Client Acquisition System
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The Biggest Opportunity In Most Businesses
If you’re like most business owners, you deliver a quality product or service at a reasonable price and have lots of happy clients.
So if someone knows what you offer, you’re likely to turn them into a client.
And you’re good at keeping your clients happy because you and your team do good work (and if you don’t have a team, you just need more sales to justify it).
That means the biggest opportunity in your business is letting more people know about what you do.
The Marketing Myth
Contrary to popular belief, marketing shouldn’t be a black hole where you pour money into it (or your marketing agency), and it never comes back.
If you put any money into your business it should give you a return on your investment, especially when it comes to marketing.
So I want you to stop marketing, and instead create a Client Acquisition System for your business.
This is where you put money in and more comes back like clockwork.
Client Financed Acquisition
This simply means that when you invest money to acquire a client, you should know with mathematical certainty that you’ll be able to pay for this from the first purchase.
It’s like going to the “client store” and saying I will pay $200 to buy that client because I know I’m going to make $1,000 from them almost immediately.
And then you factor in the Customer Lifetime Value, so you know that over the next 5 years you’ll make an additional $10,000 from that client (meaning your $200 was a very good investment).
If you knew with certainty that investing $200 would give you $1,000 right away and an additional $10,000 over the next 5 years, how many times would you do it?
Every sane business owner would say “as many times as I can!”
The 4 Step Client Acquisition System
The 4 steps are as follows:
- 1Attract Leads
- 2Convert Clients
- 3Increase Margin
- 4Optimise Frequency Of Purchase
You might have heard people talk about the first 2 steps a lot, but the real magic happens with steps 3 and 4…
Because this is where you maximise your revenue and profits so the maths works in your favour.
So let’s go through each step and give you tactics to increase each one.
Step #1 - Get More Leads
Depending on your business you have marketing qualified leads who receive your emails or communications, and sales qualified leads who you have booked meetings with or brought them into your store.
Unfortunately, most businesses don’t even capture leads and so someone visits their website or store and is then gone without a trace.
The easy way to capture leads is to offer a Lead Magnet.
This is a piece of content or offer (like a discount) that visitors are compelled to sign up for (and funnily enough, you are reading one right now).
It’s the best way to deliver value in advance so clients are more likely to work with you.
Here’s A Simple Example
Let’s say we’ve started a residential cleaning company together where our team goes out to homes and cleans them for the owners.
Now instead of just running an ad that says “we clean houses, book now!”, we decided to create a Lead Magnet called the House Cleaning Horror Stories.
Then we write a simple ad saying:
“Are you tired of coming home to a dirty house? If you’re a working professional, then you work hard all week and it’s not actually worth your time to clean your house on the weekends when you could be doing what you love.
However, having strangers in your house can be distressing and we’ve heard so many horror stories you wouldn’t believe.
If you want to hear these stories and discover the danger signs to avoid, plus what to look for in a great house cleaning service and how much you should pay… please go to HouseCleaningHorrors.com and read our free report.”
Now can you see how this might attract people who hate cleaning, are thinking about getting a cleaner, or might be wondering what their current cleaner is doing when they’re not around.
So now let’s look at how we can promote our new Lead Magnet.
22 Ways To Get More Leads
Once you have a Lead Magnet, you need to put it in front of people.
Here are 22 simple ways to do that and you can pick the most effective ones for your business.
And don’t worry that many of these cost money, because we’re going to make sure you get that money back in the following 3 steps.
Here’s a simple list if you’re ever struggling for ideas on promoting your business:
- 1Facebook Ads
- 2Google Ads
- 3Google Maps
- 4YouTube Ads
- 5LinkedIn Ads
- 6Twitter Ads
- 7TikTok Ads
- 8Promotional Email Partnerships
- 9Newspaper Ads
- 10Yellow Pages
- 11Direct Mail
- 12Radio Advertising
- 13TV Advertising
- 14Article Syndication
- 15Leverage Niche Specific Websites
- 16Influencer Marketing
- 17Search Engine Optimisation
- 18Produce Your Own Podcast
- 19Guest Podcasting
- 20Client Referral Program
- 21Promotional Partnerships
- 22Public Speaking
How many different ways do you get leads for your business? _____ / 22
Please keep score as you go, because at the end we’ll add them all together to reveal your Business Opportunity Score.
Your First Step
Figure out what you can give away for free to anyone who signs up with their email address.
Then make it available on your website or at your store so people sign up.
A good Lead Magnet will get a 40% conversion rate for everyone who sees it.
So imagine what a difference it would make to your revenue if you had 400 fresh leads for every 1,000 visitors to your website.
Step #2 - Convert More Clients
Leads get converted into clients using your sales process, and this is probably similar to how everyone else does it in your industry.
The most powerful way you can optimise your sales process is by creating an Invincible Offer.
This is simply an offer where the perceived value far exceeds the price, and will pay you to acquire new clients so your marketing essentially becomes free.
The easy way to think about this is how can you dramatically increase the value, decrease the price… or both to secure the first sale.
Converting Our House Cleaning Leads
Thanks to our advertising, we now have hundreds of people downloading our house cleaning Lead Magnet, so now we need to convert them into clients.
So let’s offer to do your first house clean for $10.
Obviously a lot of people would jump on that offer because you get a great benefit (a clean house) for a very low risk (and price).
And of course, we are smart house cleaning company owners so we’ll be looking to make our money back in steps 3 and 4, which we’ll get to in a second.
10 Offer Intensifiers
When creating your own Invincible Offer, here are 10 ways to make it even better:
- 1Desired End Result Match
- 2Compelling Core Product
- 3Bundle Products
- 4Premiums & Bonuses
- 7Offer Terms
- 8Risk Reversal
How many Offer Intensifiers are you currently using to get the first sale? _____ / 10
7 Presentation Angles
How you present your offer is also important and rarely thought about.
For our cleaning company, our competitors probably just run ads that ask people to call them (number 5) or maybe book an appointment (number 6).
However with our $10 offer we could now present it using numbers 1 to 4 as well because everybody has different ways they prefer to buy.
Here are 7 proven ways to promote your Invincible Offer:
- 1Online Sales Letter
- 2Direct Mail
- 3Video Sales Letter
- 4Live Webinar
- 5Automated Webinar
- 6Virtual Meeting - Zoom, Skype, Phone
- 7In Person Meeting
How many Presentation Angles are you currently using to get the first sale? _____ / 7
10 Automated Follow Up Campaigns
Jim Rohn was very fond of saying “the fortune is in the follow up”.
That’s because most people don’t buy the first time they see an offer, and so the truly successful companies continue to market to their leads until they’re ready to purchase.
That means approaching your leads from multiple different angles until you find one that works.
Here are 10 automated email campaigns you can write once and have them run on autopilot forever:
- 1Welcome Campaign
- 2Initial Order Campaign
- 3Activation Campaign
- 4Abandoned Cart Campaign
- 5Ascension Campaign
- 6Segmentation Campaign
- 7Content Campaign
- 8Another Angle Campaign
- 9Buying Trigger Campaign
- 10Countdown Campaign
How many Automated Follow Up Campaigns are you currently running? _____ / 10
Your First Step
Using the Offer Intensifiers, create your first Invincible Offer (or improve your current one).
Then choose the Presentation Angle that you’re most comfortable with and has been proven to work in your industry.
Then create a Welcome Campaign that introduces you to your leads and tells them why you’re different, plus an Initial Order Campaign to promote your Invincible Offer.
Hint: You’re about to receive my 3 email Welcome Campaign, so it might be a good idea for you to read this carefully and model it for your business.
Step #3 - Increase Your Margin
Your margin is how much gross profit you make from each client and is a common place where businesses leave a lot of money on the table.
Increasing your margins can be as simple as raising your prices because you have confidence in your sales and marketing activities to continue to bring you clients.
However you can also sell more at the moment of purchase with a multitude of clever strategies that add more value to your client’s experience.
Increasing Our Average Order Value
If we run our cleaning business by simply giving out $10 cleanings, we’re obviously going to be making a loss and this is never good for business.
So as part of our sales process, we’ve going to meet the client in their house for the first cleaning and find out what they want us to do.
Then once the cleaning is over, we’re going to promote our regular cleaning services to turn them into a full paying client.
The obvious choice is to put them on a Subscription Program (number 8 below), but also to offer more related services like laundry or car cleaning etc.
9 Ways To Increase Average Order Value
The best way to increase your Average Order Value is to listen to your clients and help them solve more of their problems.
All of the following are available to all businesses if you’re clever about it.
Software as a Service (Saas) was created when software developers stopped charging a one time price and instead turned it into a subscription fee…
And I know of a pizza restaurant that uses every single one of these (including the subscription program), so if they can do it then so can you.
Here are 9 ways to increase your Average Order Value:
- 1Raise Prices
- 2Order Bump
- 4Cross Sell
- 6Similar Products
- 7Customers Also Bought
- 83rd Party Referrals
- 9Subscription Program
How many ways do you increase your Average Order Value? _____ / 9
Your First Step
First, look at the last time you raised your prices and decide if it’s time to do it again.
Even if you don’t do it right away, once your Client Acquisition System is running you’ll have more business than you can handle… so raising your prices will become a necessity.
Next, clients are relying on you to guide them through the buying process and make sure they have the ideal solution for their needs.
So decide what other products or services you can sell that enhance or complement your current offering.
Step #4 - Increase Your Frequency Of Purchase
Your revenue is highly dependent on how often your clients purchase from you.
For example, moving a client from once per year to every quarter is a 4X revenue increase just like that.
This means making sure your clients are nurtured and you are constantly looking for new opportunities to add value to their lives.
The main thing is you have a plan for increasing the Frequency Of Purchase and are in constant communication with your clients to make sure you’re meeting their needs (including the ones they don’t know they have yet).
Plus your clients will be happier, easier to retain and buy more often when you have effective systems of regular communication set up as well.
Increasing Our Frequency Of Purchase
For our growing cleaning company, we might have clients that only want our services every 2 or 4 weeks.
However it pays to keep checking with them to see if they want a 1 week (or more regular) cycle while we continue to show the benefits.
There might even be a midweek spot clean that can be offered.
And when we combine these with our other services and increase their frequency, things start to get very exciting.
11 Email Promotion Angles
As a client yourself, do you ever notice that the most common time you hear from the business is when there’s a sale on?
Or maybe they’re sending out their boring weekly newsletter you never read anyway.
Yet there are so many other ways you can plan into your Monthly Promotional Calendar:
- 1Holiday Promotions
- 2Special Event Promotions
- 3Topical News Promotions
- 4Content Promotions
- 5Sales Promotions
- 6Discount Promotions
- 7Exclusive Client Special Offers
- 8Limited Time Promotions
- 9Limited Number Promotions
- 10Volume Discounts
- 11Frequency Discounts
How many Email Promotions do you use to keep things fresh? _____ / 11
9 Personal Touches
Better yet, you will have a small number of clients who give you a disproportionate amount of your revenue, so how can you make their experience more personal?
These high value clients might not even need more encouragement to buy, but your personal touch will probably lead to it and also help to retain these key clients.
Here are 9 simple Personal Touches you could be using right now:
- 1Personalised Letters
- 2Phone Calls
- 3Text Messages
- 4Social Media Messages
- 6Helpful Advice
- 7“I saw this and thought of you” Notes
- 8Instore Private Events
- 9Customer Loyalty Program
How many Personal Touches have you built into your client care activities? _____ / 9
5 Current Client Promotions
You’ve probably heard that it’s a lot easier to retain a client than to get a new one, that’s because they already know, like and trust you.
Yet most businesses don’t put nearly enough (or any) effort into marketing to the people most likely to buy again.
That’s why your current clients are a gold mine and you should be constantly reminding them that you exist so they can come back and buy again or recommend you to their friends.
Here are 5 Current Client Promotions that are very low hanging fruit:
- 1Retarget/Remarket On The Same Platform
- 2Retarget/Remarket On A Different Platform
- 3Retarget/Remarket Customer Email List
- 4Direct Mail Promotions
- 5Phone Promotions
How many ways are you running Current Client Promotions right now? _____ / 5
Your First Step
The easiest way to get started is to plan out your Monthly Promotional Calendar with a few Email Promotion Angles.
Then do some research on your best clients and start to add some Personal Touches.
And finally, set up your Current Client Promotions to run on autopilot in the background.
Combine these promotions with your new ability to create Invincible Offers, and they’re sure to help you maximise profits.
Your Opportunity Score
Now I want you to total your scores for all the strategies above and enter them below:
Total Score: _____
Opportunity Score (83 - Total Score): _____
What Your Score Means
A high Opportunity Score is exciting because it means there are a lot of strategies that can be plugged into your business to increase your revenue.
In fact, just by implementing the 4 steps of the Client Acquisition System above, it’s going to be fairly easy to double your business.
But when you combine multiple strategies from each of the 4 steps, your business can really start to take off.
Plus, once your revenue starts to grow, there are even more things you can do on the operations and finance side to ensure you can scale in a sustainable way as well.
What You Can Do Next
If you’d like help to create your own Client Acquisition System, we offer a free call to help you create your Invincible Offer.If you like what we have to say, next we'll design a Client Acquisition System for you (also free), and you only pay if you want it implemented.
Find out more about how it works and book a free call today...
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