- Find out the symptoms when having the problem of communicating services to potential clients
- Discover the mistakes in trying to get more clients on board consistently
- Know the three questions you need to answer to help you identify the niche you should focus on
- For 5 years, Dov’s manual is sold for $97. It’s called “How to Systematically and Consistently Attract First-Rate Clients” and it’s really, really good.
Now, you can get it FREE right here: www.dovgordon.net/tom-gift
Dov Gordon is the Founder and Head Coach at The Alchemist Entrepreneur. He helps consultants, coaches, and entrepreneurs develop a consistent flow of their ideal clients.
In this episode, Dov shares how he helped his clients get their ideal clients consistently. He’ll tell more of how he addresses their basic problems and turn them into a simple, repeatable and effective sales and marketing process. Apply the three questions to discuss with your clients and know the niche they need to focus on. Lastly, learn the mistakes you need to avoid when trying to onboard your clients.
Check out these episode highlights:
- 01:23 – Dov shares his ideal client are consultants who mastered their craft but have problems in the marketing and sales areas
- 02:02 – The problem he solves – helping clients confidently speak about their services and turn that into a simple marketing and selling process
- 02:59 – Symptoms that people experience when not articulating the tactical sales and marketing
- 03:45 – Mistakes in trying to get more clients on board consistently
- 05:25 – Valuable Free Action: Dov recommends to answer these three questions to help solve the problem : What are the problems that you help solve and the results that you enable?Get clear about who has those problems,how could you group the people who have those problems want those results?
- What are the qualities and characteristics of your ideal client and where those answers overlap?
- The answers will lead to a three-circle Venn diagram resulting to determine the niche that the client needs to focus on
- 05:54 – Valuable Free Resource: – Download a free 88-page manual, “How to Systematically and Consistently Attract First-Rate Clients” the audience can get at www.dovgordon.net/tom-gift
Tweetable Takeaways from this Episode:“To be really confident in who you are, you need to be able to talk about what you do in a way that you feel proud of the message and the message actually connects and resonates.” -@DovGordon Click To Tweet “One thing we've learned is that every tactic can work and every tactic can fail and it's not about Facebook ads or webinars or this or that. All of those could work and we helped them design the simplest, shortest direct path to their… Click To Tweet
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland: Hello everyone. A very warm welcome to another edition of Marketing The Invisible. My name is Tom Poland joined today by Dov Gordon. Dov, a very warm welcome, sir. Where are you hanging out?
Dov Gordon: I’m in Israel.
Tom Poland: Israel! We’re spring has sprung, I believe.
Dov Gordon: Yes, it has including the allergies.
Tom Poland: Pollens in the air. Folks, I asked for a short bio and this is what he gave me. Dov Gordon helps consultants and experts get ideal clients. Consistently. Full stop.
Dov Gordon: You asked for three sentences or less.
Tom Poland: As prescribed. Do we say you under deliver or over delivered? You did in two sentences.
Dov Gordon: Over delivered. As close to less as could have been.
Tom Poland: And as I often said in my clients, you know, you only need one word for a sentence normally. “No” can be a complete sentence, but in this case it was “consistently”, it has a bit of punch. So folks, Dov and I’ve known each other for quite a few years now and we do something whereby this, the objective is similar. The end result is similar. The outcomes are similar, but we have quite different styles and I often find that some people won’t relate to my style, but they relate very much to Dov. So that’s why he’s here on the show today. So Dov, blitz kickoff title is How to Get Ideal Clients Consistently in just seven minutes. Time is going to start now. Question number one is who is your ideal client?
Dov Gordon: My ideal client is consultant, who’s good at what they do. They’re good. They’ve mastered their craft, they’re really good at what they do, but marketing and sales is probably not natural for them. And they’ve been trying different things and they’ve had some success in most cases, but they feel like they’re running in circles, if you like to try some of this chunk, trying some of that. And they don’t have a simple plan where they wake up in the morning and they have the language to talk about what they do in a way that they feel my, and I could say this and my ideal clients instantly understand that I’m talking to them and then I can help them when they should say, Whoa, what was that? Tell me more. That’s what we’re all about.
Tom Poland: All right, thank you. Number two, six and a quarter minutes left. What detail, what’s the problem that you actually solve for them?
Dov Gordon: The problem is not having, it’s a couple of problems or a number of problems. It usually shows up in the fact that it’s a struggle to talk about what they do in a way that gets through, you know, in order to feel like you have. In order to feel confident, courage draws confidence and those to be really confident in who you are, you need to be able to talk about what you do in a way that you feel proud of the message and the message actually connects and resonates. So that’s the basic thing that we do. And then we also help them take that and turn it into a simple marketing and selling process. It’s one thing we’ve learned is that every tactic can work and every tactic can fail and it’s not about Facebook ads or webinars or this or that. All of those could work and we helped them design the simplest, shortest direct path to their ideal clients.
Tom Poland: Perfect. Question number three, five minutes, 20 seconds left. What are some of the typical funny time? Five minutes, 10 seconds. It’s over now.
Dov Gordon: Stop fumbling and using my time out.
Tom Poland: What are some of the typical symptoms that people experience when they’ve got this problem of not being able to articulate, not getting there? Tactical sales and marketing working well.
Dov Gordon: They will not know. They’ll sit down in the morning and they will be unclear as to what to do or there’ll be talking to clients or potential clients and the potential client, they’ll be talking to someone they know they can help this person. That person will not walk away recognizing that happens, you know, obviously some people, sometimes you do okay. And you had a good meeting and get a client, but they don’t feel like there’s a simple repeatable plan, a process, a system. It’s really frustrating cause they really, you know, they really want to get to the point where they can just follow a simple repeatable plan at works consistently.
Tom Poland: Okay. So question number four then. Someone’s aware of the problem, they’re not articulating their marketing. They said, well they’re not getting cut through they’re not getting traction, soon. What are some of the common mistakes that folks are going to make in trying to get more clients on board consistently prior to working with you? Just four minutes left.
Dov Gordon: So a big mistake is that they talk with their messages weak and its spread trying to cover too much. So for example, an example I use from a client that we’ve worked with is, instead of saying that she’s a leadership consultant, which is broad and can cover everything. We helped her sit down and make the list of what are the problems you help solve, what are the results we enable? And those are just my own little catch phrases to really like how do you, hey, those are the only two things your ideal client is interested in. So you’ve gotta be really clear what does this problem they have and don’t want? What is the result they want and don’t have? Right. That’s how I say it really. And then you look at that list and I looked at her list and I said that you could build a business on that and what it was developed into, and now she says that we help, we help companies solve the problems they have with that employee who is too valuable with fire. It’s rather than talking about team building and leadership development, it engaged you in all that crap. That doesn’t mean anything because it could mean anything. She now talks very precisely and we have so many examples of things like that we’ve helped clients with and understanding me out of it. I got a long list, I can read it.
Tom Poland: So often, the message is far too broad and it, it sounds like it, it sounds like the same as everyone else’s message.
Dov Gordon: Just far too broad and meaningless.
Tom Poland: And you drill down and made it more specific. And that’s helped to get cut through and also to send a clear signal as to exactly something has benefit rich they could help with, she can help with. So thank you for those two and a half minutes left. Number five, one valuable free action that an audience member could take listening to this that maybe not going to solve the whole problem they might need do for that, but it’ll give them at least a step in the right direction.
Dov Gordon: Yeah, sure. Sit Down and answer three specific questions with specificity. Number one is what are the problems that you help solve and the results that you enable? Just like I told you before. What problems you have to solve? What results do you enable? And be specific in your answer. So for example, you know, I help industrial bakeries who have intermittent production issues to achieve long, uninterrupted rents. That’s another message that we, the client come up with. His focus is on bakeries to make that really specific. Then, the second and then that leads you to a message like that. Second is get really clear about who has those problems? Who wants those results? What types of, how could you group the people who have those problems want those results? And the third question is what are the qualities and characteristics of your ideal client? And where those answers overlap, you end up with like a three-circle Venn diagram and that’s where you focus. That’s your niche so to speak. It’s really simple, much simpler than most people make it.
Tom Poland: The sweet spot. Thank you for that. That was very valuable. Talking about valuable and question number six one minute and 15 seconds left, one valuable free resource that you could direct people do that’s going to help them a little more with us.
Dov Gordon: For five years we sold what I call my manual, it’s called How to Systematically and Consistently Attract First-Rate Clients and it’s about 80 something pages. Zero fluff said someone messaged me yesterday saying that she’s reading it now for the third time and How to Systematically and Consistently Attract First-Rate Clients and so we sold it for $97 for five years, but we’re going to give it away for free. The link that will put up I think www.dovgordon.net/tom-gift.
Tom Poland: Perfect, and a whole 30 seconds left for the last question. What’s the one question I should have asked you but didn’t?
Dov Gordon: Had you mentioned you this in seven minutes? I’ll just say what excites me. What excites you about this.
Tom Poland: 15 seconds.
Dov Gordon: There are people who are really good at what they do and their heart is in the right place and yet they’re struggling for the opportunities to do their great work and to be well paid and that’s what we love doing.
Tom Poland: Perfect. Dov Gordon, thank you so much! Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here, please head over to iTunes to subscribe. Rate us and leave us a review. It’s very much appreciated, and if you want to generate five fresh leads in just five hours, then check out www.fivehourchallenge.com.