Kai and Chris talk about finding the right customers, putting your message in front of them, generating referrals, positioning and re-positioning your business, and more!

Started out building wp sites:

• market position was "if you have money, I will build a site for you"

Brochure sites are pretty far fromm the money
Moved into traffic; it's closer to the money

Created own niche position
* Outreach consultant

Don't think about the immediate sale; think 3 sales ahead
Collect a bit of extra information on the front-end to help follow-up and close deals later:

• "strategy calls"


• "check-ins"


• "follow-ups"


• ask a lot of questions

Pipedrive:

• tickler file to manage follow-ups


• recurring work and follow-ups

Traffic is not the most important metric for a consultant to focus on:

• 
  

  of leads generated (client flow) is the most important metric

How to get the right eyeballs:

• understand your positioning


• philip morgan


• positioningcrashcourse.com


• target market + expensive problem


• where to find that target market


• makes all of your contetn-marketing and outreach easier

Who is your ideal customer?
What problem are you solving for them?
Where do these people already hang out?

• be proactive


• reach out to them where they are

Positioning for consulting is similar to positioning a product

Changing positioning might take a year:

• like a cross-fade between 2 tracks


• slow ramp-down, slow ramp-up


• had a false start; launch a sales page, nobody buys, big deal


• positioning is just a marketing channel; it's not permanent


• minimized risk by changing gradually

You might not need positioning
* it's a force-multiplier
* if your business is happy, healthy and profitable, don't change anything

The Three R's: referrals, relationships, recurring work
* that's how Christopher has built his business

Reputational positioning:

• known for a problem w/o a vertical

Reverse-engineering your positioning:

• look at your body of work & score each project 1-10


• how fun/how lucrative/how enjoyable is the industry


• see what pops out


• also talk w clients


• "what was the highlight of this project?"


• what words do they use to describe you?

You can brute-force your positioning (it's hard!):

• research the problems, test the positioning


• put up a landing page


• test a couple of client projects

Are you generating referrals? are you closing sales? If so, keep going:

• are people engaging?


• are leads coming in through these channels?


• reach out to 10-15 contacts, send e-mail, ask for referrals to market/problem/etc

1st email previous clients who match the positioning:

• ask for a call; get the benefit of the last project


• testimonial (more clients/more employees/more leads)


• refine our positioning around that


• referral-based strategy is the most powerful sign that your positioning is appropriate

2nd revise the messaging on your website:
* home page update/landing page/etc for that position
* 500 words, add a strong cta
* have conversations

Timing matters!
* right position + right target market + wrong time = no sales

freeoutreachcourse.com