Get Clients Now!(TM): A 28-Day Marketing Program for Professionals, Consultants, and Coaches

252 Pages·2007·5.79 MB·English

by  C. J. Hayden

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Get Clients Now!™
Second Edition
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Get Clients Now!™
Second Edition
A 28-Day Marketing Program
for Professionals, Consultants,
and Coaches
C. J. Hayden
American Management Association
New York■ Atlanta■ Brussels■ Chicago■ Mexico City■ San Francisco
Shanghai■ Tokyo■ Toronto■ Washington, D. C.
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Special discounts on bulk quantities of AMACOM books are
available to corporations, professional associations, and other
organizations. For details, contact Special Sales Department,
AMACOM, a division of American Management Association,
1601 Broadway, New York, NY 10019.
Tel.: [phone]. Fax: [phone].
Web site: www.amacombooks.org
This publication is designed to provide accurate and authoritative
information in regard to the subject matter covered. It is sold
with the understanding that the publisher is not engaged in
rendering legal, accounting, or other professional service. If
legal advice or other expert assistance is required, the services of
a competent professional person should be sought.
Get Clients Now!™ is a trademark of C.J. Hayden, San Francisco, California.
Library of Congress Cataloging-in-Publication Data
Hayden, C. J.
Get clients now! : a 28-day marketing program for professionals, consultants, and
coaches / C. J. Hayden.—2nd ed.
p. cm.
Includes index.
ISBN-10: 0-8144-7374-1
ISBN-13: 978-0-8144-7374-0
1. Marketing—Study and teaching. I. Title.
HF5415.H296 2007
658.8—dc22 2006012211
© 2007 C. J. Hayden.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced,
stored in a retrieval system,
or transmitted in whole or in part,
in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM,
a division of American Management Association,
1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1
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To my clients, who taught me all I know
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Contents
Foreword by Jay Conrad Levinson ix
Acknowledgments xi
Introduction 1
Part I: The Setup 5
Chapter 1: What Really Works? Effective Marketing
Strategies 7
Chapter 2: Where Do You Start? The Marketing and Sales
Cycle 31
Chapter 3: Where Are You Headed? Setting Your Sales and
Marketing Goal 45
Part II: The System 57
Chapter 4: What’s Stopping You? Selecting Your Success
Ingredients 59
Chapter 5: Here’s What to Do: Choosing from the Action
Plan Menu 76
Chapter 6: You’re Ready . . . Let’s Go! Putting the System
into Action 97
Part III: The Strategies 121
Chapter 7: Filling the Pipeline: When You Don’t Know
Enough People to Contact 123
Chapter 8: Following Up: When You Know Plenty of
People but You’re Not Contacting Them 180
Chapter 9: Getting Presentations: When You’re Contacting
People but Not Getting Appointments 203
Chapter 10: Closing Sales: When You’re Making
Appointments but Not Getting Sales 215
Index 231
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Foreword
The prospect of getting clients—now!—is a delightful concept. It’s a
noble endeavor for any business; a desired pot of gold at the end of your
rainbow.
It is also a tough job, a baffling and daunting task, and a goal not eas-
ily reached by the majority of businesses.
For those reasons, it is absolutely crucial that you pursue that goal
with all the chips stacked in your favor. In Get Clients Now!, C.J. Hayden
has stacked those chips for you. They are neatly and generously provided
in the upcoming pages—each chip worth far more than its weight in gold.
Unlike the chips in a poker game, these chips entail no risk for you,
and if you bet them, you’re certain of winning; assured of victory in the
game of obtaining clients. Is it easy to win that game? It is not. Is it the
fast track to financial success? Often, no. But if you apply the easy-to-
follow advice presented here, getting those clients will become a cer-
tainty.
Calling a spade a spade, author Hayden starts right out by telling you
exactly why you don’t have enough clients right now. You may wince
when you read her words, but you won’t be able to refute them because
you’ll know in your heart that they are true.
That’s the bad news. The good news is that when you complete this
book—and even while you’re reading it—you’ll see how you can reverse
this situation and develop a roster of satisfied, long-term, profitable
clients.
Sounds good, but where do you start? You’ll get the answer to that
question pronto. What should you do right this minute to get clients?
That, too, is answered in a way that will bestow you with instant enlight-
enment.
The complex chore of amassing an abundant list of clients is made
simple and attainable with the step-by-step plan the author has in store
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