Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 194 - Why Your One-to-One Meetings Aren't Turning Into Clients and What to Do About It

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194 - Why Your One-to-One Meetings Aren't Turning Into Clients and What to Do About It · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers mastering your marketing message and
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  making offers. Welcome back everybody.
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  To amplify your marketing message.
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  There has been a refrain I've heard an awful lot of since we
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  started this year and it was, I am really busy.
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  I am effective at booking one to one meetings, but they don't
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  seem to go anywhere. So if that's you, this is your
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  episode. Make sure you share it, save it
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  and come back to it because this is not a reflection of the
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  marketplaces buying behavior. It's a reflection of how you're
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  leading, who you're talking to, and whether you are, in fact, in
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  the right room. This is amplify your marketing
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  message. I'm your host, Christine
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  Campbell Rappin. I am a business strategist who
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  helps people like you figure out how to find more consistently
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  the right clients who are willing to say yes.
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  Today and when I hear this comment, I'm in lots of 1 to one
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  meetings, but they're not going anywhere.
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  I have one simple truth. There is a gigantic elephant in
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  the room, my friends. You're not talking to buyers.
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  And what's really important if you want to create stability
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  consistently and predictability with your client activity, your
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  acquisition of new business, it's imperative that you are
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  looking for people who are ready to implement, not just those who
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  are looking to consume knowledge.
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  And so if this is a bit of a wow, I've thought of it that
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  way. Hang with me because I want to
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  ask you if you have intentionally built a business
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  that supports consistent client, if you want steady income and
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  sustainable growth, how do you actually get there?
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  Because I think it's time to go back to basics.
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  So the first thing I want you to remember, and if you're new to
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  our show, you may not have heard this in a few episodes, but
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  buyers are decision makers. So you're looking somebody who
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  is already decided. They want to implement a pathway
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  for one sole purpose, a better lived experience, whatever that
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  looks like for them. Someone who is simply consuming
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  knowledge is in the deciding phase they're exploring.
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  And yes, we want to support them, but if we try to convince,
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  we try to educate truthfully, that is a very long pathway to
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  cash, which is why I'm seeing so many peers be an oxygen because
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  they're not creating commercial success.
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  You're in the wrong room talking to the wrong people, and we just
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  need to call that elephant out. But if you know that a buyer is
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  a decision maker, what you're looking to ascertain is whether
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  they have three things happening.
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  Do they know they have a problem?
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  And you need to be very clear here that it is important you
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  put on the lens of what do they perceive and I mean they as the
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  buyer. So many people I have talked to
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  coming out of our big signature event called Turn on Your Plant
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  waterfall have said to me, but I know they have a problem and I
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  know that this is the issue and I know that's going on.
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  And I said you are not going to win clients with your own
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  intelligence. What matters is the problem they
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  perceive because they're only going to be self motivated to
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  fix something in their own intent, in their own benefit,
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  and they do not want to be judged, shamed or criticized
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  from you with your intellect. So watch out because it's a fast
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  way to kill momentum. So they know they have a problem
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  and you need to get crystal clear.
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  What's that problem? What's the problem they
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  perceive? What's the gap in the lived
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  experience that they seek? You have to be able to spot that
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  pattern, empathize with that pattern, and be comfortable in
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  that grenade moment. Life isn't rosy.
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  Something needs to be done. I've stood on this line probably
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  more than once and I have to make a decision.
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  A decision to disrupt and to go beyond theory to go to decided
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  to fix it. So they have a plan and a
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  problem. Now you want to encourage them
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  to say, well, what's going on? What have you tried?
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  Have you started to explore? What else have you looked at?
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  What have you considered? What has come before and you
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  want to be curious in that moment again, zero judgment 0
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  criticism. Just explore with them and then
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  ask them. And so why are we here?
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  So if you've tried all these things, and that could be
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  everything from hiring somebody, taking programs, courses,
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  learning from free resources, and any number of plethora of
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  activities, there's still dissonance, a gap between what
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  we want as a lived experience that has to be just
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  incrementally better for it to be worthwhile to us and where we
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  are right now. And you need to understand that
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  gap. What's the size of that gap?
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  What does it look, feel and experience of it feel like and
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  you need to say be curious if I could solve that and I could
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  make it incrementally better, would we be having a further
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  conversation? And if you don't get permission
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  there, shut up. Black and white my friends
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  because it's not relevant to vomit and offer.
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  And I see it, people that are spending all this time in one to
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  one say, well, do you want me to send you information and you're
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  chasing a non buyer. This is even worse if you have
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  hired an outbound lead Gen. activity or company that's going
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  to do that because they're going to take people who have an
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  industry but not a known problem, and they're going to
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  vomit your stuff at them. And it will burn your
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  relationships and burn your reputation and tar you in a way
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  that can be irrecoverable. So I know I have a problem, and
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  I know I have a gap. And I'm being stirred and
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  invited to consider fresh alternatives or even an
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  alternative I revisited now. But the third thing before we
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  make an offer is we need to know that they are committed to the
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  path. What's the urgency and what's
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  the benefit? And you cannot control this,
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  although you can influence it, and so you need to be prepared.
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  Don't give proposals before someone is said.
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  I want to fix it soon, and I mean soon, typically 30 to 90
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  days. That's where momentum is the
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  hottest. And if you're not in that
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  window, just invite a future conversation and book it in the
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  calendar. So if you're in that place right
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  now, we need to just be crystal clear what's a buyer and do they
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  have these three things going on?
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  But if you want to then move buyers and you want to build
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  your own support in your business, that means consistent
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  client growth, steady income and stainable growth.
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  This connection to buyers doesn't happen miraculously.
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  I'm sorry, it doesn't. Don't believe the sizzle and
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  don't believe that you can circumvent foundations.
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  Because if you want to tap into somebody who's a motivated buyer
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  who's ready to implement, they've tried the sizzle already
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  and not seen the success they wanted.
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  And so we have to have foundations.
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  And if you're thinking I don't have time for foundations or I'm
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  tapped out financially to build the foundations, I want to DIY
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  it myself. Stop it.
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  You're saying this truth? I can't afford to fix the
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  biggest problem that opens the window door, avalanche and
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  waterfall of exactly the river experience you want stability,
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  writing your own paycheck, and sustainable growth beyond a
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  season. So how do we do this?
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  Guys? It's elegantly simple.
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  It is not effortless. So let's just be clear.
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  You have to decide. It's worth it.
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  Worth it to say I'm going to be uncomfortable in the pursuit of
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  my lived outcome, just like your buyer has the same experience.
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  So the first thing I will say is you need to have a bit of a
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  plan. Most of you do not have a plan
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  for clients. You have a plan for your logo,
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  you have a plan for your website, you have a plan for
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  some kind of content. But none of this is a plan of
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  what's the buyer, What do they need, What will interact with
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  them that stirs their curiosity. And so I want to say this
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  because it's the mistake I see people spend typically 50 to
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  $100,000 on is they build systems and they do advanced
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  strategies before there's even clarity.
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  So the first thing we want to start with is clarity.
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  Who's the buyer, what do they want?
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  What interests them? What have they tried and what
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  will get them to move? Second piece is that I want you
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  to build systems once you start having more conversations that
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  support the work of moving somebody, tracking somebody and
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  inviting somebody from I'm curious to wow, I need that,
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  Here's my credit card. And so we do need to have
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  connecting dots. I don't think they need to be
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  complicated. Just so we're clear, when we
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  teach clients in our entry program momentum to Millions, we
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  start with a dashboard. I had built these in Excel.
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  I'm a bit old school. I like Excel, I like Microsoft
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  product, I'm familiar with it. I came from the corporate world.
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  But I had something amazing today, a suggestion from a
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  current client in that program. He said I don't love Excel.
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  So I talked to my favorite AI and I said based on Christina's
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  transcript of our call, please build me a dashboard that I
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  could use every single day. And he said this.
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  It's wild, Christine, the fact that I know what to do, I have a
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  plan, I'm executing it is creating all kinds of
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  opportunities and actual results.
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  And he's like, I know that this was what I wanted, but the
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  experience of it is super impressive.
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  And I'm like, and he showed us how simple he could use the
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  foundations and the tech to build a system that worked to
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  his strengths. And he said, if I keep it on my
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  dashboard and I really focus on it, guess what?
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  I get more effective outcomes. So the third thing you got to
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  think about once you have a plan and you understand that
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  marketing, sales and systems are non-negotiable and you
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  understand how they connect or you hire people like us,
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  specifically us to help you build those connecting dots.
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  The third thing you need to do is have launch and what I mean
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  by is intentional activity to support your marketing and your
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  sales. Two things predict your revenue,
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  how many people you meet that are qualified to be buyers in
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  the future for you and how many offers you're making.
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  And there's a lot of different types of offers from stirring
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  curiosity to this is the investment.
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  The more offers, the more practiced, the bolder you're
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  asked, the more you'll win and the more you'll win for your
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  clients. And that's what we're in service
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  of. But nothing happens without a
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  plan, structure and intention around this.
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  So the fourth piece that's really important is to
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  understand scaling. A lot of people hear that word
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  and go, well, what the heck is scaling?
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  Well, let's just be frank, scaling means different things
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  to different people. But I look at it in this lens,
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  repeatability. The repeatability to have more
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  than one client create the same result, more than one marketing
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  that creates momentum, more than one sales process that leads to
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  predictable, yes, outcomes. But you need to think about the
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  architecture to create repeatability, and I want that
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  architecture to be built with a human in mind.
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  There's incredible fast moving technology now that yes, we will
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  be leveraging and you should be leveraging.
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  But if you put tech before thinking, you will scale chaos.
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  And I see it every day. You've built something you don't
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  understand so when it breaks you can't fix it.
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  You have to 1st be the thinker and then have an automated tech
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  bot partner, whatever you want to choose.
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  Then that pathway support translating it.
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  But I see it time and time again, you have the cart before
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  the horse. Tech doesn't solve the problem
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  of a lack of foundations. Foundations first, structure,
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  systems and repeatability come second.
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  So this is my invitation. I want you to not have a million
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  one to ones that go nowhere. I don't want you in rooms hour
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  after hour in front of people who are curious about you as a
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  human, but not curious about you for your services.
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  I don't want you to mistake interesting curiosity for
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  somebody who's ready to implement.
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  And I want you to shift to effectiveness, not noise,
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  because busy work is not enough. If you want to be intentional
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  about building a structure that leads to consistent clients,
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  steady income, and sustainable growth, then you need to
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  architect it. And if you're thinking, I get
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  it, this conceptually makes sense to me, but you don't know
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  how to start, just listen to that refrain for a second.
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  I don't know how to start. So saying to yourself, I'm not
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  prepared to invest because I am not ready yet to build.
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  This is crazy and the missed opportunity truthfully, and
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  there are systems and structures we can offer you.
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  Simply go to christinecampbellrappin.com and
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  go look at ways we work. Be curious and have a
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  conversation, but you cannot fix a lack of foundations with
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  tools. You cannot skip those pieces of
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  the foundations of planning, building, launching, and
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  scaling, and tech that drives a result works really well when
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  you have the foundations in place.
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  So my friends, this is the invitation to choose.
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  Choose the game you're playing, people often say.
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  I have a bit of a frictional opinion on this, but I said I
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  want a beautiful, boring business.
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  I know that you've been taught to love the sizzle.
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  If you want to sparkle and you want to do content creation and
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  you want to do all the bells and whistles, that's a choice and
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  there's a great time to leverage it.
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  It's not from day one. It's not typically within the
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  first three years. Can you do Sadoff?
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  Yes. You will want to focus on being
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  more effective and only when you have the foundations.
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  Does it make sense for me, in my opinion, to spend a significant
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  amount of money with this? Your best money spent is on
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  foundations. Who are you looking for?
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  What do they want? How will you invite them?
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  How can you communicate with evidence that you are
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  trustworthy, capable and credible?
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  How do you see yourself as the must hire?
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  And when you can do that, it unlocks the beautiful, boring
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  bit of business high quality leads coming to it, the volume
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  in which you're active more offers more yeses, more dream
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  clients, and a life that you want.
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  This isn't hyperbole, this isn't theory.
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  We do it every single day for our clients.
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  We've just shown you how to do it here on Amplifier Marketing
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  Message Support. That's one phone call, one
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  e-mail, one message away. Come find us, Christine
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  Campbell, wrapping.com, and be back here next week for another
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  great episode. I'm actually finding more
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  clients, predictably for your business.
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  We'll see you there. That's a wrap on another amazing
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  episode of Amplify Your Marketing Message with me, your
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  host, Christine Campbell Rappin. Be sure to subscribe on your
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  favorite podcast platform so you don't miss another great
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  episode. And be sure to visit
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  christinecampbellrappin.com/podcast to get a free resource on how to
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  master your marketing message. We'll see.