The Business Owner’s Guide To Getting More Clients

A marketin

g

blueprint fo

r business

owners who

want an

“unfair ad

vantage“

$47

In This Report You’ll Discover...

Why old economy marketing no longer works and what to do about it.

A sample marketing campaign for turning prospects from “vaguely interested” into “raving fans” who see you as an expert.

The quickest and easiest way to stand out from your competition.

How to make price irrelevant and have prospects and clients begging you to take their money.

How to get your prospects and clients to treat you like a king and obey you like a heart surgeon, long before a single word is said.

The secret marketing strategy that breaks down all your prospects and clients resistance.

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ContentsThe Answers Have Changed 5

How Most Businesses Try To Sell 9

The New Way Of Selling 10

Get Prospects To Put Their Hand Up 12

Nurture Your Prospects 15

Here’s What To Do Next 18

Conclusion 23

About Allan Dib 24

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The Answers Have Changed

From the desk of Allan Dib Melbourne VIC, Wednesday 10:37am

Dear Business Owner,

Are you sick of wasting money on advertising that simply isn’t working? Are you wanting to get new clients for your business without resorting to time consuming, annoying and ineffective tactics like cold calling, price discounting and constant chasing?

If so you’re in the right place. The even better news is that it’s much easier than the so called “marketing gurus” would have you believe.

In the pages that follow, you have a powerful blueprint for a radically different approach to marketing. However you might be asking, “Do I really need to change the way I do my marketing?”.

Allow me to relate to you a story… Albert Einstein was once giving an exam paper to his graduating class.

It turned out that it was the exact same exam paper he had given them the previous year.

His teaching assistant, alarmed at what he saw and thinking it to be the result of the professor’s absent-mindedness, alerted Einstein.

“Excuse me, sir,” said the shy assistant, not quite sure how to tell the great man about his blunder.

“Yes?” said Einstein.

“Um, eh, it’s about the test you just handed out.”

Einstein waited patiently.

“I’m not sure if you realise it, but this is the same test you gave out last year. In fact, it’s identical.”

Einstein paused to think for a moment, then said, “Yes, it is the same test but the answers have changed.”

Just as the answers in physics change as new discoveries are made, so too do the answers in business and in marketing.

Simply put, what worked yesterday isn’t working today.

Want proof?

Only a few short years ago, industry giants Kodak and Borders were on top of the world. If you had suggested they’d soon be out of business, you’d have likely been laughed at.

Many businesses suffer because they fail to anticipate or react to change.

Kodak and Borders are two high profile casualties that, for whatever reason, failed to react to changes in their industry, changes in technology and changes in the economic environment However big companies are not alone.

It’s a statistical fact that 86% of small-to-medium businesses fail within the first five years of operation.Even worse than outright failure are the businesses who are dying a slow death of a thousand cuts. Their owners are working their guts out sometimes 6 or 7 days a week and making barely enough to survive.

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This is often due to changes in the business environment - and this rate of change is rapidly increasing. Make no mistake about it, if you are still running your business and marketing in the same way you did a few years ago, then you too could soon be a casualty.

We’ve entered a new age of business - what many call “The New Economy”.

The New Economy requires business owners to think and act differently. It requires a totally new approach to marketing because the old type of marketing has become totally ineffective.

This is both good news and bad news.

For those that fail to understand, anticipate and react to this change, it’s terrible news as they are highly unlikely to survive.

For those who are alert and poised to take advantage of the new economy, it’s great news because they’re going to make a fortune.

In fact in the next few years we’ll witness the biggest transfer of wealth in the history of the world.

This report is here to help you take advantage of the new economy and ensure you are in the right place at the right time as these monumental changes take place.To have your business succeed in the new economy, you need to become an expert at marketing. If you’re not a good marketer you will struggle to survive in this chaotic new economy.

Add to that the fact that in the last 15 - 20 years or so the cost of getting a client has tripled and results from them have halved.

Bottom line, the old ways of doing business don’t work like they used to and never will again.

One of the fundamental differences between struggling businesses and those that succeed is they have mastered marketing.

By the way, masters of anything are rarely born.

The good news is, all masters were once disasters. So figure out what you need to master and then commit the time, money and energy to become a master of it.

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How Most Businesses Try To Sell (And Fail Miserably)Most businesses try to sell without first creating trust. They either...

a) Cold Call

b) Advertise using outdated methods that no longer work

The problem with this is you are asking your customer to make a decision when they have no idea about who you are or what you are about.

They don’t know you... don’t trust you... and don’t really want to have anything to do with you.

It’s like proposing marriage on a first date - sure it may work once in a blue moon but do you really want to stake your whole business on a strategy like that?

And so you end up with a poor closing ratio of say 1 in 10 or 1 in 20 and you waste a significant amount of time, energy and money dealing with unqualified prospects. What’s more, you waste a lot of money on poor advertising.

For instance, let’s say you invest $1000 on an advertisement to get 10 inquiries. And out of those 10 inquiries you end up setting 5 appointments and making one sale.

e.g. You advertise with an ad which looks something like this...

And you get people calling up and you say to them, “sure I can come out and see you” or “sure I can help you”.

The problem with this is they barely know you and are probably just price shopping, so your conversion is probably going to be at a far lower level than it could be.

At this stage many business owners get hooked on the “Hopeium” drug.

Hopeium is a “drug” that travels through your body and mind when you “think” you have an interested prospect who is sending you positive signals but has no intention of buying from you.

The drug is usually activated when your prospect tells you “Tell me more about your product…”, “Send me a quote…”, or “Send me more information….”

You know what I mean right? Someone calls your office and shows interest in what you have to offer and then instantaneously you feel the “rush” of excitement that this is going to be your next sale.

Then a few days or a few weeks later after continually chasing them, you get hit with the “silent treatment”. You know, when you’ve worked with a prospect for a while, you’ve had some good conversations and they’ve expressed interest in what you have to offer. Then all of a sudden everything stops. You try calling them back once or twice. You even send a follow-up e-mail, but nothing. They just disappear.

You figure you’ve somehow lost the sale, and you don’t know what you did wrong, or what was wrong with your product. It makes selling feel like such a painful and arduous process.

Hopeium is dangerous because it’s not based on the truth of what your prospect is really thinking.

The faster you “detox” from Hopeium, the sooner you’ll stop wasting your selling time chasing prospects who aren’t a true fit for your solution.

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The New Way Of SellingOver the years, clients have become more and more skeptical.

They’ve been burnt too many times and they simply don’t believe you. So the problem is you’re not even starting at zero, you’re starting in negative territory.

And the old school CLOSE, CLOSE, CLOSE... SELL, SELL, SELL approach doesn’t work the way it used to.

Potential clients get their back up and end up doing nothing because they don’t trust you.

Instead, in the new economy you need to move towards the model of... EDUCATE, EDUCATE, EDUCATE.With education, you build trust. With education, you position yourself as an expert. With education you build relationships. With education you make the selling process easier for both buyer and seller.

So instead of trying to sell to them straight off the bat, the first thing you do is offer your readers is something of value that educates them about a problem they have.

A free report, free CD, free DVD, online webinar etc. are all great educational tools you can use.

Delaying the sale accomplishes two things.

Firstly it shows you’re willing to give long before you take, which breaks down sales resistance.

Secondly it presents you as an educator and expert in your field.

Think about it. Who would you prefer to buy from - a pushy sales person salivating for their next commission or an expert educator who has your interests at heart and wants to help you solve your problem?

You must stop selling and start educating, consulting and advising prospects about the benefits your products and services deliver as opposed to each and every competitor in your category.

Best you read that again, it could be worth a fortune to you.

Let’s face it, no one wants to be seen as a stereotypical sales person who is a pushy, lying, cheating, untrustworthy, snake oil sales person.

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However, if you think about yourself as a doctor who diagnoses and then prescribes solutions to people’s problems, then I’m sure you would be much more comfortable selling under those circumstances - as a trusted, educated, knowledgeable, qualified, confident, capable sales person.

And that is exactly who you need to be perceived as in the eyes and mind of your prospects - someone who EDUCATES them and solves their PROBLEMS.

Seems to be a good time to share with you my definition of an entrepreneur, “Someone who solves people’s problems at a profit”.Bottom line, don’t let them think you are in sales for one second!

The best way to do all this is consultative, advisory selling using a nurturing system (more on that shortly).

You must see yourself as an agent of change, a creator of great value, benefit, advantage and enhancement in the lives of your clients and prospects.

Be the liberator, the maven and the magician of your category or industry. Become the expert in your industry.

Quite honestly, everybody is generally trying to be an expert, it’s just their marketing sucks. The coffee shop is trying to make the best coffee, it just sucks at marketing that fact.

Consultative, advisory selling is the MOST cost effective, the MOST immediate, the MOST enduring, the MOST impactful and the MOST powerful marketing strategy a business owner could ever devise.

Consultative, advisory selling using FREE education usually delivered via a combination of a free report, free CD, free DVD, webinar etc… will see sales increase by up to 500%.

The balance of power is now in the hands of those who would choose to consult, advise and educate prospects or clients about the benefit that your product brings to them.

It’s the only way to take the power back off the buyer in the chaotic collaborative world we live in today.

So stop selling and start educating and advising. Your clients will appreciate you more and so will your bank manager!

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Get Prospects To Put Their Hand UpMost business owners are clueless about the purpose behind their marketing.

They slap the name of their business on their ad with a pretty logo and some meaningless slogan claiming to be the leader in their industry or area.

If you ask them what the purpose of their advertising is, most will say it’s to sell their products or to “get their name out there”. This is WRONG! Dead wrong. They may as well be flushing money down the toilet.

The whole purpose of advertising in the new economy is not to make a quick sale. The purpose is to get prospects to put their hand up and say they are potentially interested in what you have to offer. You then put them on a list or database and educate them.

Why not try to sell to them from your ad?

You see at any one time, for any product or service about 3% of the market is hot and heavy for your product and ready to buy. Another 7% is very open to it. Another 30% are not thinking about it right now but could be interested. Another 30% are not interested and finally about 30% has no interest whatsoever and even if it was offered for free they wouldn’t be interested.

And this is where most business owners and marketing victims go wrong. They use “One Shot” advertising that’s designed to attract only the 3% who are ‘hot and heavy’. Their marketing is here today and gone tomorrow.

So they hope like heck that on the very day that their ad is run that some of the 3% who are ‘hot and heavy’ happen to read it.

Yet if you offer education by way of a free report, CD, DVD, webinar etc. that would help the 3% “hot and heavy’s” now, tip the 7% over to a sale and get the interested 30% to put their hand up and say “I want to know more”.

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You now have an addressable market of 40% instead of 3%. Or put another way, your ad is now 1,233% more effective.

This also has a secondary side effect with the people who are ready to buy immediately. They see you’re not desperate to sell or discount your product or service. They see that you are interested in building a relationship first rather than just going for the jugular to make a sale.

This kind of marketing is similar to sowing seeds on a farm. It is an investment in your future because as your database of interested prospects grows, so will your business and your results.

You see everybody that educates and teaches is seen as an expert and an authority. You’re no longer questioned, instead you are obeyed and seen to have a personal, genuine, helpful interest in other people.

So for successful marketing in the new economy your ad might offer a free report promising to educate your clients about the things they need to beware of, how to avoid being ripped off and what they should look for.

And once your prospect receives the special report, you have delivered on all the promises made in your advertisement.

This skyrockets your trustworthiness, positions you as the expert and sets you apart from your competition.

You haven’t put the sales pressure into your ad just to make a quick sale. Instead you’re just starting with the process of getting them to raise their hand.

You’re telling them to contact you just so they identify themselves to you.

And then, you can move on to the next step...

3%

30%30%

30%

7%

Ready to buy

Very open to buying

Interested but not right nowNot interested

Would not take it even if it was free

The Market For Your Product Or Service13

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Nurture Your ProspectsThe next step is to patiently and systematically educate and motivate your prospects to take the next step with you.

This is really about lead conversion.

This is where the real skill comes in, knowing how to set things up, so that people want to take the next step with you.

The key is that you understand they will only take the next step with you when THEY are ready.

Let’s use the example of an ad for a free report.

That free report is starting the process of educating and motivating your prospects to take the next step with you.

“The next step” is the part where the actual transaction can start to occur, whether that’s going to be to come into your retail store, or to invite you into their house to give them a pest audit, or any of those things where you’re going to get into a position where you can start your sales process.

You can’t just educate people, send them free reports and expect that they will just line up to come in to see you.

People need prompting.

We’re all basically shy, and reluctant to start an interaction. We’ve all been raised not to impose on people, and not to make people go out of their way for us.

It goes both ways.

That thinking makes us timid in the way we talk to prospects. We say things like, “If there’s anything I can do for you, or if you have any questions...don’t hesitate to give me a call, I’m more than happy to help”

Now, we may be sincere in saying that, but it’s a very weak proposition.

We’re essentially asking our prospects to be the leader, and initiate, by asking you for something...which you would be happy to provide.

The problem is, most people don’t like asking for anything...but they’re helpless against people offering them something, because they equally don’t like to reject people. It’s a strange social dynamic.

I often use an example of bringing you into my home, sitting you down in the living room, and saying “If there’s anything you want to eat or drink, there’s lots of stuff in the fridge...just feel free to help yourself. I’ll be in the other room, if you need anything just give me a shout”.

Again, I might be completely sincere in that offer, and I would love it if you would feel comfortable enough to help yourself to something in the fridge.... but I know that’s not what you would do.

You would feel uncomfortable imposing like that. It’s the way we’re raised.

Now contrast that with me coming into the living room with a plate of freshly baked chocolate brownies, holding them right in front of you and saying “would you like a chocolate brownie?”

Would you like a chocolate brownie?

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The truth is, it would be very difficult for you NOT to take a brownie under those circumstances, even if they weren’t your favorite type - because I’ve clearly gone out of my way to make these for you, and it would be rude to reject me.

Understanding that dynamic helps you realise that people are silently begging to be led.

They don’t want to lead. They want someone to tell them what to do...and make it EASY for them to do it.

So we educate our prospects with a multi-step nurturing system. This could include any of the following:

• Emails

• Newsletters

• Teleseminars

• Online Webinars

• CD’s

• DVD’s

• etc.

For example, your nurture system once you generate a lead could look something like this

Can you see how by the time you actually get to reach your prospect they are FAR more qualified than using the old school hard sell methods?

Can you see how by investing just a little bit of time upfront you can spend more time actually selling to qualified prospects rather than wading through all the dirt to get to the gold?

Can you see how this will give you more time to come up with other marketing strategies to get more qualified leads into your marketing system?

Can you see how you can get more leads doing this by getting the system to work for you so you can work smarter rather than harder?

Generate the lead via a free report Ad

Send out the free report

3 days later send an educational email

Send weekly educational email

10 days later run an educational webinar

3 weeks later send them a sales letter

1 month later send them a newsletter

Send monthly newsletters

And so on..

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The ideal prospect will love the fact that you provided them with not just helpful information but an education, because it helps them make their buying decision, and they will want to do business with you.

By equipping the prospect with information, they’re a more confident buyer. And a more confident buyer is exactly the type of buyer you want.

You want them to have confidence with you, and that’s why you are providing them that information. And since you are the one providing them that information, who do they have the most rapport and trust with?

They have it with YOU!They’re hardly going to do business with your competitor who is running around like a horny teenager trying to sell to anyone who’ll listen and hoping they’ll hear a ‘yes’ in response to their advances - all without establishing any trust or relationship.

You’ve become the logical choice because you have given them value, education and confidence all before they’ve even spent a single cent with you.

This applies to anyone regardless of what business you’re in. I’m yet to find someone who can tell me, “Oh, you’re better off not educating your prospects and clients” - unless of course you’re in a business like selling cigarettes where you probably don’t want to educate them about how it’s going to kill them.

So if you’re in a business that actually creates value and delivers something that’s good and useful to people, then an educated prospect is the best and most qualified type of prospect you can possibly deal with.

Educating, rather than selling, is the most effective, ethical and easy way of advertising and marketing your business.

Generate the lead via a free report Ad

Send out the free report

3 days later send an educational email

Send weekly educational email

10 days later run an educational webinar

3 weeks later send them a sales letter

1 month later send them a newsletter

Send monthly newsletters

And so on..

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Here’s What To Do Next ..I don’t know exactly what motivated you to request and read this report, although I suspect you’re searching for a better way of attracting more clients to your business.

If the ideas in this report resonated with you, then there’s a very good chance we may be able to help you.

While the ideas and concepts in this report are applicable to most businesses in most industries, they do require a well thought out plan to implement them.

I’d like to help you create an implementation plan for your business by taking you through a marketing health analysis. It’s just like a check up you’d do with your doctor except we’ll be focusing on the health of your business marketing.

We’ll be looking at your business’s unique circumstances, products and services and come up with a plan to increase the quality and quantity of clients coming to your business.

How To Claim Your FREE Marketing Health Analysis (Valued at $697)

Because you’ve read this report, I know you’re serious about your business. That’s why I’d like to give you a marketing health analysis (normally valued at $697) as a bonus free gift.

You can claim your free marketing health analysis in

one of the following ways:Call us and make a booking 1800 825 400

orSend an email with your details

info@successwise.com.au orVisit and enter your details

successwise.com.au/healthThere’ll be no sales pressure and no obligation (ever).

This is a genuine offer and you’ll be treated the same

way that we treat clients who’ve paid us full price

($697) for their marketing health analysis.

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Marketing Health AnalysisYou can claim your free

marketing health analysis in

one of the following ways:Call us and make a booking 1800 825 400

orSend an email with your details

info@successwise.com.au orVisit and enter your details

successwise.com.au/healthThere’ll be no sales pressure and no obligation (ever).

This is a genuine offer and you’ll be treated the same

way that we treat clients who’ve paid us full price

($697) for their marketing health analysis.

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Here’s What Will Happen When You Claim Your FREE Marketing Health Analysis

Once you request your free marketing health analysis, here’s what will happen:

My assistant will set up a mutually suitable time for you and I to talk on the phone.

You and I will get on the phone one-on-one and go over your business. I’ll take a look at what you’ve got, what you’re doing, and what you want to achieve going forward.

Once we have those “raw materials”, I’ll help you come up with a strategic plan of action to immediately increase your profits. It only takes about 45-60 minutes for us to do together and I’ll do most of the heavy lifting for you...telling you exactly what to do, how to do it, and how to bring in new clients.

At the end of this planning session, one of these three things will happen:

1. You’ll love the plan and decide to implement it on your own. If this is the case, I’ll wish you the best of luck and ask that you keep in touch with me to let me know how you’re doing.

2. You love the plan and ask to become my client so I can personally help you execute, maximise, and profit from it ASAP. If that’s the case, we’ll knock it out of the park.

3. In the unlikely and unprecedented event that you feel like I’ve wasted your time, I’ll send you $200 as payment immediately. No questions asked. Your time is your most valuable asset you have, and I respect that.

It really is that simple and there’s no catch. Think about it. The “worst” that can happen is you get $200 for “wasting” 45-60 minutes of your time. The best that can happen is we work together to increase sales and profits several times over.

WARNING - This Isn’t For Everybody

Look, I’ll be honest with you; my advice isn’t for everybody.

Some just don’t like my no-nonsense approach to business and marketing. They may be offended by hard truths and uncomfortable facts.

Another group of people I can’t help are the ‘know it alls’. They’ve “heard it all before” and they “know” it all already - yet for some reason they don’t implement. Here’s the thing I’d say to this group:

You can read or “know” all about the theory of how to drive a car, but until you physically get behind the wheel, take driving lessons, make all the mistakes and pass the practical exam, you can’t truly say you know how to drive a car.

The same is true of marketing. Unless you’ve actually implemented the marketing strategies in your business, it would be foolish to claim you already know it all.

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ConclusionMany business owners mistakenly believe that having a great product or service is enough to “get the word out there”.

That’s not a marketing plan - that’s a recipe for disaster.

The graveyards are littered with failed businesses that had excellent products and services. They failed simply because the business owner didn’t pay enough attention to marketing.

Even if you once believed that having a great product or service was enough, you now know better. Now you know that the best marketer wins every time.

Best of all you’re now in the right place at the right time to become great at marketing - even if you’ve never done it before.If you’re serious about business success then now’s the time to take decisive action, so that you can start experiencing the freedom and peace of mind that comes from having a successful business.

Through this report, you’ve been the recipient of some extremely valuable information. It’s information that most of your competitors will never know or seek out. That puts you at a huge advantage - if you take action.

I urge you to take action.

Knowing and not doing is the same as not knowing. If you continue to do what you’ve always done, you’ll continue to get the same results you’ve always gotten.You deserve business success and it is attainable for YOU. I invite you on a journey to start building an extraordinary business and living life on your own terms!

Sincerely,

Allan Dib

Serial Entrepreneur, Rebellious Marketer and Successwise Founder

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About Allan DibAllan is a serial entrepreneur and marketer.

He has started, grown and successfully exited multiple businesses in various industries including IT, telecommunications and marketing.

His last business was in the hyper-competitive telecommunications industry. It went from startup to four years later being named by Business Review Weekly (BRW) as one of Australia’s fastest growing companies – earning a spot in the coveted BRW Fast 100 list.

Allan’s approach to business is practical and hands on.

He’ll share with you the exact strategies he has used to build several high growth businesses.

More specifically he’ll give you marketing strategies that will help you bring in a steady flow of leads into your business faster and easier than you ever thought possible.

1800 825 400 info@successwise.com.au successwise.com.au