LIVEstream Workshop CMSEO2019: Fast Action Client Generation - John Logar

TL;DR

John Logar shares strategies for fast client generation.

Transcript

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Key Insights

• John Logar emphasizes the importance of making frequent and compelling offers to potential clients to ensure consistent business growth.
• He advises using a combination of direct market engagement, strategic alliances, and advertising to accelerate business growth.
• Logar suggests using LinkedIn Sales Navigator to find and connect with potential B2B clients efficiently and affordably.
• He introduces the concept of the nine-word email and the 'spend my money' offer as effective client engagement strategies.
• John highlights the significance of follow-up in sales, mentioning that multiple touchpoints are often required before a sale is made.
• He stresses the importance of charging appropriately for services, advising against underpricing and offering free setups.
• Logar provides a step-by-step guide to crafting personalized campaigns that can be used across various communication platforms.
• He encourages businesses to explore underserved niches, suggesting that there are numerous untapped markets with potential clients.

Questions & Answers

Q: What is the average number of touches needed before closing a sale?

Back in 2009, Google determined that only five touchpoints were needed before a purchase decision. However, by 2019, this number had increased to 30. This increase reflects the changing consumer behavior, where potential clients need more interactions to be convinced. John Logar's company ensures 26 touchpoints per month to maintain engagement and drive sales.

Q: How can you apply these strategies to clients requiring lengthy RFPs?

To win an RFP from a Fortune 500 company, it's crucial to be invited to participate. Complying with the RFP request is necessary, but it's beneficial to include an amendment that addresses missing elements in the brief. This shows a deeper understanding and can increase the chances of winning the bid by prompting further assessment of your proposal.

Q: Will these strategies work for industries like CBD and real estate?

Yes, these strategies are applicable to industries like CBD and real estate. Both industries require customers and benefit from maximizing customer spending and encouraging repeat purchases. The key is to tailor the messaging to address the specific needs and pain points of the target audience within these sectors.

Q: Is it advisable to send emails to people who have not opted in?

Yes, as long as you have a service that genuinely helps people, it's acceptable to introduce yourself to those who haven't opted in. The email should be relevant and offer value, making it clear how your service can benefit them. It's important to comply with spam laws and provide an easy opt-out option.

Q: How can LinkedIn be used effectively for client generation?

John Logar recommends using LinkedIn Sales Navigator to find potential clients. By connecting with LinkedIn LIONs, who have large networks, you can access a vast list of potential clients. Using tools like AnyLeads.com, you can download contact information for targeted outreach, ensuring compliance with spam regulations.

Q: What should be included in a campaign offer to make it effective?

An effective campaign offer should be time-sensitive, have a plausible reason for the offer, and be limited in quantity. It should incentivize action by stacking value and providing a clear call to action. Ensuring profitability while offering perceived value to the client is crucial for the offer's success.

Q: What is the 'spend my money' offer and how does it work?

The 'spend my money' offer involves telling clients that instead of spending money on advertising, the business would rather give it to them as a discount or credit towards a service. This approach is particularly effective with past or existing clients who already have a relationship with the business, making the offer more plausible.

Q: How can businesses avoid underpricing their services?

John Logar advises against offering free setups and recommends charging appropriately for services, suggesting a minimum of $3,000 per month for client sustainability. He encourages businesses to value their time and expertise, ensuring they charge for audits, strategy, and setup to maintain profitability and avoid going broke.

Summary & Key Takeaways

• John Logar presented his strategies for fast client generation, focusing on making frequent offers and utilizing a mix of direct engagement, strategic alliances, and advertising. He emphasized the importance of charging appropriately for services and avoiding underpricing.

• Logar shared practical techniques such as the nine-word email and the 'spend my money' offer to engage potential clients. He also highlighted the effectiveness of LinkedIn Sales Navigator for finding B2B clients.

• He stressed the need for multiple touchpoints before closing a sale and encouraged exploring underserved niches. Logar offered to help attendees craft personalized campaigns during the conference.