I think it's very useful to break down marketing into its component parts and then study the details and how-tos of each of these parts.

My "Marketing Ball Model" breaks the client-attracting process into the following four parts:

Part 1. Developing your marketing message, identity and materials that communicate the essence of your business.

Part 2. Engaging in marketing activities, from networking and speaking, to eZines and blogging (utilizing the messages and materials from Part 1).

Part 3. The Marketing Conversation, where you interact (usually verbally) with a prospect as a result of engaging in marketing activities.

Part 4. The Selling Conversation where you move on from the Marketing Conversation and explore the actual needs of a prospect, and then present your services.

Today, I want to focus on the Marketing Conversation.

The Marketing Conversation has four distinct steps. Most people have some practice with the first step (getting attention and interest), but usually fall down on the last three steps.

Marketing Conversations - The Four Steps

1. The Audio Logo. This is the initial interaction with a prospect where you get their attention and interest. This includes talking about who you serve (your target market), the problems and issues that challenge your clients, the solutions and outcomes you provide, and stories that illustrate all of the above.

2. Qualification. These are the back and forth questions and answers you and the prospect engage in to feel each other out for a possible match. It also includes sharing in more depth about how you work with clients and the results you produce. We'll go into this step in more detail below.

3. The Offer. Once you have the attention and interest of a prospect and you've qualified them, you need to have a call-to-action, or nothing will happen. The best way to do this is to offer more information related to your business (an article, for instance) and an offer to follow up (usually by phone and/or email). Again, more on this below.

4. The Follow-Up. After you've provided information, you need to follow-up and explore with the prospect if there is enough common ground to engage in the Selling Conversation. I discussed follow-up strategies in detail in recent eZines.

If you master the four steps of the Marketing Conversation, you will jump much faster from marketing activities to Selling Conversations, and ultimately to new closed business.

If you miss one or more steps in the Marketing Conversation, marketing will usually be a struggle. You'll talk about your business, even generate some interest, but you won't have a clear path from the initial connection to a Sales Conversation.

Step Two Secret

One of the biggest mistakes we make in the Qualification Step is talking all the time about what we do. The prospect asks a question and off we go, a mile a minute. Then at the end, you hand out your card, they walk away and you wonder. "Wha' happened?!"

Here's the secret. Simple, but not so obvious. When a prospect asks a question, answer briefly and then turn around and ask a question of them.

Prospect: What process do you use to increase retention?

You: We use various processes, with our main focus on hiring the right people to begin with. Can you tell me the biggest issue your company has with retention?

With several of those exchanges you are informing your prospect about your services (in bite-sized pieces), and you are learning more about their needs.

Step Three Secret

Once you've qualified the prospect and they seem to be a good potential client, you need to find a comfortable transition that will lead to a Sales Conversation. Once a prospect is interested, they want one thing: more information. So offer it to them.

"I've written a White Paper on retention called, 'The Seven Biggest Mistakes Companies Make in Retaining their Best People.' I think you'll find it very interesting. Can I send you copy?"

The answer to such an offer is almost always "Yes." Remember, if you've interested them, they WILL want more information. This relevant information makes you stand out immediately as a valued professional. (Time to start working on that article!)

Then you reply, "Great, I'll send it to you by email. Then I'd love to get your reaction to it and find out a bit more about your business. When's the best time to reach you?"

End the conversation by agreeing on a time you'll make a follow-up call. This works a lot better than saying, "Okay, I'll send it to you and please give me a call if you have any questions." That's called "dropping the ball." It's YOUR job to follow-up!

If you work at mastering the Marketing Conversation, you'll go way beyond getting attention and interest; you'll end up with a lot more Selling Conversations and, ultimately, more clients.

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The More Clients Bottom Line: When it comes to Marketing Conversations, you can't "wing it." You need to "script it." Know which step you're on in the conversation and have answers, questions, and offers ready to insert into the conversation at the right moment. You'll be amazed at the results you get.

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Have you designed a Marketing Conversation that results in more appointments? Please share on the More Clients Blog.

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