You are never too old for a story!


After you called someone who was referred to you or gave you permission to contact them through social media (steer away from cold calls please), you describe what your company does and offer proof to your claims. One of the best and easiest ways to do this is through telling a story of how your company helped someone in a similar business to the person you called.  You want powerful results you can report.

What do you say? How do you organize it?  Keith Eades in The New Solution Selling  suggests telling a brief story describing the issue you tackled for a company like theirs, what was needed (which you provide) and the result obtained.

You want your prospect to admit pain. People buy more and faster due to pain than pleasure. You can pursue pleasure but solving pain is something acted upon immediately if framed in the correct way.  From here, write up for yourself ways to respond to the various common problems admitted by the prospect.  If you are prepared and wrote something powerful you can utilize when speaking, you have a chance at another phone call or in-person meeting.

Remember you must be interested in them and their company. It is often said that we do business with people we like, trust and respect”. Be that to your prospects and develop a relationship where they will stay with you long term.

Please write your comments below and what worked for you to get that initial appointment.

Are you shy or not introducing yourself to top people at networking events?

men shaking hands

I remember a strategy I used when starting out.  I gave myself permission to approach only five people at an event (make it three people to start out with if it feels more comfortable for you).  I usually went over to people who were alone and/or were standing off to the side who were thrilled to have someone approach her/him. I asked questions about them personally.

My coach discussed the F-O-R-M acronym for starting new conversations and relationships…

F =family



M = message

You begin the conversation with a complement. If the person is of the opposite sex, talk about your spouse or acquaintance within this complement so they don’t think you are just trying to pick them up. An example, my husband would love your suit. Where did you buy it?

Then move on to the other areas (of F-O-R-M) where you ask a lot of questions and pay close attention. People enjoy speaking about themselves usually. You will gather some information you might find useful should you go forward in business.  The Message part of this acronym is not where you jump into your business. Ask about what they do. When they ask about you, give a 3-5 minute powerful elevator speech. Then ask for their business card followed by setting up a time to speak more in depth. Do not do it then.

Have you ever tried this technique or one similar to it? Let me know about your successes and challenges below please. I will respond.

97% of your ideal clients are not listening.

buying pyramid

The top of that pyramid – just 3% of your ideal clients are buying now. The problem is that everyone is going after those 3%. If you are a Goliath (large company like “Ford Motor Co.), you have the money to go after them. I work with the David’s who are experts but don’t have that kind of cash.

They are finding advertising doesn’t work anymore because they are wasting money running it in the wrong places with the incorrect message. You can reach your target clients by utilizing educational based marketing. Most companies have doubled their profits by learning this strategy. Would that be helpful to you?

Sure, you can target that 3% if you’d like but going after the other 67% that just needs you to educate them and change the buying criteria to sell down to you is the way to go.

Look for subsequent posts discussing that 67%, how to get their attention and interest in your product/service.

Send me an email or post your comments below please. I will respond.

Optometrists and Ophthalmologists as well as other business owners struggle to get new clients.

business cards
Are you just going to networking events and figure that is enough? Well, you might make some contacts but you can make more.

By learning Educational Based Marketing (EBM), your results can sky rocket. What is EBM? Marketing that educates your ideal client. You solve a problem for them. Therefore, you increase trust.

Most of your ideal clients are not looking for you now (actually 97% of them – to be discussed later). You need to give value first in the form of an education. Don’t go to the solution you provide but the problem they are facing. You will get their attention. Then, they will listen to you. You then need to change the buying criteria so you show them how their problem needs you to solve it (a bit later in the process).

Yes, I only believe in being ethical. So you need to be an expert in your field to do this.

Where do you start? Narrow whom you are serving (you can take others too- but picking a niche is the way you know whom to market to and are seen as an expert in that field). It’s important to know your ideal client (I discuss this elsewhere in my blog) and what the problem is keeping them up at night.

If you have any questions or comments, please post them here. This is just the beginning.