business. How do you overcome that?
35
Jo Ann: You know that's a great question, Pat, and this happens no matter
what field that you're in and particularly if you are starting
out and happen to sell something. If I created an effective plan
presentation, and yes, when we sell we don't actually just talk
off the top of our heads. We actually create a planned
presentation beforehand and that doesn't mean that we go
into somebody's office and have a bunch of pieces of paper
that we're reading from, but what we've done is created an
outline of how we expect this presentation to go. We know
what step one is going to be and what step two is going to be.
We have planned out in advance what types of responses we
might potentially get and what our responses might be.
The entire presentation is designed to determine if you have a fit. It's a
step by step progression so that asking for the business is
simply a natural next step. During our time together we'll
discuss how to create an effective presentation.
"The close", which is what asking for business is generally referred to, is
simply a natural outcome for the conversation you're already
having. In fact, there's a phrase I like to use as a quote that's
incredibly effective to help move the conversation forward
and we'll be discussing how to use it during our time together.
Remember it's just a conversation. It's one with a purpose, the one we've
planned, but really just a conversation between two people
who are looking to solve a problem. It comes back then to
what I was talking about at the beginning of this segment, the
ability to distance yourself personally from your professional
persona, the ability to stand to the side and watch yourself or
listen to yourself passionately is really important to a
successful outcome. And although we tend to talk about it as
developing a thick skin, think of it as an out of body
experience. We kind of take ourselves out of the situation and
think about how is something going. We have to see it as
though it's happening to someone else.
36
In another part of my life I sing and that means I record myself a lot. I have
to tell you there are times when I listen to myself I just want
to cringe. But I know that if I don't do that work I'm not going
to give myself the opportunity to be better at it. I know that I
can be better at it and selling is the same way. If I do the work,
if I learn to step out of myself I can then focus on what I need
to do in order to achieve success.
And here's one thing to keep in mind, if you've convinced yourself that
someone is going to say no you lose absolutely nothing by
asking for the sale, so that when you get that yes you're ahead
of the game.
[Slide 22 - 23]
Pat: That's right. You're working the odds.
Let me finish off your segment by having you look at what we've shared on
our website and with our participants in terms of what you'll
be presenting. Any comments about what we have here on
the screen in terms of the outcomes that our participants can
expect to achieve?
Jo Ann: What our participants can expect to achieve is an increased
comfort level in the selling process because we're going to
give them step by step processes in order to achieve selling
success.
What we want to do is we want people not to think of a selling situation as
sort of this black hole where you go in. You introduce yourself,
and you're supposed to have a sale at the end of the
conversation. We'll take them through it step by step and
that's creating that effective sales presentation. It’s knowing
which questions are best and how to ask questions to discern
the prospect's needs and concerns, which makes it very easy
to take that natural next step to ask for the business because
you've already determined if there's a sale.
37
We'll also talk about some common objections and knowing how to rebut
them and how to come back from them. Everyone is always
going to voice needs and concerns. In fact, I would be very
uncomfortable in a situation where someone didn't voice a
need or concerns before making a purchasing decision.
Pat: Perfect and the tip sheet that you will be providing to people who are
attending the course, what's that about?
Jo Ann: The tip sheet is going to just give you some review of some of the
points that we've been making as well as a few others. I think
it's important to have a take away because you're going to
come off this program and you're going to want to put the
processes we've talked about to work immediately. What's
really good is to be able to go back a few days or a week later
and look at the tip sheet and kind of give yourself a check
back saying, “Am I still doing this? Am I comfortable with how
I'm doing that?"
Learning is an ongoing activity and particularly with interpersonal skills.
Interpersonal skills are something that takes practice. It's like
developing a habit. I've heard it said that it takes 21 days to
develop a habit and make it a habit that you do all the time, so
the tip sheet takeaway is going to help you with that process
after the fact.
Pat: Wonderful. This has been Jo Ann Kirby talking about "Making the
Sales Process a Conversation". Thanks for joining us, Jo Ann.
Jo Ann: Thank you very much, Pat. I've enjoyed speaking with everyone
today.
[End of Recorded session with Jo Ann]
[Slide 24 - 26]
Pat: Now we have is our last presenter to join us today: Chris Makell.
Chris is a person that I met for the first time at a conference
and I was struck by how she uses her communication skills to
clearly share her expertise. Chris has a lot of experience in
38
high level corporate leadership programs. She does some
coaching. She assists people, particularly one of our most
difficult populations, the physician population. I feel if you can
coach physicians you can coach just about anybody. What
Chris will be doing is talking in the course about winning over
and retaining the clients that you want, emphasis on the word
"YOU".
Chris, what can you share with us tonight?
Chris: Thank you, Pat.
I want to start with a brief story to get everyone on the same page with
me as I talk about something I affectionately call "Exquisite
Client Care".
A relationship coach launched a popular match making service where you
can meet people in a database, very similar to Match.com. She
offered a high level program where she would work one on
one with clients to help them meet their soul mates. This
service would be certainly at a higher fee since it was one on
one. She had a client who took advantage of this high level
program. But the client went out and met someone on his own
in her database. He went back to the coach and said, "You
know what, I found this person on my own so I'd like to get a
refund of my payment."
Not only did she decide not to give him a refund because he
was so insistent about getting his money back because he
took care of his own service she deleted him or suspended
him from the database so he could not have access to any of
the materials he had paid for, any of the services he had paid
for, and she still wouldn't give him his money back. Her
reasoning for doing that was because she was concerned that
if she allowed him to stay in the database he would say some
very not so nice things about her, which I think we would all
understand. If you keep my money and you want let me have
the service of course I'm not going to say nice things.
39
I share this story with you for two reasons. One, it's very clear that the
way you treat a client whether you like them or not will
certainly come back to bite you because the reason or the
way that I learned this story or heard about this story was
because it was on a TV show called "The People's Court." So it
took on a national view for this relationship coach who I will
tell you lost her case because you can't have the money and
not provide the service and you cannot deliver. I will tell you
that the judge was over the top in reaming out this coach
about how she treated her client. It is so clear that how you
treat your clients is almost everything. It will not only help
you to acquire the clients, but it certainly will impact your
ability to keep them. Because of that I want to share a specific
statistic with you that I want you to keep in mind as you're
building your business.
• 91% of unhappy customers will not willingly do business with you
again.
So this is such a passionate cause for me that I'll talk more about during
our session, but you're going to get a brief blast of it this
evening because it really is such a passionate cause for me
and it is so easy to avoid.
This wonderful program that Pat has put together to help you as a legal
nurse consultant get all the clients that you want and all the
clients that you need is really important. I also want you to
keep those clients that you get and that's where I'm going to
come from in my presentation. I want you off the hamster
wheel of going out to get clients over and over again.
Wouldn't it be nice to get clients who just want to work with
you, who won't leave you, and who will consistently pay you?
There are very easy, very simple strategies that will allow you
to do that. So if you're interested in working with clients who
enjoy what you have to offer and you want to give them all of
what you got, that there's a way of thinking about how to go
after these clients and to keep these clients, and I'm going to
share a lot of strategies to do that.
40
[Slide 27]
My background is different corporate positions at IBM. If you know
anything about IBM we were always about customer care,
customer service, and customer loyalty. That was drilled into
us from start to finish. It is something that I brought with me
into my business which is why I'm really passionate about it
and will share lots of strategies with you.
If you've ever heard the saying "How you do one thing is how you do
everything," I want you to think of that saying from the
perspective of your clients or from those who you will be
marketing to and talking with to. You are asking them to come
work with you or invest with you. If you aren't using what I
like to call "Exquisite Client Care Strategies" then I'm going to
share another statistic with you that's really powerful and
that I want you to keep in mind.
• 68% of customers who you could potentially lose will leave you as a
result of your attitude or your indifference that you demonstrate
to them about either what they're getting when they're working
with you or what they expected when you told them you would
start working with them and deliver on your promise.
So 68% will walk away from you just based on your attitude. It has such an
impact on your revenue as a result. I'm passionate about this
because of my own experiences in being a client of coaches,
high level coaches, who promised one thing and didn't deliver.
So I know personally how important it is to deliver on what
you say you will deliver and deliver it in a way that is in the
same spirit within which you started the conversation to bring
them in your business.
I can't tell you how often coaches, and even in your business you can work
with someone for a long time and you may lose your
enthusiasm. You may lose your energy. You may not be the
fresh face excited new partner with this client six months in
or even a year in. You’ve got to remember that client still
expects you to be as excited to work with them as the minute
41
they signed on with you and I'm going to tell you how you can
do that because it again is so simple.
There are so many simple things you can do that take no money and very
little time, but let the client know that you still care about the
fact that they're in your business and that they're spending
time with you and you with them.
So in this program that I'll share on "Winning Over Clients and Retaining
the Clients You Want" I'll give you a framework, I'll give you
those simple steps because I want you to feel very
comfortable that no matter what systems you have in place or
what marketing you have in place that the strategies that I
give you will be easily inserted into what you're doing today
or what you're building as a result of this program. To get you
started I'm going to give you a couple of questions that I want
you to think about as I go through my presentation. If you
can't say yes to the questions I'm about to ask then you really
do want to join me in this session. I'm going to show you how
to be able to say yes to these questions and therefore use the
answers to help you build a stronger and larger business.
•
◦
▪ The first question that I want you to be able to answer
yes or no to is, "I appreciate where my client is and
where they want to go."
▪ The second question, "I am not intimidated by my
client's confidence."
▪ Third question, "I can see the extraordinary in my
client and myself."
Why this is important I think for legal nurse consultants is because you’re
dealing with very strong personalities in attorneys and as Pat
mentioned, I coach physicians. I went through a program to
certify to coach physicians, but everything they taught me
was thrown out the window when I was working with this one
physician. Actually my corporate experience kicked in with
working with physicians because as you may know and
42
probably can attest to easily, there is a standard by which
they will interact with people. It comes through very clearly
when you're working with a doctor that they are a doctor and
you're not. Being able to get on their side involves being able
to say yes to each and every one of those questions. Because I
was able to say yes to those questions the doctor I worked
with backed off and allowed me to help him.
The same will be true for an attorney who may feel as if you
don't have the three years legal training or the experience
that they've had for whatever number of years they've been
in their practice. Therefore they may want to intimidate you. I
have learned that getting over that piece and being focused
on helping them is all they really want to know and all they
really want to see. That involves delivering a higher level of
client care which will easily break down those barriers and
break down those walls.
So I'm looking forward, again, to sharing these strategies with you in
these simple steps and simple tactics that you can take and
use in your interaction with the attorneys as well as any
clients you want to work with. Before I move on, Pat, I know
you want me to talk about the bonus, correct?
Pat: Please do.
Chris: All right, so the "Exquisite Client Care Blueprint" that I'm going to
share with you will walk you through how to infuse your
business with client care strategies that you will want to use
to bring a client in. Because remember what I said about how
you do one thing is how you do everything. A client starts to
get a feel for the experience they're going to have with you
from the minute they talk to you. So if you have these client
care strategies as part of your business they will immediately
know, "I don't have to worry about going back and forth with
this LNC. I know that she's got my best interests at heart. I
know that the fee that I'm paying her or investing with her is
going to be more than returned so that I don't have to concern
43
myself with down the road things are going to change."
Because these strategies that I will share with you will ensure
that you can maintain that relationship on a consistent basis
and still be so excited about the fact that you're working with
them and they with you.
So the blueprint that I'll share with you, as I said, will include these simple
things that every entrepreneur who wants to work with high
quality, high paying clients must do. I use these strategies
myself in my own business. Even though clients of mine will go
through a program with me and then decide, “I want to go
implement and do things on my own to see how this works”, I
have had over 50% of my clients return to me. When I ask
them why they come back it's because they say they know
they're going to be treated and taken care of in their business,
that they're going to get what I need them to get in order to
achieve the goals that they have set for themselves. It's
because of the client care strategies that I use in my business
which I will share with you.
[Slide 28]
Pat: That's terrific, Chris. I really appreciate that information and just
wanted to summarize for the people listening on the call.
Many of you have already signed up for the call and you know that you
will be receiving some inside information on how to address
your marketing, attract those desirable clients and we're
going to share with you some ways to sidestep expensive
traps. You're going to learn a lot of lessons that I've learned
the hard way from the school of hard knocks.
[Slide 29]
Paul is going to share with you "Designing a Unique Website" that's going
to set you apart from many of the cookie cutter LNC websites
that are out there. And you'll learn some very creative
marketing techniques from David Newman. As you heard,
Chris will share with you some of those client strategies that
44
make it impossible for your clients to think about using
anyone else other than you.
[Slide 30 - 31]
When you sign up for the course you have the option to attend it while
the sessions are going on and ask questions of our presenters.
You've heard from all of them tonight. You will also be able to
watch the replays over and over again. They will be available
for you at anytime. You'll also be able to get deep discounts on
other related marketing resources that we've developed and
you will also receive the transcripts of all the sessions so that
you can review content, go back and study information that
you may have missed the first time or want greater in-depth
knowledge.
[Slide 32 -37]
These are the topics we've shared with you tonight - you'll be hearing
from all of our speakers over the course of this six week
course - once a week on Tuesday nights. Remember the
bonuses that come with signing up for the course. We've
covered each of these as we've been talking tonight.
You'll receive all these bonuses. There are forms, checklists, blueprints,
articles, so everything is included, the live course, people
answering your questions, the replays, the discounts, the
transcripts and the bonuses.
[Slide 38 - 40]
You'll find a sign up button at www.patiyer.com and the price for this
course as of now is $267, but it will go up on Friday of this
week at 8:30 in the morning. The new price will be $297.
[Slide 41 -43]
For everyone on the call we will be sending you the top marketing ideas
for LNCs which is a compilation of information that our
presenters put together, sharing some of their best tips that
45
will come to you absolutely free. Remember the price until
Friday morning is $267. Sign up at www.patiyer.com.
I want to thank our presenters for spending the evening with us and
appreciate everybody's attention in being a part of this call.
Goodnight all.
Copyright Patricia Iyer 2013
46
9/5/2013
How to Get
All the Clients You Need
Therese Sparby
Coaching entrepreneurial clients


Challenges entrepreneurs to greatness
Helps entrepreneurs build businesses and
create balance
1
9/5/2013
Building Your Consulting
Business with Ease
What You Will Gain from Therese



Learn how to combat overwhelmed
Easily land clients
Connect with powerful people on an even playing
field
Bonus: Interview: Stop Getting Stuck in Your
Personal and Professional Life
Paul Taubman
2
9/5/2013
Experience as a solutions
architect


Knows how to teach the technical stuff to nontechies
Skilled at simplifying complex concepts
Websites: What You Need to Know
Before You Create One
What you will learn from Paul



Design a website for maximum traffic
Use high yield design elements
Get attorneys to visit your site
Bonus: Tip Sheet for Website Design
3
9/5/2013
David Newman
Professional Services Marketing Expert
How to Create Your...
Founder of Do It! Marketing


Helps professional service providers get more clients
Author of Amazon #1 bestseller Do It! Marketing: 77
Instant-Action Ideas to Boost Sales, Maximize
Profits and Crush Your Competition
(AMACOM 2013) http://bit.ly/doitbook
4
9/5/2013
What you will learn from David




Four levels of marketing
What 80% of business owners miss
How to get better results by doing less marketing
How to laser focus your marketing
Bonuses: Scripts, templates and tools
Patricia Iyer MSN RN LNCC
Owns The Pat Iyer Group and Med
League



Coaches LNCs for success
Runs a 7 figures sales legal nurse consulting
business
Author of over 180 books, chapters, articles, case
studies or online courses
5
9/5/2013
Greg Williams
The Master Negotiator
The Master Negotiator



Coach for business professionals and owners
Speaker nationally and internationally
Author of negotiation books
You charge WHAT? Setting and
Negotiating Your Fees
6
9/5/2013
What you will learn from Pat


Craft a tight fee agreement
Set fees that demonstrate your worth
Bonus: “Avoid Pain” Sample Fee Agreement
What you will learn from Greg

How to respond to common negotiation
tactics regarding fees
Bonus: 10 Step Outline for LNCs: Negotiate Profitably
Jo Ann Kirby
7
9/5/2013
President of KRG
Communications Group


Over 25 years of experience in sales
Hands on practical approach
Sell with Confidence

Selling Techniques for the Non-Salesperson
What you will gain from Jo Ann



Create effective planned sales presentations
Ask target questions to discern the prospect’s
needs and concerns
Recognize common objective and know how to
rebut them
Bonus: Tip Sheet – Sales is a Conversation
Quick Tips for Selling Made Easy
8
9/5/2013
Chris Makell
Experienced in high level
corporate leadership positions




Professional coach
Marketing coach
Physician development coach
Masters in Business Management
Win over and retain the clients you
want
9
9/5/2013
What you will learn from Chris



Create greater personal confidence and inner
power
Deliver a unique level of services
Create greater success than you imagined
Bonus: Exquisite Client Care Blueprint
How to Get All the Clients You
Need: What You Will Get
Get inside information on how to supercharge your
marketing
Learn how to attract desirable clients through
marketing and sales
Sidestep expensive traps when negotiating
with clients
How to Get All the Clients You
Need: What You Will Get
Create a unique website that will set you apart
from your competition
Use creative marketing techniques that are easy to
carry out
Define client care strategies that will make it
impossible for your client to think of using anyone else
10
9/5/2013
How to Get All the Clients You
Need: What You Will Get
The option to attend the live course - while it is
happening
The chance to get your questions answered during
the live sessions
The ability to watch the replays over and over at
a time and place of your choice
How to Get All the Clients You
Need: What You Will Get
Exclusive deep discounts on related marketing
resources
Transcripts of all sessions that you can study and
refer to over and over
How to Get All the Clients You
Need: What You Will Get
Building Your Consulting
Business with Ease
Websites: What You Need to
Know Before You Create One
How to Create Your
Strategic Marketing Blueprint
11
9/5/2013
How to Get All the Clients You
Need: What You Will Get
You Charge WHAT? Setting
and Negotiating Your Fees
Sell with Confidence: Selling
Techniques for the
Non -salesperson
How to Get All the Clients You
Need: What You Will Get
Win Over and Retain the
Clients You Want
How to Get All the Clients You
Need: Bonuses
Therese Sparby’s Interview: Stop Getting Stuck in
Your Personal and Professional Life
Paul Taubman’s Tip Sheet for Website Design
David Newman’s Scripts, Templates and Tools
12
9/5/2013
How to Get All the Clients You
Need: Bonuses
Pat Iyer’s “Avoid Pain” Sample Fee Agreement
Greg Williams’ 10 Step Outline for LNCs:
Negotiate Profitably
Jo Ann Kirby’s Sales is a Conversation:
Quick Tips for Selling Made Easy
Chris Makell’s Exquisite Client Care Blueprint
How to Get All the Clients You
Need
Live course
Expert help for your questions
Replays
Transcripts
Deep discounts
Bonuses
Sign up at www.patiyer.com
13
9/5/2013
All this for…
All this for…
$267*
All this for…
$267*
* Until August 9 at 8:30 AM
14
9/5/2013
After August 9 at 8:30 AM
$297
All this for…
$267*
* Until August 9 at 8:30 AM
15
9/5/2013
Sign up at www.patiyer.com
16