Here’s what you’re looking for: Martin Bissett

Today’s Bissett Bullet: “If you’re not talking to the buyer, you’re talking to someone who will sell you (or not) to the buyer, but without your passion and expertise.”

By Martin Bissett

It is well known that kings talk with kings, or queens with queens, or heads of state with heads of state. If marketing is to create new opportunities for us, make sure it does so with the right people.

Today’s To-Do:

Look at the next three appointments in your diary for meeting with new prospective clients. Are you meeting with a board member, or founder or majority shareholder in each case?

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Today’s Bissett Bullet: “Which three words would you use to describe your firm and the work you do for clients? If you struggle to give an immediate and instinctive answer, then this would suggest an onward problem in articulating it to clients.”

By Martin Bissett

Why not ask for this input from existing clients? Asking clients what it is you do for them in terms of outcomes will enable you to understand their perception of the firm and what they might say to a potential referral.

This also provides insight into what they value about the service you provide, which is a critical retention tool, especially if they are themselves what you would consider to be your ideal client. Their story and how you’ve helped them can then be leveraged within your marketing messaging to help you attract more Grade A clients.

Today’s To-Do:

Pick up the phone to a Grade A client. Ask them how they would describe you in three words to a fellow business owner and find out which they feel is the most valuable outcome you have achieved for them.

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Today’s Bissett Bullet: “What level of detail should I go into during my first meeting with a prospective client?”

By Martin Bissett

There is no hard or fast rule and so the answer to this question is – it depends. The level of detail should be governed by how much the business is willing to discuss their situation with us. When it comes to talking about them, their business and what they find challenging, there is no such thing as too much detail. The more you discover, the better your understanding will be of how you can best help them and the stronger your proposal will be as a result.

Today’s To-Do:

In readiness for your next meeting, remember – the two things you don’t want to do are a) talk about price and b) bore them rigid with the ins and outs of YOUR firm. Arrive ready to talk about THEM.

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