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HOW TO ATTRACT & CONVERT HIGH PAYING CLIENTS-EVEN IF THEY DON’T ATTEND YOUR SEMINAR
For High Paid Advisors & Wealth Managers
Copyright © 2017 by Jeffrey Manu All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from the publisher. Requests for permission or further information should be addressed to
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You will discover how to use these simple steps 1. How to dentify only high net worth clients who are willing and able to pay you what you want. 2. How to attract them with “custom offers” that cause high paying clients to chase you. 3. How to convert them without being pushy, salesy or annoying. 4. How to build your practice on a few leads who trust and will refer you to others like them.
WHY DOES THIS CONCERN YOU? LET’S START WITH A STORY As the story goes, even though his business was making a few millions he knew he wasn’t getting a consistent stream of clients…
Leads were coming in and traffic was relatively high but these weren’t high paying clients. In addition to this he wanted to be able to charge higher fees for his expertise and time. Nothing was so annoying than the clients who didn’t appreciate his work, had little assets or small accounts and would always irritatingly compare him to some useless competitor. He mentioned that business had become too stressful, complex and overwhelming. My advice was that the key to his and your business’ growth lies in attracting the highest value clients and focusing on the highest value activities that make you money and provide value for your client. Traffic without great conversions is a waste.
WASTING TIME, ENERGY & RESOURCES You’re serious about your business and you are currently reading this to get value. You know you can get a massive influx of cash by just focusing on the most productive parts of your business. One client who didn’t know what you are about to learn used to send out hundreds and thousands of ads, sales letters, invitations and brochures but only a few people showed up to his seminars and workshops. The sad thing is that of the few that came to his office, less than 10% had enough money to be worth his while. WHAT A WASTE OF TIME, ENERGY AND RESOURCES. Not knowing the answers I’m about to show you is the reason many clients may not regard you as a respected authority but merely a salesperson in nice clothes. There is also a reason why you don’t get frequent or better qualified referrals from your top clients.
SOME MISTAKES YOU SHOULD AVOID
1.Putting up an online form online with your phone number and expecting big deals to just bite doesn’t work. 2.Targeting big clients but you are not using bait or offers that are appealing to them 3.One-size-fits all offers are not appealing. 4.Trying to sell services instead of educating the prospect or giving them incremental results in advance. 5.Driving traffic to websites that don’t have a back end sales sequence and well optimized funnel.
WHAT YOU CAN DO TODAY TO ATTRACT A CONSTANT STREAM OF HIGH PAYING Step 1 Focus on the top 20% of your client base CLIENTS (i.e the big spenders that you can help) & BIGGER PROFITS Look for commonalities like career, life experiences like graduations, age, school, club and complimentary services that they buy. With this information define your ideal client characteristics and have an image of them in mind. I recommend having this on a wall in your office and naming that ideal individual or business. Identify what they want in life, where they go to church, what they drive, how they feel about certain social issues. I usually recommend no more than 2 client avatars. Now you can focus your lead generation efforts instead of trying to target 10,000 and getting only 50 good ones.
STEP 2: Market to attract a response not just awareness
You do this by giving your prospect what he or she wants. You then show the benefits of your expertise. The mistake many people make is that they focus on their lead generation on themselves. They talk about how long they have been in business, who they know and how great they are. Your market doesn’t care about you. All they care about is what’s in it for them so give them what they want. The best way to do this is give them some incremental results in advance. Helping them in advance will make them want to know what else you can give them. It’s like getting samples from a bakery. If you like the cupcake samples, you’ll be pretty confident that the bigger cupcakes will taste the same. You’ll walk in to see what else they have.
You can copy this example
Let’s say your top ideal client characteristics are as follows: A 42 year old entrepreneur who just sold his first tech startup and has about $200m. He’s made the money and now he wants to manage and multiply it. His goal is to pass some of it on to his children without paying exorbitant taxes. He also wants the money to last longer and to always have enough to invest in new opportunities. What you do next is that you create a lead magnet or bait piece. This may be a free report, video, webinar or presentation that has exactly what he wants i.e. “How to manage over $200m in assets , structure it so that your family Is set and multiply it so you can invest in new opportunities” Now you see how different this is from the “3 reasons you should work with me” pitches?
You offer these lead magnets to him for free. You accompany it with a message that says something like this– “Mr. Smith , our research shows that you just got a good exit on your business. Congratulations. Like most of our clients, you face the following challenges. Your recent windfall means there are vultures lurking in the form of both people and tax systems that could diminish that nest egg. Our experience helping clients like you shows us that you want to manage, protect and multiply your money. You want this so that you can invest in new opportunities as they come without worrying. Secondly, you want your family to be secure without taxes eating up the fruit of your labor. It’s for this reason that I have created a special presentation that is only shared with people like you.”
What happens next? He decides he wants the presentation and you send it to him via mail. Your presentation should come in a beautiful package that includes the following 1 The presentation you promised. This can be on a DVD, brochure or a link to an online presentation. The presentation should alert him on all the challenges he may or may not be aware of. It should then teach him how he can avoid and overcome these challenges. Don’t hold back. Give him our best tips and tricks. 90 percent of your competition is not doing this. This is what allows you to charge higher fees because now you’re in the position of an authority.
2. A magnetic and compelling reason to become a client
This is where you use what I like to call mental triggers to turn a prospect into a pre-sold lead. After he has gone through your presentation and seen your value, you present your offer. Here are the main parts of a magnetic and compelling offer. 1 Offer your specialized help You may say, “Mr. Smith, would you like me to help you structure a plan to manage,multiply and protect your wealth so that you can explore new opportunities without fear and transfer it to your children without paying exorbitant taxes? Would you take me up on this offer if I said it was for free? ” You just offered to do exactly what he’s been desiring for free.
3A. The unexpected gift
If you’ve done your research you will know if he is a sports fan,a Christian or if he has a hobby such as painting. You can send him an autographed ball, a uniquely bound bible or a cool looking easel and brush set. It can even be a gift coupon for his wife or children. Explain to him that this is not a bribe but a gesture of the kind of person you are. Make sure that the care package is useful and not full of junk that he will want to throw away. High net worth individuals receive a lot of offers. I once had a shelf full of useless things that businesses had sent me. They quickly become a nuisance even though that was not the intended purpose.
3B. Explain your reason for doing this
By now he’s wondering what the catch is so you should dissolve that doubt and objection immediately. Next, you say “During our conversation I’ll personally review your current financial situation to find any overlooked federal estate tax liabilities. Together we’ll look at the top 5 laws that could stand in your way and what the legal solutions are. We’ll do this to make sure we can give you a system to grow and multiply your wealth so that your family is taken care of for generations to come. This could mean that you will finally be able to explore opportunities that are dear to your heart.”
3C. Remove more risk, doubts & objections by reversing them & offering relevant testimonials.
By now you are starting to win him over but he may be thinking,“what’s in it for them?” He also needs to know that this has worked for someone else. Social proof is one of the most powerful ways to influence a sale. You should present relevant testimonials at this point as well. If your prospect is a farmer and you have testimonials of a client he can relate with, do it. This makes him believe that if others like him have gotten value, he will as well. You respond with, “The reason I’m offering to help you come up with this plan for free is simple. First, I truly enjoy helping clients like you grow and multiply their nest egg. This is what I’m good at and have been doing it for almost 20 years. Secondly, my mother taught me that helping people is one of the easiest ways for them to trust you. I took this advice to heart and so this is one of the primary ways I get clients. I would also like to mention that our conversation will not be a sales pitch in disguise. recommend someone else. So you see, you have nothing to lose. “
3.D. Slightly pull back the offer by letting him qualify himself
Here is where you show your worth and take over the position of power in the prospect’s mind. You say, “You should know that even though I’d like to, I cannot help everyone. The clients I accept have the following characteristics. ” Remember how we defined your ideal client characteristics in the beginning? Here is where you list them. This is how you out-market your competition. While most of them are begging prospects to become clients, you are getting them to qualify themselves. You will also notice that the language we have used has a lot of pre-supposition. Phrases like “when we speak”, “during our conversation”, “after our conversation” pre-suppose that the prospect wants to take these actions. I didn’t believe these mental triggers worked until I saw that my firm got a 75-85 percent close rate by employing all the tactics mentioned together. This is not because of experience or fame. We get such high closing rates because we follow this exact process.
3E. Here’s how you close
To close the loop, you say; “Apply for our planning session by filling this form(or calling this number). My personal assistant will reach out to you for a suitable time after your application. Our planning session will be between 30 to 45 minutes. I guarantee that you will receive a lot of value.” The ribbon that ties all this together is your follow-up In my experience most professional services and consulting firmshave little or no follow up at all. The few who do are usually calling to pester the prospect.You have to understand that your prospects are not sitting at home thinking about you all day. In some cases they haven’t even opened your package yet. This is why I recommend using FedEx or some other kind of priority mailer. It gets the prospects attention and they believe it’s important. Your next step is to wait 3 to 4 days and contact the prospect via email or a physical priority shipped letter. In many cases you may have to do both.
Your Follow-up
What you say is this. “Hi Mr. Smith. I hope you got immense value from the package I sent the other day. …” You then give an abridged version of your offer and mention that the sooner they contact you, the better it is for him. If he does not respond within a week, I recommend sending another gift with your offer attached. It is only after this that I would recommend calling the prospect to remind him. The simple gift, reminder letter and gift plus offer sequence is an effective follow up system.
Coup de grace: Automating referrals from clients
Unfortunately most consulting and professional services firms expect referrals to come without them engineering the process. After you work with a client, you should have a system thatasks all of them for one or two referrals. This should be automated into your sales and follow-up sequence . Think about it. There are many times you have had a great experience from a business but didn’t remember to share that with someone else. What I recommend is that you call your clients within days of satisfying them and remind them.
When you call, this is what you say
“Mr.Smith, we were talking about you the other day and it’s been a blessing to be able to help you grow your wealth and avoid tax liabilities. I’m sure you feel the same way. We would like to work with more clients who fit your exceptional caliber. Could you please recommend two or three people that come to mind?” This is a low pressure way of getting the referrals that your competition is waiting to fall into their laps. The secret to turning your advertising into profits is to have a magnetic, compelling and irresistible offer. The most successful firms are using just mere snippets of what you have just discovered. This gives you a pretty unfair advantage.
To recap what I have taught you: 1. I have shown you an effective way to identify and attract your highest value clients. 2. You have also seen a simple template for closing the sale,getting bigger profits and increasing referrals. This is the business growth system for selling high fee consulting, info-products & professional services. There is more that I want to share about making your marketing profitable, setting the right prices, launching new products, reactivating inactive clients and engineering joint ventures with businesses outside your industry. For the sake of brevity I'll end here and show you something that will interest you. If you this has piqued your interestd, ou’re really going to want to know what else I have for you.
FREE 15 MINUTE STRATEGY SESSION WITH ME
You are reading this and have gotten to this page. You also know that by focusing on the most productive activities in your business, you can definitely do better than you have over the last few years. I’m making time for a few special advisors. If you qualify, I would like to speak with you and give you a simple plan to implement what I’ve showed you. This call is ABSOLUTELY FREE. In fact if you feel I’ve wasted your time, I’ll even pay you. You come out on top either way. HERE’S THE CATCH I will only speak with a few advisors who quality. I say this because I want to only speak with people who I can help. I do this because after helping you for FREE, you may decide to become a client. Even if you don’t you may refer me to someone else later in life.
SEE IF YOU QUALIFY FIRST
If you do decide to become a client, I will show you proven strategies to double, triple or even quadruple your business during our time together. My fee for this is just two payments of $5,890 for 90 days of Strategic growth and revenue producing activities to give you the results you desire. WARNING:HERE’S WHO I CAN HELP Because of how personal our one on one time will be, I can only take on a few select advisors and consultants. Before you apply here(bit.ly/revenueapp), you must fit these criteria. 1. Your minimum client value is in the high hundreds OR thousands(and above) 2. You are willing and able to spend money on marketing. 3. You are the owner or operator of your business. 4. You are “coachable” and genuinely want to help your clients. If you fit all the above criteria then you qualify for our FREE strategy session. Apply here (http://bit.ly/revenueapp) NB: Availability is limited. I can only work with so many private clients at any given time so act quickly. )
AS AN ADDED BONUS
If you qualify, someone from my office will contact you within 72 hours. During our conversation, I will review your current client acquisition efforts and show you opportunities to get greater results. In addition to this, I will show you how to create trust with your prospects so that you can even charge higher fees for your value. I won’t pressure you or try any gimmicks to force you to do anything you don’t want to do. After all I offer to even pay you if our call is unfruitful. That means there’s no risk or charge to you. If you want me to help you come up with a plan to dramatically change your practice, apply here: (bit.ly/revenueapp) Sincerely, Jeffrey Manu Thank you for reading.
