Winning new clients can be quite challenging. Andy Harrington, the esteemed author of Passion Into Profit and a Sunday Times Best Seller, has generously shared three highly effective strategies to help you increase your client base, boost your confidence as a leader, and establish yourself as an authority in your specific niche. So, let’s explore three powerful methods to multiply your new client acquisitions tenfold.
-
Establish yourself as an AUTHORITY.
It’s essential to remember that not everyone is ready to make a purchase when you’re ready to sell. Different individuals are at various stages in their buying journey. Some may only have a mild interest, while others have reached a point of desperation and are actively seeking a solution.
When you try to generate business by reaching out to potential clients individually, the odds of being in the right place, at the right time, with the right client are quite slim. Instead, it’s crucial to position yourself in the minds of your prospective clients as an authority in your field. By doing so, when they are ready to make a purchase, they will immediately think of you.
How can you achieve this position of authority?
The answer lies in designing, developing, and delivering valuable content that helps them solve their problems.
-
Master the art of storytelling.
One of the most underutilized tools in the business realm is storytelling. You must understand that if you want your content to be widely shared on social media, presenting it in the form of a compelling story is an excellent approach. Stories allow people to relate, empathize, and learn from the experiences shared.
The most important story you should begin with is YOUR STORY. This is known as your Expert Positioning Story (EPS), and its purpose is crystal clear: to illustrate YOUR WHY. It aims to explain why you do what you do and why you genuinely care about the people you serve. To accomplish this effectively, it’s crucial to grasp the three-act structure that underlies every great story.
The traditional three-act structure consists of the following components:
Act I – Setup: Exposition, Inciting Incident, Plot Point One
This is where we encounter the “inciting event,” an incident that gives characters a reason to embark on a quest, desire, resist, or want something. It reveals the initial driving factors behind the ensuing action.
Act II – Confrontation: Rising Action, Midpoint, Plot Point Two
Following the setup, which provides the essential background to what happens next, the second act typically unveils the obstacles and complications that characters face while striving to achieve their goals, wants, or needs.
Act III – Resolution: Pre Climax, Climax, Denouement
The third act leads to the climax, which involves the resolution of the story’s complex complications thus far.
-
Deliver your message ONE-TO-MANY, rather than one-to-one.
When communicating with your target clients, it’s important to leverage your time and reach. This can be achieved by bringing together several members of your target market in one space and delivering a meticulously crafted presentation in the form of a message that both serves and sells.
If you spend your time communicating with potential clients on a one-to-one basis, you will quickly exhaust your available hours in a day, making it impossible to win enough clients. Furthermore, this approach may inadvertently devalue your position by making yourself overly accessible, rather than presenting an image of exclusivity.
By incorporating these three practices into your business, you can dramatically accelerate your income and regain the most valuable resource of all—your time.
Managing Director
Expert Circle
