The ultimate goal of any business is to get a solid base of customers who are hugely profitable for your business AND who you absolutely love working with. We all know this. But if you take it a step further, the way you convert customers is really more about coaching them to become your clients.
Think of yourself as a teacher and a mentor who has the best interests of your customers at heart. Your job as a business owner is to make people feel empowered to shape a better version of themselves.
The formula for attracting and converting high paying clients is what I’m covering today.
I call it the 6×1 formula because it really is just that: a formula. It focuses on the six “ones” that you must implement in order to take your business to the next level. They are:
1) One person
2) One problem
3) One solution
4) One package/offer
5) One webinar
6) One marketing system
Getting into the mindset of your ideal customers
The first part of the formula will help you shake off the fuzzy, unclear or uncertain ideas you have about your target audience. We’re going to uncover the real value you provide and paint a picture of your ideal customer.
This involves getting into the mindset of your ideal customers. This will help you know how to speak them and what they need to hear. Getting into the mindset of your ideal customers forces you to get out of your own head too. We all have ideas about what we think customers want, and it’s largely based on the conversations we’re having inside our own heads. This is especially true for entrepreneurs who build a business by creating a product that was missing in the marketplace. There’s a reason you came up with your idea (because you wanted it and couldn’t find it), but you still need to validate it. Validating it means understanding what your customers think about it. You have to communicate things for them in a way that they really feel that you get them. They need to feel that you’re talking directly to them and you’re saying exactly what they need to hear, not what you want to hear.
In order to do this, you must forget everything you think you know about your brand. You’re going to step out of the conversations you’re having, and into the conversations that your customers are having.
Ready? Here we go:
Your One Person
We’re digging into your target audience, and more importantly, your one ideal customer. The reason you want to narrow it down to only one is because you don’t want to get caught trying to be all things to all people. When you do this, you confuse yourself and others. When you’re confused, there’s no way it’s going to translate into a clear message for anyone else. Worse, your ideal customers won’t think that what you do is for them because your value won’t be immediately clear to the people you most want to attract.
Think about your favorite client, or someone you’d love to work with. Do you have a really profitable client who you dream of getting 5 more just like? This is your one person.
Now you may be thinking: I sell to more than one person – I sell to businesses, individual people, and even referral partners.
That’s okay. That simply means that you have three different target audiences, which means you will have three people. You need to pick one person to be your primary person.
Note that the mindset of each person will be different. You need to speak to each person differently. You don’t want to have three different conversations going at the same time, any more than you want to jam them all into one conversation.
The goal here is to gain clarity on your one person so that you become a magnet for them. Walk through the entire 6×1 formula for your primary person, and only that one person. In this process you’ll build assets that you can use over and over again to convert your ideal customers. And best of all, it will run virtually on autopilot.
Once you are straight about the outcome for your one person and have your process down tight, go through the 6×1 formula again. This time do it for the secondary person, and then again for your third person.
When you get this part right, you’ll know exactly who your ideal customer is. You’ll also know exactly where to find them so you can focus on the next step.
Their One Problem
Here’s the magic of this step: When you can articulate the problem your ideal customers have better than they can, they’ll automatically perceive that you have their solution. To get to the root of their problem, ask yourself these 4 questions about the state of your one person today:
- How do they feel?
- What do they have?
- What is their average day like?
- What is their status?
For example, the current state of my clients generally looks like this:
- How they feel: Overwhelmed, frustrated, and confused. Nothing they’re doing with marketing is bringing in new clients.
- What they have: Scattered, fragmented marketing that doesn’t work.
- Their average day: A horrible experience with marketing. Maybe they write a quick blog post, send out a newsletter or share a post on Facebook. They scour online resources and guides desperately looking for a quicker ways to gain traction with their marketing.
- Their status: A stressed entrepreneur hunting down customers, worried about their business and future income.
When you can answer these questions like I did here, you’ll be able to communicate that you understand exactly what your one person is feeling and the pain points they have. Your one person will get, on an intuitive and emotional level, that you can genuinely help.
When you really get this, you will be able to draw your ideal customers into your marketing message. You will speak directly to their pain points and you’ll know exactly what to say to convert them into customers. Now let’s get them from their problem to your transformation.
(NOTE: Want my easy 3-step process to getting clear on who you’re selling to? Get my Customer Avatar Worksheet.)
Your One Solution
Now that you’re clear on your One Client, One Problem, it’s time to deliver your solution:
Part one: the picture
Part two: the how
Part one involves painting a picture of what people will experience in the after state, once they work with you or purchase your products. Take those same questions you just asked and illustrate the transformation you provide so that people visualize it.
For instance, here’s the after state for my clients:
- From feeling overwhelmed and frustrated to feeling excited and confident.
- From having scattered, fragmented marketing to having a cohesive marketing system that delivers qualified leads while they sleep.
- From having an average day with a terrible experience with marketing to marketing being easy.
- From a status of stressed entrepreneur to being a rock star business owner with a full base of customers.
The next step is to walk people through the how. Briefly describe what you do and the services and products you provide. Show people how you will get them from point A to point Z and be as detailed as possible. Explain the process, timeline and any steps that are involved.
You have to connect with people on an emotional level so that they want what you have, not just need what you have. It’s your job to let your one client know your special blend of talents, and what you’ve overcome or experienced that’s similar to what they’re feeling. Share the things that make you truly unique to solve their problems. Explain how it is that you identify so well with their feelings. What have you overcome or experienced that makes you a perfect fit?
When you really get this, your ideal customers will actually seek you out and you’ll be laser-focused on where you should be spending your time. You’ll know exactly what offers your ideal customers will find irresistible. You’ll officially toss out the window trying to be all things to all people.
Your One Offer
By offer I mean: put a premium price on your one solution. Determine the true value of your transformation and price it accordingly. This is the way you’re going to be able to stop charging for time and start charging for value.
Clients don’t care about hours, or even days. What they’re paying for is the value of your expertise. That’s what you’re selling. Don’t get caught undervaluing your service.
Ultimately, whether your clients pay a premium or a bargain is entirely determined by the price you put out there. It takes you just as much time to work for budget clients as it does for high dollar clients. When you look at it like that, premium pricing is the way to go.
In addition to your one offer, make sure you give people a low-risk way to try your products and services. Let them take a test drive with a free trial, course or consultation.
This is where you start moving out of the art and into the science of converting clients. The hard part is done – you’re clear on your one person and you know exactly what to say to grab their attention. Now you need a vehicle to get it out there.
You can do it the hard way by emailing people one at a time and dealing with endless objections and stalls, or you can leverage a platform that gives you the possibility to reach hundreds of people at the same time. Keep in mind that the way people perceive you will play a huge role in how quickly you convert them. And when they perceive you as the go-to authority, they already believe that you have their solution and will seek you out, so it’s a lot easier.
That’s where webinars come in.
What you want to do is document everything from the previous steps – your one person, one problem, one solution, and your one offer – and turn it into a presentation. Since you’ve done the homework, this step should be pretty straightforward. Basically, you’re going to take the research you just did and turn into a visually compelling webinar.
If you follow the steps in sequence, you’ll want to make sure your slides do the following, and in this order:
- Present the problem
- Ask people questions related to the problem
- Share how you identify with their experience and understand what they’re feeling
- Walk the through the steps of your solution
- Present your offer
To create the presentation, I recommend using Powerpoint and Keynote. WebinarJam and WebinairOnAir are good platforms to host the webinar. When selecting your webinar platform, some things you want to look for are ease of use, reliability, pricing, number of attendees, and ability to playback.
One Marketing System
Successful selling involves actively following up with prospects. It generally takes multiple touch points before people commit to a purchase, even when they’re highly motivated.
Your job is to deepen the trust you built with the webinar. Chances are people will need more nudging before they commit. They’re going to be at different stages of making a decision – some may be ready to buy, some may be gathering information, and others will be in the evaluation stage. And then there are those that aren’t aware of the problem.
The way to turn all of this into a conversion machine is with automation. You need a way to follow up with people, shorten the sales cycles, and extend again your offer. We’re talking about a lead generation system that automates the sales process so you don’t have to follow up manually, reaching out to people one by one.
The beauty of webinars is that people sign up for them. You have contact information and can schedule emails ahead of time so that your sales process happens on autopilot. This process is a little techy, but the payoff is worth it. It can solidify your position as an authority and showcase your expertise. More importantly, it will act as an employee in your business, working while you sleep to generate and convert leads.
As with all marketing, how well you convert clients depends on what you say. Think about how you can persuade people who may be on the fence. What can you say that will help them make a decision and take them from interested to invested? Use the email sequence to dive deeper into the webinar topic, extend the conversation, share obstacles you’ve overcome and how you’ve helped others.
Because it’s all happening on autopilot, this step is what closes the loop on building a base of perfect clients so you don’t have to worry about where your next client is coming from.
(NOTE: Get my 3-step Customer Avatar Worksheet to start attracting your perfect clients.)