Three for the show

Listen to a marketing plan example that can be used by 100% of listeners

Here’s a growth strategy that any one person or large company can do for any type of product or service.  This growth has far-reaching and long-lasting results that are hard to measure but can’t be denied.  We’ve seen very large companies focus on this technique for months at a time. We’ve also seen very small companies pass competitors by implementing this strategy in many aspects of their company.

Think deeply about how many places you can use this nugget for growth. This is a nugget that is often reheard and shared.

(0:00 – 0:32)
What do I want to cover next? What kind of hit me is one of the struggles people have out there is how do you actually go about acquiring not just any client, but the perfect client? Where do you find them? How do you get it? How do you get them? I want to put a framework on this.

(0:33 – 0:40)
Here’s the framework. We are in year 23 of our growth consulting company. We have 3,100 clients.

(0:40 – 0:48)
We’re a two-time Inc 5,000 honoree. Honestly, we’re an honored and blessed company. We have 70 employees.

(0:49 – 1:18)
We are working hard. But here’s what I want to cover. How did we acquire the 3,100 clients? So how do we honor that? This is going to cover some of the nuggets we use to both acquire clients, regular traditional growth consulting clients, but most importantly, how do we grow their business? What would I say if I was put on a stage are the key components or nuggets in that vein, if you will? I came up with about 20.

(1:19 – 1:24)
I’m going to cover a handful of them right now. These are in no particular order. As a matter of fact, I like this one.

(1:24 – 1:30)
It’s a Friday morning. I’m going to ramble a little bit. But yeah, let’s get started.

(1:30 – 1:46)
Number one, I’m going to say that one of the growth nuggets we use internally, we call whale hunting. Whale hunting is a mindset. It means everybody, every company has to have clients.

(1:47 – 2:10)
Every company has to sell their wares to one more person. I think it was Peter Drucker that said, ‘What is the definition of a business?’ I believe the definition was something to the degree of finding and acquiring and satisfying customers. Finding is the key word.

(2:10 – 2:42)
You know, when it comes to growing a business, if you’re afraid or uncomfortable with acquiring new clients, business ownership is probably not for you. Business management is probably not for you. I just want to throw out some nuggets in our 23 years of how we went about finding, acquiring 3,100 plus clients, of which 600, I’m proud to say, have written us one page testimonials, helping them grow their business over 23 years.

(2:43 – 3:06)
First and foremost, we whale hunt. What that means is unlike my first few years in business where I would have a group of salespeople and we would have quotas or we would have set leads lists that people would call, it was kind of uniform, somewhat random. We don’t do that anymore today internally.

(3:06 – 3:27)
What we’ve recommended for the last 15 plus years is we set aside one day a week, usually Mondays, and we go after the biggest potential clients we can find. We purposefully attack. We don’t randomly attack.

(3:28 – 3:38)
We don’t sprinkle marketing around and hope people call. I like the phrase, providence moves upon commitment. I stand by that.

(3:38 – 3:59)
I believe when I personally have set a mission, when I personally have written down a goal, I have, number one, almost always hit the goal. But number two, I have witnessed in 23 years of business, I have physically witnessed providence moving upon a commitment in my life. I would just have a brainstorm.