Do It! Marketing Blog: Marketing for Smart People™

Have you ever wondered why your prospects DON’T buy from you? Especially when you can see as plain as the nose on their face that they DESPERATELY need what you do and could benefit from it HUGELY?

Well… as with most marketing - it’s not about YOU.

It’s about THEM.

And your prospects are not actually idiots - but IDIOTS is a good acronym for the six biggest reasons that your prospects DON’T buy.

I’ve done a lot of thinking about this because MANY of my 1-on-1 marketing coaching clients experience precisely this problem when we begin working together.

And solving it for them immediately puts money in their pocket. Just like it will for YOU.

Here are the six parts of the IDIOTS acronym:

1. Ignorant of their problem
2. Denial of their situation
3. Indifferent to your brand
4. Overwhelmed with choices 
5. Terrified of making a mistake 
6. Suspicious of marketers/salespeople 

Let’s unpack these one at a time. And you’ll also get specific ideas for what to DO to punch through each of these six obstacles and close more sales - better sales - faster sales.

1. Ignorant of their problem. They “don’t know what they don’t know” about what’s wrong, missing, broken, too slow, too inefficient. And you can’t sell someone on the fact that they have a problem. Never works. Just pisses ‘em off.

What to DO: Use the following language: “Is This You?” and then cleanly and crisply articulate their pains, problems, heartaches, headaches, challenges, and gaps in language that they will instantly recognize - because you’re entering the conversation that’s already happening in their head every single day.

2. Denial of their situation. “Me? Problem? No, no, no - that’s impossible.” This is actually a WORSE problem than mere ignorance. It’s awareness plus a determination to avoid, deny or minimize the problem. This is also commonly referred to as the “head in the sand” syndrome.

What to DO: Call out the elephant in the room (the denial) and skillfully weave in stories of other people in similar situations who emerged from their denial, made some tough choices, and came out victorious in the end. In order to avoid insulting them, use language such as, “Many folks in your situation prefer to address the surface issues rather than deal with the problem head-on. That makes perfect sense because this can be messy, expensive, and painful. Using our [product/service/whatever you’re selling], our clients find that it’s not nearly as bad as they feared - and once it’s done, everything gets better in the areas of X, Y. and Z."

3. Indifferent to your brand. “Who are you again? And from what company?” Early in my entrepreneurial career as a marketing speaker and marketing coach, I called on a client and we had a very cordial 20-minute meeting. He seemed ready to move ahead. Until he thought to ask me this question, “If you’re so good, how come I’ve never heard of you before?” OUCH! 12 years ago I didn’t have a good answer. (Today, I would take a copy of my book from my briefcase and slap him upside the head with it before leaving an autographed copy on his desk and seeing myself out.)

What to DO: Buyers don’t buy you, your product, your service, or your brand sight unseen. So the answer is easy: GET SEEN! Use 3PR strategies to maximize your influence and impact in the right places in front of the right prospects for the right reasons. Keep showing up as a person (and company) “of value” and soon, they’ll be coming to YOU, not vice versa.

4. Overwhelmed with choices. Your buyers are lazy, busy, and befuddled. I don’t need to convince you any further of that, do I?

What to DO: Market to the LAZY - What can you OFFER that’s easy, fast, and free? Market to the BUSY - What can you DO to be heard above the noise? Market to the BEFUDDLED - What can you SAY that will immediately resonate with your best prospects because it shows that you “get” them?

5. Terrified of making a mistake. Yup - your buyers are risk-averse. Scaredy cats, in fact. As they should be because they’ve probably been burned by people who looked a lot like YOU in the not-too-distant past. What should you offer them? Guarantees, success stories, testimonials, and proof.

What to DO: Show them specific names, specific companies, and indisputable points of proof that you have a strong, clear and compelling track record of making those people happy. Let's face it - one BIG reason people don't want to buy is because they're putting their own relational capital (aka reputation) on the line. And that's risky. If you can remove the risk of the sale, you will open the floodgates to getting more and better clients for life. Hint: They won't believe YOU. They WILL believe your clients, references, referrals, and people who have given you money in the past and been thrilled to do so. Print up a sheet called "Client Success Stories." Put in 5-7 specific success stories with the right names to drop and the right stories to tell. Bingo! Instant sales breakthrough.

6. Suspicious of marketers/salespeople. Yes, of course they are. And you are, too. Salespeople and marketers have a long-standing (and sometimes accurate) reputation as liars, shysters, slimeballs, and fraudsters. That’s the stereotype you’re up against no matter how expensive your suit, how specialized your services, or how sincere your approach.

What to DO: Position yourself not as a salesperson OR a marketer. Position yourself as an expert - a thought-leader - a trusted advisor. In my marketing keynotes and seminars, I show a slide that has this text in a giant 288-point font: VALUE + TIME = TRUST. That’s the key. Deliver value - relevant insights, resources, advice, recommendations. Do this over time and become known as a person of value - and a company of value - and then over time, your prospects will begin to seek you out and you’ll be positioned as the obvious go-to choice for what you’re offering.

That’s the antidote to prospect IDIOTS who don’t buy from you. (Again, no offense - remember, it’s an acronym!)

Want to apply for your Speaker Strategy Call to see how you can IMPLEMENT some of these concepts right away? Apply for your call here.

Like you, I get a lot of offers every day.

Not just “offers” to buy things - those are easy to say no to. Rather, I’m talking about offers to read something, download something, review something, offers to get introduced to people, offers to speak, offers to connect.

The key to success - and to moving swiftly through these hundreds of micro-decisions we all face daily - is to say no fast.

Naturally, that also means you need to develop the ability to say yes fast.

But no is harder.

Saying no triggers all sorts of irrational thoughts in your brain, like:

• I’m missing out
• I’m being a jerk
• I'm letting them down
• They’ll think I’m rude
• They’ll hire a competitor
• And on and on and on...

None of those are true.

And most choices are reversible.

But the key to success in marketing - and in business - and in life, really - is to develop this one muscle: your DECISION muscle:

• Do I stay or do I go?
• Do I opt in or opt out?
• Do I connect or do I pass?
• Do I read or do I delete?
• Do I say yes or no?

If you want to exercise this muscle right now (with completely no pressure and no consequence), then pop down to the COMMENTS section of this blog and post the word YES or NO. Super simple. It’ll take you 10 seconds.

Next level up from that exercise - go to your email inbox. Look at the first 20 messages. Don’t READ anything.

Just decide what to do with the email.

If it’s junk, delete it.

If it’s important, file it.

If you’re not sure… A-ha! Gotcha!!

THAT is the muscle you need to develop.

The certainty muscle - the confidence muscle - the ability not only to MAKE decisions but to TRUST your own decisions. 

• In or out?
• Yes or no?
• Black or white?
• Boxers or briefs?
• Chocolate or strawberry?
• Hardback or Kindle (couldn't resist!)
• You get the idea...

As soon as you STOP “thinking” and start “deciding” - everything in your business gets easier.

You start getting unstuck.

You start building momentum.

You start implementing, moving, and acting.

And in marketing - it’s ACTION that gives you TRACTION.

So go ahead… Say yes. Say no.

Decide! Act!! Do!!!

That’s the key to your entrepreneurial success.

Let me know how I can help. (Or don’t! See how this works?)

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on saying no fast and trusting your decisions...

There's a nice group of folks coming together for the next "Simple Marketing Success" 10-week group coaching program that begins October 8. 

In fact, you have about 24 hours to catch Early Bird pricing that expires tomorrow (9/21). 

I'm talking with a lot of entrepreneurs, small business owners, and independent professionals about the program.

Some are a great fit for the program and will benefit hugely. 

Some are not. I will almost always catch these people during the application process and weed them out.

This is one such story... 

This entrepreneur emailed me the following question: 

Hi David,

I hope you are having a great weekend!  After some debate, here's the verdict: I want to take the course, I believe, you see, I'd make a great student - but money is an issue for the household if you know what I mean.

So here's a question: Would you feel comfortable giving us a 100% satisfaction guarantee? If at the end of 10 weeks I have not been able to get a solid booking(s) to at least cover the cost of the program, then you'd give us a full refund. But if I have been able to get a solid booking(s) at the end of the 10-week period, then we call it a major success and both parties are happy, including my wife. Can we do that?

I won't bore you with pointing out the half-dozen red flags with this prospect. You can probably see them all for yourself. 

This post is about guaranteeing YOUR consulting, coaching, or training outcomes. 

My policy - I don't do it.

And neither should YOU. 

Here's what I replied to this fellow:

Pat,

If you're looking for some kind of guarantee, the problem is that I can only guarantee MY program.

I can't guarantee YOUR results. 

Here's what I guarantee:

• I'll lead 10 weekly calls
• You'll get 10 weekly assignments
• You'll get digital audio downloads of 10 calls
• You'll get word-for-word transcripts of 10 calls
• You'll get 280+ pages of tested small business marketing strategies, tools, templates, and ideas
• The ideas and tactics you'll get have been proven with over 300 entrepreneurs, small business owners and independent professionals
• I'll be available for UNLIMITED email support and respond to you within 1 business day, usually much sooner
• You'll get TWO 30-minute private 1-on-1 calls with me which you can use for any purpose
• You'll get full access to the online Group/Forum website for asking questions, seeking feedback, and posting responses and assignments

• I can't guarantee you'll be on the calls
• I can't guarantee you'll listen to the recordings
• I can't guarantee you'll do your weekly assignments
• I can't guarantee you'll read the transcripts
• I can't guarantee you'll read the book
• I can't guarantee you'll implement a single strategy or tactic
• I can't guarantee you'll email me when you need help or guidance
• I can't guarantee you'll set up your 2 private coaching calls
• I can't guarantee you'll follow my advice
• I can't guarantee you'll participate in the online forum
• I can't guarantee you'll work hard (or at all) to make this program WORK for you

And I'm not in the business of "convincing" people with feel-good guarantees.

I don't work with hundreds of people at a clip. I work with a very small, very dedicated group of entrepreneurs, business owners and independent professionals who are committed to their own success and want to accelerate its timetable and expand its scope.  

If that's you, then terrific. Let's do this thing.

If not, no hard feelings.

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on using guarantees in YOUR coaching, consulting, training or professional services business. And if you use a written guarantee, feel free to post the link and a quick plug for your services, too!

How to unlock, unblock, and unleash LinkedIn Groups...

If you're a thought-leading executive or entrepreneur, chances are excellent that you are actively using the Groups feature in LinkedIn. (And if you're NOT - well, you're missing a tremendous opportunity to add value to your prospect base, find new clients, and build new relationships - but more on that in another post!) 

I belong to 50 LinkedIn Groups and of those, I own or manage three of them.

Today's topic is in response to the following email I got from a member of one of my groups:

Hi David!

I have tried to submit comments at least twice now on discussions that have been started by someone else in the group. When I hit the submit button, it tells me my comment is pending review.

Is there something I need to do on my end to get my comments to go through? Am I being blocked for some reason?

And then the SAME THING started to happen to ME in other groups I belonged to...

It was both a real headache and a real mystery to figure out how to solve this... til now. 

Take a look... [Click the Enlarge icon in the lower right for a better view!] 

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on managing and profiting from LinkedIn Groups. And if you own a Group, feel free to post the link and a quick plug for your Group, too!

I see broke people...

Here's a reimagined scene from one of my favorite movies, The Sixth Sense...

As a business owner, entrepreneur, or service professional, see if any of this sounds familiar to YOU - and if so, please share your experiences and advice in the COMMENTS area below...

COLE

I want to tell you my secret now.

Malcolm blinks very slowly

MALCOLM

Okay.

Cole takes an eternal pause. A silent tension engulfs them both

COLE

...I see people.

Malcolm just gazes quietly.

COLE

I see broke people...

MALCOLM

In your dreams?

Cole shakes his head, "No."

MALCOLM

When you're awake?

Cole nods, "Yes."

MALCOLM

Broke people, like beggars?

COLE

No, walking around, like business owners... They can't see each other. Some of them don't know they're broke.

MALCOLM

They don't know they're broke?

Malcolm becomes completely motionless. Works to hide his shock. He and Cole stare at each other a long time.

COLE

They tell me stories... how they used to land big clients without doing any marketing... how they wasted a fortune on a fancy PR firm... how they went into credit card debt to pay for a get-rich-quick internet marketing seminar...

Malcolm's words are extra-controlled. Revealing nothing.

MALCOLM

How often do you see them?

COLE

All the time. They're everywhere.

You won't tell anyone my secret, right?

MALCOLM

...No.

COLE

Will you stay here till I fall asleep?

Malcolm nods, "Yes." Cole pulls the covers up to his chin and turns to the window in the room. Malcolm is very still and stares at Cole.

MALCOLM'S EYES -- slowly turn and survey the room. They find nothing. Malcolm returns to watching Cole.

COLE'S EYES LOOK AROUND THE ROOM WARILY... WE MOVE IN ON THEM -- TILL HIS EYES FILL THE FRAME.

And then we see what he's staring at. Through Cole's hospital room window we look across onto a run-down housing project.

Rows of small offices are visible. In the windows are broke business owners... SOME OLD, SOME YOUNG... SOME ARE DRESSED IN MODERN NEW CLOTHES... SOME WASH THEIR NEW CARS...

p.s. If you want to STOP seeing broke people and build your marketing, sales, and business development muscles, we still have a few open seats for the Simple Marketing Success 10-Week Virtual Bootcamp experience that starts October 8, 2013. Let me know you're interested (email or call me 610.716.5984) and I'll forward you the application materials and program guidelines right away.

Watch this short video and see if you are making these same sales mistakes... 

[Click the "Enlarge" icon in the lower right corner to watch full screen]

Scary, right?

Needy, desperate, pushy, salesperson-centered tactics are so obvious and easy to spot when OTHER people (especially spammers) do them to us.

But how easy is it (and probably imperceptible to you) to fall into the same mode with YOUR own prospects, clients, customers, and buyers?

Stop chasing. 

Stop hounding. 

Stop bugging.

Stop "following up."

Start engaging.

Start inviting.

Start offering. 

Start adding genuine value.  

That's how professionals win! 

p.s. If you want to grow your marketing, sales, and business development muscles, we still have a few open seats for the Simple Marketing Success 10-Week Virtual Bootcamp experience that starts October 8, 2013. Let me know you're interested (email or call me 610.716.5984) and I'll forward you the application materials and program guidelines right away.

My friend, Avish Parashar, just launched his "Speaking Expert" podcast and I was honored to be his first guest. 

Check it out here. 

As you know, it's smart friends that will make or break your success.

I'm lucky to have smart friends like Avish - and he's lucky to have smart listeners like YOU who will take all the strategies from his podcast (this episode AND all the upcoming ones, too) and implement them. 

Remember, only action creates results. 

YOUR results start here.

Enjoy!

p.s. We still have a few open seats for the Simple Marketing Success 10-Week Virtual Bootcamp experience that starts October 8, 2013. Let me know you're interested (email or call me 610.716.5984) and I'll forward you the application materials right away. 

Build the Tribe Before the Tent

Have you ever wrestled with these problems?

• I want more leads from my website
• I need more subscribers to my newsletter
• I can’t seem to generate any comments on my blog
• I’m not getting any traction in my LinkedIn Group
• It’s a huge struggle to fill my public workshops or events
• I built an e-learning or video course but sales are disappointing
• My Facebook business page is a ghost town
• I wrote a great book and nobody’s buying it

I’ll stop there so you don’t get too depressed, OK?

We’ve all been there. And we all know that “Build it and they will come” is the last great false hope of the entrepreneurial class.

But in that statement also lies the answer.

Think about: “Build it and they will come”

Who’s “they”?

No, really - ask yourself this question.

Maybe even write down your answer on a piece of paper.

WHO. IS. “THEY”?

Most executives and entrepreneurs I work with who want to do a better job of marketing themselves and sell more products and services will come up with these answers:

THEY is:

• My customers
• My clients
• My buyers
• My prospects

OK, let’s take this one step further - who are your customers, clients, buyers, and prospects?

Here are some clues:

1. They’re not strangers
2. They’re not going to buy “sight unseen”
3. They’re not going to buy on first contact

So what does THAT mean?

1. They know you and your value proposition
2. With them, you’ve built up visibility and credibility
3. They buy (usually) based on a relationship, not on a single transactional impulse

Frankly, we all WISH buyers would buy ALL our products and services on a “transactional impulse” but that almost never happens, unless you’re running late night infomercials for knives - or insomnia cures. That one phone call - that one sales page on your website - that one email - that one postcard is almost NEVER going to make the sale.

Whatever product, service, or program you’re selling - the bottom line is simple:

You have to build the tribe before the tent.

Rather than this sequence:

1. Invest time, money, effort, and energy (lots) to create a new product/ service/ program
2. Offer it for sale
3. Crickets. (Silence.) More crickets 

What if you created this sequence:

1. Be as helpful as you can to as many people as you can as frequently as you can
2. Build a loyal, fast-growing tribe of followers, fans, subscribers, and friends
3. Offer value and invite engagement
4. The next time you create something to sell, they’re lined up, credit card in hand, eager to buy the moment it’s released for sale

Who does this?

Rock stars. Artists. Gurus.

How?

They built the tribe before the tent.

• Your website = your tent
• Your keynote speeches and seminars = your tent
• Your professional services offerings = your tent
• Your newsletter = your tent
• Your coaching and consulting programs = your tent
• Your blog = your tent
• Your LinkedIn Group = your tent
• Your workshops, conferences or events = your tent
• Your e-learning or video courses = your tent
• Your Facebook business page = your tent
• Your book = your tent

At the beginning, who and what are inside these tents? Obviously - it’s you. And a small fire. Just enough to keep you warm.

Now imagine yourself running around between these ELEVEN different tents, frantically tending those eleven fires, scrounging around finding enough wood to keep each fire alive.

• How much room is there in each of these eleven small tents?
• How available are you to welcome visitors into any one of those tents?
• How much of a success (or failure) would you feel like if you occasionally got between 2-3 visitors in each tent to sit down and tell you their story or enjoy a toasted marshmallow with you?
• How much time could you spend with THEM before running out to one of the nine or ten empty tents and leave them to entertain themselves?
• How long do you think they'll stay in that empty tent without you to serve as host and with the fire slowly sputtering out in your absence?

Hmmmmm... interesting questions, right?

Now imagine things the other way...

You have a thriving tribe...

• You offer them value
• You invite their engagement
• They start to follow you around
• First 5 people - then 10 - then 25
• And pretty soon 50, 100, 200 or more...

At some point, these folks will want to sit down - they’ll get hungry - they’ll get cold.

So you build something for them - a tent - and they welcome the opportunity to sit down with you around a blazing fire. They’ve each brought a log. One has a lighter. Another brings out some hot dogs. Someone else brought baked beans. Others start to break out the marshmallows, graham crackers and Hershey bars - S’mores for everyone!

There’s ONE tent. It’s not YOUR tent. It becomes OUR tent. You’re the leader. The provider. The sherpa. The guide. They gladly follow you for two reasons:

1. The experience you provide when they follow you (value, resources, stories, ideas, guidance)
2. The community you’ve built around them (the tribe, the relationships, the company of like-minded friends)

This is a much larger conversation -- and it’s tied to a very exciting project that we’re working on with some of the coolest small business experts on the planet. Can’t say any more than that for now. But stay tuned and you’re sure to hear more about it soon.

But the question YOU need to ask for the moment is…

How can YOU build the tribe before the tent?

Because sitting around in a small empty tent, exhausted, cold and alone… well, that just isn’t a lot of fun, is it?

What do YOU think? What are some examples of “building the tribe before the tent” that you’ve experienced? Are there some people YOU admire whose business fits into this model? Please use the COMMENTS area below to share your thoughts and experiences…  

There are only three problems that you, as a small business owner, entrepreneur or professional service provider, are ever going to be in a position to solve.

You may sell the world’s greatest widgets… You may have patented the most efficient doo-dad your industry has ever seen… Your flagship service may be the most effective on the planet with the only 100% bulletproof guarantee in the business…

Hard truth:

• None of your prospects has a widget problem
• None of your prospects has a doo-dad deficiency
• None of your prospects stay up at night searching for a bulletproof guaranteed service

Let’s reframe your sales conversations as a delicate balancing act of investigating your prospect’s most important priorities and connecting your product or service to solving those specific problems or advancing those specific goals.

For the executives and decision-makers you’re selling to, at any given moment in time, their priorities might fall into one of three categories: Solving people problems, process problems, or profit problems. Which of these 63 sales triggers do you use the most? (Please use the COMMENTS area below to chime in...)

People Problems

People problems come in all shapes and sizes, but here’s a starter list so you can probe them more intelligently during your next sales conversation with a prospect:

1. Recruiting top talent

2. Retention of top talent

3. Employee engagement

4. Recognition and reward

5. Staff utilization

6. Leadership

7. Teamwork

8. Communication

9. Coaching

10. Collaboration

11. Succession

12. Silos and turf wars

13. Gossip, gab and the grapevine

14. Delegation

15. Micromanagement

16. Perfectionism

17. Negativity

18. Entitlement

19. Arrogance

20. Complacency

Process Problems

Process problems show up as inefficiencies, gaps, missed opportunities, too much wasted time or effort, too many steps, too much waste, too much bureaucracy or paperwork or too many layers between customer and company.

There were entire industries built around business process innovation and a handful of fads from the 1950’s to the 1990’s didn’t help – the total quality movement, business process re-engineering, outsourcing, insourcing, rightsizing, you name it.

Let’s cut to the chase and catalog a brief list of potential sources of process problems that you may want to discuss with your prospect in order to get their attention focused on the desired impact of your products or services.

1. Accounting

2. Billing

3. Call Centers

4. Contracting

5. Customer Service

6. Delivery

7. Distribution

8. Engineering

9. Facility management

10. Finance

11. Information Systems

12. Innovation

13. Inventory management

14. Manufacturing

15. Marketing

16. Operations

17. Payroll

18. Product development

19. Regulatory compliance

20. Research and development

21. Sales

22. Strategic planning

23. Workforce diversity

Profit Problems

Profit problems come in many shapes and sizes.

What’s important is that when you are marketing and selling your products and services that you do NOT overlook this vitally important problem that is NEVER far from the mind of any serious prospect.

Often placed at the end of a chain reaction of internal and external variables (where your products and services come into play), when you talk about solving your customers’ profitability problems, the outcomes almost always end up with YOU using the following “so that” phrases:

1. So that you sell more…

2. So that you sell more often…

3. So that you sell at full price…

4. So that you avoid discounting…

5. So that you open new markets…

6. So that you expand your product line…

7. So that you cut costs…

8. So that you manufacture and distribute more efficiently…

9. So that you speed up time to market…

10. So that you cross-sell…

11. So that you up-sell…

12. So that you open new channels…

13. So that you raise prices…

14. So that you boost your margins…

15. So that your per unit cost goes down…

16. So that you franchise…

17. So that you license…

18. So that your stock price goes up…

19. So that your revenues increase...

20. So that you conserve more cash…

Use these 63 checkpoints and you’ll be better equipped to isolate your prospect’s real issues - and you’ll more quickly identify the “problem behind the problem” and position your products and services in the context of solving the root cause of your prospect’s current challenges.

Do THAT and your sales conversations will become more successful in the short term and much more profitable in the long term.

___________

Want hundreds more marketing, sales, and business development ideas, templates, and tools? Buy the Do It! Marketing book and get over $747 in business-building bonuses. You'll also get a kickass marketing book that might be exactly what you've been looking for to take your business from average to awesome. Buy the book now then grab your bonuses from this link.
You can thank me later. Rock on! 

Disclosure: I never badmouth anyone in public. EVER. Even if they deeply and richly deserve it. And I’m not about to start now, even though this story may send chills down your spine. All names have been removed to protect the goofy.

First, check out this exchange (via Facebook message) between me and a successful international keynote speaker with whom I am friendly (and who earns in excess of $20,000 per speech):

• HIM: hey you do ongoing coaching type programs, right? 
  like you get clients that pay you X per month or year for telephone time or something else?
  im asking because i was approached recently by a CEO who wants me to do executive coaching/mentoring for him.  do you have some sort of outline i could follow please? i havent structured a deal like this before

• David Newman
  I do marketing coaching, not “executive coaching” but many of my clients DO - usual structure is 2-3 phone meetings per month with email access to you in between and for CEOs I wouldn't charge less than $5k per month. 7500-10k per month if the meetings are in person. Normally you'd lock them in for a 6- or 12-month commitment.
  That's all you need to know to close the deal. Boom - you owe me a Pepsi.

• HIM: lol thanks. but what do they get for their money ? in terms of time commitments etc and i dont have any formal program structured. or is it pretty informal? they call and you just shoot the shit?

• David Newman
  If the content of the expertise you're trying to sell isn't in line with what the CEO needs or expects, you're toast - you can't just charge for something and "wing it" - don't mean to be harsh, bro - but are you playing to your strengths here??

• HIM: he approached me, not the other way around
  he was in my audience recently and came over to me and said he wants to hire me to be his executive coach
  so i certainly havent promised him anything i cant deliver
  but i dont have a bunch of papers and programs and checklists or any formal program, because this is not something i normally do.

I’ll stop there simply to spare you the pain and embarrassment of more.

What’s wrong with this picture? I could go on and on but I promised myself this would be a short post.

PLUS I want to hear from YOU in the Comments section below about your reactions and advice in avoiding this type of train wreck.

Here’s my 6 cents on what is dangerous and crazy about this exchange:

1. Someone who can deliver a killer keynote speech (regardless of fee level) does NOT automatically qualify as an executive coach. Totally different skill set. It’s like hiring a virtuoso pianist to build a custom stereo - yes, they both make music. But the similarity ends there.
    
2. “Do you have some sort of outline I could follow?” Imagine this question coming from a jet fighter pilot, a brain surgeon, or a trial attorney. There is no outline -- it’s a skill set that takes YEARS of study, serious expertise, and deep experience. You don’t “follow an outline.”
    
3. “I don’t have any formal program structured.” Here’s your first clue, Sherlock Holmes - if you don’t have a formal program for what you’re trying to sell, then you have no business selling it. Holy cow, do I really have to spell this out? Shouldn’t this just FEEL wrong? Apparently not...
    
4. “They call and you just shoot the shit?” Umm, no. I just gave my friend some pricing guidance that a high-level executive coaching program is at least $5,000 per month. And he asks me if that money goes toward “shooting the shit”? Seriously? (Maybe I should reconsider going into the executive coaching business after all.) Meanwhile - there are serious, committed, high-value executive coaches that just read this and their foreheads are about to explode. And I don’t blame them.
    
5. “But Dad - HE started it!” OK, that’s not exactly what he said. It was “he approached me, not the other way around” as if THIS makes it OK to charge money for a service that my friend is neither qualified nor prepared to offer. But wait. we’re not quite done - it gets worse...
    
6. “I don’t have a bunch of papers and programs and checklists or any formal program, because this is not something I normally do.” Again, let’s transplant this statement to a different profession - forensic accounting, cancer research, or defusing bombs. You’d probably want each of these professionals to show up with more than “a bunch of papers and checklists” to fulfill their responsibilities, correct? And you might even be more nervous to learn that “this is not something they normally do.” The lesson? THEN DON’T DO IT!!!

Not to brag, but I’ve presented over 600 marketing keynotes, seminars, and strategic work sessions since 1992. I’m certainly not a $20,000 speaker like my friend, but I’m pretty damn good at what I do in front of a group.

I’ve also served as a marketing coach and marketing mentor to nearly 400 executives and entrepreneurs both individually and in my group programs since 2002. I’m pretty awesome at that.

(By the way, if all this seems too bragalicious for your personal taste, I would challenge you that if you don’t understand what YOU are truly GREAT at, you’re going to have a hard time getting clients to pay you premium fees that reflect your value.)

Bonus question: As a marketing coach, do I have a “bunch of papers and programs and checklists”? As a matter of fact, I DO. But guess what? It’s not those that MAKE me a marketing coach. They simply make my clients BETTER clients - and more successful, too.  

What do you think of speakers who offer coaching "just because"?

Please use the COMMENTS area below to chime in with your advice, insights, and experiences on both sides of this equation - as the speaker or coach AND as the client who may have had a “disconnect” experience with a professional who was GREAT in one delivery mode and surprisingly disappointing in another?