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4.1 - Advanced Client Contact

VIEWS: 299 PAGES: 14

									U LTIMATE O FFLINE -
A DVANCED C LIENT F INDING
T ECHNIQUES

http://ultimateoffline.com



The Ultimate Course for finding, helping and profiting from
small businesses with offline consulting. What works, what
doesn't and how to avoid as many headaches as possible in
offline consulting!




by Gary King




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ULTIMATE OFFLINE - ADVANCED CLIENT FINDING
TECHNIQUES

DISCLAIMER & IMPORTANT NOTICES:

You may not reproduce, distribute, share, sell or give away any part of this course without the
express written permission of the publisher. If you received this guide elsewhere (meaning you
didn't buy it from http://ultimateoffline.com) it's stolen. Contact me at
fraud@ultimateoffline.com and let's make it right.

The publisher has strived to be as accurate and complete as possible in the creation of this
report, but makes no warranties or representations that the contents are complete or accurate
due to the rapidly evolving nature of the Internet.

The information contained in this product is 100% the opinion of the author only. It is not to be
construed as business or consulting advice.

The sole purpose of this product is to share the experiences of the author. No guarantee or
implication of income or success is implied. This product is not a substitute for, nor considered
to be a source of professional, legal, financial or accounting advice. All content of this product
(yes, everything) is the sole and exclusive property of the author.




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Table of Contents
Advanced Client Finding Techniques .............................................................................................. 5
The Word Model ............................................................................................................................. 5
   Another Example ........................................................................................................................ 5
The "Steal Their Girlfriend" Model ................................................................................................. 6
   How's It Work? ............................................................................................................................ 6
   One Way to Do It......................................................................................................................... 7
   Another Way ............................................................................................................................... 7
   Other Ways ................................................................................................................................. 8
The "Looks Like Crap" Model .......................................................................................................... 8
   How's It Work? ............................................................................................................................ 9
   What's That? ............................................................................................................................... 9
   Warning! ................................................................................................................................... 10
The "Mario Andretti" Model ......................................................................................................... 10
   How's It Work? .......................................................................................................................... 10
   What Do I Look For? ................................................................................................................. 10
The "Unfinished" Model ............................................................................................................... 11
   How's It Work? .......................................................................................................................... 11
   Finding 'em ................................................................................................................................ 11
   Another Idea ............................................................................................................................. 12
The "Flipping Only" Model ............................................................................................................ 12
   How's It Work? .......................................................................................................................... 12
   Other Tips.................................................................................................................................. 13
   Isn't That a Problem? ................................................................................................................ 13
The "Local Shop Door Kicking" Model .......................................................................................... 13

                                                                                                                                                     3
   So What Is It? ............................................................................................................................ 14
   That Won't Work....................................................................................................................... 14
The Next Level............................................................................................................................... 14




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ADVANCED CLIENT FINDING TECHNIQUES
It's kinda freaky actually, but once you start thinking about finding clients, they just kind of
appear. You'll truly start to see things you've driven or walked by for years without even
noticing they were there!

Always try to stick to the Main Method described previously - it's just the simplest to do and




THE WORD MODEL
has the highest result rate. You may also want to blend these methods into your toolkit to scale
things up.




There are an immense number of different ways to find clients. The Word Model focuses on
referrals.

Now, this may not be anything new to some, but I can't COUNT the number of people that are
AFRAID to ask their CURRENT clients for referrals.

Look, don't be a jerk, but just ask.

Your clients are happy with your services, why wouldn't they want to share that good
experience with their friends that also own businesses?

I mentioned in Part 1 that I had a meeting the other day with a dentist and he introduced me to
a guy doing construction on his building and to his accountant.

I didn't even have to ask, but I HAVE asked in the past and will do so again!



Another Example
I have a friend that is a computer consultant in another town. He doesn't do anything with web
or Internet stuff. He asked me if I would be interested in helping out one of his clients, and of
course I said yes.

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The client is a Veterinarian in a small town. He was having issues with his current web guy who
was trying to run his own server and it was just a piece of junk, so it kept crashing all the time.

The Vet's web site was always down, he couldn't get to his email, you get the picture... not
happy.

I've NEVER met this guy.

I HAVE cashed checks from him for web hosting and updates to the site for more than 3 YEARS!

Never be afraid to ask for referrals.




THE "STEAL THEIR GIRLFRIEND" MODEL
Never be afraid to make contacts with other business owners - do a good job, and they'll feed
you for life!




Web Designers love to show off their portfolio of design projects. It's partially a "look at me"
thing, but primarily it's for Social Proof - showing other potential customers that hey, these
people trusted me... you should too.

You can use this to your advantage, but please use caution. You can make an enemy here in a
BIG hurry.



How's It Work?
There are several ways to dig into this model, but they all are based upon finding other web
companies and looking at their portfolio or clients page.

That page is a list, laid out all nice and pretty for you of potential clients!

Yes, the OTHER guy did their web site, but can you find (using the Basic Method for example)
and PROBLEMS or OPPORTUNITIES for this client?



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If you target one web development company's full client list and take a bunch of them away,
they are NOT going to be happy with you.

BUT, you are just servicing a client better than they are. If they were so concerned about taking
care of that customer, they would have found and reported the problem or opportunity!



One Way to Do It
Search for something like:

Web Developer Your City

or

Web Design Your City

or

Web Site Your City

You'll find a list of web site developers. Click through to their sites and look for a portfolio page
or client listing.

Visit those sites, looking for an opportunity or problem like we discussed in Part 1 on Finding
Clients.

Simple.

(Just don't steal too many from one place!)



Another Way
This is very similar to the way described above, but instead, search for something like:

Internet Service Provider Your City


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or

ISP Your City

See, lots of Internet Providers (ISPs) do web site work too, so they'll likely have a client list out
there, just ripe for the picking!

(just make sure it's not YOUR Internet Provider or you may find yourself disconnected when
you steal their clients!)



Other Ways
Just vary your search terms... look for anything related to web sites, web development,
computer consulting, Internet, etc. Let your brain go as you search and terms to try will come
to you. You can even use Google's "Instant" to get ideas or your favorite keyword research
tool.

If you aren't familiar with Google Instant, it's where Google starts showing you results and a
drop down list of suggestions when you start typing your search term.

So as you type "Web De" for example, Google, will show you a drop down list that contains
search phrases like "Web Design" and "Web Developer".




THE "LOOKS LIKE CRAP" MODEL
Use this technique sparingly and cautiously - you don't want to make too many unhappy
competitors when you take their clients away from them.




Like it or not, do it or don't, many people put lots of value in being as good as the next guy,
having as nice of a car as your neighbor, stuff like that.

It doesn't matter if YOU believe in that, but it IS important.


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Why? Because other people do. And let's face it, even if that drives you crazy, when YOU visit a
web site that is ugly, broken or out of date, what do YOU do?

If you're like the majority of people - you're outta there!

It takes some REALLY good info for people to hang around.



How's It Work?
The best way to use this model is in combination with the Basic Model (or another one).

As you are finding prospective clients, this is one of the easiest problems to spot. If you click
over to their web site, and you suddenly have a huge stomach ache, you found someone that
you can target using this method!

Basically, it's any web site that is ugly, broken or really out of date.

Even better, it's one where you've seen their COMPETITION'S web site, and IT looks good.



What's That?
It's easy - When you find a bad looking site, look at their competition.

If you find an oil change business with a really crummy web site, search for oil change
businesses in that same area.

Find one that looks nice.

NOW, you can SHOW the crummy site guys what their competition is doing - how they are
outshining them!

(and of course step in to offer your help to give them a much-needed facelift)




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Warning!
(Not a caution - a warning!)

I'm not trying to be overly dramatic here, but there's something you must keep in mind.

You never know WHO built that current web site.

It could be the owner's kid, a spouse, another family member, best friend or even the owner
himself!




THE "MARIO ANDRETTI" MODEL
ALWAYS use caution and tact when discussing these types of sites - hurt someone's feelings or
insult them by saying how bad it looks, and you've lost them for good!




OK, first, who is Mario Andretti? Short and sweet, he's a famous race car driver.

Yes, this model involves just driving around (or looking out the window on a bus, train or cab).
It also works while you just happen to be walking around...

Whatever you do, PLEASE don't drive as FAST as Mario Andretti while you do this!



How's It Work?
Short and sweet. As you move around your everyday life, just keep your eyes peeled.

It's CRAZY, but when you start looking for new prospects, they just seem to pop-out of
everywhere!

In the last week, I found a fabric store with sewing lessons, a car repair shop and a gym - none
of which I knew existed - even though I'd driven by them dozens or hundreds of times!



What Do I Look For?
At one level, just the business itself. There are all kinds of places tucked behind this or that.
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Try taking a little detour and drive through a business park or plaza if you have those types of
facilities in your area... (or pointedly target them by searching for something like Your City
Business Park!) Then see what businesses are in that park and research them!




THE "UNFINISHED" MODEL
Make your trip to the business park one where you're reporting problems and missed
opportunities!




Two words that drive me crazy on a web site:

"Under Construction"

REALLY?

Why, oh why did you take the time to put that page up for me to click on and waste my time?



How's It Work?
Find any under construction web site and FINISH IT for them!

Seriously, they STARTED something, why have they not finished it? At one point they thought it
was a good idea, so SOMETHING changed.

Usually, it's because their web developer either flaked out and stopped responding, or worse
yet, tried to raise the price on them!

Step in and take over. Be the hero!



Finding 'em
One way to find these web sites is just in your everyday surfing or in your other research using
the Basic Method for example.


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Using the "Mario Andretti" method, I've even seen businesses advertising their web site on
their sign only to find out it was NOTHING but an under construction page!

Another cool way to find these guys is to do a little creative searching.

Go to Google and search like this:

"under construction" + City Name

(just replace City Name with the city you are targeting)

Now, you'll get some news stuff about roads, buildings and stuff that are under construction -
that's ok... just scan the results and go deep - go past page 1.

You'll find a good handful of these beauties, just waiting for you to help 'em out!



Another Idea
Try different search terms too. Like:




THE "FLIPPING ONLY" MODEL
"Coming Soon" + Your City




This model is best for those reaching out to a group of businesses or those targeting an area
outside their own town.

You basically build a web site that is industry specific and offer it to multiple clients in that
industry.



How's It Work?
   •   Build a web site using WordPress or HTML as you prefer.
   •   I suggest using a template of some sort, and just do some minor tweaks. (See the "Bring
       It" guide for info on templates)
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   •   While maintaining an appropriate "feel" for the industry, keep the site as generic as
       possible so you can make easy customizations for each customer. You don't want to
       have to rebuild each one from scratch.
   •   Offer the site with minimal customizations to everyone you can find in that industry for
       a really good price.



Other Tips
Make SURE you are EXACT in what changes will be made for the price you are offering. It's
REALLY easy to end up with the new client asking for a completely different design for the
original price!

Usually, I recommend the absolute basics - hey, they are getting a great deal! Add their logo,
change a few small things here and there.

Don't get into re-coloring things unless you are using a template that easily allows that feature -
some WordPress Templates (and some HTML ones) have multiple color schemes that you can
easily switch back and forth.



Isn't That a Problem?
You may hear the argument that biz owners are concerned their web site will look like all the
other plumbers, car repair places (or whatever industry you're targeting).

Reassure them, tell them that you are providing the most critical changes to help set them
apart.




THE "LOCAL SHOP DOOR KICKING" MODEL
Turn it into a POSITIVE - tell them they are keeping their investment low. Offer to do additional
customization (for an additional investment of course!) to make them stand out even more!




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This is NOT walking around all day and asking to speak to the business owner. I've covered that
a lot, and hopefully by now you realize that's a HUGE waste of your time!



So What Is It?
It's striking up a conversation with people. If you read the Getting Past the Gatekeeper guide,
you read about an idea with a hair cut place.

Basically it's this - when you are getting your hair cut, ASK if they are happy with their web site
and how much business it's bringing them!

If you haven't read that guide, please do - I don't want to "fluff" this guide by repeating content,
but it's MAGIC once you are inside the business like this.



That Won't Work
Not if you don't think so it won't!

It does work. It's worked for me.

It's worked for others.

It's BEST if you've done a little research first so you can ask them questions that you KNOW will
get the answer YOU want.




THE NEXT LEVEL
If their site says "Under Construction" on it, you KNOW they won't say they are happy and it's
bringing them business!




Blend these other client finding methods into your routine. You'll be amazed how many
potential clients you can find!



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