To protect the identities of the people concerned we’ll refer to them by fictitious names.
Brian has a membership organisation. Members pay him a fee each year to reap the massive benefits. Brian has a fantastic product and his 83% year-on-year retention only proves that. So the best thing for his business is to bring in new people to join his membership roster.
He’s now created a way to get more clients in one go. This method is singly responsible for building his business over the past 5 years. And what’s amazing is, he thanks me for it. Me? We;ll get to that in a moment.
Make a list of your top 100 dream customers. Brian’s business only consists of him and his business partner. He has a top 100 customers he’d love to have. These are people who are not yet his customers but could be.
Next he puts together an event. This is amazing. He writes letters and sends really nice invitations out to these potential clients of his, asking them to RSVP if they’d like to join you at an event you’re organising, as your guest (don’t say it’s especially for them or they might feel strange about it).
When they get there put on a nice dinner and some really good entertainment. Make it a really good event. Make sure the entertainment is special, its something they will talk about and remember for a long time.
Now will come the temptation to pull out your powerpoint slides and clicker to sell them on becoming your customer. Don’t be tempted. This isn’t Amway people.
Brian has a good time with the guests and thoroughly focuses on entertaining them. This is agreat opportunity for him to show his trustworthiness, afterall he put together quite a shindig. This is how he treats you before you’re even paying him money – what would you get if you signed up?
All of this is important.
Now when do you try and pitch to them? Well if someone asks you about what you do and how you can help them out, tell them. If it happens over breakfast, tell them.
The big trick to this is to never publicly pitch. So you never look like you’re looking round a room desperately seeking new clients.
Oh and the latest superhero tactic Brian has introduced is to invite just as many existing clients to these events as new ones.
The reason he did it in the first place was so that the enthusiasm for Brian’s product would rub off on the prospects. However the bonus is that his existing clients also get a nice night of entertainment, which added even further to his retention figures.
The reason this is seriously kick arse for “Brian” is because right now everyone is advertising online, networking and doing all of the usual stuff. He is doing something drastically different. He is satisfying people’s want for social evenings, and by helping people enjoy themselves, he gets more clients.
And now he’s inviting his customers too, they are staying with him all the more, and their influence on the prospects is immeasurable.