‘One conversation turned into a six-figure fee for my accounting firm client.’
‘The six-figure opportunity came when they saw me speak.’
‘The six-figure deal was secured based on the CEO’s conversation with them’
All three of the above phrases are true of my career this year. What do they all have in common?
For those of you who have just answered ‘six-figure’, then in the words of the late great Roy Walker, “it’s good but it’s not right”.
All three of the above opportunities arrived WITHOUT the use of traditional marketing, by which I mean:
1. No ads
2. No offer
3. No landing page
4. No GTM strategy
5. No sponsorship
Let’s look at how each one was achieved:
‘One conversation turned into a six-figure fee for my accounting firm client.’
This was a client base exercise between me and my client to look for where the firm could legitimately provide additional support that the client would welcome.
The need was identified, my client made the call, a meeting was set and a deal was done.
‘The six-figure opportunity came when they saw me speak’
This was a speaking engagement that I had at a conference. My client wasn’t there in person; they saw a video that was produced of the event. A mixture of the soundbites from my content and the published feedback from the audience convinced them that I was who they were looking for.
The need was identified, I made the call, a meeting was set and a deal was done.
‘The six-figure deal was secured based on the CEO’s conversation with them’
The CEO of a client of mine was approached by another CEO to ask what kind of impact I was having (if any) in my work with them and if it would be OK for that second CEO to approach me on a similar basis.
By the time I spoke to the second CEO, his mind was already made up, there was no selling for me to do.
The need was identified, they made the call, a meeting was set and a deal was done.
Here are my bullets for you this week:
- If you’re not looking for opportunities to genuinely help your clients beyond the help you give them now, begin.
- If the good words spoken about you by those who already pay you aren’t being distributed far and wide, begin.
- If your clients aren’t raving about you to others, impress them that little bit more.
In the final analysis:
- Marketing Spend £0
- New Fees £Six figures
- Equity Share Value (also part of two of the deals) £?
Who needs Marketing?
To your success
Martin Bissett
