Blog For Marketing By Michael Senoff

In this second part of my interview with new HMA Consultant, Kevin Fort, Richard joins us on the call to discuss Kevin’s progress and some of the challenges that he’s experienced since starting his business.

Kevin has been experiencing very negative attitudes from prospects. Most often, Kevin feels that he gets shot down once he begins to discuss what his fees would be.

You’ll hear Richard explain how you, the HMA Consultant, must qualify the prospect up front so as not to waste your time or the prospect’s time if there’s not a good match. Richard also suggests some great wording and phrases that will help HMA Consultants determine if the person is indeed a qualified prospect and how to flush out objections before the prospect brings them up.

Richard explains some methods that can be used to build credibility and trust with the prospect. It’s very important to ask questions about the prospect’s business and then to listen to the prospect’s own frustrations about his or her business – let them unload! This not only builds trust, but it will better equip you to hit objections head on and then to present the best solution for the prospect.

We spend some time explaining the most valuable aspect of marketing yourself – How to explain your own USP to the prospect. Show what makes you different than other marketing consultants who are most likely using a method that is based on traditional sales and marketing. You’ll hear the way that Richard himself explains his own USP to prospects.

There are tons of other suggestions and methods in this recording that I know you will find helpful and will benefit your own marketing experience. When you hear and understand Richard’s own techniques, I know that you will be anxious to incorporate some of them into your own unique way of marketing the HMA system that will make life easier and more fun for you. Enjoy!

For more information, go to http://www.hardtofindseminars.com/audioclips.htm

Here is an update with HMA Consultant Kevin Fort on his progress growing his marketing consulting business. When we last talked with Kevin, he was planning to meet with a prospect – a local chiropractor who was looking to grow his business – with hopes of closing the deal.

Needless to say, the chiropractor became Kevin’s first client! In this recording, you will hear how Kevin negotiated the deal, how his first meeting with the client went, and what he planned as his next steps. You’ll also hear how much Kevin has learned about the chiropractic practice and how he has started to come up with ideas for obtaining new clients as well as finding his client’s hidden marketing assets through the reactivation of past customers.

If you’ve listened to my previous conversations with Kevin, you will be familiar with another potential “contingency” client – a photographer who really cannot afford Kevin’s consulting services. This would be a great project for Kevin to pursue in his spare time to gain valuable experience.

Kevin goes on to describe a new prospect who is currently working with a different marketing consulting group. However, after talking to Kevin, she confides to him that she is not very satisfied with her current consultant and will probably use Kevin’s consulting services as well!

I was pleasantly surprised to hear that Kevin had also entered into business relationship with a bookkeeping and accounting firm. The company’s owner did an endorsed mailing of Kevin’s marketing consulting services to her 75 active clients. Included with the letter was an invitation to a free marketing workshop that will be hosted by Kevin. I’m anxious to hear how the workshop goes. Kevin send me the letter that he sent out. Download here to read the letter. The bonus of this new business relationship is that the bookkeeping and accounting company wants Kevin to conduct this type of workshop to its clients on a regular basis. This is a great way of getting in front of prospects time and time again.

Kevin is scheduled to conduct a sales training workshop at the local Chamber of Commerce. He expects to be presenting to approximately 60 people. Wow!

I’ll be bringing you future updates of Kevin’s progress. We all wish him success as an HMA Marketing Consultant.

For more information, go to http://www.hardtofindseminars.com/audioclips.htm.

During my last call with Kevin Fort, he told me that the next step in his work for his chiropractor client was going to be the development of the client’s USP. I had told him to give me a call if he needed any help.

Well, Kevin took my up on my offer as you will hear in this recording. He had done tons of research, taken copious notes during his meetings with the client, and has talked to several past and current customers. Only one real Unique Selling Proposition was surfacing: That the doctor has a wonderful, caring personality with his patients. Additionally, Kevin said that patients with traumatic injuries had been cured to the point that they need no additional treatments!

The fact that Kevin’s client is considered an expert at compression trauma treatment was not a Unique Selling Proposition because only about 25% of the patients actually had experienced this sort of injury.

Kevin and I discussed the possibility that the doctor’s personality and ability to get results may well be his Unique Selling Proposition. Although this is a great testimonial to the doctor, Kevin and I both felt that it was a vague Unique Selling Proposition solely on its own.

Enter Richard! Yes, I was able to get Richard on the phone immediately to help us with additional ideas for the USP. Kevin gave Richard the low-down on the client. Listen the types of questions that Richard asked to get the full picture. You will also hear the depth of the information that Kevin responded with, showing how well he did in his research.

Richard had some good ideas about the creation of a USP based on the doctor’s expertise and gave some great examples of how to accomplish this. Listen to Kevin’s response detailing his observations of his client’s business self esteem. The doctor knows that he has problems in his business.

You will hear Richard talk about “anti-USP’s.” In this case, the chiropractor’s business practices leave much to be desired. Due to this problem, any USP that Kevin develops for him would probably be negated by the client’s lack of good business procedures.

Richard suggests that Kevin confront his client and tell him that his business procedures must be fixed before pursuing additional marketing opportunities after the creation of the USP. It is suggested that Kevin offer to actually fix the problems with the business as his second project, if the client would agree. With that as an option, you will hear some ideas that Richard and I have to fix some of the major problems.

It’s important that you listen as we discuss what a “qualified prospect” is and how, unfortunately, Kevin’s chiropractor may not be as qualified as Kevin once thought. We also discuss the possibility that Kevin drop this client after developing the USP if he feels that the client’s business problems cannot be fixed. Being fair to your clients is of the utmost importance.

This recording is a “must listen” for all HMA Consultants. It is a valuable exercise in how brainstorming with others can put things into perspective very quickly. It also shows some stumbling blocks other than Kevin’s once-dreaded cold calling experiences that any consultant may experience at any time in his or her career.

For more information, go to http://www.hardtofindseminars.com/audioclips.htm.