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Lesson: How to Earn
$4,000 in 15 minutes
By Stuart Ayling
In fact it was over $4,000. Let me tell you how I did it. And what the lesson is for you.
[I’m not trying to brag here. There are important marketing lessons in this
tale. See list at end of this article.]
The opportunity came via email. From my website enquiry form.
Then, after a 15-minute telephone conversation I won the job. A customised one-day training program. Interstate. With a company I had never heard of. For a client who had never met me.
Sounds too easy… doesn’t it. Too good to be true.
But it’s not.
It actually happened just like that. And it’s not the first time.
You need to realise that this wasn’t a rushed decision by the client. The training event is 3 months away – and the deposit was paid immediately.
Okay, now let’s look at what happened.
Firstly, let me confess. You may have guessed the headline of this article is a bit misleading. Sure I won the project after a 15-minute phone discussion. That’s true. But you probably know there’s more to it than that.
In reality I need to work for more than 15 minutes to earn that $4,000 plus. And that’s okay.
But what led to this opportunity. How did I manage to convince the client that I was the best choice?
Step 1:
Long before the client was ever looking, I identified my target audience – my pockets of revenue – and created a marketing message that resonated with potential clients.
Step 2:
I made that message available to my target audience. Initially this was via the Marketing Nous website. Later, I provided written documents that repeated the message. These documents included:
 Profile page PDF
Testimonials pages PDF
Benefit-focused proposal PDF
Testimonials on website
Client list on website
Personal profile on website
Step 3:
I displayed that marketing message on a website (this Marketing Nous
website) that has been optimised to be found on search engines, increasing the chances of being found.
When my prospect had a need, they found the website, related to the message, and lodged the enquiry,
Step 4:
I had a planned strategy for how to respond to website enquiries. Escalating the contact from email, to phone, to written, to approval. This is the beginning of my ‘sales process’.
Step 5:
I developed a series of high impact questions to ask during the initial sales discussion. This was the
make-or-break 15-minute telephone call. The questions I asked revealed what the client was really seeking. To find out how I could best serve them. This is the core activity of an effective sales process.
Step 6:
I created a written document/proposal that focused on what the client wanted, and specifically how I could help. Not a proposal based on guesswork.
This document re-stated what we had already discussed and confirmed.
Step 7 :
I followed up – to coincide with the prospects decision-making time line – with additional information to reassure the client I was the best choice. Giving information. Not selling. Too late now to be selling, this is part of building trust.
Step 8:
Immediately thanking the client for the positive decision and setting the time frame for the next step. Mailing a written confirmation enhances relationship and is opportunity to make the training service more tangible.
Did you spot your marketing lessons?
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Identify your target audience.
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Develop appropriate marketing messages.
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Create marketing material that serves your purpose.
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Have a strategy (a sales process) for how to respond to enquiries.
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Prepare a proposal based on benefits and facts, not guesswork.
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Schedule timely follow up, providing additional information to build trust.
Good news. You can learn how to do all these things for
yourself.
Learn how to develop a high impact marketing message, which marketing materials you should use, and how to schedule your marketing
action plan.
Learn how to create a reliable trust-based sales strategy suitable for the
21st century.
I have a saying, Marketing Creates Leads... Sales Creates Clients
Bottom line:
You need to do both Marketing and Selling to be successful.
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