Contact forms: a story in three parts

“Contact us” “Click here to connect with us” “Request a demo” “Schedule a call” And all the other calls to action that we put on our websites.  That might be where the website journey ends for our visitors.  But it is only the beginning of our story together.  Lead generation is more than a click…

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Why you should have a website

I received my first garlic crusher in my later 30s. Garlic is a common ingredient in my cooking, but I could never purchase a unitasker gadget like a garlic crusher. Then I received one as a gift, proving that thoughtfulness is not about price, and not only do I crush garlic on the regular, I…

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How to pick the worst clients

If a strategy is about knowing what not to do, then client profiles are about knowing who not to target.  Much of this will happen as a process of exclusion as you build your Customer Profile.  But that is not enough. There are certain traits you want to look out for, that make universally bad…

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Do you know what your clients want?

Your clients know what they want.  To get what they want, they need something: you. You know what they need, which allows them to get what they want. (If this doesn’t sound familiar, see the link above).  Now let’s make sure that you understand what your clients want.  How Let’s start with how your clients…

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Why You Have To Always Sell Three Things

What you do is all about customer context, how you sell is all about customer buying habits.  But at some point: you do have to talk about yourself.  Once your prospects are moving through that buyer’s journey, they will want to know what to expect when working with you.  They already know – at least…

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Find out what your clients fear

All of your clients want something.  All of your clients need something too.  And all of your clients also fear something.  They may talk about it, ignore it, or not even have thought about it yet. Still, they know that every decision they make involves some risk.  What are the risks Every decision carries risk. …

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How to describe the technical benefits of your service

Your clients want to know what’s in it for them when they buy from you.  They want to know the benefits of using your service.  Note the plural use of the word: there are always multiple benefits and as a business owner or leader, you must know what they are.  Last time (link above) we…

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How to use WIIFM (what’s in it for them)

Trust your customers to know what they want.  And when you sell to other businesses, those are mainly business-related achievements.  But businesses are still run by people, and people are ultimately driven by the WIIFM urge.  Saying “what’s in it for me” conjured too many negative stereotypes, so allow me to debunk this impression right…

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What are your clients thinking about when they buy from you

The answer is: it’s not about you.  So how do your customers buy? Deciding to buy something means knowing that choice is the best option; using the money there instead of somewhere else, hoping it will be a long-term solution, considering what else has to change to accept this new product and more.  The better…

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The Proactive Buyer

Your clients find you in different ways and for different reasons.  Sometimes they have an urgent need for your service, sometimes a friend recommends you, sometimes they just happen across your website, and sometimes it is something you said.  The more you know about your audience’s buying triggers — in other words, what prompts them to make…

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