You spend all this time talking to potential clients– they appear to have money, interest, and clear need for your services. But somehow they don’t buy– they went with someone else, balked at the price, were just milking you for free consulting, or turned out to be jerks.
How do you avoid all this?
Know that surgeons don’t leave the emergency room to go out to knock on doors. Imagine that you run a hospital and somebody waltzes into the emergency room. They demand that you parade out every single type of surgeon and specialist you have. Each one has to explain what they do and how they do it.
All the while, you’re hoping that this patient will buy one of the procedures.
But the longer you spend answering their questions, the more you know it’s costing valuable time. If you’re a consultant, freelancer, or agency, do you see what’s happening here?
Unless they have clear pain, don’t try to sell them on surgery. And unless they walk into your emergency room, don’t go out of your way to talk to them.
But what about generating leads, you say? I can’t just sit there hoping that if I build it, they will come– we have to sell, right? Yes, and you do that by putting out a lead magnet– a demonstration of your expertise. You qualify these people by using the “STRATEGY ASSESSMENT” to get their GOALS, CONTENT, and TARGETING.
No matter what the patient “thinks” the problem is, the specialists will take blood, x-rays, and diagnostics.
And you know that most patients are wrong in their self diagnosis. They also believe that they can get heart surgery for the price of heartburn medication.
Same thing, right?
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We follow a process called MAA— short for Metrics > Analysis > Action. As much as the would-be patient wants to get straight to the action, we always follow these 3 sequential steps.
Your goals,
Reach barbecue fanatics that live near
our retail locations
The “so what” of what the numbers say.
Females ages 34-45 are planning
the meals for your casual dining
restaurant they are responding better to
posts in the afternoon that have photos.
The solution, based on date.Changing
post content, optimizing landing pages,
or Tweaking creatives
Are you operating with this efficiency– to not waste time with hypochondriacs, tire kickers, and witch doctors?
Are you making sure that you’re charging properly for your Metrics to collect vitals via bloodwork, x-rays, and such– called the “strategy assessment” and access checklist. That means we not only have their GCT (goals, content, targeting), but also the access to their analytics and ads.
Analysis is where they must pay for our time, so we can properly diagnose the issues and make a recommendation. We don’t do this for free– our time is valuable and they must respect it by buying a “Power Hour”.
Action is the treatment plan, which could be surgery, medication, hospitalization, or other procedures. And like any modern hospital, every procedure is governed by a checklist with the price associated with that package services by not giving out free consulting, even if you need the money?
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But it’s XYZ MegaCorp, you say!
And all the more reason that if they’re qualied (heard of the BANT acronym?), they can put down whatever you charge for an hour. We charge $750 for the Power Hour, but others may charge as little as $97.
For actual implementation, do you have a checklist for you and your people to follow, so you can create “repeatable excellence”? If not, then you have random outcomes and too much manual, custom effort.
But every client is different, you say!
You want room to be creative and to not be a robot cranking out objects on the assembly line.
The Tesla Model S is a template, too– and not low quality, mass production.
And every major surgical procedure has nuance, but is still governed by checklists, all the way down to how to scrub your hands before starting. Do you think these doctors are just robots?
If you’re an agency, consultant, or freelancer, embrace the power of process.
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The summary flow is this:
Strategy Assessment > Power Hour > Package
And this aligns with MAA: Metrics > Analysis > Action.
Implement this and watch your client headaches disappear, your lead gen struggles go away, and your operations run more smoothly.
To sell more, or to achieve the goals you’ve selected, you must map your goals back to topics and your topics back to people who are authoritative in these topics.
People connect with your “WHY” (outside ring), then want to understand HOW (middle ring), and only then care about the WHAT (the product/service you sell).
Master Agency Management | page 45
