“I SOLD MY WEBSITE URL”
Mark sold his URL, SmallBusinessSuccess.com, to Infusionsoft.
Think about this for a minute. He had built a successful business
with his prospects finding him and his clients contacting him
with the same URL for years.
All of a sudden, Mark had no website. And, since his promo
video was housed on his website, that went away, too. What
would your business look like if you had no website and no
promo video? For most of us, those are the basic elements of a
successful business. I don’t know about you, but the scenario
seems foreign to me.
Mark’s plan was to get a new website and promo video up
and running within 90 days. But the phone kept ringing for
both speaking engagements and coaching opportunities. “After
90 days, I asked myself, ‘ What if I had my best year ever without traditional marketing tools?’” he says. He did have his best
year ever, and he has been on a roll ever since. “Bill,” he added,
“be sure to tell our members I don’t advise anyone try this path
of no website and no promo video. And, my phone doesn’t ring
unless I consistently market my presentations and services.”
DON’T GET DISTRACTED
BY A NEW TOOL
Mark said to me, “One key to my consistent growth is that I
never let the creation of a tool get in the way of executing a proven
“Tell me more,” I replied.
“Many speakers invest too much in creating new tools and
delay executing marketing strategies,” he said. “If we’re not
mindful, there will always be a next tool that gets in the way
of executing strategies that produce real results.
“We say to ourselves, ‘As soon as my website is done, I’ll get
back on the phone to stir up business’ or ‘As soon as my book
gets out, I’ll resume my normal marketing activities.’
“I’ve seen too many of our colleagues beg, borrow, and
steal to put money into their next tool and then wait for the
tool to do all the work. When the tool doesn’t do its job, they
blame the tool and start a new one.”
Hmm … Who hasn’t been guilty of that at some point during
the evolution of their business? Heck, I
recently tossed out boxes and boxes
of workbooks and CDs related to a
product that I created that never
went any where.
THE FOUR SECTORS
Mark divides business-acquisition activity into four sectors:
Mark told me that this is the toughest sector in which to
win business without a video, unless prospects approach him
through reputation or a referral.
Sector 2: New Business from Existing Prospects.
Mark ranks this as next-to-last in his priorities, because the
ROI is weaker than the next t wo. From my personal experience,
I would have to say that it depends on the prospect: how they
found you, the level of their interest, and your ability to have a
meaningful conversation with them. For example, more than
90 percent of my new prospects come from introductions from
other clients or my reputation in my niche.
Sector 3: New Business from Past Clients. Mark qual-ifies a “past client” as any organization for which he hasn’t
spoken in the past 12 months or more. Depending on how long
you have been in business, this sector can produce amazing
results if cultivated with time and attention. The two deadly
sins in business are believing that if they book you once, they
Never let the
creation of a
tool get in the
way of executing