Closing Sales: Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling
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Who’s Buying What You’re Selling (aka: Reinventing Your Elevator Speech),
Michael Port begins his book practically: “[T]here may be two simple reasons why you don’t serve as many clients as you’d to today. You either don’t know what to do to attract and secure more clients or you know what to do but you’re not actually doing it” (p. xxvii).
In the pages that follow, he unpacks his “Booked Solid System” to which he ascribes the power to solve both of those stated problems.
Contrasting “old school” and “new school” marketing methods, he writes, “[Many] have come to believe that marketing and selling is pushy and self-centered and borders on sleazy … You must never fall into the typical client-snagging mentality. If you do, you’ll operate in a mentality of scarcity and shame as opposed to one of abundance and integrity” (p. xxix).
Questions to ask yourself:
How can I be fully self-expressed in my work to create meaning for me and those whom I serve?
How can I work only in the areas of my greatest strengths and talents so that I can shine?
How many relationships with people of purpose did I make and deepen?
How can I better listen to and serve my ideal clients?
How can I wow people with substance?
How can I overdeliver on my promises to my clients?
How can I cooperate with other professionals to create more abundance?
Port’s claim is a large one: “If you keep asking yourself these questions, if you set a solid foundation for your business, build trust and credibility within your marketplace, and use the seven core self-promotion strategies [offered later in the book], you’ll be booked solid in no time” (p. xxx).
His layout of information consists of 3 modules: Your Foundation, Building Trust and Credibility, and The Seven Core Self-Promotion Strategies.
Each of the modules has something worthy to note, but I found module 1 to be the most informative and helpful – especially chapter 2: “Why People Buy What You’re Selling.”
He counsels, “Marketing and sales isn’t about trying to convince, coerce, or manipulate people into buying your services. It’s about putting yourself out in front of, and offering your services to, those whom you are meant to serve – people already looking for your services” (p. 17).
Those who are already looking for your services are those who should make up your target market. It’s in this section where Port shines. He says, “Your target market’s urgent needs [the things they would like to move away from] and compelling desires [the things that they would like to move toward] prompt them to go in search of you and your services … You must offer what your potential clients want to buy, not you want to sell or think they should want to buy” (p. 22).
What will cause someone to purchase the service that you are selling?
” [I]f your potential clients are going to purchase your service and products, they must see them as investable opportunities; they must feel that the return they receive is greater than the investment they made.
… This return will come in different forms, depending on what you offer, but the return is almost always financial or [24] emotional.
… Rather than talking about what you do, focus instead on clear, specific, and detailed solutions that solve your clients’ problems” (pp. 23-24).
The next biggest issue that Port addresses is how we talk about what we do – commonly referred to as “The Elevator Speech.” This is important because, in Port’s words, “A primary reason that many service professionals fail to build thriving businesses is that they struggle to articulate – in a clear and compelling way – exactly what solutions and benefits they offer” (p. 47). Port offers guidance and examples for a long version, a mid-length version, and a short version by mixing and matching your answers to some exercises that you’ve already worked through. Those exercises include: Summarizing your target market in one sentence, identifying the three most critical problems faced by that market, telling how you solve these problems (the more unique the better), mentioning the most dramatic (“Wow!”) results that your clients have experienced, and including the benefits your clients receive” (see p. 51).
This wisdom alone is worth the price of the book. The rest is just bonus as far as I’m concerned!
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|Tells How to Become a Magnet for Clients,
Even though I became an entrepreneur in 1996 by launching my company, and have read numerous books about marketing my services, Michael Port presented promotional ideas and strategies that helped me. Right away, I re-examined my niche and how I describe my services to prospective clients.
During one of my visits to a medical office as a patient, a nurse’s assistant noticed that I was reading Book Yourself Solid. She asked me to describe what it was about. When I gave her a short summary, she asked next, “Why are you reading it? What is your line of work?” My answer flowed easily, using the pattern Michael proposed.
Too, I applaud the writing style–simple language, sprinkled occasionally with relevant, tasteful humor. Port illustrates his points skillfully.
An entrepreneurial friend had encouraged me to buy this book. I’m glad I followed his advice. I would welcome an opportunity to attend one of Michael Port’s seminars, to hear additional marketing guidelines.
His sharpest suggestion about sales: Replace the ABC of “Always be closing” with the ABC of “Always be communicating.”
The Complete Communicator: Change Your Communication-change Your Life!
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|Book Yourself Solid WORKS,
I took just the FIRST idea from Book Yourself Solid (Always Have Something To Invite Them To) and used it to create free weekly computer skills webinars ( http://www.pcpowertips.com/webinars.html ) that are building a loyal following, increasing my email list, helping me find a niche to fill, creating products people want, and making me money. Michael is the real thing, and his ideas WORK.
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