Issue #8: Doing the work always works

You’re spending too much time working on your perfect niche…

and it’s costing you thousands of dollars.

Let’s talk about how to fix that..

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Profit and Grow is a fractional CFO, bookkeeping, and tax planning firm helping professional service businesses earn and keep more money by maximize their PROFIT, minimize their TAXES, improving CASH FLOW, and making the wisest business DECISIONS.

If profitability and revenue are the most painful parts of your business, stopping you from focusing on what you do best, visit profitandgrow.com and book a call today.

We scale legacy-minded service businesses to $5m in gross revenue, profitably.

“If you build it they will come”

-Field of Dreams

Nice in a movie… complete fiction in business.

The obsession with niching comes from this fantasy scenario where, once we’ve selected the perfect niche, people line up begging us to help. No sales needed.

I hate to break it to you - but you can’t just build it.

You will eventually have to sell it too.

And in sales, a closed deal usually happens after 5-10 touch points.

Following up is a painful but necessary part of the process.

If I spent a little time thinking about it, I could come up with a handful of people I’d really like to buy from. I still have the problem, it’s just not top of mind right this second.

Perfect example: Last week, on my way to lunch, I drove by my favorite embroidery shop. I’d love to buy a couple more ¼ zip pullovers, but it’s been hot out, it isn’t top of mind. That being said, if they gave me a call… or even sent an email, I’d gladly buy them.

If I didn’t write it down in my notes app for this post, I would have forgotten already.

The right message at the right time is ALWAYS welcome.

On the discovery call, you identified a problem that your prospect confirmed they have.

It might need to be resurfaced. Problems don’t fix themselves after all.

Remind them and go from “annoying pest” to a “most welcome guest”.

While most people are using automated follow up campaigns, consisting of calls, texts, emails, and courier pigeons, being pests, you have an opportunity to interrupt the pattern.

People can sense canned templated messages 1000 miles away.

Instead, choose an option that builds rapport with your prospects.

My favorite methods of following up involve using your voice.

These 3 methods will not only bring you, the problem, and your solution back to the top of mind, you’ll also build rapport.

1/ Phone Call

The worst of the best methods of following up.

Worst because it’s 100% guaranteed to interrupt their day.

BUT once your past that initial annoyance, being perceived as the annoying pest, you have the opportunity to become a most welcome guest.

Ideally, you already know their problem. Chances are they haven’t solved it yet.

By bringing it back to the top of their mind, you have the opportunity to save them time, money, and peace of mind.

They deserve that benefit. It’s why you do what you do of course.

2/ Audio Message

As the lowest impact option, I LOVE audio text messages.

The downside, only certain platforms support it.

So you’ll need to use text or Facebook/Instagram messenger to utilize this one.

The upside, you aren’t “kicking in the door” with a phone call and they still get to hear your voice. The second most personal way we communicate.

Again, remind them of their problem and your prescribed solution.

= Most Welcome Guest!

3/ Video Follow Up

The absolute best way to follow up.

Short of stalking the person and jumping out of the bushes, the is the only other way to visually get in front of them.

This is as personalized as it gets. They can see you, they can hear you, and most importantly - they can get a sense of your intentions.

Remember - Whoever cares about their best interests more wins.

Texting a video is fine, but pair this with a little sleuthing on Social Media to see what’s going on in their lives and you can hyper personalize your video follow up message.

Any sales expert will tell you how great VSLs (video sales letters) are, but the video follow up is even more powerful!

Instead of trying to forge a mythical fantasy niche where clients want you so badly they line up around the block, just get out there and do the doing.

I don’t mean just setting up automated canned template messages.

Talk to people.

Verbally remind them of their problem, your prescribed solution, and what life will be like after they take action.

There’s gold buried in your follow up list. Block time to do some digging.

Thanks for reading the 8th issue of the Profit Hacking Weekly newsletter. Past issues will be located on the blog section of profitandgrow.com.

If you need help with anything I talk about, like maximizing your profit, minimizing your taxes, understanding your cash flow, or making the best spending decisions, connect with me on LinkedIn https://www.linkedin.com/in/danielt6/

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By: Daniel Talbott