February 9, 2009

Dear Monday Morning Coach Readers-

As you know I sometimes lend this platform to another coach or writer who has a message that is just too compelling not to pass along. Such is coach and author C.J. Hayden's message on "Marketing in Good Times and Bad." C.J. is the author and creator of the powerful marketing program "Get Clients Now!" (www.getclientsnow.com) which I am privileged to be a licensed facilitator for. If there were ever a time to turn up the heat on your marketing efforts it is now! So I share with you C.J.'s wisdom and invite you to join me in my upcoming Get Clients Now! teleclass training, starting Tuesday, March 3. And when you register, receive a complimentary copy of my new book, "Living a Five Star Life," a $15.95 value!! To start the registration process, simply reply to this message with "Register Me" in the subject line and your contact info in the body of the email. Or if you need information, put "info" in the subject line. But whether you take the class or not, read and heed C.J.'s wise advice about marketing in this economy. Your business will thank you for it!

Marketing in Good Times and Bad
By C.J. Hayden

Okay, so we're in a recession. Now what? Is it time to throw your marketing plan out the window? Cut your prices? Close up shop and look for a job?

Hmm, none of those choices sound too wise if we're in for a stretch of poor economic conditions. It's certainly not time to throw away the marketing plan. Cutting prices doesn't sound like such a good idea if you might be getting less work to begin with. Looking for a job in the current economy doesn't seem like the best solution, either. So what's an independent professional to do?

Maybe now is just the right time to get really, really smart about your marketing. Here's what that might look like:

1. Target, target, target. It's tempting when business starts looking scarce to throw your net wider and market to all kinds of prospects. But this is exactly the wrong approach. Marketing to multiple audiences diffuses your efforts and stretches your resources too thinly. Instead, focus in on the most likely market to need your services, take action on your offer, and provide you with repeat business.

2. Communicate your unique value. When you're clear on who your audience is, it's much easier to craft a message aimed directly at them. Then you can talk specifics when you describe the benefits of working with you. You can also tell prospects how you specialize in their industry, have plenty of experience with projects just like theirs, and possess special tools and techniques to get the job done. Specialization makes you much more valuable than a generic solution.

3. Seek out the low-hanging fruit. Pursuing brand new leads can be labor-intensive, and newborn relationships take time to nurture. Instead, reach out to former clients, networking contacts, prospects who said no in the past, even stale leads if they will recognize your name. A prospect who already knows who you are is many times more likely to take your calls, consider your offer, and agree to meet with you.

4. Ask, don't wait, for referrals. Even business "newbies" have an existing network of friends, family, and colleagues who are ready and willing to help you get business. The key is to ask for their help. Instead of simply saying, "I'd appreciate your referrals," tell them, "I'm looking for new clients in the X industry, or with Y problem. Who do you know in that category that you might be willing to introduce to me?"

5. Don't stop when you hear no. On those rare occasions when a prospect truly says, "no, thanks," it may be time to move on.

But much more often, they say, "not now," "not ready," or "not sure." These are all opportunities to follow up after more time has elapsed, or with more information, or with more evidence of your value. It's much more common for prospects to say no than to say yes, so what to do with "no" answers should be part of your game plan.

Long-time marketers may recognize these suggestions for smart marketing as approaches that would be valuable in ANY economic climate. When times are bad, smart marketing can save the day.

When times are good, smart marketing can make them even better.

If this is your first recession in business, consider this your baptism of fire. If you can learn how to get clients in this economy, you can get them any time.

Quote of the Week:

"If you follow your bliss, doors will open for you that wouldn't have opened for anyone else."

~~Joseph Campbell

Get Clients Now! Starting March 3!

If you're ready to ramp up your marketing efforts and start getting the clients you want and deserve then join me for the next Get Clients Now! teleclass program, starting March 3! Go to www.dynamic-coaching.com for all the information, or reply to this email with "info" in the subject line and get a detailed course description. And if you're ready to register now, send an email with "Register me" in the subject line and your contact info in the body of the message. And remember you'll get a free copy of my book "Living a Five Star Life" when you sign up. Enrollment is limited so don't wait!

Living a Five Star Life

Living a Five Star Life, my first book, published by Simple Truths is now available. To purchase one for yourself (and several for friends), either click on the link in this message or go to www.dynamic-coaching.com and click on the link to Simple Truths.

"Transforming Your Potential into Performance!"
Betty Mahalik, PCC Life & Business Coach, Trainer bettym@dynamic-coaching.com www.dynamic-coaching.com	Dynamic Solutions 5240 Mustang St. Las Vegas, NV 89130 tel: 702 658-4425 fax: 702 658-5802 mobile: 702 443-0175
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