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Part II - Millionaire Client Attraction Process

Part II - Millionaire Client Attraction Process

Do this to sell like crazy...

Chris Laub
July 15, 2024

_{859 Words | 3 Min 37 Sec Read}

Today we’ll be following up on last Friday's issue.

In particular, we'll be diving into Part II of four step client attraction processed used by millionaire service providers.

Let’s dive in.

If you remember from last week, we're covering the four step client attraction process outlined in the screenshot below.

If you didn't get a chance to read Part I, make sure to check it out. Mainly because the below content won't make sense if you haven't read it yet.

As a quick summary, here's what we've covered so far.

First, you have to be selling some kind of skill designed to help businesses grow revenue. Examples include copywriting, social media mgmt., etc.

Second, rather than focusing purely on how you can help your clients make more money, focus on helping them save time / get projects done faster / achieve more without increasing their workload.

At the same time, present creative ways for getting things done that your clients - due to their lack of expertise in your niche - may not have considered.

Now, with that said, let's dive into the final elements of our formula.

#3 - What the Client Lacks & Can Gain

According to Sean, the third part of the process is to understand "what the client lacks and can gain."

This part should come naturally to anyone who's ever done legitimate sales training. Known as Gap Selling, professional sales people understand one of the most easiest ways to make a sale is to identify the gap between:

Where your prospect is now
Where they want to be

While sub-segments of marketers and salespeople have come up with dozens of labels for this process, they all boil down to the same concept.

If you can convince the person you're selling to that your product or service is the best way for them to achieve the outcome they desire, you'll make the sale.

Sadly, most marketers and salespeople make assumptions re: the outcome their prospects want instead of doing the hard work of actually figuring it out.

So if you're gong to use this four step formula, make sure you ask enough (of the right) questions before jump to conclusions about what your prospect lacks and can gain from your service.

#4 - Ability to Communicate the Promise Land

Assuming you understand the outcome your prospect desires, the next step is to communicate that outcome back to your prospects.

And not just talk about it (which can be considered empty hype), but do so in a persuasive and convincing manner.

As an ex-copywriter who specializes in this kind of thing, your top tools for perfecting this kind of communication include:

Attaching specific numbers to the outcomes being promised
Analogies and metaphors
Case studies
Emotionally compelling client success stories

First, specific numbers are more effective than general numbers because they're considered to be more believable.

For example, what sounds more like marketing hype?

"Oh yeah, one of my clients made $50,000 last month."
"As an example, we have a client in the landscaping niche who just did $23,275 in sales off our service last month."

Pretty easy to see how the second, more specific example is more believable.

Second, analogies and metaphors work similar to storytelling in the sense they're tools for creating mental pictures. Further, metaphors and analogies work well to attach an abstract concept (one related to your offer) to something the prospect is already familiar with.

As an example, you could compare an AI automation service to having an invisible robo COO that works 24/7 to make sure your most important systems and processes get executed on time.

Third, sharing case studies builds credibility and enhances trust. Especially if the prospect is in the same industry as the business being cited in the case study (and triple bonus points if they're familiar with the company).

Last, you'll want to share emotionally compelling client success stories. Mainly because doing so taps into the persuasive power of storytelling.

Given we've touched on storytelling multiple times in previous issues, we won't elaborate here beyond encouraging you to study persuasive storytelling.

In conclusion, here are the four elements we've covered so far:

Your growth service
The client's lack of time and imagination
What the clients lacks and can gain
Your ability to communicate the desired outcome

On the surface, understanding the four ingredients of this recipe is easy enough. But actually put this stuff into practice in your business requires work.

It requires you to ask your prospects the right questions - over and over - until you identify patterns among their responses.

It requires you go deeper than just promising (or even worse, implying) some kind of ROI, and instead show them - in real terms - how they can save time.

Last, it requires you to communicate effectively using proven - and persuasive - communication strategies. Which in case you haven't noticed, need to be planned out ahead of time.

But if you're willing to put in that work, this four step process can help you attract high quality clients month in and month out for the rest of your career.

Given how many service providers struggle to attract high quality clients, it's our opinion the reward for doing this is well worth the effort.

💡 Takeaway: While attracting high quality clients can be hard, following a formula like the one outlined above - and doing the work - can make the process both easier and more effective.

🎁 Resources: