CLIENT SEDUCTION
A Step-by-Step Lead Generation System for Professional and Technology Service Firms
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Chapter 1: The Good Work Myth Being Good Isn’t Good Enough Why are typical marketing and selling practices colossal wastes of time and money for professional and technology service firms? What does research prove really works? Have you heard of The Good Work Myth? If you do good work, clients will find you. That’s a common misconception. Our four-year best practices study, conducted by the New Client Marketing Institute, proves that statement is pure bunk. In today’s market, it is not enough to offer a great professional or technology service. You must also be able to market and sell your services effectively, which means learning the subtle art of Client SeductionÒ. And there is a way to have a pipeline filled with leads that are qualified, plentiful, and intensely interested in how you can help them. Our Client SeductionÒ system is not about trickery or manipulation; it’s about wooing and winning clients by giving away valuable information that helps them solve problems. The more prospects you tell how to solve their problems in general, the more will hire you to apply it to their specific situation. You want to make it easy and attractive for prospective clients to start dancing with you now and see if romance develops later. This book outlines the step-by-step lead generation system that can help you continually attract enough qualified prospects for your firm to grow and thrive. Begin today, and take persistent action toward your goal of creating a lead generation system. Chapter 2: Start with a Guarantee Are You Ordinary Or Extraordinary? Prove It! The Sears catalog built its reputation on it. Rolls Royce has become legendary by offering it. Federal Express transformed it from a begrudging obligation to a powerful marketing tool. What is it? The extraordinary guarantee. And it just might be the key to substantially increasing your ability to win clients. The vast majority of professional and technology service firms, however, do not and will not guarantee client satisfaction. Why? Risk…And Potential Many of the more than 500 professionals and technology executives interviewed for our New Client Marketing Institute lead generation best practices study often shared their own “client from hell” stories when the subject of offering guarantees came up. Professional and technology service firms generally perceive unwarranted risk in of
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About the Book
CLIENT SEDUCTIONÒ: A Step-by-Step Lead Generation System For Professional and Technology Service Firms In today’s market, it is not enough to offer a great service. You must be able to win and woo clients, which means the subtle art of client seduction. Client Seduction highlights a proven step-by-step system to generate leads for organizations who are engaged in a wide range of professional and technology services. These include: consulting, legal, accounting, architecture and engineering, marketing and advertising, venture capital, investment banking, IT services, computer software development, and technology systems integration. Client Seduction shows you: · How you could fill a pipeline with qualified prospects in 30 days · New ways to use the Internet to find clients · 27 best practices to become a new client magnet · How you could get a 400% to 2000% return on your marketing investment · The Top Ten best tactics to generate clients Based on a four-year research study conducted by the New Client Marketing Institute, Client Seduction takes the scientific approach to marketing and makes it quick and enjoyable reading. Every chapter is packed with bulleted items, numbered steps and quick-to-read examples that immediately demonstrate each concept.
About the Author
Henry DeVries, MBA is a newspaper columnist, adjunct professor at the
Denise Bryson, MA coordinated local marketing for the