The 4 C’s to Attracting New Clients

by Ann Strong...

Back in the olden days, the only way to get new clients involved cold calling, prospecting, setting appointments, making presentations and – when we hit the jackpot – closing sales.  Not very appealing for most service professionals today.

Today, we have the additional extremely attractive and quite effective option of bringing in new clients by attracting them.  Internet marketing professionals call this inbound marketing.  I like to think of it as people asking us to become our clients!  Ah, the life of abundant inbound . . .

So, how do we create this beautiful flow of people asking us to become our clients?

The 4 Cs: Connection * Community * Consult * Client

Connection

Are enough people finding you on the internet or are you meeting enough people who may be interested in your services?

Community

Once you initially connect, are they attracted into your community?

Consult

Once they’ve engaged in your community, do they ask for or would they love to know more about your services, and perhaps about working with you?

Client

As a result of a structured conversation/consult about how your services might be a fantastic fit for them, do they hire you?

Let’s look at each of the 4 Cs more specifically.

Connection

Through targeted on- and off-line networking, social media and blogging, you give potential clients a high-value taste of your and your services and invite them to your website, into your community.

Community

Then you continue to entice them with your wit, insights, fresh ideas or whatever strengths you care to share.  Also, make them a free, no-strings offer they can’t refuse.  Give them something about which they’d like the inside scoop: results of a survey, a special report, a valuable resource in exchange for their name and email address (maybe also their phone number) so that you can regularly send them something of high value to them – keeping your name and ideas top of mind

What is highly valuable to them?  Anything that gives them possible new, fresh solutions to their greatest challenges.  The more specific, the better.  Brainstorm the micro-challenges within the big challenge.

For example, a potential client for a graphic designer might have the challenge of needing a brand.  What are the micro challenges within that challenge?  Their clients not differentiating them from their competition.  Or, they don’t feel professional without a brand.  Or, they don’t feel clear about what they really sell or the benefits.  Those three micro-challenges represent three articles or special reports or surveys – you get the idea.

Another example: a potential client of a career coach might have the challenge of wanting a more fulfilling career.  Possible micro-challenges?  Not knowing what would be more fulfilling.  Knowing exactly what they’d like to do, but feeling scared to leave “a good job.” Or, knowing what they might like to try, but not knowing how to go about it.

From just these two strategic actions of making a strong connection and giving good value for joining your community, some folks will call or email you, asking to hire you!

Consult

If you’d like even more business, periodically send an invitation to all those who have signed onto your list to become part of your community.  Invite them to have a strategy consultation with you.  Ideally structure this consult to offer value and show them how much more value they’ll receive when they hire you.  When you confirm the consult, let them know you are available for some new clients.  Tell them if they feel you and your services are a good solution to their situation, you may talk about that, too.

Client

Then, during the consult, determine if you would like them as a client.  If so, after the consult, talk to them about next steps, which naturally include working with you!

Any time you’d like to attract more clients, simply review this attraction process to see which of the 4 Cs you’d like to amp up at that time . . .

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Ann Strong is the founder and leader of Thriving Coaches.  As a mentor coach she offers spiritual coaching and mentoring as well as business development coaching.  To learn more, visit: http://www.annstrong.com/.
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