How to get clients If you’re a coach, consultant, or personal trainer.
Here are the 137 words that will get you as many new clients as you want.
You’ll also learn about the best place to get new clients.
And you’ll even find out a way to do this without spending any money on advertising.
So, without further ado, let’s jump in with a discussion of selling versus “presuasion.”
Selling is when you push yourself on someone and get them to buy whatever it is you’re offering.
Presuasion is when you indirectly influence others to do what you want them to do, and they think it was their idea.
Getting new clients is one of the hardest things to do in business today.
Email is risky because of the spam laws, etc.
Cold-calling people over the phone is out of the question.
Direct mail has a better chance but is hard to write.
Giving talks, presentations and guest speaking at events is a viable yet difficult prospect.
It may be highly effective at reaching new clients fast, but you must write a speech (or get it written for you).
Deliver the speech well and be able to inspire audience members to become clients.
And what if you’re an introvert and only like talking to people close to you?
And what if you’re the type of person who does nothing to get new clients because you overthink things?
Hold fire because there is good news. The two things you need are…
- Existing clients.
- 137 words.
Did you know it’s 16 times easier to sell something to an existing client than it is to get a new client?
16 TIMES EASIER. That’s insane.
Knowing that who would want to solicit business from strangers?
Ah yes, I hear you say, but what if none of my clients can buy anything else from me?
No problem, I’ve got you covered. You use 137 words with each good client you have, and they will help you get as many new clients as you need.
First, you must use these five steps to set it up so the 137 words can do their magic.
Keys to finding new clients.
Presuasion is done when you plant ‘seeds’ in the minds of your clients early on in your relationship.
Call them and initiate a proactive conversation.
After some pleasant small talk, you say, “I’m changing the structure of my business. I don’t believe advertising is the best way forward for us. I believe my new structure for my business is spending more time serving my clients and finding out how to serve them even better. That way I can ask my clients to refer us to people they know.”
Ask how you can serve them better.
You can do this by asking them, “On a scale of 1 – 10 how do you think we as a company are performing for you?”
If it’s anything less than a 10 ask, “What can we do to make that a 10 for you?”
Wait for their response and if you can do what they ask and it fits with the fee you’re currently charging say, “I can do that for you.”
Make a pact with them.
List all the things you’re doing for them and include what you’ve just agreed to do for them. (Go for a list of 8 things.)
Then say, “I’m happy doing all of these eight things for you. Could I ask you something?”
They’ll reply with a yes.
You then say, “Would you give some thought to some of the people you know who don’t like to be taken in by any business that would do a shoddy job or even fleece them. But instead would like to go with someone they can trust like you can with us.”
They will say yes.
And you leave it there, change the conversation and leave them feeling good about you and your company.
A couple of weeks later take them to lunch.
During lunch you use the 137 words that will get you all the new clients you want.
You will need to rehearse these 137 words, so they come across as genuine. All the best actors rehearse their line so they can put their personality into their work.
It’s the same with singers, so you should copy their success strategy.
The last thing you want is to forget what you want to say.
Listen, if you screw this up then it’s back to…
wasting money on poor advertising,
going to networking events,
throwing money at website designers who know nothing about selling,
And grinding your teeth in frustration.
If you do great work for your clients, why wouldn’t they want to help you?
If the tables were turned wouldn’t you want to help someone who has done fantastic work for you?
Years ago, I was asked to help someone build a business from scratch. He had no clients, no business plan, and no money.
Let’s called him Kevin.
Kevin had just sold his house to pay off some debts and had to move into a rental property knowing he could only survive for two months, otherwise him and his wife and kids would be out on the street.
He told me he had a potential client to meet the next day. I discovered he was a business coach with no business.
Hmmm… now there’s a challenge I thought.
“Buy me a beer or two and I’ll write you a script that will get you clients whenever you need them.”
Three pints later he had his script. “Call me tomorrow and let me know how you got on.” I told him.
When he phoned me, I was totally thrown off guard by what he said. I never thought those words I gave him would have such an impact.
Here’s what he told me.
“I did what you said and stuck to the script word for word. My prospect paused for what seemed like a whole minute. Then he said, if you give me that script, I’ll do business with you. So, I did, and he signed up there and then.”
The last time I spoke to Kevin I found out he makes £50,000 a year. He has been making that every year for 20 years. Want to know how much he spends on marketing?
Nothing. Not one penny. Zero.
My only regret is only doing that for three pints of beer!
137 words that will get you all the clients you will ever need.
These words will have an almost magical effect on your clients. But you must have done the first five steps first, otherwise they won’t work.
During lunch you talk about the results you’ve gotten for your client. What you’re aiming for are the two magical words that kick off the secret 124-word formula.
Those words are… “THANK YOU.”
As soon as you hear those two words you’re in the best position to ask for their help.
The minute they say “thank you” they feel they owe you something, and people have an inbuilt need to repay their debts.
So, you jump in with…
“(First name,) you know over the years I’ve found all successful people have one thing in common and I’m sure you’re no different.
I’ve found that all successful people like to see other people grow, improve, and become more successful.
So let me ask you…
Who do you know who has their own business?”
Variations could be…
“Who do you know who runs their own coaching business?”
“Do you know someone who is a consultant?”
“Who else do you know that gives talks in public?”
“Who are some of the associates you might go to a round table, Rotary, or toastmasters with?”
Don’t worry, I’m not looking for their details right now, but who was it you were just thinking of?
That’s the first 55 words. They don’t sound intimidating to you, do they?
Do you think you could look your client in the eye and say them?
Of course you can.
Now for the next 82 words.
“You couldn’t do me a further favour could you? Next time you see (name) could you tell him a little bit about what it’s like to do business with me.
And see if he is open minded about taking a phone call from me to see if I can help him in the same way I’ve helped you?
Would it be okay if I gave you a call next week to see how your chat went with (name)?”
When you phone them to ask if they spoke to their friend, make polite conversation for a minute or so then say,
“I’m guessing you didn’t get around to speaking with (name)?”
The idea is not to sound needy or pushy, but rather to give them an out if they’ve forgotten or let them correct you.
“(Their first name,) Would you do me a favour and give Mary a call right now and tell her what I do.”
(Your client will do a great job of selling you and will hand the phone over to you…)
(This always eases the tension and helps you get in the door.)
When you go in and talk to the prospect for the first time, tension levels are pretty high. Always get the client to talk about themselves first.
On meeting the one referred to you.
The past – present – future method.
You use this with an existing client after you’ve spent time doing “small talk.” In other words, you’re NOT going to just jump in and say this at the beginning of your meeting.
“How did you get started in this business?
Tell me about your past successes?
Tell me about your present situation?
Where do you see yourself five years from now?
In preparation for this meeting I put myself in your situation and I thought there may be some questions on your mind such as:
Who am I?
Who is my company?
What’s in it for you?
What’s in it for me?
Are these some of the questions on your mind?”
(By the way, this is the only time you’ll be talking about yourself.)
Now you’ve ‘earned’ the right to ask for a referral.
You’re going to continue your conversation with…
“Peter I’m only telling you this because most professionals like yourself like to deal with other professionals, isn’t that right?”
Let me tell you about my company.
(Then describe what you do in terms of ‘What’s in it for them…’ in other words, what you do for them.)
“All I want to do is take a photo of where you are right now and take a photo of where you want to go and see if I can help you get there with what I do.”
Why clients don’t want to give you referrals.
They don’t want to upset their friends. They want privacy.
They fear you won’t be around in a few years’ time.
What if clients say, “don’t use my name.”
“I’m curious to know why because I only work from referrals.”
An alternative way of getting referrals.
“Jim, if you and I were to swap jobs today who would be the first three people you would call on?”
Ask for specifics when asking for referrals. Get as much information as possible. Ask for permission to use their name. Contact the referral as soon as possible. Inform your client of the outcome.
Give a reward to the one who gave you the referrals.
Prospect for referrers as well.
Tell your clients you expect referrals from them.
Every lunch time take a client to lunch. No selling takes place. They must bring a friend or one of their clients.
Centres of influence.
A centre of influence is anyone who has a following or is a ‘connector.’ A connector is someone who knows a lot of people and has a special gift of connecting people with shared interests or goals.
Look out for these people….
Find out everything about them. Try and do something to help them. Maybe send them some clients.
Or do the 10 ideas strategy. That is, give them ten unique ideas they can use to help them in their business.
This takes some thought, but it’s worth it because the one receiving the 10 ideas finds real value and feels they owe you.
Your elevator pitch.
If you must give an elevator pitch keep it brief.
Instead of giving any details about you and what you do, try this…
“I’m happy to tell you what I do, but first tell me what you do so I can see if there is a way in which we can work together.”
You’ve been learning how to get new clients through referrals. And while this is the best method overall to get new clients, it’s not for everyone. Indeed, this method may be counterproductive for certain types of people.
Especially if you’re an introvert.
That’s because most introverts simply cannot use these ideas because they’re not natural born salespeople or don’t have the ‘gift of the gab.’ If you fall into this category, then here’s what you should do instead:
Let me get you clients.
I enjoy crafting letters and emails that can do all this for you.
There’s no need for face to face or over the phone contact.
You don’t have to ‘sell yourself.’
All you do is let me do all the ‘heavy lifting’ for you.
If you’re a coach, consultant, or personal trainer I guarantee to get you all the new clients you’ll ever need.
If you want to talk with send me an email firstname.lastname@example.org
“A terrible thing happens when you don’t promote your business – NOTHING.” PT Barnum.