The Client Letter
November 30, 2012
Sedona, Arizona
Sunny 48 Degrees
It’s embarrassing to tell you how long it took me to GET the importance of process in your business.
In the old days, before I “woke up,” a client would call and I’d basically make it up from there. What I said, where I took them, what my goal was.
I think that’s how I got so good on the phone, I just spent so much time figuring out how to fish around for the next step that I got really good at phone selling.
These days, I finally GET the process thing and why it’s so valuable in a service business. Especially if you don’t want to drive yourself crazy!
You engineer the gates.
You control access.
You control what happens when they get access.
You might think it’s just posturing and positioning to do all that.
Maybe. But that’s just the small benefit.
The bigger benefit of doing something like this is that you’ve created a business system. A process.
A business system that can be monitored, measured, improved.
When you’re not making it up with each new prospect, you get the perspective you need to improve your results over time.
40 people came through my funnel, 20 did this, 10 did this, 5 became clients. Golly gosh, I think I learned something!
That’s the kind of insight you need to become more profitable over time.
You stop flying by the seat of your marketing pants and you create a process you can study.
Otherwise, you’re going to recreate the wheel every time a new prospect comes through the door.
Not only is that tiring, but it also keeps you from learning anything that you can apply to the next time. When you’re making it up, there’s rarely a next time.
What’s the first step in developing a process? Believe it or not, I think CONFIDENCE is the first step.
Confidence that you’re smart, capable and an expert worthy of being paid high fees. When you have that confidence, you stop trying to get them to hire you and you start figuring out how to filter out those that aren’t worthy of what you have.
If confidence is what you need, I’m offering it over here. Go pour yourself a cup.