Category Archives for "Podcast"

Mar 16

COVID-19 – How to keep your business going through the Coronavirus Crisis

By Jennifer Hall | Podcast

In this bonus episode I talk you through how to keep your business afloat & thriving through the Coronavirus Crisis.

In times of serious uncertainty and panic it’s concerning for business owners – no matter the size of the business.

I’ve seen a lot of content out there around people getting annoyed at the business as usual approach that some businesses are taking and also content defending business owners who are still selling. It can be hard to know what to do for the best.

You need to keep your business going but you also want to be sensitive to the hard times we are experiencing. I wanted to provide a ‘survive and thrive’ guide for all service based businesses out there so that they can navigate this storm as a leader and as a business that can still make money without getting it morally wrong.

So here are my top ten tips on staying afloat, finding your strength and eventually thriving after the dust settles.

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

The Moral Business Leaders 'Survive & Thrive'​ Guide during Covid-19

In times of serious uncertainty and panic it’s concerning for business owners - no matter the size of the business.

I’ve seen a lot of content out there around people getting annoyed at the 'business as usual' approach that some businesses are taking and also content defending business owners who are still selling. It can be hard to know what to do for the best. You need to keep your business going but you also want to be sensitive to the hard times we are experiencing.

I wanted to provide a ‘survive and thrive’ guide for all service based businesses out there so that they can navigate this storm as a leader and as a business that can still make money without getting it morally wrong.

So here are my top ten tips on staying afloat, finding your strength and eventually thriving after the dust settles.

1. Look after your current customers and clients first and foremost. They’re the most important (they've invested in you and are looking to you to support them) and losing them could mean more to your business than not gaining new clients. What can you do for them to support them through the impact it is having on them? Stay in touch, remain flexible and have compassion.

2. Plan ahead - for the customers you are moving to a more appropriate time, ensure you don’t create too much of a bottle neck when rearranging clients. Of course you have to be flexible and understand that if you want to make the most sales then you’re going to be busy when things settle down - but make sure it’s realistic and don’t set yourself up or your clients for failure (and burnout).

3. Don’t forget simple sales strategies - reaching out to previous clients, new prospects... Personal conversations are going to matter even more than ever - pre-suasion is still something I stand by and part of that is hitting objections head on in your marketing to allay fears and help to overcome them before they get on the phone. But the phone part has become even more important than ever - personal conversations are going to help give extra reassurance to your prospects that making the decision to invest at this difficult time is a good decision for them/their organisation (of course that’s assuming it is a good decision).

4. Keep your moral compass (and if you lost it while back it’s going to be even more important than ever to find it and quickly) How are you selling? Are you looking to TWIST the marketing message so it favours your business or are you looking to create messaging that serves your market first and foremost in this difficult time. Do not leverage a bad situation UNLESS it’s for the good of the person you are selling it to. Keep your moral high ground and in the long run it will pay back exponentially.

5. Adapt - offer virtual options, make your services more accessible through payment plans, low deposits, a ‘secure now at a lower price and take advantage later’ option. I’m not a fan of discounting even in these turbulent times. It’s far better to create something new and at a different price point. Discount at your own risk - whilst some see it as a noble and kind offer - some see it as an undercut from what they paid originally and a desperate attempt to make sales. Create a new offer - that’s my advice.

6. Remember who you are talking to - how is this crisis affecting them specifically? What can you do to create a relevant USP that will help them with their most urgent problem and their objection to being able to invest now?

7. Pivot - It’s possible that in this time of crisis your particular ideal client will retreat entirely from your product - at the moment it may just not be on their list of priorities. This of course is dependent on your industry and who you are serving and will eventually return to normal BUT this could be a good time to knuckle down and pivot to an ideal client that may not be AS affected and perhaps more in need/less resistant. There is nothing lost with looking at other revenue streams.

8. Stay in touch - just because someone is not ready to buy now doesn’t mean they won’t in the future, the more you engage your customers now and look after the relationship the more likely they will be to pick up the phone and buy when times are better.

9.Check your positioning. Use any extra time you have not serving clients to check your positioning in the market. How can you best make use of the time - obviously looking after your current clients comes first and remembering to stay in touch with hot prospects AND prospecting with mindfulness & compassion of the current situation is important - but beyond that…
How strong is your USP? Do you have one? Use this time to really hone in how your business can become a strength to your market in this difficult time.

Do you have a book that you’ve been meaning to start/finish writing that will help position you as a leader in your field?

Perhaps review your LinkedIn profile and it’s messaging to ensure you're hitting all the right spots with your ideal client.

Do you need to review your messaging so that it accurately reflects your ideal client, their problem/goal and perhaps addresses the new situation that your ideal client finds themselves in?

How are you perceived by the market? I’m observing a lot of FREE coaching and services going on out there which is great for those that it will help - but the question is - who is actually taking you up this offer? This is going to sound rather mean but at the end of the day it’s the truth… a lot of the people that tend to (not all) but tend to reach out to this offer are the freebie hunters who were never going to invest even the good times… keep a close eye of how many quality people/businesses are reaching out to you after your offer of help, it will be a good indicator of your positioning within the market.

10. Lastly I want to tell you to LEAD. It is the leaders who prevail in times like this - be the strength for your market, hold the torch of compassion & positivity and keep going.

In times like this an element of normality needs to be kept in order for normality to resume. This won't last forever, the dust will settle and the markets will recover - stay strong. Be sensitive to the impact it is having on those you serve but keep moving forward.

I’m sending everyone affected by this pandemic the best of wishes and heartfelt condolences to those more seriously affected.

Mar 11

Why being ‘Well Known’ isn’t enough and what is!

By Jennifer Hall | Podcast

Becoming well known seems to be a key goal for a lot of business owners but is it really the goal you should be striving for? Spoiler alert – No! Being well known is only half the story to becoming a market leader and in some cases the journey to becoming well known is even damaging credibility.

In this episode we cover:-

  • I reveal the crucial missing piece to becoming a market leader and dominating a market.
  • How you can become well known for being worth knowing without resorting to desperate visibility tactics that could damage your credibility.
  • Key examples of market leaders who have got it right AND who have got it wrong. Market leading names mentioned inc. Dyson, McDonalds & Spotify

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
If you want to become a market leader and you are solely focusing on getting your name out there and becoming well known. What I'd like to burst your bubble today to tell you why that isn't enough, but what is.

(00:21):
Hello and welcome everyone. This is Jen Hall here, your business positioning coach and market leadership expert. Today we are talking about why being well known is not enough and it's going to be a little bit of an eyeopener and I'm going to be using some really great examples from current market leaders. And market leader has being well known is important, absolutely. But why definitely 100% is not enough. It is only half the story and if you've been listening to the podcast for a while, it's about now that I invite you to book a chat with me to talk about becoming a market leading business and how I can help you do that. Now that offer is still on the table. Do book your call using the link in the show notes, but however shock horror I have, something else to offer you today which I thought you might enjoy.

(01:21):
And that is my ultimate guide to becoming a market leader, which goes through four key overlooked elements that people do not harness enough in order to reach market leader level very quickly. And it also includes in there three client case studies that show you exactly where they were going wrong in terms of overlooking these critical elements that you need to put in place and how we work together to really hone in on those things and achieve market leader status. So I'm really excited to offer that to you today. That is in the comments. If you are listening and you can't be bothered to go and find them, then please follow the link http://bit.ly/MARKETLEADERGUIDE and that will take you to exactly where you need to go to download that for free.

(02:25):
It really is an excellent resource, has some fantastic feedback about sets and I really hope that it opens your eyes to what you need to be focusing on in your business in order to reach that market leader status. So let's get stuck into this particular episode. Now we all know, or you may already be a eager networker or you could be a Facebook famous coach. And like I said, you might be that or you may actually know somebody who is that person. But the thing is that they might all be well known in their circles and sometimes in their industries, but all the market buying from them. Sometimes yes, sometimes no, depending on whether they've got the other half of the story right where they've got the other piece of the puzzle, the question that you have to ask yourself if you are that person who is well known is: do they love me or do they just know who I am?

(03:33):
And that's really important to identify because I know a lot of people who are Facebook famous, LinkedIn, famous, however you want to say it, who are actually pretty well known in their circles and in their industry. But there is absolutely no way I buy from them, nor do I really class them as a leader, I'm not mentioning any names out here. If anyone is popping into your mind, it is not the mouth it comes out of. It is the mind that goes in as they say. So I will leave your imagination to run as wild as it is it likes. But you know, I wouldn't necessarily spend my money with them, certainly not of any degree of any particular expense. And I kind of look at how they behave out there. And you know, I really don't gel with them.

(04:22):
Now you could argue that yes, I'm perhaps not their ideal client. But, all day market leader material that I can say with absolute certainty, they are absolutely not. Because their, their bank balance reflects it. A market leader isn't just somebody who's well known, they are a leader in their field that is getting a good proportion of the market share and continues to do so. And if you are not that or that kind of it and you're not delivering, if you're not leading well, if you're not a strong presence of the people continually love and want to buy from moving forward, continue again and again, you going to be a complete flash in the pan and it's not going to work out for you. So we have to remember that in order to stay at the top and to keep that market leaders status and to actually even get there in the first place, we have to start being well known for being worth knowing.

(05:33):
Now, you've probably heard me say that sentence is, it's on my vision boards, it's everywhere. It's, it's a real statement that I live by and it's something that I embody in my businesses all of the time. It's to be well known for being worth knowing just because you're memorable because you perhaps even might be doing the right so you could be disrupting the industry. But there is such a thing of disrupting in bad taste, which is what I've see go on a lot on Facebook in particular and now unfortunately that's now come over on to LinkedIn as well. People are becoming well known for that, for, for doing those things and those antics. But actually their bank balance is balance isn't reflecting it and they're not gaining a large proportion of the market share.

(06:25):
They will become old news eventually when people get bored of talking about these particular antiques and that disruption, you've got to disrupt in the right ways. You have to be a powerful leader and have a powerful presence that people respect that that's credible and credibility when it comes to market leadership is so, so important. When I'm talking about these types of people, that's really what they're missing. They're missing that credibility and they're not worth knowing. They're just well known. The true market leaders, they strive for accidents and they continually pioneer new solutions for their market. I want to kind of share a couple of examples with you today around market leaders who already exist, who will place a good idea of what I'm talking about and what this other missing pieces. This worth knowing piece is around the fact that you're doing everything you possibly can for your ideal clients, for your market, that they are top of mind when it comes to creating new solutions.

(07:39):
When you are looking to improve your business they are at the heart of those decisions. And that's what market leaders do. They put their customer or their client or their market in the center and they revolve every decision around what they would want to see happen. And at the end of the day, you don't decide if you're a market leader, the market decides if you're a market leader. If you're not putting them first and you're not making your business a customer or client centric business, then you are going to seriously struggle to ever attain or achieve a certain level. That doesn't mean that we have to pander to people or to try and appeal to everybody. Certainly not. That's something that I wouldn't recommend you do, but for the type of client that you want to work with, and that's really about identifying who that is, but putting them first and making sure that you're taking that individual and saying, what would they want to see?

(08:44):
How can I help them? How can I pioneer something that's going to better their lives, better their business, whatever that might be. So let's look at McDonald's for instance. Obviously McDonald's is well known, but it's also well known for being worth knowing. They have clever processes, allow them to consistently produce genuinely fast food to a good standard. I'd like to say accident standard, but I'm not a huge fast food fan so I'm just going to say good standard, but either way to a good style or that people want to buy every single time, but they haven't just stopped there. They're introducing new ways all the time to adapt to the market's needs. Talking about putting the client at the center of what you're creating, that's exactly what they've done. And so recently they introduced it, well two things, one more recent than the other and you know, I don't know whether you've experienced whether you'd go into McDonald's very often or not, but for instance, they created a new self ordering service where you can go and order your meal on the screen rather than having to queue and wait for someone to serve you.

(09:56):
And now they've also introduced on top of that to make it even easier and quicker. Is a table service option where you click to say you'd like it to go to your table, you click one if there, sorry, pick one of their table stands up with a number, you type that in on the screen and then they bring the food to you. Now, they've obviously looked around and seen, and ask a bit of market research about what customers want and say for instance, we know that none days uses that system in terms of the table service. So you tell the table number and they bring the food over even though you're the one that has to order it. So they're adopting and adapting things that already work in other market leading restaurants and say, okay, what can we do and what spin can we put on ours?

(10:48):
That where we could adopt something that's clearly being very successful. There are no new ideas, guys I know say a lot, but they really aren't as it, there's nothing wrong with looking around at what's currently working, what's currently successful and improving on that, making it even better with your ideal client in mind to say, okay, so how can I use that in my business? That idea to help my customers and then putting your own spin on things to make it really unique to you. So market leaders continually pioneer new solutions and McDonald's is testament to doing that. Now, I'm going to give you the next example I'm going to give you is going to be rather interesting one. So if I could do a show of hands, if you're in your car walking, that's all people think you hear slightly strange putting your hands up, but hands up who rubbing up used to say I'm going to go and get the Hoover. Now, Hoover isn't actually a noun.

(11:48):
We use it as such. It's actually a brand name. You know, the real name is as we know is vacuum cleaner. But what we do is that we've adopted a very well known name that was doing one at the time and we've used that as a noun to describe what we're about to do and also is a verb. So I'm going out to getting do the hoovering. So it's really interesting how we've adopted a brand name as an actual name for something. It's not very often, but it happens. It's not like you go, I'm going to go for McDonald's and you're actually eating just a random burger or going to burger King. They thought I had a very strong brand in order for that to happen. How ever as we know who here actually owns a Hoover anymore and who here actually owns a Dyson vacuum cleaner. Now, just because who we're as well known doesn't mean that they're actually making much money anymore when it comes to vacuum cleaners.

(12:48):
In fact, Dyson is creaming off the market share with a pioneering design. Dyson is well known for being worth knowing. And I think I talked about Dyson on the last episode, but they've come up with this amazing new technology that has improved on relatively boring product that everyone's very excited about? I tell you what, I went through a few cheap vacuum cleaners over the last couple of years before I just gave in to buy a Dyson. Yes, it's more expensive, but my gosh, would I buy anything other than a dice? And now no, because it doesn't pick up everything. So for straighten, hoovering, CVA, with a vacuum cleaner that doesn't pick up the dirt. It's just frustrating, especially when you've experienced the power of a Dyson and you see that I slipped it back into old habits.

(13:41):
I use the word hoovering and that's just not the right word. It's not the right word, but they've created such a strong brand that's happened. But I bought a Dyson, I own a Dyson and I've spent more money on a Dyson. I'm not going to touch a Hoover with a barge pole and I'm not sure even out of the cheap vacuum cleaners that I, but they bought before the Dyson was even a Hoover. So again, another testament to, you know, being well known, there's not enough. You have to keep thinking about your ideal clients and how you can come up and create new pioneering, groundbreaking solutions to help them that you can then make waves in your industry with as well because not only is that going to reflect in your bank balance because people are gonna more likely to want to buy from you because they can see a genuine benefit to doing so, but your industry is also going to be an or of what you're creating and you're going to be recognized as somebody significant in the market that's really doing something that is shaking everything up and changing the landscape of your industry.

(14:48):
Now, how amazing is that from perhaps an egotistical point of view, but wow, what an impact for the company Dyson has had, not just with their products but with how they operate and that innovation for design is just absolutely incredible. It's two fold that's really raised their credibility and their visibility and it has got the more well known of that thing. But they're well known for being worth knowing, not just for the sake of it because they've created some drama in the market but because they've pulled a stunt or done these things you, these things can help to keep you top of mind but they're never going to be a critical reason as to why you reached market leader status. And remember you don't decide to become a market leader.

(15:41):
The market decides if you're, if you are one you can strive to be one that you know you have to put people first. Now, I'm the last example that I gained to pull out for you may or may not be a name that you are familiar with. There is one name that it's connected to which you will all know who I'm talking about. So we all know the wonderful Spotify. I use the service of Spotify. I think it's amazing. I've been an early adopter from the word go and I'm still a user and now there's this controversy in the music industry around Spotify and so and so forth, particularly between Sharon and Taylor Swift and look that one up if you fancy. But Spotify has dominated the market and also changed the way we buy our music with the streaming and the downloads versus the CDs, those round things that you put in the machine.

(16:38):
They have completely shaken up the industry yet again with a new idea. Now, there was a lot of controversy because people felt within the music industry that Spotify was taking away the money from the artists. That's how they felt and there is probably truth in that and so and so forth. So good old Jay Z and this is the name that you will know, Jay Z decided to do something for the artists. And so he started his kind of Spotify rival company title. Now, this is the name that I was thinking that a lot of you probably would never have heard of. And if you have, you know that it was an absolute flash in the pan. It didn't last long at all. Now, Jay Z is I guess an example of a market leading personal brands along with his wife, Beyonce.

(17:42):
They are known around the globe for their incredible contribution to the music industry and really keeping it the, the, the, the forefront of the music industry as well, always creating new stuff and also putting themselves out there as the personal brand that they are and really being a celebrity as it were. But again, being well known doesn't necessarily mean that you're going to be successful. That absolutely plummeted. And the reason why it plummeted is because, yes, it was very noble of Jay Z to want to give back to the music industry. But unfortunately the mistake that he made was actually looking at the customer. What he was looking at was protecting all of the artists but failed to deliver something that would serve the customers who would actually be buying from him. And that's why it didn't last.

(18:41):
That's why it could never rival Spotify. It wasn't offering anything new that Spotify wasn't already doing. And you were also not really being served as a customer. Why would I choose to go to something more expensive when I offered something cheaper that does the same thing. And this is what I really want to hammer home on is the fact that you start creating the same things as everybody else. You become a commodity. You are an Apple compared against another Apple. And that's the challenge. The challenge is, is to continually pioneer or business whatever business you are in. I hear a lot of the time: how can you as a service based business cause you use a lot of examples around product businesses, how can you be different? How can you pioneer?

(19:43):
And my argument to that is, is that you've got it easy. A product is genuinely stationary. S product is your product and you can reinvent it. So we talk about apples rappels you've got your Apple naked bars, you've got your innocent smoothies, you've got your candy apples and so on and so forth. But you know, they cost time and money to recreate. Creating products. It's actually a lot harder than putting together a service package and making that tangible. It is relatively easy. And so you've got an easier, guys, don't be thinking that just because you're a service based business that you can't pioneer. Put your ideal client, figure out who that is. And when I say figure out who it is, I'm not just talking about, oh well, you know, I help entrepreneurs. I mean really to the very last detail what corner of that market are you really serving?

(20:36):
Who do you want to serve? Put them at the forefront of your pioneer in designs when it comes to the king, your services and what can you do in your business to their experience to improve their results, to get them better transformations. That is where your ideas are going to come from and it means yes, absolutely that you're going to have to up your game and that's where we have to identify the gap between your reality at the moment and what's possible for your business moving forward. You have to identify the gap and not just rely on what's with you at this current time because there's always room for learning, new skills, improving upon what you have, collaborating with other experts. There are so many things that you can do that would fill the gap and really improve on what you currently do for your clients.

(21:33):
You've got to be innovating, you have to be creating groundbreaking new solutions for your markets. If you are not doing that, just being well known is not going to be enough. The CommonWell known for pioneering these ideas, that's where I suggest you focus on. So if you enjoyed this episode, please do make sure that you download that market leading guide because that will give you a few more hints on the other areas in which you need to be focusing on that are massively overlooked for service based businesses. I'll give you the link again, it's http://bit.ly/MARKETLEADERGUIDE. Just had a show notes if you want to just click and go. And also if you'd like to discuss with me how I can help you create those pioneering ideas inside of your business and focus on the crucial areas to get you to that market leader level status. Then make sure you book a call with me using the link that's in the show notes, but it's bit.ly/claritycallpodcast. Both of these things are in the show notes and I really look forward to either seeing, download the free guide or speaking to you on a call and I will see you in the next episode.

Mar 04

Seven Ways to Differentiate and Dominate Your Market

By Jennifer Hall | Podcast

In a highly saturated market it has become even harder to stand out and find a single point of differentiation. In this episode I show you seven ways you can stand out and how you can own a key differentiator that will bring market leader status.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Ready to differentiate yourself for market domination. We'll listen to this episode because I'm going to show you seven ways that you can do just that and one way which trumps them all.

(00:19):
It's Jen here, your market leadership expert and business positioning coach and today I am back. It's been a bit of a whirlwind of a time for me and the family. We've been here, there and everywhere. Andy's literally just got back from a summer 10 Kilimanjaro, so hugely, hugely proud of him for achieving that as well as with the rest of the team who have gone out there to both trial it out and fill Mets and come back with a ton of info and excitement for everyone else. Who will be looking to take the trip in our other company ever track the adventure travel company that we own. And we've also come back I myself, my daughter and arms have come back from Morocco. We were out in Morocco because we were a having a family holiday, but also actually trialing out yet another trip that we're running there.

(01:17):
To basically find out more about the country, the trip itself, the track and all that kind of thing. Again, knowing your products makes it seem much easier to sell them. So that's why we do this. That's why we also make sure that we run market leading tracks by testing out and making sure that operationally they run well and that we give the best of the best customer service. And that will be yet another episode that we'll be recording in the future around that. Because I think that's really important that we strive in every area of market leadership in order to make sure that we give the best we possibly can and stay at the top. So that's, that's what I've been up to. That's what I've been doing. So, this episode is being recorded about a week after I return on the mode of batch recording over the next couple of days, which is fantastic.

(02:12):
I'm again, always recommend that people do that to keep on top of your content creation. So it's something I'm doing at the moment. And another thing that we're doing in terms of the tracks and trips that we've been going on for the adventure travel company is actually looking at how we can differentiate and make sure that our products are one of the kinds and that it's not something that is readily accessible in the market aside from us. That's what we really strive to do. And so I wanted to run today's episode around the different ways that you can differentiate and position yourself as a market leader and dominate your market because differentiation is key in saturated markets and every market is saturated. Now that's not to say that some are more saturated others because absolutely that is true. And in particular, for instance, the coaching industries, they are absolutely saturated.

(03:07):
We've just seen the likes of Tony Robbins. And some other of his friends go out the with the knowledge broker program that he's been selling, talking about how the knowledge broker market is huge and it really, really is. Coaching absolutely is on the up. But with that comes a lot of competition that arrives on the market. And as we know, as I've talked about on this podcast, longevity means absolutely nothing. People can be brand new out the Gates and make a huge difference and a huge splash in the industry from the outsets. While there are people who are very talented and have been in the game a very long time, still trying to sort of make a wave, make a splash. And that's why I exist. For those of you who want to make that wave in the industry, who wants to be notice, you want to be recognized for the significance that you have and what you have to offer your industry and your markets.

(04:09):
You know, that's why I exist. This is why I'm here, because I hate to see great talent being ignored. So today I want to kind of talk about these different ways to differentiate and if you'd like to, after listening to this episode or even now even listening to the podcast for a little while and you're enjoying what you're hearing, you're really making strides with what you're hearing, then do make sure you book a call with me. The link is in the show notes, but it's bit.ly/claritycallpodcast and you can chat to me about how you can start to pull yourself away from being an Apple and actually pulling yourself into being an innocent smoothie instead of really putting yourself out, differentiating yourself as a coach, expert or consultant.

(04:58):
So you can start to really make waves in your industry and become that market leader. So do you make sure you book in that core if that is something that you would like to do? So seven ways to differentiate yourself. Now let's ppick off the first one here and I'm going to leave the last special thing that will trump all of these things until last because that's just what I like to do. I like to keep you on, tend to hertz, but don't skip through because each of these points have its own merits and you should still be looking to make your stamp in each of these areas. But there is one that will absolutely want one to rule them all as they say. So the first one is your kind of style your personality. Now back in the day, for those of you who've been around in the coaching industry for a while now, may have heard of the name Kimra Luna and I say it like she's completely disappeared off the face of the earth.

(05:52):
She has not, she stood around, but she made a huge splash in the market not so long ago, probably about three or four years ago now. And she has a real distinctive personality and identity not only in her kind of like no nonsense approach, but also in the way that she looks and her branding, she's all with the piercings and the, and the, and the, the certain style of clothing should we say, and a certain style of brand. It was a very strong brand. It really appealed to a certain particular niche market. She went absolutely bonkers. Everybody wanted her, you know, on their show, whatever else because she really made a stamp and a very unique way of doing so, using that personality and that really strong visual brand that she had. And doing that I think is great.

(06:45):
And I think there are lots of people around that do that. But the thing is with it is that it's kind of become a very popular way of doing things. And like with everything, people like to jump on the bandwagon when it looks like it's being successful. So many people are using themselves as the USP. And it's just not strong enough every anymore because you are unique just like everybody else's. And so it's a harsh reality that whilst yes, we should be looking to be ourselves, be authentic, you know, have a personality and be the celebrity of our business, we also need to have a business. It's great that you have a personal brand and that's fantastic, but we really need to start thinking in different ways, which is what I'm going to go into into this.

(07:37):
But that is one of the ways in which you can really make a stamp is by really honing in on that personality, finding the things that are different about you. And not necessarily entirely different. And that's the thing when it comes to having a personal brand is that you don't want to make that the completely unique because at the end of the day you want to be relatable. But you do want to make sure that you are really honing in on what makes you you and pulling out each of those elements and putting that out into your visual branding, just like Kimra Luna has shown us that we can do so that comes with hiring great branding professionals. Absolutely. But identifying and knowing who you are first and foremost, looking at how you can start being more relatable, bringing in stories from everyday life and really pushing into that personal brand to show people what you're doing and how it's impacting your life and how it helps, how that can help their lives in their business and so and so forth.

(08:42):
So personal personality and looking at you is a great way to look at differentiating, however everybody's doing it. So it's not the thing that is going to be the kind of the biggest differentiator in your business. It's just part and parcel of the cocktail that makes you and your business unique. The next one on my list is your story. Now, your story will be absolutely unique to you. And we'll have relatable elements again so that people can relate to the story but also feel inspired by it. Now, someone who famously use their story to help create their success is how Hal Elrod, the author and founder of the miracle morning. Now, you're either a massive fan of this or you absolutely hate it when I say that, but I'm somewhere in the middle.

(09:37):
I like the idea of it. But getting up at that time of the morning is a struggle, particularly at this this time saying that I am getting up earlier and taking the dog for a walk these days. When I have Andy on hand to do the school run. But you know what, in the modern world with kids and dogs and other such things, I do wonder how practical it really is right into Janet, Jenn-hall, if you are.com if you are a miracle morning fan or not, I'd like to know, however, he had extreme success with this particular concept of the miracle morning. But part of that success was also using his story. So, he tells the story of a car crash, quite horrific car crash that he went through and came back from and how that changed his life. There are a lot of other elements.

(10:29):
I won't go retelling his story on here. This is kind of besides the point going to look it up if you wanted to go and check out that full deets on that one. But using that story really inspired people to take action and really utilize this miracle morning principle. Again, so many people get caught up in a story being the biggest differentiator. I think last year and even perhaps the year before this was really big. Go big on your story, really push it out there and at the end of the day, it's fab that how has been able to tell this story and not so fab. What was it that he went through it, but fact that he's been able to tell this story and It's inspired so many, but not everybody has been through such horrific crises to be able to go out and sort of tell these kind of stories that do have that in kind of inspiring background.

(11:29):
You know, if you're like me very, you know, you might be very boring. I don't know, you might have a more interesting story. When there are parts to my story and they will argue that there are bits and piecesthat happen in my life and I do use a lot of storytelling within my business, but not necessarily to that extent. I don't have that kind of like prize story that you know, that of like life changing car crash that I have to tell him in particular, most stories are a lot smaller. Now that's not to say because they're smaller, they don't pack a punch and they don't have impact out. So do what you do because if anything, it makes them more relatable. And the more specific and more kind of micro momentous they are the better in terms of it hitting hard with people and actually meaning something to them.

(12:19):
And we really get to the granular level of these things. So don't get hit up on having that kind of like star story that really stands your part. If you have one of those, great, really leverage that and use it. I definitely don't suggest that you what's sometimes called the industry pimp your pain. You know, when people use really painful stories to make money, even though it's completely irrelevant to the thing that they sell, I'm not really up for that. And even going, just as a bit of a side note, what I've seen recently happen particularly on social media is people pimping other people's pain to make profit from it, which was just yuck and really horrible to be quite frank, really using other people's stories to gain attention to themselves in order to then go and sell their thing. Just not cool in my eyes.

(13:06):
But there we go. It's, it's happening. What are we going to do? We're going to behave in, you know, like graceful leaders and set an example about what not to do. So don't get heads up on it on that price story. Absolutely use storytelling within your business is extremely powerful. The evidence is that, don't disregard it. It's very important. But if you don't have a style story, don't be worried about it because it really isn't the main thing. Storytelling is important but having that style story is, it is, is really neither here nor there. If you've got it, great leverage it. That's basically my message on story stuff. But it is one way that you can use to differentiate yourself because at the end of the day, you are you and only you have lived your life. Which again, maybe relatable, but you've got a very unique story to tell this personal to you, which can help to stick in those people's minds.

(14:00):
That's why people use storytelling at the end of the day because it really is something that makes what you do more memorable and also makes everything easier to understand as well when you use relatable stories as well. The next way I'd like to talk about in terms of differentiating yourself is customer service. Now, this is something that is actually very underused as a differentiator but can make a really powerful impact. Now, we use something called BombBomb in our adventure travel company ever track, which is basically a video that is embedded inside of an email. And these ways of interacting with customers have landed us five star reviews on Google before they even actually stepped foot on a trip with us. People are so bowled over by receiving this email, with this video in it that's personalized to that and personalized being the key here that they are in phatic about the company they're already bought in because we're building relationships in a different way to how that particularly industry really builds relationships with their customers.

(15:21):
It just isn't really done. So we're able to differentiate through our customer service in that way. People feel like they know us. In fact, there is a little bit of a running joke in the office because we've got the front runners at the minute which Andy you know, the MD and then we've got Dave who is, you know, a very close number two in the company who is our, they're kind of all go to adventure experts that we have at the moment. We're looking to recruit further on that front, but because Andy so kind of prolific out there on video and they're able to get to know us in that way that they constantly mistake Dave andRandy. They do look a little bit similar to be fair, but though we have this joke, we've got like kind of like collating a list of screenshots of the thanks Andy.
(16:18):

When blast Dave, he's trying to speak to people. Andy and Dave are just one one person, but they do feel like they get to know us because we are constantly putting ourselves out there on video and giving this very personalized experiences. And that's the thing, you know, when it comes to customer service, we've kind of gone a little bit the other way, particularly in the consultancy online marketing arena. We've really kind of gone to the blanket marketing approach, which is great and if you want to reach the masses, be, we have to embrace that in some way. But because we've done that, it's massively diluted the impact of customer service and it's really kind of removed and a big wall up between you and the customer. So as much as we possibly can, we need to start to personalize more.

(17:13):
And so we want to use the blend of technology and personalization as much as possible. Another way in which we really bring personalized customer service to people is by just creating. We have these trip planners which are a huge differentiator in our industry because no one else is using them. But we put people's names on the front of them. Now that's technology that does that. We don't sit there and hand dry out their names, can people book in that all of that data's collected, sent off to our supplier that then just presses a button and that everyone's name is printed out on it. So we're able to market or mass and, and create or mass, but yet we can do that with a click of the button using technology. So I think that really is the key moving forward in the future is to really find that sweet spot between, yes, using technology and being able to mass market, but also making it as personal as we possibly can.

(18:17):
Really sort of putting the effort back into doing that. When people take the time to reach out to you personally take the time to, to reach back out to them personally as well. Don't fob it off to somebody else. That personal touch really makes a difference that they can actually speak to the people at the top. That makes a huge difference to them. So make sure that you're doing that and you're keeping it as personal as possible when it comes to your customer service and really going the extra mile because I feel like we've lost that a little bit. And I think by really going back to that basic premise of customer service, it can really help you to stand out. Now, I'm gonna talk about a few ways now in which are ways to differentiate, but I wouldn't necessarily recommend doing.

(19:06):
The first big one on that list is price. You know, you start competing on price, you start trying to differentiate in that area. It's a losing battle. I really would put, make that a back seat. You're gonna end up driving down your pricing and running around. And particularly for kind of the coaching and consulting expert industry, the more you do that, particularly if you're giving one to one services, there is a time element involved in what you're doing. I really wouldn't recommend doing that because you're gonna end up hitting burnout and also undervaluing your services. At the end of the day, people need to pay what it's worth. And if you start cutting corners and you start competing on price, you're just going to end up making yourself look cheap. People are going to start being suspicious about what they're getting. So really have a good think about your pricing and making sure that you don't always have to be high ticket, high end, but also do make sure that you are pricing yourself fairly for what it's worth.

(20:10):
I never recommend going competing on price and you'll be hard pushed to find people that have. You've got things like airlines, Ryanair that have competed on price and so it was easy jet. That low cost airlines but they still trump Ryanair every time because of the ease of their processes. They were the first to do it. And that's not the only thing that they differentiate on. And I think actually Ryanair might even trump easy jet on their pricing on some points. But personally I would avoid flying with, with Ryanair, that's a personal choice. Due to some of the operational elements, I would much prefer to fly with easy jet because of how they run. I wouldn't say that easy jet is their only differentiator is on price.

(21:04):
Yes, they are low cost but they are still higher than others and they also differentiate in other areas as the are a benefit to their customers. So have a think about price, make sure it's priced fairly for what it's worth. Price competitively, absolutely if you want to. But don't use it as the main differentiator. Now, the next thing which may surprise you is I'm going to talk about differentiating via your niche. Now, I'm not saying that's not a great way to do it. Absolutely, yes. However, you're going to be hard push these days to find an entirely blue ocean that doesn't have anyone else doing what you do in it. It doesn't matter how far you niche down, how much you micro-niche. Most markets are so saturated. There will always be someone else doing the similar thing to you.

(21:53):
Now, that's not to say that you shouldn't be niche. You absolutely should. One of the biggest ways that you're going to make an impact in the market and be able to dominate a market is by microniching. By doing that, you remain relevant and relevance is key to the future of your business. You have to be relevant and so microniching and initialing is critical to the success of doing that, so you absolutely do have to do it. Just like you also have to be the celebrity of your business. While you also have to have a personal brand, you also have to have a business brand. You need to be using storytelling in your business. You need to be, in order to be a market leader, you need to be focusing on giving incredible customer surface. Absolutely. All of these things are part of the puzzle that you need to be focusing on, but it's not going to be your biggest differentiator because at the end of the day, other people are going to be serving that market with similar things.

(22:51):
You cannot find that blue ocean entirely, but still, you must, must, must micro-niche. But don't let that be your only differentiator. The next way that you can differentiate is using a business model. So delivering what your industry delivers in a different way. So you've seen the ways of things have moved and everybody started to kind of move to this cold membership models become very, very popular to use. But that's obviously not a big differentiator these days because everybody's using the same business models. But if you're in a particular industry where you're seeing, so for instance, in the fitness industry, memberships are huge. They're absolutely huge. But if you can really define a particular ideal client where the membership model actually isn't suiting them and you're able to create a different model, a different way of delivering your services to that market, that benefits there more so than that's going to be another way that's going to stand you apart from other people.

(24:03):
So it's yet another way that you can start to differentiate. So it's worth having a look at to see if that, if there's a way of doing it. It's not always the case. That you can do that and you know, don't be changing your business model because entirely for to suit the market. Cause the end of the day, your business is a bit of both. It has to see the business model has to suit you in the way you want it to divert that it also has to benefit your market as well. But if you can really define a model that works for both of you in a more beneficial way, that is different to how the industry is currently serving the market than do that because that's going to really pull you apart from everybody else, which leads me on to the last but not least way of differentiating, which will trump everything else in this list.

(24:50):
I don't want it to because they're still all important to focus on. However, what I would like you to do more than anything else is create a unique magic bullet. Now, I think this is the first episode in this series of podcast episodes where I talk about this, but I wanted to really bring it up again today because it's so important. If you want to dominate your market, if you want to be a market leader and really stand out and make waves in your industry, then finding that unique magic button, which is a solid USP. It's a concrete USP. It is the unique way in which you help your market, your ideal clients. That is the way that's going to be entirely unique to you that nobody else can copy because it's intellectual property. Now, let me just quickly explain.

(25:44):
It's not your signature program. Yes, you need a signature program. It's very important. But that's not what your UMB, your unique magic bullet. That's not what that is. Your unique magic bullet is your unique mechanism that is the science behind why that system, why that signature program works, the thing that's within it. And so we need to be able to give this science a name. We need to make it be able to make it tangible and to make it a key reason as to why people will get the results that they want to get. So this can also take the form of some kind of concepts that we talked about Ral Elrod earlier on and his miracle morning that I guess is a UMB is a unique magic bullet because it's a concept that's tangible. And it really is the science behind how it works, why all of the other elements that he pulls together works is because of this particular concept.

(26:44):
You've also got Todd Herman who talks about the alter ego effect. That's yet another concept that people could use. I've had a client of mine come up with something called key to fast, which is a combination of different dieting techniques, pull together the bathroom, all of the worlds to pull together to create a another kind of bullet that will help people achieve those weight loss goals that they want to. And so it's coming up with these unique ways that they can't get anywhere else and it becomes something that you are known for that really makes waves in your industry, really gets the attention of other market leaders, gets the attention of your industry partners and those, the key persons of influence and gets the attention most importantly from your market who will want to buy from you because they will want to get hold of firsts.

(27:43):
In a service based industry that's something we need to start doing is productizing as much as possible, making it tangible. I'm saying people aren't doing it enough. Great for you guys because 90% of people are not doing it, which means the 10% that do are going to end up standing out above everybody else. And that's how you're going to be able to differentiate moving forward is by creating these unique magic bullets that you know are tangible or solid, makes sense. There's science behind it, there's integrity behind it, and it can become these concepts that you become known for. More so than anything else. That can be your key differentiator. That's something that you can be entirely unique on because so many people are took going out there talking about USP. Do you know, they've morphed out of being a USP.

(28:37):
It keeps saying, well, you are the USP. No, that's only part of it. You cannot rely on you as a USP anymore. The markets are far too saturated for you to rely on that. We need to start thinking about how we can start putting ourselves apart. Using for instance, the Dyson, they had that unique magic bullet. The bar less vacuums with their special cyclin system. That was their unique magic, but there was science behind it and a relatively dull industry of creating vacuums and Hoovers interestingly enough, who values the word hebrew all the time. It's actually a brand name, but I will still pick Dyson over Hoover because of that, you know, inevitably pioneering new solution that they've brought to the market. And that's what we need to be creating for our markets. Really thinking about how can we bring these new solutions to the market in order to make a) a splash but b) create something groundbreaking is going to make a big difference to people's lives and businesses.

(29:45):
So that is a thing that I want you to focus most on in 2020 and that's creating that unique magic bullet, that unique way the science behind how you help people and making that tangible by productizing it. And if that's something you would like to do and you would like to talk to me about creating, then please do just book a call with me. Link is in the show notes, but it's bit.ly/claritycallpodcast. And I would be more than happy to speak with you and I'm really looking forward to speaking with you next week on our next topic. And you'll also notice that I'm going to be delivering some interviews with other market leaders, people who are striving to become a market leader, people who have their own unique magic bullets. I'm really diving into what they're doing as well over the coming months. Stay tuned for that. I'll give you more information as it arises, but I'm really excited to speak to them and I'm really excited to share these interviews with you. I hope you are too. Again, any feedback, any questions that you've got that you'd like to ask me, then please do jen@jen-hall.com ping me an email and I would love to hear from you.

Feb 26

Market Research Success and Mistakes

By Jennifer Hall | Podcast

Are you keen to get it right and validate your new business idea or direction before you spend a ton of money and energy into making it a success? Well at least you’re smart but market research is a minefield and mistakes can give you a big headache and waste precious time. 

In this episode we cover:-

  • How to successfully validate your idea or new direction without spending a ton of time, effort and money.
  • The biggest mistakes made in market research that lead you down the garden path.
  • When your eagerness to get it right goes wrong and actually holds you back from success.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Are you trying to be smart and do your due diligence around market research and making sure that your business ideas are going to be a hit? Well, in this episode I'm going to be going through all of the mistakes and the successes of market research.

(00:26):
Hello, welcome to this episode of The Expert Unrivalled Podcast. I'm Jen Hall, your business positioning coach and market leadership expert. And today we are talking all about market research. Now before we get stuck in, I wanted to read out a recent testimonial from one of my amazing clients Sharmini Gillani who is fantastic. She is also a clarity expert and she calls herself a messaging maven. Now Sharmini is brilliant. She is what I call my real ideal, ideal client. She is somebody who is two takes action, who has bags of energy and passion for what she does. And she came to me because she wanted help with her own messaging because whilst we can all be geniuses in our own right when it comes to helping our own clients, when it comes to our own stuff, I think we all know this age old saying of we are never as good as we are for our own clients.

(01:29):
Probably not exactly a Chinese proverb. However, that's where she was and she wanted to elevate his, her position within the market and I just wanted to read you out this amazing testimonial that she wrote me discovering Jen has been by far one of the best discoveries I have made in my business. It has radically changed the trajectory of my future and my positioning in the marketplace, is so much more powerful than ever before. Not only that, but since working with Jen, I started converting dream clients with ease who didn't question my value. I had the confidence to double my fees and sold at the higher price point without question. I feel like the queen of my own niche and I'm about to approach one year in my business and about to hit six figures eminently which she has done, which is just fantastic. Sharmini his expertise really lies in helping spiritual entrepreneurs to align with their life's work, their life's passion and their niche.

(02:29):
Because she helps so many people who are feeling out of alignment with who they are trying to help. They don't have the clarity on their life's work, their life's mission. And she's able to cut right to the heart of what that is and give you the words to articulate it, which is just fantastic. So huge shout out to Sharmini. I just wanted to really sort of praise her for the work that she's doing and the people who she's helping to find that alignment and clarity. And if you are somebody who has that same ambition and passion to help your clients and you are looking to elevate your position within the market to market leader level and to really raise your game in charging higher prices and offering a higher level service, then do make sure that you book a call with me.

(03:23):
The link is in the show notes. It's bit.ly/claritycallpodcast. You can go there and book an appointment to speak to me and see how we might be able to work together to help you achieve that market leader positioning to help you to start becoming known for something that's truly desired by your market, that you are recognized and significant in the marketplace so that you can start dominating your market and getting those clients queuing up to work with you if that's what you're after there. Make sure you book a call with me in the show notes. So recently I've been chatting to potential prospect around working together and now this particular prospect is actually just starting out on her journey and she has all the ambition, has got all of the, the right things in order to get herself going in terms of her determination.

(04:21):
She's got all the right attributes. But she's also got people around her who are cautious for her as we all do. Whether you were in that position at the minutes or whether you started a business and you're well into it. We all know the types of people that can surround us who absolutely mean well. And that only saying these things because they are concerned about the success, but people get worried about whether the idea is going to be a hit quite brightly or you know, whether it's going to work out, whether it's going to produce money. Is it going to be, be a big waste of time? Is it going to be an expensive hobby? And obviously we have to take that into account. But obviously when we're trying to start our business up, sometimes it can feel like it's putting us backwards when we only want to move forward.

(05:15):
And so this particular prospect was saying that her other half wants her to do it a little bit more market research before she starts investing money into her business. Now, because of this conversation, I really wanted to do an episode around market research about some of the myths, and also show you how you can start doing market research properly. Obviously the more of an idea you have on whether you have a viable product or viable service, the better. And if you can come to me or any business coach with that information, it's going to take you a lot further. The more you've got, the further you go. It's simple mathematics, simple science, right? But what do you do when you're in that position? And even if you've been in business a while and you've perhaps wants to start launching a new idea or your looking to maybe pivot and you're wondering, how do I know that I'm heading in the right direction?

(06:16):
How do I know that this business idea is going to take off? And really one of the biggest mistakes that people make when looking at market research is that they actually start trying to lead with a problem that they think is important to their ideal client. And so it kind of puts words into the market's mouth. And so they are led into a kind of almost pushed into a corner to answer questions on something that really isn't a big deal to them. And so you end up with this response from people that is really doctored from the first point. And so it kind of fails before even really gets going. Now what someone says and what someone is willing to pay for are two very different things. Now I think you've seen this a lot and I've mentioned this a lot on the podcast actually, and I think it was in the last episode, the one before, where I mentioned around, you know, everybody would love a mansion if you were to say, would you like a mansion?

(07:24):
Most people, not everyone, most people would go, yes, absolutely. That sounds lovely. But actually in reality, you know, when it's put to them and they're slightly thinking about all the things that go with that and things like that, you know, it's like, well actually do I? And the same thing goes for, you know, problems that people have. You know, lots of people can suffer from the same problem, but not everybody's willing to do something about that problem. And we know this for instance, from even friends and family now this is a big mistake that I see people doing a lot. And that is kind of like throwing out a survey to their friends on Facebook in the hopes of getting some kind of validation of that ideas. And the problem with that is that your friends and family are probably not the ideal clients that you're looking for.

(08:16):
And they're also very different in perspectives. You end up getting, you know, I've done it before in the very beginning, at the beginnings of my entrepreneurial journey I did this and you end up getting this hodgepodge of different answers and from varying ends of the spectrum, some people absolutely trashing the idea. Some people like my mom going all, I think it's wonderful, dear well done. I would absolutely pay for this. No, you wouldn't, mom. The only reason you would pay for it is because I'm selling it, but anyone else trying to sell it, you probably wouldn't. And so it's really understanding who it is that is actually answering your market research questions. Don't go throwing things out onto Facebook if you don't have people fitting a particular criteria before they start answering because you have to have a starting point.

(09:12):
Sometimes the best way to test the market, it's just an attempt to sell it. Throw it out there, attempt to sell the damn thing, then you'll know whether it does or does it. Which is why I always say: don't put energy into creating something, putting together a huge package, writing a big course, even creating a product. Don't do that until you've validated it. And the only way you're going to get true validation is actually by getting somebody to buy it. Now, I've already mentioned this example before, but just to remind you of the February's example where they got it completely wrong. They did all their market research before they threw out there and they still got it wrong. They targeted the smelly houses with dogs and teenagers when actually they should have been targeting the house proud owners who wanted to make sure that they had that extra clean smell.

(10:14):
That's their real target market. That's who's going to buy the product because that's who's willing to spend money on it. The others are not. So even though they did the market research, they were targeting the wrong people with the market research. They led with a problem that they thought was going to be the one that stock when actually it wasn't the only way they were able to truly find out whether it was going to work or not. Yes, they market research could have been better, but they went ahead and attempt to sell it and found the act, you know, they were targeting the wrong people. And they had to stop pivoting. Otherwise they were going to go under. They did unfortunately. And now they have huge success of sales. But a lot of people stay in procrastination mode, on arming and over and over whether the idea is going to work or not.

(11:07):
And you know, you've got to, if you're really passionate about what you do, and really this is the thing, a lot of people get stuck in procrastination mode as well because they're unwilling to change things. And something I've said in during the challenge period was that you have to be willing to adjust and, and amend, adjust your sales and amend where you're going. Because if you're not, you're just flogging a dead horse and your, you're kind of running up against hitting a brick wall all of the time. You have to be willing to push things in a different direction if need be, make your tenacity and you'll stop and nurse for helping people don't it about the idea or the thing or the business name or the product that you've created. Because just because you spent a lot of time thinking about it, investing energy into it, even potentially investing money too into it.

(12:05):
If it's not wanted in the markets, then you're going to have to do something differently and there's no point. Keep running and hitting that brick wall because nothing's ever going to change. The more you stay in the segment of market research, market research, constantly, constantly, and you're still not getting the right answers back to validate your thing. You're just gonna end up standing still all the time. There comes a point where you just have to move forward and sometimes you can do the groundwork and I think it's a really smart move. You know, you don't get me wrong, I'm not saying don't bother with market research. I'm saying absolutely do some digging, but sometimes you have to businesses also about going with your gut. And it's also about trial and error.

(12:53):
Fatal forward. Don't spend ages creating it, but absolutely presale, pre-sell it, put it out there, see if people will buy it. Let people know that they're going to be on a wait list and the deliverance isn't going to be straight away but they can get it at a slightly discounted rate or whatever. But test the market, do your groundwork, absolutely, but don't get stuck in this paralysis of trying to continually find the right answers. But I'm going to be talking about at few ways you can look at a starting point at least because otherwise you potentially are moving forward with with a dunce idea. So, let me help you out a little bit with that. If you really are doing market research and you really don't have a clue, look at what people are already paying for, look at what people are already buying.

(13:48):
That will give you some idea as to where people are prioritizing spending their money. At the end of the day there aren't any new ideas and it's likely that you're going to be selling something that somebody else is doing. Now, the biggest warning sign on that one is to make sure that the things that you're looking at are actually making money and people are actually paying for it. You want to see a few more than just Joe blogs down the road doing it. Who's telling everyone he's making a ton of money but actually behind closed doors he is not. So be very cautious about believing sales figures. Make sure that your sources are trusted and make sure that the research you're doing is solid. But looking at what people are already paying for is a great way to look at, okay, what's already being validated. And it kind of gives you that ballpark as to, okay, this is where people are spending their money.

(14:43):
How can I be different? How can I offer a similar solution? that's better or quicker, faster. Whatever you spend, you want to put on it that you put your own stamp on it. Because what I don't want you to do is go and go all they're sending that. So I'm going to set it to obviously make sure that you're qualified to do so. But you will say want to be making sure that you're finding your own category of one. But all that said, it's at least going to give you a starting point where you go, okay, people are paying for that. Right? That's kind of my arena as well. That's good news. Now I just need to look deeper into that arena to find my category of one and to really make sure that I niche and put my own flag in my own space.

(15:28):
That I'm not just copying what someone else is doing, that I am creating something for that market and for the problem that that market is experiencing. Focus on solving problems in business. If you do that, then you're always going to be heading in the right direction because people want problems solved. The bigger the problem, the more people are willing to spend. I think I'd just put out a t-shirt. Cause I seem to say that a lot. But rather than kind of leading with what you think is the problem, when you kind of get that ballpark figure, go and ask those people what are their priorities, what's important to them right now that would hopefully help you get a true answer. And talking about finding that ballpark. The quicker you can find out your who and get really specific on that person that really helps you to conduct your market research with with an error of security, knowing that you are asking the right people.

(16:35):
Because like I said, if you throw it out to your face, Facebook, friends and family, you're going to get a bunch of different answers. But if you can really narrow it down and speak to a specific individual and then you can really start to dig in. So you look at the criteria of that person, what is their situation that they are in that you can say, okay, you are the right kind of person to be answering my questions. So create that criteria first and foremost so that you know that you're getting the right people pull through to get those real true answers. And then it comes with yet another warning because even when you get those answers, you would say they'd have to look at, okay, so all these people ideal clients to work with because I could ask a bunch of business people to answer my market research questions, but then when I actually get to speak to them or look at we know who they are, they might not necessarily be if the right mindset of the person that I want to work with or they may not be at the right stage in business to need or want the product that I have.

(17:43):
And so you have to be very specific and very clear on who it is, even at that granular detail. Because if I listened to all of the answers, again, you'd get very sporadic view on whether this, this, this idea is valid or not. And also another way to look and get that ballpark arena is to look at, okay. Was I my ideal client? If you were, then you want the best market research tool out there. So many people start businesses like that. It's not for everybody. Everybody starts one, but so many people do. They realize that they would have paid anything if someone could have just helped them solve the thing that they've now finally gotten done. Cause obviously they, you can't still be struggling with the same thing and selling a solution because that's not within integrity.

(18:36):
Right? But if you were your ideal client, put yourself back in the shoes of where you used to be and use yourself as that starting point. Find more people like you who are in that position and dig into your market research for them in that way. And I would advise having actual conversations with people. So once you can dig into that, that strict criteria of who it is that you're asking, actually get on the phone with these people, have meetings with these people and really start to dig in and interview them. Because surveys are great, but they can give very lukewarm results. If you can actually get on the phone with somebody, you could have a real decent conversation and also get a gauge again for, okay, so let's put this into a real situation. Would you be somebody that my business would want to work with?

(19:29):
And I'll give you an example of this. For our adventure travel company ever track, just to kind of elevate the example a little bit. You know, there are people who get on the phone with us at ever track and their thoughts, they start saying words like, Oh, I'd love to go on a holiday. And even just that word, holiday is a buzzword for probably we're not the right company for you. We sell hardcore tracking adventures, not holidays. And if we're expecting a holiday, then off you go to first choice to the other travel providers are available. Even just that word, there we go. Okay. I don't trust what you're saying to me here because you're not definitely not the person that we want to be working with anyway. So you have the conversation, be polite, so and so forth, but you can scale it.

(20:22):
I'm not going to count this information exactly. I'm not going to hold it in much stead because they're not the right kind of fit. But these other people are and all of their answers a congruent. And I'm starting to see a similar thread following through. I definitely advise doing that. And as kind of finishing up this episode, I just really want to suggest to you that if you focus on solving big problems for serious buyers, and by that I mean people who are motivated to have these problems solved or who are motivated to achieve a goal and are willing to spend money. If you focus on those people and you focus on solving these big problems, you're going to be heading in a great direction in order to make sure that you're validating. And the only real true validation is when you finally ask people for money.

(21:19):
When you do that and people are buying it, you know that you're onto something and that you're absolutely on your way to a successful business journey. So there we have it, that there's my advice. Absolutely. Do market research, but don't procrastinate. Don't stay there forever. Push forward. If you truly believe that you're onto something and they go for it and to test it out and if it doesn't, then that's cool. That's fine. At least you have an answer. It doesn't mean you give up on that idea. It just means it needs a few tweaks and changes. You may need to go back to the drawing board a little be like: okay, so what am I offering? What am I solving and who am I doing that for? If you can have a look at those things and adjust the sales slightly, you'll find that you'll probably have better success.

(22:04):
But don't try and get it right first time. It's not going to happen. You've got to fail forward. So there we have it. There is the episode. I really hope you've enjoyed it. Again, if you would like to speak to me to get more clarity around who it is, just speaking to that big problem that you're solving and how you can start moving forward in a really positive direction in your business to elevate your position within the markets and market leader level to start seeing traction where people start knowing you for something specific that is desired and wanted within the market that you could start writing that book, you can start hosting that event and being someone significant within that market, within that industry. Then do make sure you book a call with me. The link is in the show notes. It's bit.ly/claritycallpodcast. Go ahead and book a discussion with me. I'd love to speak to you and again, as always, if you have any feedback or questions or you'd just like to talk to me over email, then make sure you do that at jen@jen-hall.com and I will speak to you again in the next episode.

Feb 19

How to Prequalify Your Prospects for Successful Sales

By Jennifer Hall | Podcast

Fed up of taking calls with less than ideal prospects, brain pickers, and time wasters? Do your calls feel really icky and awkward?

Fear not, it’s time to get a pre-qualification strategy in place…

In this episode we cover –

  • How to prequalify your prospects in three simple stages to ensure you ONLY speak to the best people.
  • Turn your calls into a sales success without that icky and awkward feeling.
  • The red flags you should look out for when prequalifying AND the surprising red flag that you should ignore.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Are your prospects qualified to work with you? In this episode we're talking all around how to prequalify your prospects so that you only get the right people on your calls and into your products and services.

(00:23):
Hello, this is Jen Hall here, your business positioning coach and market leadership expert. I hope you are well on this fine day. So today's episode is all around pre-qualifying your prospects and ensuring that your prospects are qualified to actually work with you. And I'll explain more about that in just a moment. At the moment me and Andy are looking to get a new kitchen fitted so we were going to get a kitchen extension and we've decided to postpone that due to various reasons, including not being able to deal with the upheaval until the year after next. However, we are looking to get a new kitchen regardless because I cannot live in the kitchen that we currently have at the moment. We moved in August last year and we have been living with a kitchen that's from the 1970s. It's literally falling apart. The fridge door opens will opened cause we had to get, we did have to buy a new secondhand one to tide us over because it was literally like pollute in the front from the front.

(01:28):
The hinges came off. It was, it was just getting down, man. So enough's enough with a 1970s kitchen and in with the new until we decide to actually do the fertile an extension on the house. So we've been ringing around the kitchen extension people to this kitchen, so fitter people to see who would be able to do this job for us. And we're not everyone's cup of tea to work with. And the reason is, is because exactly that we're looking to up a kitchen and then we're going to rip it out again and put it back in, into the new extension. So we know everyone's favorite cup of tea and that kind of job would perhaps scare some people, put people off, they can't be bothered. It's not something they would do, specialize in and so and so forth.

(02:12):
We've realized very quickly that we're going to have to go with a more specialized kitchen fitter who's going to be able to kind of foresee those issues and preplanned and then stay with us again. But when we need to get them back in again to repeat back out, to put it back in again. All good fun. So there's lots of things to think about. And so it's important that those kitchen fetters pre-qualify us as clients to ensure that they're happy to do the work and that we're all gonna get on okay. And that the result for both of us is going to be fine because some of the more, I guess, standardized fitters that there are out there that work with the likes of ran kitchens and so on and so forth aren't probably used to the type of that we're about to do.

(03:00):
This probably isn't very not a normal situation if anyone else's, it's is planning to do the same thing. I'd love to know that I'm not the only loony out there that's looking to do this, but it's important that they make sure that we're with the right customers for them, so that there is a mutual success and there is a mutual successful relationship that's going to move forward when the process starts happening. So prequalification is very important to make sure that you're both a good match for each other. Back in the day I used to speak to a lot of people who weren't, we weren't a good match to work for each other. They didn't like me, God forbid would anyone dislike me who I am a terrible, isn't it? But it's true.

(03:45):
You know, I, not everybody gels with me. No Everybody likes how I work and how I do things. I'm not for everybody. And so that's important as well to understand can you work together? I took calls of people who didn't like me. I took calls with people who weren't ready to work with me. I've taken calls of people who definitely weren't a right fit and I'm just going to leave out that I'm not going to go into any details or names. But you get what I'm saying, right guys, you understand where I'm going with this, that we end up putting people through who aren't the right fit and we end up wasting everyone's time including their hours and hours trying to take calls and work things out and make things fit and when in fact, actually by putting down boundaries and expectations and prequalification process, we can avoid a lot of that and save a lot of time and energy.

(04:42):
Now, if after listening to this episode, you would like to actually get on a call with me and by doing that go is, by the way, you will also see my prequalification questionnaire, which is before you book a call. Then please do, because I'd love to speak to you about working together, moving forward and seeing how we can start to find you high paying clients at a high ticket price and becoming the market leader who is a number one choice in your fields. If that sounds good to you, then do book call using the link that's in the show notes, but that is bit.ly/claritycallpodcast. So you can go there and click the link advocate call in. I would love to speak to you.

(05:32):
And again, you'll also be able to see that prequalification questionnaire as well and have a little nosy about the types of things I put in that too. So one of the first things I want to tackle around all your prospects qualified to work with you is the integrity issue. So I'm going to come into the nuts and bolts of things in a moment. But the first thing I want to tackle is this is all you're selling the right product, the right thing for them? Because I've seen this happen a lot. And it comes from a place of desperation. It comes from a place sometimes of naivety and blinkered ignorant thinking. And I say that with all the love in my heart, but it's true. So many people do this and it's basically selling people into products and services that aren't right for them at that time or at all.

(06:27):
We speak to certain sales coaches, by the way, not Jessica Lorimer. If you get to speak to a particular specialized sales coach, Jessica Lorimer is the one you speak to, but you see some people who rave about sales, making sure you get the sale. Now, yes, that's great for your business, but it's not great for the person and it's also not great for your continued working relationship and possibly testimonials and reputations, so on and so forth. If you're bringing people through the process. I know if I have to drag someone through a sales process, after working with jazz, I'm a pretty good salesperson. Like gosh, I'm miles ahead of where I used to be with sales. However, I will not drag someone through a sales process because if I have to drag them through, even though I could, is going to be dragging them through the rest of the program, that I'm also going to be doing as well.

(07:24):
And I don't want to do that. I want people who are primed and ready and motivated, want change and understand the value of what I'm offering before they get on the call. So I did an episode of, I think it was episode 14 around making sure that you are converting clients before they get on the call. And I talk more about that in there. But that's my better approach and my most ideal outcome is to have people on the call who are ready to go, who are people who are prequalified, who are motivated or converted to say yes before they get on the call. Yes, they might not be 100% converted. That's why they're on the call, but they're pretty much, they're excited and they love the love what I do, they've heard my content, they've seen read or content and they're like, no, this is the person I want to work with and I just want to get, be reassured and cross the T's dot the I's and make sure that everything is hunky Dory.

(08:25):
Those are the types of situations that I like dealing with. What I don't like to see is people get taken onto a sales call and given a great sales pitch and pulled through to saying yes to something that actually isn't the best fit for them right now. And the person on the end of the phone doesn't know any better. They're not in the strongest position because they, they're, they're looking to you for your expert advice. And if they're being given the wrong advice and they're being pulled in then it's not gonna be great. I've been on the bad end of that stick and I know some of you have also been there too. The majority of my listeners don't do that. But I think it's important to raise awareness of it because I see it happen so much and I just wanted to kind of mention that, that that's bad.

(09:16):
That's a bad thing to do. We don't want to be doing that with people. It's not about getting the sale, it's about sending people into the right things for them to ensure that they get that transformational result. That's what integrity is all about. It's getting that good fit for both of you. People don't like to be sold to. Yes. That's shoe mine of what all of sales is. Don't assume everyone wants nor needs your product. It's making sure that you are very clear on your side of things, who it is you help. How you help them, what problem it is that you solve and what outcome it is that you helped them achieve. Be really clear on those three things and also be very clear on what stage that person needs to be at.

(10:08):
Are they in, is this for newbies or is this for this for somewhere one further along the mine, will they needed to have certain criterias mat in order for you to work with them, you need to be clear on those things before people stop hearing or phone calls or even booking a phone call potentially. You need to be clear on those boundaries or even the fact that they're going to go straight to buy a product. And for me there are three stages of pre-qualification. There's probably more, but it's the easiest way to explain it to you guys. And the first is through your content. So last I just mentioned is being clear on your end, who are you helping? What problem outcome are you solving for that specific person? What are you specializing in?

(10:57):
And to make sure that those people match that criteria. And you can do that through your content. So you're going to be writing content around the kind of person that you help run the problems that you solve around the outcomes that you helped them achieve. And you can put that in your content. You can also put that on sales pages. That's going to make that very clear around making sure that that, you know, tick, tick, tick. Yes, that's me, that's my problem. That's what I want. This is looking good. And then you could even have a section I say you could, you should have a section on this is not for, and then you can list all the things that the type of person that isn't meant for this program. And that can be both mindset wise and practically. So it can be for those who want to chuck money at something, for instance, and won't expect things to work.

(11:46):
This is not for you because this requires your effort, your work, so and so forth. It could also be practically, so for instance, for me, sometimes this is meant for people who have already had clients and have a proven product sells or something like that that might be on a sales page somewhere for one of my programs. You could put that, this is for after that you put this is for and then you can start laying out all of the criteria. Again, mindset wise and practically wise of who it is for. Which could be include people who have been in business X amount of years, people, who are suffering from X heart condition. It could be anything, but it's making sure that you are setting out those expectations and those boundaries from the outset on who it's for and who it's not for.

(12:39):
And you can do that on your sales pages. You could do that through your content. And you can also do it through your content via showing opinions. Because at the end of the day, like I said, I spent a lot of time talking to people who didn't like me. And that's because I wasn't getting out there with my opinions. They were starting to see a side of me that they hadn't seen before and they didn't like it. They wanted a softly, softly approach. And that's not me. I'm very hard down the line. I don't mess about with my feedback. It's always very, very honest, always coming from a very good place, always coming from a place of experience. But I don't mince my words and that's not for everybody. And so if my content doesn't reflect that that way, my style and it doesn't reflect the types of opinions I have on certain things than perhaps we're not going to jail when we work together.

(13:29):
So a great way of pre-qualifying and making sure you're bringing on the right kind of following and that actually that you're following or engaged and that you start always creating a movement of a certain type of person, sharing your opinions and your content is a great way to start sifting out the wheat from the chaff. The second level of prequalification is through prequalification questionnaire. Before they get on the call. You need to make sure before every call that you take people through this step because if you don't, you are going to end up in a situation, as I said, speaking to people who are brain picking, speaking to people who potentially think that this is a free call to get information when actually it's a sales call and that's not great for either of you. So these prequalification questionnaires are great for setting out those kinds of expectations.

(14:19):
So it doesn't feel icky. One of the reasons why we feel icky when it comes to taking courses because we feel like they want something from us and we don't want to give it to them for free, but then you feel obligated to in that you do. Then you get resentful and it's the whole yucky situation is just ick. So the best way is to make sure that in that prequalification questionnaire that you lay out exactly what is expected on that call and what you are going to do. And I have an extensive list of and expectations on my call questionnaire that people have to take to say that they understand that they understand this call is to determine whether we are a great fit to work together. That they understand that if at the end of that call I think they would be a good fit for one of my programs, that I will offer those to them, that they understand that if they are not a great fit, that I will turn them away and perhaps refer them elsewhere or whatever.

(15:16):
It's all very, very clear from the outset. So they come onto that call fully aware of what that call's about, what's to be expected. And they also have that magical question on there, which is around finance is that, do you have access to funds? Do you have funds right now to grow your business or you don't have funds? And so I'm able to get a gauge. Now, it's really interesting because I have a few different questions on here and there are some red flags where I won't take a course or whatever. So we have other questions that I ask in there to kind of determine where people are at where the clarity is on their business and kind of what their challenges are and so on and so forth. And I also have a question around how committed they are to achieving the goals that they've put down.

(16:02):
Now interestingly enough, I will take calls of people who say that they don't have access to funds because a lot of the time people pick that because they don't want to be sold to. Now. I will still take the call in that instance and it will be something that we'll bring up at the very beginning of the phone call to say, Hey, I see that you've put this down. As you understand, this call is about working with me so what we can do in this call today is going to be limited, but what we can do is ascertain where you're at and what we might be able to do in the future. And I tend to keep those calls quite short and sweet. And less, at the end that that starts to look as if they're interested in that.

(16:43):
They're wanting to find out more about the products. And actually a lot of the time, I was probably say 50% of the time people have still jumped on board even though they've ticked it and they just ticked it because they're protecting themselves. The red flags where I won't take a call is if they have a low commitment level to achieving their goals. I don't want to know, thanks very much. Or if they've put something in there where it completely takes them out of the ballgame, if me ever being able to work with them, there's no point. And in those cases I send them a polite email to say that from the questionnaire results that I've received, I don't think we're going to be a great fit to work together. And the call is probably, probably isn't going to be the best use of our time.

(17:25):
Thanks very much for inquiring da dah, dah, dah. That actually rarely happens because by the time they get to the point of the, of the core booking system in the questionnaire, they'll read through and they'll probably ascertain that they're not the right fit anyway. There's very few people that actually end up going slipping through the net and actually booking the call. Everyone else tends to be pretty much primed understanding where it's going and they're at a level for me to get on a phone call to know that actually this could, this could be really positive and beneficial partnership moving forward and we could be a great fit together. Judging by that qualification, judging by the fact that they've been following my content. If I've got a name that I have no idea where it's come from, I've not been interacting, interacting with them on social media or anywhere else or they've not bought my book or anything else like that.

(18:16):
And then I will tend to obviously ask them and said, Hey, are you looking forward to our call? Can I just ask where you found this? So you can ask that or I have particular links as well where I can tell where they've, what piece of content that they've come through from based upon what link they've clicked and so on and so forth. But you want to kind of find out where people are coming from as well. So make sure that that is in there somewhere. So that you can tell whether it's just some random person doing a yellow pages, flip through and just kind of hit your name and they just want to chat. Or whether there's someone who has been through your persuasion , preconversion process, you know, what you're dealing with. And again, it's your call too, whether you take the call or not, you know, whether they've not been through that that persuasion element.

(19:04):
You've got two options. You take the cold calls and you best be a good call taker and a sales call taker in order to make sure that you convert that lead if they're a good fit. Or that you can send them some of the things that you want them to look at to start that persuasion , to start that conversion process, to warm them up to your way of doing things. And to get them excited for moving forward. You can also do that. It's completely up to you or you can send them away it depending on what they've written on the questionnaire. So that's the second level. And then the third level is on the call and on the call you really want to be making sure that you're going over the answers in that questionnaire that you're ascertaining in depth where they wrap the impact that their problem is having on them or the impact that the not moving forward is having on them.

(19:57):
I'm ascertaining can you solve that problem? Are they going to be a good fit? Do they have the right kind of qualities that you look for in an ideal client? Are there any red flags that are coming up? Things that they're saying that don't sound quite right. And then it's again, ascertaining are they a great fit, but you've done all the hard work before they've got to the actual call itself. So you're in a good position to be speaking to the right kinds of people. And then it's just a case of, okay, so do you want to move forward with this person or not? If the answer is yes, offer them your services and get them an outlay of what you, what's on the table, what's best for them to start working in right now?

(20:41):
Or is it a case of saying, look, through speaking to you today, I'm not sure the best fit for you right now. And then referring them elsewhere or sending them on their way, whichever, whichever be the case or sending them back to some free content that they need to go and do or let them know the stage in which they need to be at before you can start working together. So do make sure that you follow this process and if you follow stages one and to the latter, you will find that your cause will be more fruitful, that you will start having more fruitful relationships moving forward. And that actually, if you start setting out the boundaries and expectations of what you're doing and you're clear about it, sales won't feel so icky. The calls won't feel so icky and it will start a much better place for a building, a working relationship together moving forward.

(21:32):
It sets a great precedent for when they received your contract and they suddenly have to read things that you expect from them in order to make sure that they get the results that they need. Being a service based industry, it's important that the user uses it properly. And so they have to have the boundaries and expectations set out for them and they've already been through your prequalification process so they know what to expect. They know that you're not just going to take any old person on, that you're making sure that every stage that you're transparent, that you are building those boundaries, you're building those expectations and that you're making sure that you're communicating that to every stage. And it makes the process so much easier, so much nicer, and it's in flow. So there we go. That was a download of wittering and I hope that wittering was useful to you guys on pre-qualification.

(22:30):
But it really is important to do. To make sure that your business functions well and that you start great business and start great working relationships. So I hope you've enjoyed the episode. If you would like to talk to me about positioning yourself as a market leader and how you can start attracting those high paying clients with ease and becoming that number one choice for your market, then do make sure you book your call with me in the show notes, the links in the show notes, bit.ly/claritycallpodcast. Get that book to have a nose on the way through at my prequalification questionnaire and I'm really looking forward to speaking to some of you who are looking forward to moving forward in your business. Could I say forward anymore? I'm not editing it out. I'm going to end the podcast and send you guys on your way, whether it's the evening or the morning. I hope you have a great rest of the day and I will speak to you again in the next episode. If you've got any comments, questions, feedback, and please do send it to jen@jen-hall.com speak to you guys soon. Take care.

Feb 12

How to Find High-Paying Clients

By Jennifer Hall | Podcast

High-Paying Clients –This supposedly elusive species is much easier to find than you first might think. So why does it feel so hard to find them? 

In this episode we cover:-

  • The mindset shifts YOU need to make around high-paying clients and your pricing to start attracting them to your business.
  • How high-paying clients think and what they’re looking for.
  • Why you’re holding yourself back from attracting high-paying clients right now!

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
High paying clients. Where are they at? In this episode I am going to be showing you how you can find this elusive species.

(00:17):
Hi and welcome to this next episode. I'm Jen Hall, your business positioning coach and market leadership expert. And today we're talking about where to find or how to find high paying clients. So this weekend me and Andy went to London, which was fantastic and we did a lot of things. We did the Dungeons, which was great. We went to see touching the void, which is a fantastic play. Which is about to end. We were very lucky to kind of get in there and sneak in there cause we also didn't preplan to watch that. It was one of those on the moment things and we managed to find tickets. It's honestly such a great and moving play about a climber who ends up falling down a big crevasse. I'm not going to anymore cause I don't want to spoil it, so shush your mouth Jen.

(01:08):
But those books and documentaries and things out there as well. But yeah, it's called touching the void. It was brilliant. Any who I won't ramble on, but the biggest thing we went there for was for Andy's Christmas present, which was to go to the stranger things, secret cinema. Oh my gosh. And again, I can't give too much away. All I can say is you have to go. It's brilliant. When I first heard of the secret cinema, I thought it was some random secret location where you went to go and watch the film, not the case at all. They basically recreate the world. You become part of that. Well, you play a character in that world and you get to explore it interacts with the other characters within it, including the set. They actually recreate the world as if you're in it.

(01:54):
And it's absolutely amazing. Everything is meticulously done to the last detail. And we thought, wow, this is so cool. When I was looking at the price tickets, I was [inaudible] to whether get the VIP or whether to get the the normal and the, and we went, we went VIP. If you do anything, you get VIP. So we've opened the VIP tickets. But once I'd been in there, I started to think, wow, I would have paid a lot more for this. Had I perhaps known a bit more, or perhaps there was a bit more hype around it or the value had been communicated to me. And to be honest, I possibly would've probably paid more from the outset anyhow because it did look good. But obviously once you've price anchored somebody, a particular price points very hard to start charging more for it.

(02:48):
Now that's not to say that I'm suggesting that you shouldn't be raising your prices because in most cases, for a lot of people, they probably should be raising their prices. But the point is that they could have put a higher price in front of me and I probably would have paid it because it was so good. It was worth so much more than what we paid for that ticket. And so that's kind of a myth that I want to bust on the biggest outset is that we can sometimes shit ourselves when it comes to pricing our services where we process certain level and we get people saying yes to it and then suddenly we think, Oh, I can't pay anymore because maybe they won't buy. And it's just not true.

(03:37):
If once you price anchored somebody, they're chuff, they might feel like they've had a bargain or they might not. They might just feel like, yes, that was appropriately priced. But until you actually put a different price in front of them, you don't know whether they would have paid that on or so the retrospective, in hindsight looking back, would you have paid more? Question is always a bit iffy depending on who you ask. The only way you're truly going to find out is by putting these prices up and then watching new people come through the door to see if how they feel about that price. What matters is, is that you are pricing what it is worth, the value of the product that you in the service that you are delivering and that you're not just pricing for what you think people will buy.

(04:24):
You need to charge what it's worth and then communicate the value of that worth to the audience that is going to be buying from you. So that's really key, first of all, to kind of understand that you can't really judge based upon what you're currently doing. And yes, it might be that your services aren't up to scratch or it could be that actually you are over-delivering and your service and it is actually worth a lot more or your owning advertising a certain amount from the outset, charging for that part that you're communicating for. But then on the back end you're doing so much more but still not charging for it and not really seeing that. So there are lots of things that you need to do and look at in your business to make sure that really kind of analyze it to make sure that you are pricing appropriately.

(05:12):
That we can cause our own mindset blocks around would people pay a higher price or not? Based upon our current and current reality and our current experiences. If secret cinema had just put a different price in front of me, I probably would have paid it. I would have paid a higher amount. So have a think about that and make sure that your pricing is spot on to what it is worth, the value that is within that and that you're charging for the transformation, not your time. So now that's kind of off the table. Next thing to say is if you would like to speak to me about working together to create high ticket products to help you with your pricing and to help you to attract and high paying clients, then do you make sure you book a call with me using the link bit.ly/claritycallpodcast.

(06:01):
The link is in the show notes as well. Do you make sure you book a call with me that, and we can chat about how we can be forward and how I might be able to help you to do that. Just like jewels who was selling her health weight loss services for around 300 pounds and struggling who actually raised them to at least 2,500 pounds and that she sold them with more ease than she did at the 300 pound mark. And then of course you've got the likes of David who went from selling his consultancy services for 10,000 pounds to actually selling them for 36,000 pounds and beyond. So it's totally doable at whatever level you are at. It's totally possible for you. I'm very much passionate about these particular topics around selling a high ticket level.

(06:59):
I'm very passionate about it because so many people feel inadequate that they can't do it when apps they absolutely can. And they also feel like that their stock at a particular level that they're at at the moment. And it's pjust not true. You can absolutely uplevel, you can absolutely elevate your position within the market in order to start selling a high ticket product and start getting a new type of clientele who will pay those kinds of process. It's totally possible for you. So if you do that, do make sure you book a call and we can get going. But either way, let's get stuck into the nuts and bolts of today's episode. So I want to bus let another myth which is around finding a high paying clients because that's not necessarily true. It's more around attracting a high paying client, which I'll come onto in just a second.

(07:58):
Now of course we can be a bit smart about it because at the end of the day, your ideal client has to be able to pay you. And so if you're selling at a higher level, then you need to be thinking about, does your ideal client that you're currently targeting have access to funds? Now ultimately, how much money people have is really none of your business at all. Because people have access to money in all kinds of ways and if they really want to find the money, they will. Now, whether that is by asking a family member, whether that's by dipping into the household income, whether that is by getting a loan, I've taken those before. I've put things on credit cards before now. It's not something that I necessarily suggest that people do when in fact is not something I ever do.

(08:56):
I don't have to suggest that people get into debt, but ultimately it is their choice. What they do, and what I'm saying is that whilst you would never suggest these things, because I think that's unethical, I think we also have to realize that it's really none of our business how people get hold of money. If they want to buy something. Ultimately that's their decision and that's up to them what they want to do. In my heart, I don't want anybody to put themselves in a situation that would put them in some kind of financial danger because at the end of the day, I want my clients to be safe. If I knew about it that that was the case and I wouldn't take somebody on because the process in terms of what I'm doing doesn't work. If you're in that survival mode and that where you're worried about money and keeping your head above water financially it's not a great place to be running a business from or starting a business from.

(09:52):
So that's something that is important to me to make sure that people are financially stable if they then choose. I've had a lot of clients who have that who are in a okay position, but they choose to put it on their credit card or they choose to get a loan because they don't really want to dip into the other funds that they have access to. Then again, it is up to them. It has nothing to do with you. It's none of your business. And so you have to accept that people need to make their own choices and their own decisions. And you also have to accept that people do on the whole have access to money in many different ways than what we realize. Not many people have thousands of thousands of pounds lying in the bank just ready to just throw it, throw on something. We're human beings and we want to make sure that what we're spending our money on is important.

(10:38):
And when we don't have it, if it's that important, we will still look at options to see if we can work something out. You have to be smart in terms of, you know, if you're selling a high ticket product, you're not going to be wanting to target people that are on the poverty line because they're just not going to have the funds in order to do that. And again, as I've mentioned in other episodes, it's not particularly ethical to be targeting them as an ideal client anyway. In my eyes, particularly not for high ticket products. They're focusing on the very basics of life at that particular time. They're focusing on roof, saying that they had food on the table and other such things. So unless your helping with, with those types of endeavors and you'll probably be doing that with supporting companies around that industry who helped these people rather than targeting directly as a consumer.

(11:36):
So you can see where I'm going with this. So we want to be beat. We want to be smart about who it is we're targeting. Absolutely. so we want to be thinking about, do they have disposable income or are they at a stable stage of their life where they could have access or find money or get credit, whatever it is. We do have to think about those things as well. And we could all say be smart about where those people might be hanging out. We can look at things like demographics and for instance, we could think about, well actually if we target corporates, they have a lot of cash that they're smashing around where they can, they can spend on various things. Now that's not to say they'll just spend it on anything.

(12:22):
They'll still spend it on the things that they fought will find valuable, but they definitely have the funds to pay you. So again, that would be making a smart strategic move. But it doesn't mean that not everybody wants to work with corporate, so I'm not saying that you have to work with that. But that would be somewhere where you could always be damn sure that they have the funds. And if people aren't buying from you at a high level from corporate, it means that you've not quite delivered on the value and the priority that they have at that time. So it's being smart. Yes. It's not necessarily about finding them. We can be a bit strategic about looking at our ideal client profile. Who are they? Are they someone that would access those kinds of funds? Because the other thing that we would need to look at here is, is how much of a priority is it for them?

(13:13):
Because there are a lot of people that want a lot of things in life. You ask somebody at any financial level whether they want to live in a mansion, everyone's going to say yes, but you know, financially some people that's going to be more viable for some people at a different stage than the people who aren't necessarily at the stage where they're financially stable. If you get what I mean. So we have to look at who are we targeting and what is a priority for them right now. I'll give you another example. Say for instance, I speak to people on calls all of the time and deciding whether the investing in my services is the right thing for them. We talked through the process and what that would involve in the seven or so forth.

(14:07):
And recently I've spoken to a few people that have not been the right fit, financially speaking. And when I say that I'm also talking in a mindset perspective, they might be too new to the process to feel comfortable investing at a higher level. It's too risky for them. So you also have to look at the mindset of the person that you're targeting. And it's different for different industry. But if you look at, for instance my industry where I'm be to be and I tend to work, like I said in a previous episode with businesses who have had clients and they're more stable, I still end up talking to people who are also just starting out as well. And things are a riskier for them at that stage. So we have to think about the mindset of people and where they're at and how willing they are to invest in the thing that you're selling.

(14:59):
Because it might not just be about you, it could also be about themselves and whether they feel that they've got what it takes to make what it is that you're selling work. So that can be across any industry that that applies across the board, not just for business, like business coaches that applies across the board for anybody selling any service. You have to look at the mindset of the particular ideal client that you want to serve. And maybe it's also about saying, Hey, am I targeting the wrong people? Otherwise you could be flogging a bit of a dead horse. You know, if you, if you're selling the wrong product to the wrong ideal client, it's about that alignment and that congruency and that perfect match between the person and the products. Does it work? Or the business and the product or whatever, whoever it is that you're, that you're selling to.

(15:50):
So be smart about it. Look at who it is you're serving. Think about where they could be hanging out. So for instance, corporates is, we just used as an example. They could it be all nicotine. So you're going to find those high paying clients are on LinkedIn. If you're, if you're helping professional women, again, they're gonna find them on LinkedIn. But botched back button, there's a big button. This, it sounds like I'm trying to push everyone over to LinkedIn and to working with businesses and corporates because professional women, because they've all got the money. At the end of the day, the bigger the problem or the bigger the ambition, the more people are willing to pay. So regardless of what I just said almost, and yes, we have to look at where people are at in their journey in life and financially and all of those types of things.

(16:41):
And we have to look at what's most important to look at, what is a priority for this person at the moment. Cause like I said, a lot of people would like to live in a mansion, but that might not be their first priority. Yes, that would be lovely. But right now I can't focus on going in a mansion because I'm having to deal with this other problem that's going on in my life right now that takes precedence over that. So as I said was everybody wants to achieve that goal. It's not necessarily everybody's immediate priority. So we have to look at those immediate priorities. And we have to be covered about agitation, which I've also talked about in a few different episodes around agitating that priority, agitating the impact of not taking action on that priority, agitating the impact of when they do take action on that priority because this is the effect that it's going to have on the rest of their life, their business, their finances, their mental health, their relationships and so and so forth.

(17:35):
So agitation is absolutely key to help them realize the extent of their problem or the extent of their ambition. Because a lot of people get gang caught up in all what problem we're solving as so and so forth. It really does panty the type of business that is solving a bleeding neck issue or either type of business that is helping someone build a bridge to something better. Is it a negative thing that's happening for somebody at the moment ?or actually is it just a real need to grow and move forward? And you have to decide which one of those it is in order to, to know where you need to be placing most prominence on, do you want to be paced place in the prominence on the bleeding neck issue because everyone needs to solve a problem. Absolutely.

(18:18):
But all should we be, if you were more of a build a bridge and helping someone achieve something wonderful, is it more of a prominence on, look, you can you want to do this, let's do this and help to motivate people to put prominence on the ambition and the outcome. We all, like I said, need to focus on both things, but which one are we going to have more of a prominent song? Which one are we going to lean more on? So that is how you find high paying clients. Yes, you can be smart about it. Yes, you can look at demographics. Yes, you can think about strategically about who you're, who you're helping. And where those people might be hanging out. But more importantly, it's recognizing that how much money people have is really none of our business because people will find money if they have to.

(19:05):
If they want to more to the point. It's always, you're focusing on those priorities and those big problems or these big ambitions and you're creating something of high value because then we move on to thinking about the other side of the coin, which is if you are in amongst these people, because you are that everywhere, high paying clients are everywhere. Again, you'd be smart about where to find them. But essentially people that are on LinkedIn are also on Facebook as well. There are people absolutely everywhere who are willing to pay good money for something. But what it is, is making sure that you're doing your part on your side of things to ensure that you can attract those people to you. So you want to ensure that your positioning within the market is spot on. That you are seen as somebody who is not necessarily luxury because that's immediately where people think they have to lean towards.

(20:08):
That's one way of doing it. It's also ensuring that you are a trusted go to expert that has solved this problem before that can absolutely help you get the result that you want, that you are a specialist helping people just like them. So it's really important to look at your own positioning and to also look at how you're articulating the value of that high ticket product that you're putting in front of them because you have to be charging high prices in order for high paying clients to be attracted to you because high paying clients want to pay businesses or people that are the expert, the specialists, and if you're charging prices that don't match that positioning level, people get suspicious. They they're savvy. They start thinking, well hang on a second. If they're only charging this amount, am I going to get what I asked for?

(21:09):
High paying clients don't want to gamble with their money. They want to ensure that they get the results that they need. So you need to think about your own positioning and pricing as part of that. Are you charging a high enough amount to be taken seriously at that level? And are you charging that kind of price? Is that to be taken as a serious go to expert in your field? It doesn't mean you can't also have low ticket offers as well, but you have to make sure that you are seen as that market leader, as a business that is unrivaled in the market. So make sure that you're doing your bit to ensure that you can attract those high paying clients. First stages is creating those high ticket products and making sure that you're charging the right prices. It's then making sure that those products and your messaging is all around helping whoever that ideal client might be with the big problem or with that big ambition that it's, that it's designed for specifically for them and that it's designed around those, one of those two things or both of those things.

(22:22):
Because if you can do that, that's going to pull people out of the woodwork, the people who are committed, the people who don't mind spending out because they know that they are going to do everything they possibly can to get the results. That's the kind of people that you want. You want people who are ready for change and and motivated or ambitious or who have had it with the problem they've had and they they want to get it solved and they don't want to mess about trying to half ass it or trying to do it themselves or trying to find the cheapest deal in order to try and maybe see if it gets done. Because if it doesn't know well, nevermind. You want people who are serious and high paying clients are serious buyers. So you have to be seen as a serious contender in the market to ensure that you can pull those high paying clients out of the woodwork and into your arena.

(23:16):
So I really hope that you enjoy this episode. I sat in the dead and again, if you'd like to chat to me around how to start creating these high ticket products, how to start making sure that your messaging hits the spots that you get. Clarity on that high paying ideal clients on where to find them, how to find them, and all the tips and tricks behind the scenes that do. Make sure that you book a call with me to discuss working together on that. The link is bit.ly/claritycallpodcast. It's been a pleasure speaking to you. Again, if you have any questions or you'd like to reach out and just chat by email, the email is jen@jen-hall.com. Great stuff guys. Really looking forward to speaking to you soon and I'll see you in the next episode.

Feb 05

Create a Simple Client Acquisition Strategy to Hit Your Next Financial Goal

By Jennifer Hall | Podcast

Positioning is so important but so is a plan! You need a clear actionable strategy to secure clients if you want to monetise your positioning in the market and in this episode I show you the simple client acquisition map that I take my own clients through.

In this episode we cover:-

  • The key areas you need to think about to secure ideal clients.
  • Why looking at your business model is critical to the sustainability of your business.
  • How to get in front of an audience who will actually buy from you.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Convert prospects before they get on the phone
Jan 29

How to Convert Prospects BEFORE They Get On the Phone

By Jennifer Hall | Podcast

Wouldn’t it be great if you only spoke to prospects who WANTED to say YES to working with you? Well in this episode I show you five ways to convert perfect prospects into ideal clients with ease.

In this episode we cover:-

  • The type of value that actually converts prospects into clients instead of turning them into freebie hunters.
  • This particular cookie cutter approach that weakens your position with your prospects.
  • How to presuade your audience to only take calls with serious buyers.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Wouldn't it be great if we could talk to prospects who are already a yes. Well, in this episode I'm going to be showing you how to do exactly that.

(00:18):
Welcome to this episode of the Expert Unrivalled Podcast where I am showing you five ways that you can use to help position yourself as the one to say yes to before you even speak to your prospects. So how are you going to convert your clients before they get on the phone? So we have just finished up an epic week of the market domination challenge. So all the episodes are available guys. So if you didn't manage to catch it, it wasn't the right time for you, it's no problem because all of those challenge tasks and episodes are all available in the group on this podcast. So do you make sure you go and check out those last five episodes. And if after listening to this episode, you'd like to talk about how I can help you to really implement these steps and start to convert your prospects before you get on the phone.

(01:15):
So you only ever have to speak to ripe prospects who want to be clients. Then do you make sure you book a call with me using the link in the show notes, but that is bit.ly/claritycallpodcast. If you just had to that link, you can book a call straight in. We can have a no pressure chat to discuss how we might be able to work together to get this moving forward. So why are we doing this? Why are we trying to convert clients before they get on the phone? Well for me, I enjoy taking sales calls with the right prospects. For me it's about pre-qualifying and ensuring that I'm only speaking to serious people, serious buyers who don't necessarily force them into saying yes on the phone. They still might not be 100% converted. They might need to have some reassurance.

(02:11):
They might not always be the best fit either for you. So this isn't about saying they're going to be 100% converted. But what you do want to do is speak to people who are serious about buying from you. Because something that I got really sick of in the early stages. My business was having loads and loads of calls with people who were brain picking with people who wanted to be convinced on the call or who were kind of serial coach shoppers having millions of calls with various different people. I'm not really making ever making a decision or really just getting lukewarm people who went away going, Julie, what? I'm going to have to think about it. And they ghosted me. I got really sick and tired of having those experiences, which I'm sure if you've experienced them, you are too.

(02:58):
So finding ways of being able to prime my prospects before they get on the phone was key to me. Ensuring that I was only speaking to people who were serious about working with me and who were already it as much as they possibly could be already. Yes, they'd already fallen in love with the way I do things. They'd already had these epiphany moments with me where they're like, Oh gosh, yes, that makes total sense. I really need what she's delivering. And I'm really interested in finding out about it. That's the kind of person that I wanted to speak to, but something that's really important that I want to kind of share a message from my incredible sales coach, Jessica Lorimer, is that you can't take sales completely out of the process and convert people without having kind of the straightforward interaction with them.

(03:56):
The best way to really get people to buy into something is by having that conversation with them, by getting on the phone is one of the best ways you can do that. So I don't want to say that you need to be avoiding calls at all costs because I genuinely believe you're going to get better traction in your business if you take them. But it's about taking them with the right people who you don't have to convince because that's the worst position you could be in is on the call. And you're trying to convince them that your way is the best way and that you're the best choice. You really want to be positioning yourself as the best choice before they get on the phone. So really the call is more about making a decision dotting the I's, crossing the T's and getting their last minute questions answered and really overcoming any of those last minute objections that they might have.

(04:47):
And in this next part of the podcast, I'm going to be taking you through a few ways in which you can start to do that, to find ways to position yourself before they get on the call so that they are already the majority of the way there to choosing you as the one to work with. So then number one is making sure that all your social media accounts, your website or your profiles are all up to date and primed with your killer marketing message that will get them exactly what they're after. And this is the thing, consistency on this is really important. So if one place it's weakened in the next or if one place they're seeing a completely different view, a different version, doing a different thing is going to be quite confusing. So my big suggestion is is to ensure that your profiles are consistent across the board as much as you possibly can.

(05:42):
If you're serving two different markets, then you want to try and isolate those two different markets to the various different platforms. But the ideal situation is that you are targeted in on one particular market and that your social media profiles are all consistent across the board delivering the same message because the more you can do that, the more you're going to become known and the, the more you're going to really imprint yourself in the minds of your market that you are the person to work with. And obviously we've talked quite a lot on this podcast so far about messaging. So do you make sure you go check out the other episodes because it's really important to have that micro-niche message, that powerful message. And one thing that I'm not a a big fan of is the I help so and so do X, Y and sad.

(06:33):
And the reason I'm not a big fan of that, and by this you, you almost already knowing what I'm talking about here and that's kind of like your LinkedIn profile is because it's fine to do that exercise for yourself. We're going to get all of my clients to do that. It's really important that you get that cracked. Because if you, if you can't say those things, then you really don't have clarity on who it is you serve and what you do. But it seems great to create those for yourselves. But in terms of then putting that on your LinkedIn header or anything else, it's really weak. And the reason why I say it's really weak is this beginning part of the I help, it's just very cookie cutter and that's what I don't like producing. That's what I don't like to see is the same, same as everybody else.

(07:19):
I like to see something that is strong, that is individual and unique, still very important to keep it simple and understandable. And to the point of removing all of the fluff. But this, I helped so and so it really lacks strength. You want to have that power behind it, the fact that you deliver those results. So for me it's, I position scrap out the help. I don't help people position themselves, I position entrepreneurs. I, it's not something I help with. I actually do it. And so that's how I want you to come across in your positioning statements. I want them to be really, really confident. And the other thing is you can obviously ramp up your positioning statements to be an, obviously it has to be true. So we can't just be making these up, but you, if you can, for instance our adventure travel company that we run ever track, we are known as the UK is number one, every space cab specialist because we are like, that's that, that's the truth of the matter.

(08:27):
So we're very confident about that and we put that positioning statement all over everywhere we possibly can on our blogs, on our website and other places. So uniquely have the UK leading authority. Even if you can't say the UKs or the world's leading whatever, even just being a specialist is also great for positioning as well as being a specialist or an expert, they'd be really would be really confident in your copy. Get rid of the wishy washy. I help. You might possibly, all of those kinds of words really weaken your strength behind the message that you're trying to put out there. People need to know that you're the go to person and that you have unshakable confidence in what you deliver. And to do that we have to be strong in our messaging and have that consistency of the message across all of the different platforms.

(09:19):
Okay. So the second thing is educating your market or your prospects on your new solution and why they need it. So you might have heard, we talk about a new solution before. A new solution is something that they've not heard of before. So it doesn't matter if it is a new solution or not technically speaking, it has to be new to your market. So for instance, let me give you an example of why it doesn't technically have to be new in its entirety. So I worked with an incredible guy who's now become a very good friend of mine, David Williams, and he is an international education consultant. He basically goes into independent schools and he helps people to sorry, helps this, the school owners to ensure that they get enough business through the door, enough bums on seats and so and so forth.

(10:13):
And a lot of the things that he's showing them are very entrepreneurial and so to entrepreneurs and people like me, it's not new. The idea isn't new at all. These are things, these are classic ways of, of helping people get, get those results because they're in the education and in the school arena, it's totally new to them. They've never heard of these things before, so it's a new solution to them. So don't get yourself caught up and trying to create a totally new idea because they don't exist. Start thinking about what has your market, what is, what does the individuals in your market, what are they missing? And that was one of the challenge episode tasks that we did last week. But what are they missing? What are they not getting that if they knew that would actually get them part of the way or make a big leap in progress or whatever.

(10:59):
What's the key to their success that they're not seeing? And then you can create that key to success with your spin on it and give it a completely unique name and make it completely yours and create this amazing intellectual property. Now I spoke about this before. Intellectual property really helps to position you as somebody to listen to. So make sure that you are creating that new solution, that you are making it yours and you are creating and building it as an asset. Making it tangible. Because that's the thing with a service based business. Our challenges to make things tangible all the time. And that's what we need to do. We need to put it, make, create it into a product so that we can give to somebody is a little gift. And that the only way they're going to get ahold of that is in obviously your programs.

(11:43):
So make sure that you're doing these things, that you are creating that intellectual property and that you're educating your market on those things because it really does position you as an expert and it's this kind of value that will stick in their minds. A lot of people try and give value in the form of helping them go from a to Zed and at the end of the day what you don't want to be doing is delivering your program in small sections constantly. All of the time. There is absolutely a place for it and I don't think we should not be doing it at all, but we shouldn't be doing that all of the time. The biggest value that's going to convert the best as well is going to be around educating them on where they've been going wrong and how they can start to take more positive action.

(12:27):
And if they want help taking that action, you provide this particular new solution that solves that problem. And here it is. Inside of my programs, this is how I serve my clients. By the way, that's a really great way if you're networking and you don't want to sound sleazy and be salesy and pushy but that could be network, it could be a Facebook group. Wherever we is that that line, this is how I help my clients. It immediately positions you is Oh, they have clients. I know it sounds, it's a very, it's a very low level positioning, but it still positions you as somebody who has clients who's helping others just like them. And it does position you as, as an expert and it puts you in their minds as somebody to consider. So that's the kind of the first wrong, just a little sidestep there.

(13:15):
This is one of the main points of this podcast. But just bear that in mind. It's always a useful line. This is how I help my clients then then move on. Or what I always say to my clients is that dah, dah, dah, dah. It is a great one to use. So any who make sure that you are educating people, make sure that you are out there and showing people how they can do it better, how they can make a change because that is a value that's going to stick in their minds. It's going to be that apifany moment where they suddenly go, Oh my gosh, yes, you are so light. And it's those moments that have the biggest breakthroughs for people and that really makes you stand out somebody to listen to and that somebody has helped them make that mind shift.

(14:02):
That's what you're hoping for, to create people. It's not necessarily practical steps that they can tick off a list, but actually making a critical mind shift that kind of glow in more obvious terms, blows their mind. Do that. Oh my God. Yes. That's the thing. If we can get that reaction, that's really going to hold you in good stead for them to be, converted before they get on the phone with you. Cause they're going to be that, Oh, she holds the answer that he holds the answer, they hold the answer to what I need. So the next thing that, or that's on my list of things to help you start converting clients before they getting on the phone is actually finding a place to nurture and build relationships. As we know, sales always happen by building relationships.

(14:48):
So we need to find a place to do that. So here are a few examples of some different places in which you can start to build relationships. That's something that I used to do. The very early stages of my business was actually creating a community, creating a Facebook group where I could interact with my ideal client. Now since then, my ideal client is kind of changed slightly. So it means that why do client don't really hang out in many groups anymore. The landscape has changed. The market has changed. And my ideal client is different and so therefore I don't do this as much anymore. I still do it. Because when I'm running a challenge or something like that, I use Facebook groups and things to kind of host them in and all of that kind of stuff. My ideal client tends to prefer this platform, a podcast platform because they're busy people.

(15:38):
They're already running businesses, they've got busy lives, they might have kids and so on and so forth. And actually listening on the go is better for them. And this is a better way for them to build a relationship with me. Whether that's sending me an email, by the way, please do love hearing from you guys. Janet, Jen hyphen hold.com. I said that right Jen at I haven't called.com. Yes. she sent me an email. I love hearing from you guys, but that's how they like to interact with me is how you like to interact with me. You like listening on the go. You like to email me if you want to speak to me as some of you will say, pop over into the group and talk to me there. So that they, there was a slight crossover but there was definitely a preference to being able to have more convenient content.

(16:19):
And this does build relationships because at the end of the day, I've kind of feel like I'm chatting to you right now. I feel like I'm in your car with you when you're driving along or when your dog walk and so and so forth. It's an informal chat that's valuable to you. So that's one way of helping to nurture and build a relationship is on a podcast, even though it's more of a one way solution. Groups are Oh great. If you have the right kind of audio client who does interact inside of groups, say for instance, in my, in our other business, in the adventure travel business we have a very, very, very successful Facebook group. If people are joining it constantly I think we might even be coming up to a couple of thousand now. And it's active.

(17:08):
We don't hardly have to say anything in there. People are chatting amongst themselves. It's a great community. And they take true value from it and it's a great way for us to really be speak to them on a person to person level. So, in invite industry and invite business, a Facebook group is still going strong. For me it wasn't any more cause like I said, I pivoted what I was doing and working with business owners who are slightly further along the newbies, you have more time on their hands. Another really great way to find a place to nurture and to build a relationship is actually at events. Now that's in a few different ways. That could be the fact that you're hosting your own event. So people can come and meet you in person at your event.

(17:56):
It could be that you're speaking on someone else's stage, massively positions you as a, as an expert in your field. And as someone to listen to. And again, the networking experiences that surround that. I've got so many high paying clients from [inaudible], from speaking on other people's stages. It's a great way to do it because they feel like they get to know you. They can then speak to me afterwards and it really builds trust because this podcast is great, the Facebook group is great, but actually meeting somebody really helps to build that trust element that you need in order to help some people buy from you. So if you can get in front of people in person, please do. It's a great way or even going to events and networking at the events as well. Slightly less effective than the first two hosting and actually speaking, but it's still a very good way to start building those relationships.

(18:46):
Then of course you've got DMS personal messages. Linkedin is a great place to do this. Taking people off of the comments cause obviously you could interact with people on social media to a point in the comments and build relationships there. But again, having that one on one conversation is great. The best place to do that is places like Instagram or linked in Facebook less so cause people get stranger danger on there. But I know plenty of people who still make sales on Facebook messenger. I personally find it a little bit icky, but there we go. So anyway, those are some different ways in which you can actually do that. Obviously as well. You've got email a little bit like podcasts and I would probably say it can still feel very distant. So if you're using email as one of the places that you're nurturing to build relationships, make sure you're making them as personalized and as informal and chatted as you possibly can.

(19:39):
You still want to position yourself as an expert, but you don't want to make them sound too stuffy that they know that you're kind of, that it feels like they're talking to the world. They want to feel like you're talking to them. So whenever you're doing this, make sure that again, you were writing your emails, speaking to one individual in mind and that will really help to create that more friendly environment. Bring down that fourth wall. The next thing, the fourth thing is overcoming objections. So I'm going to be doing more podcast episodes probably around this side of things, but this is something that I focus on a lot with clients and that is creating content around overcoming those objections. So helping people around their own objections around their own ability. So is this possible for me? I'm not sure I can do it.

(20:27):
I don't have X, Y, and Zed. So it was building people's confidence that actually they can do it and it is possible for them. And using things like case studies and things like that to show them that people just like them or getting those results and it's not something that is impossible and so on and so forth. Then you've obviously got the kind of objections, perhaps it's around investing in help versus doing it themselves. You can create content like that. You've got content around timing. So this is the right time for me. And in our last campaign on ever track, we put out a campaign just before Christmas and a lot of the objections around that when it's Christmas time. So a way of overcoming that was explaining that they could actually ask for their trip deposit, which wasn't a particularly big amounts as a Christmas present.

(21:19):
So we were looking at different ways to help them overcome the objection that they were having about it. So it's about thinking about those objections and why people, you're not even just who say no to you. Like you have to consider that. So you have to think about all the calls that you have taken and the kind of objections and reasons that they've come up with on those calls as to why they said no to you. If you can create content around each of those objections before they get on the call, then they're going to be more likely to say yes. So if we can overcome as many of those as possible by putting this kind of content in front of them, whether that be in on your email, whether that be in your community, whether it be on your podcast and so on and so forth, wherever it is that you're interacting with your market, if we can put that in front of them, first of all, before they get on the call, it's going to make your life a lot easier.

(22:08):
When it comes to getting a yes on the actual phone. So overcoming objections with content is one of the best ways that you can help to get a yes on the phone. Now the last thing is around building urgency. So I'm going to talk you through five ways that you can actually do this. So first off it is agitating. So something I like to do with my clients, which I've talked about in other podcasts at SAIS, is agitating the problem or agitating the aspiration or ambition to do whatever it is that they want to do. And that means rubbing salt in the wound, poking the Badger or poking the bear, whatever you want to call it. And it means making sure that they are fully aware of the impact of their problem or the ambition that they have. So that could, that also feeds in to my second way, which is actually using consequences.

(23:06):
So we can use this in combination. So not only can we rub salt in the wound, we can also look at consequences. So should you choose to take action, you will get this positive consequence. So this will be the outcome and the impact of that consequence should you choose to do nothing. And this is where you can really start to agitate the problem. We can start to see how it really feeds into not doing anything. May see them in the same place this time next year. Or it can look, the problem could get worse and you really need to really outline the detail on that. How is that impacting them right now? How does that impact their relationships? How does it impact their finances? That mental health on the real true full impact of of what's going on for them. So agitating and using those consequences is a great way to build urgency and put people into that action mindset of needing to do something and actually making a choice because that's what we need people to do.

(24:07):
We need to build urgency to help them make a decision before they get on a call with you. Now, some other great ways to do this is I'm using a deadline. This is really important. Deadlines is huge. You want to put a deadline on as many things as you possibly can when it comes to helping people make a decision. Because until you say, here's the ultimatum, here's this state until this runs out, then people tend to stay in a, or I'll think about it tomorrow. Mindset. You want people to think about it right now and to make a quick decision. So putting a deadline on something, putting a time limit on it can really help to do that. The amount of times I've run campaigns and people have jumped in and literally within the last couple of minutes of the deadline is unbelievable. I'm one of these people, I need a deadline.

(24:57):
I don't know about you. But I'm somebody, I'm one of these people that jump in at the last second. So use deadlines wherever you possibly can. And it's not necessarily about building false scarcity because this is yet another way. You can build scarcity around a deadline about saying this offer ends and you have to be strict with that. You have to sort of, you're putting like for instance, early bird deadlines in to say if you want to take action and if you want to work with me to achieveX , Y, and Zed results and for instance, it's another way of doing it could be by offering a bonus, you have to be strict with your deadlines and does the scarce you that you do because you don't want to disrespect the people that have actually gone ahead and taken the action before the deadline has ended.

(25:42):
If you start moving the goalpost, it's really disrespectful and people start to get their backs up. So make sure that you don't, you're not providing full scarcity, but you're actually letting them know about the realistic situation. So another way to build scarcity is to look at, say, okay, there's X amount number of spots or availability that you have and whether that be in your calendar. And some people go, well everyone has all the time in the world, so it is false guessed. He will know it's not. Because if you look at my calendar, my calendar isn't necessarily open for calls every day, all week. I have other things I have to do. Not only do I have a personal life are you also have to make sure that I dedicate time specifically to certain activities to make sure that my business runs. And that means that there's time blocks are scheduled out.

(26:26):
So there is only a certain amount of availability and I will be starting these spots at a certain date. So build, be organized and actually be by being organized in your diary can actually really help you to create those realistic and very genuine deadlines. And you know, number of spots. Yeah, be realistic about it. I want all the clients we know that's not possible. It's not physically possible for you to take on that number of clients. So how many can you take for that specific product? And what's feasible for you, how many calls, how many sales calls are feasible for you to take this week and so and so forth. So be realistic, be genuine about it. But do you use scarcity? Do you use deadlines? Cause they really absolutely do help. And the last little tidbit I'll give you is offering bonuses, you know, incentivize people to get on the course and you don't want to be too frivolous with your bonuses because you don't want people on calls with you who aren't buyers but are just on the call because they want to get hold of the juicy bonus.

(27:23):
Make sure that it's something that's going to incentivize and to get on. But they're very aware that you only want people who are been pre qualified and who are genuinely wanting to work with you. So there's a nice balance to be had with the bonuses. So do take care when offering that. But at the same time it could also work really, really well. So they have the go. There are my best tips to give you on building urgency on converting people on the whole before they get on the call with you to make sure that they're primed and ready to buy from you. And like I said, if you want to have a call with me to discuss how we could work together to help build actual strategies and implement some of these things into how you work, then do make sure you book a call with me at bit.ly/claritycallpodcast. And as always, if you've enjoyed the show, we have any feedback or any questions, please do pop me an email at Jenn@Jenn-hall.com and I'm really looking forward to seeing you guys in the next episode.

Jan 24

Building a Mindset for Market Leadership – Challenge Day Five

By Jennifer Hall | Podcast

Shouting about being the best can feel icky and can feel hard particularly when those pesky doubts creep in. Your business success relies on your resilience to bounce back and move forward in the face of adversity & failure. Believe it to Achieve It.

In this episode we cover:-

  • Greeting failure like a friend and turning it into success.
  • The assumptions you make about prospects that puts you in convince mode instead of the proud market leader you want to be.
  • How to move from claiming you’re the best to BEING the best.
  • How to feel completely confident in your abilities and that you ARE the best option for your ideal clients. Confidence is attractive!

Useful Links:-

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Jan 23

Positioning Yourself as THE Market Leader & First Choice – Challenge Day Four

By Jennifer Hall | Podcast

Time to become In-Credible! To dominate your market, positioning yourself as the number one choice and THE market leader is essential. We have to be seen as a credible expert that specialises in helping people ‘just like them’. In this episode we talk about what you can do in 2020 to position your business as the go-to obvious choice.

We cover:-

  • The things that you should already be doing on a regular basis to build your credibility and presence in the market.
  • Five things that will sky-rocket your credibility & positioning in one fell swoop.
  • The ONE thing that every coach, expert & service based business needs to do to stand out above the competition in 2020 or face getting left behind.

Useful Links:-

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com