Here is a great question that I was asked a little while back. “I am selling products to businesses and I am trying to get more clients. I sell consulting. Do you have any hints or suggestions?” I go into detail on my answer within this paragraph and I thought that it would be of great benefit to anyone who reads that is in a similar situation.
You want to start leveraging who you have already worked with. Then when you do work with a particular company, perhaps plant the seed in their mind in regard to who they could introduce you to. Sometimes it could be even vendors or businesses that they worked with who provide other services that can benefit from your particular training and so forth.
I know one speaker that I worked with, who delivers presentations to not only companies but also associations. Associations are great by the way because they have got people from all kinds of different companies who are members of that particular association.
When he makes a presentation for the association, he uses some cute marketing tactics, such as a referral campaign and contests. If a person wants to take part in the contest, he or she has to write a testimonial and give his or her name and contact information and then a lottery is drawn. The winners receive gift certificates, which give them the right to hire him again, so he manages to get repetitive gigs.
The discounts he offers are not negligible - as far as I remember, his gift certificates were for $500 and $250. He usually charges $5,000 per presentation, so the discount is tangible. The catch is that if the certificate is not redeemed within a predefined period of time, for instance 3 or 6 months, it is voided. The risk to have the certificate expire makes people take action - in this case, to hire him for another presentation.
If the winner does not redeem the gift certificate, this is as if he or she had burned money. This moment is critical because this is the trigger for action - redeem or lose money. Everybody is happy with this arrangement because people enjoy his presentations and they get a gift certificate, which has a value and gives them one more excuse to hire him again.
It is important that people have a good reason to hire you again. I believe you can think of many intelligent ways to include such offers in your sales proposal. When you have the people in front of you, you can capitalize on that experience - just remind them later how much they liked your stuff and this will make them want it again.
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