Page 9 - January 23 2023

By Abigail Tiefenthaler

Client-getting is the lifeblood of every successful
business. You’d think it would be easier, right?

Here’s the secret. While it’s not easy, it’s simpler than
most business owners make it.

As an expert in client-getting and company-building I
promise you that every business owner who struggles with
consistent client-getting has two basic problems.

The first is confidence around their role as a business owner. When a businessowner can’t sell
they start to believe the problem is with them as the expert. It’s never this!

Most business owners don’t spend time on the foundational pillars to understand what their
clients need. Clarity creates confidence and courage. Add that female business owners may
bring fear, shame and invisibility challenges to their business wasting time, energy and money as
they struggle with self-doubt, perfectionism and procrastination.

The second thing that contributes to inconsistent client-getting is a broken connection
somewhere in their marketing. I’m not talking about tech. I’m talking about a connection that
creates an irresistible reason to choose you.

These broken connections could be in strategy including audience, messaging, positioning and
offer. Or, in tactical execution which includes lead generation, lead nurturing and lead conversion.
A broken strategy may create a lead magnet that doesn’t solve a problem, so it doesn’t get
leads. If the messaging is off, it never reaches your ideal prospect. A confused mind always says
NO.
Broken tactical campaigns can also confuse prospects. And if they don’t understand they can’t
believe it. Two common tactical errors which create broken connections are the call to action
(CTA) and follow up.

Most business owners today fear sales so they rarely include a CTA in their marketing. A savvy
business woman I know couldn’t figure out why she wasn’t getting strategy sessions from her
email marketing. I commented that it was because she didn’t ask for one. After thinking about it,
she agreed. Don’t fear telling your prospect what to do next. They’re looking for you to be the
expert!

Here’s the thing, a CTA will differ depending on where a prospect is in their decision-making path.
Where are they in believing the business owner's promise of results? While the know, like and
trust factor is important, ultimately a prospect chooses to work with someone because they
believe they will get results.
The second broken connection is a follow up. Almost every business owner fights the frequency
of follow-up. Most business owners still stop after 3 touches yet 80% of sales happen after 5
touches! Experts will tell you it takes 18-20 reach outs. So what is the aversion to following up?
Only 3% of buyers know their problem, how they want it solved and are actively looking for a
solution. This leaves 97% of the market in a different stage of problem solving. Not decision-
making but problem solving.

Simpler client-getting is possible. Accepting that you can’t see what you can’t see, and you don’t
know what you don’t know is the first step. What’s the missing piece of your client-getting, let’s
find out together. To your success!

Abigail Tiefenthaler, Savvy Sales Strategy
http://savvysalesstrategy.com iNETrepreneur Magazine | Page 9
Email: abigail@savvysalesstrategy.com