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CJ Hayden

C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. Get a free copy of "Five Secrets to Finding All the Clients You'll Ever Need" at www.getclientsnow.com.

From Conversation to Client in Four Simple Steps

Our lives as professionals marketing our own services would be much easier if clients would simply read our sales copy and decide to hire us. But in the real world, it rarely works that way. Instead, we must have conversations with our prospects before a sale takes place — sometimes several conversations. These selling conversations can seem difficult or intimidating, but they don’t have to be. Here are four simple steps to turn conversations into paying clients: Step 1. What do you need? Keys to success: Being curious. Listening. Letting …

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Summertime, and the marketing ain’t easy

Summer is here in the Northern Hemisphere, but it seems many of your potential clients are not. When you get the response “I’ll be on holiday until…” one too many times, it’s easy to become discouraged about summertime marketing. But fear not, there’s plenty you can do to build your business in the summer months. Here’s ten cool marketing ideas for what to do while the weather is hot: 1. Network with colleagues. Many of your colleagues may be experiencing a slow time as well. This is the perfect opportunity …

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Information is the present; connection is the future

“What consumers are primarily interested in today are not features, but relationships.” — Harry Beckwith, Selling the Invisible How many times today has someone tried to sell you something? Advertising messages reach us via email, snail mail, radio, magazines, newspapers, TV, and your web browser; the salespeople write you, call you, and approach you in the store or showroom. Are you even listening any more? How often do you actually buy something because someone you didn’t know tried to sell it to you? Your clients — consumers and businesses alike …

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Why you don’t market the way you should… and how you can

Are the results you’re getting from your marketing efforts not what you hoped for? Perhaps there is something else you should be doing. I don’t mean something MORE. You are probably working hard at marketing already. I’m suggesting something ELSE. It’s been my experience that many independent professionals just don’t market the way they should. Here are the five most common reasons, and how you can overcome them: 1. Missing information. There’s a lot of misleading information out there about marketing. It’s not that what you might learn is actually …

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Marketing the Real You

I often wonder how the practice began of pretending to be someone else in order to market your business. You know what I’m talking about — it’s the marketing face, the selling voice, that you often put on in order to attend a networking event or make a sales call. Who taught you to do that? Deceptive Sales: is there no other way? I have a suspicion where we learn this behaviour. Most of us spend a lifetime observing showroom salespeople, product spokespersons in the media, and hucksters on street …

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Turning Your Services into a Product

One of the biggest challenges in selling professional services is that what you are offering is intangible. Your product can’t be seen, touched, or tasted. Until your prospective clients experience what you do, they have no way of knowing if it will turn out, whether they will like it, and how well it will work in their situation. To make a buying decision, the client must first trust that your work will produce the result that they need. The most common way to package professional services is by the hour …

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one size does not fit all

In Marketing, One size does not fit all

Imagine that you went shopping for a new shirt, and the salesperson presented you with a garment three sizes too big, saying, “This is one of our most popular colors.” Or showed you a shirt in a child’s size, telling you, “This style is new this season.” You’d probably think the salesperson was crazy, right? And you certainly wouldn’t trust his or her judgement about what shirt might be right for you. Unfortunately, this sort of thing goes on with marketing all the time. Without asking you a single question …

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WATCH OUT FOR TIME-WASTING PROSPECTS

You’ve got a likely prospect taking your calls and asking you questions. It seems like you’re home free, and a sale should be imminent. But hold the phone. The calls, emails, and questions continue. Maybe a meeting or two as well. Time passes, and the sale seems no closer than before. Welcome to the world of time-wasting prospects. Here are four kinds of prospects to be on the lookout for, and some ideas about what to do when you find them. Looky-LoosLooky-loo prospects are the ones who are “just looking,” …

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What if you were wrong about marketing?

Lately, I’ve been playing the “what if you were wrong” game with my coaching clients. It goes like this: Client: Jane at XYZ Company hasn’t called me back. They must not want to hire me. C.J.: What if you were wrong about that? Client: Hmm, maybe I should call her and ask what’s up? In this example, a moment’s consideration about the possibility that his thinking might be off base transformed my client’s discouraged paralysis into productive action. Examining where you might be wrong about marketing can be an extremely …

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What Makes Marketing so Hard?

“Marketing is hard.” That’s what we independent professionals tell each other, anyway. At meetings, workshops, and online, wherever entrepreneurs gather, the difficulty of getting clients is a frequent topic. There’s certainly some truth to this statement. Marketing your services can be one of the most challenging elements of being in business for yourself. But does marketing have to be as hard as we seem to think it is? Maybe not. In fact, I’ve noticed that professionals often make marketing much harder than it needs to be. Here are six ways …

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