Instead trying to get
hordes of customers, he focused on getting a few who pay top dollar.
Contributed By:
GUEST WRITER
Equal
Rights Advocate, Promoting Amazing Companies Across the Globe
Let’s say you run a business, or you’re an entrepreneur, or
simply a freelancer. You offer a service, a great one, and you want to make a
lot more money than you actually do. You built yourself a website, a blog, or a
podcast to market yourself a little better, but you still hardly make ends
meet. You need to attract more clients to get more money, right?
Wrong.
You need to attract fewer clients, who pay
you more money for the job you do. Try to imagine the heights
your business would reach if all the clients you had were exactly looking
for the service or product you offer. How could you do it?
Russ Ruffino, founder and CEO of Clients on
Demand, and one of the most influential, no-nonsense-allowed
business coaches in the marketing industry has. And he’s going to teach us how
to grab the right clients who’re going to pay you the right
price.
Ruffino’s method surely has a point – probably even more than
one. Its model is, hands down, tremendously effective. Starting from being just
a bartender with $500 in his pocket, he earned $250,000 in just
five months by selling his first video courses. And that was even before Clients
on Demand was born.
Q: What’s wrong with a
traditional marketing model?
A: Conventional marketing models are based on referrals. The
idea is that you try to attract the highest amount of prospects by placing
basic, volume-based ads – which are nothing more than a less invasive form of
spam. And just like spam, even with the most finely-tuned market segmentation
strategy, they will never aim at a specific client.
They’re like dragging a huge fishing net on the bottom of the
ocean, hoping to grab as many fishes as you can. Yes, you got a chance to grab
a whale-like lead that is worth a hefty amount of money each month, but mostly
you will end up with your net full of cheap mackerels (supposing you don’t simply
end with an empty net).
So, even in the best-case scenario, you’ll have to deal with
many low-profit clients, which, in turn, will translate into a ton of issues to
solve, complaints to sort out and details to micromanage. You will have no free
time left, and you’re going to be a slave to your own work. There is a saying
in Italy “work to buy a car you will use to go to work.” Also, with these
obsolete models, you’re definitely not going to buy yourself the expensive car
you dreamed of.
Q: Why does your unique
business model stands out amongst competition?
A: First and foremost, we’re not going to provide results eventually.
We’re going to provide them right now. This one may look like a
bold assumption, but our whole marketing strategy is focused on a powerful,
high-octane approach with a very short (24-48 hour) sales cycle. Let’s put this
straight: long-term content marketing strategies like books, blogs or podcasts
rarely (if ever) work. It’s a multi-year commitment that doesn’t pay off – you
just need to give a look at your numbers in place to understand that you’re
literally hoping that someone who’s not a spambot will ever
read your blog.
The second thing is that we want to provide you with customers
that are finely tailored to your needs, and not the opposite.
The more a client trusts you to be the exact right choice for
what he needs, the more money he will be willing to pay. We teach how to
instantly build a real connection with your audience with high-impact methods
based on a practical and customized approach instead of a run-of-the-mill
strategy that shoots blindly hoping to find a target.
The marketing strategy we teach is so effective that it’s able
to catch clients at $3,000 - $10,000 or higher, immediately and consistently.
Related: Advertise your business here at a very affordable
rate.
Q: How does your method work?
A: Client on demand will teach you how to command the rates you
want, and reach out to people who really want your services. The plan is to
work with 40-50 clients per month, charge them $3,000 - $10,000, and work with
them 100% online.
The first step is to reach them with a consistent method that
targets the right audience – usually, we use Facebook advertising to pinpoint
the right demographics. The ad must be properly planned though. If you want to
price high, you need to show the rest of the world that you are an expert, a
thought-leader, and one of the best in your field.
You must cultivate your brand by developing your online
charisma, and usually, the best way to do is with a short, high-impact,
45-minute webinar. A webinar combines the accessibility of a blog, the
friendliness of a YouTube video and the authority of a well-written article
together. After many tries, we found it to be the best way for you to evolve
from a simple service provider to a real social influencer.
The last step is consolidating the lead. To do so, you want to
establish a connection on a personal level – you need human contact. Talking
with every potential client on the phone instead of letting them click on an
impersonal button provided us with the best results. However, we moved away
from outdated phone selling scripts that just sounded… phony. Much of these
scripts currently used employ 1980s, high-pressure, "boiler room"
tactics. We built a new strategy that helps build a link with your clients
instead of pressuring them. And we keep testing and perfecting new alternatives
every day.
Q:
What is your best advice for people who want to run a successful business?
A: The first thing is knowing what you do not want
to do. You don’t want to blast everyone with your messages; else you will end
up fishing for non-relevant prospects. Second, you don’t want to discount your
prices, or you will simply bring in low-quality bargain-hunters that will pay
you pennies.
Q: Your coaching method being
based on human contact. Why do you think it is so important for business?
A: Whenever you talk with a client, you have to remember that
you must provide them with something that they value – you must offer solutions
to their biggest problems. Whether it is a webinar, a blog post or a video,
your charisma is what drives them to follow you. You must think of yourself as
a brand, but you also want to talk them directly and put your expertise in
front of them as much as possible.
That’s why our Support has always been SO MUCH hands-on. We will
help you through every step of the process, by writing the webinar, to setting
up your Facebook campaigns, but that’s not all. We work on a human level
too. We coach and support all our clients until they overcome all those
psychological barriers that prevent them from being successful. Our team
includes some of the most terrific personal performance coaches such as Lisa
Toste, Jayne Jewell and Marc Von Musser – they know how to help you deal with
overwhelming pressure, procrastination, fear of taking risks, etc.
Keeping your head in the game is vital. Most coaches will just
throw in some clichés to make you feel better, but who else has a FULL TEAM
available to provide you with ongoing mindset support?
Do you think your coaching
method to be truly life-changing then?
A: Absolutely so, yes. We’re talking about a simple process that
includes four steps: Facebook Ad --> Webinar Registration Page -->
Webinar --> Phone Call. Four steps are all it takes to generate around
$700,000/month in revenue, and that’s the same method we use to find new
clients.
What’s better is that we run our whole business 100% online, so
we do not trade time for dollars, we are able to work from home or anywhere in
the world – and we obviously teach this to our clients too. Think about how
much money you’re going to save if you don’t need to account for all the
expenses of a physical office.
You will be amazed to know how this model can work in such a
huge variety of niches, from relationships, to health, to service businesses,
to, why not? even coaching itself. Because you know what really sets us apart?
That our step-by-step strategy is 100% SCALEABLE. How many other coaches can
provide you with that?
After all, knowing what currently works and what doesn’t work
anymore in your business isn’t always the simplest thing. And any
wannabe-entrepreneur or freelance can’t but take a huge leap forward by tapping
the seemingly endless source of energy and motivation that stems from Ruffino’s
Client on Demand coaching model.
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