Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

Announce Your News Early & Often!

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This year instead of writing original content – I’m going to try something new. Updating content I’ve written over the past 9 years that I think still holds up and/or could maybe use a revisit. First up – one of my very first blog posts from February 2012…

How falling off the radar and coming back with a BANG can fill up your sales pipeline in a day

 

As you know, I recently launched Yellow Dog Consulting. I’ve had the idea since early 2011 and started the company in May 2011 but didn’t announce it to the world until October. After sending out my first email announcement mentioning an upcoming event, I had 75 emails by the end of the day. I also had coffee appointments, drinks, lunches and more by the end of the week filling up my month(s).

If you have a monthly newsletter you’re forgetting to use, or even if you’ve been off the radar, who in your network hasn’t realized they miss you until you reach out to them?

Try it. Make the commitment to send out a newsletter or just an announcement, open coffee, dog park meet up,  15 minute phone consultation, whatever it might be, just “reach out and touch someone,” (but don’t make it weird, OK?)

What’s Changed in the Past 8 Years?

I stand by this blog post whole heartedly. Just yesterday I met with someone who recently started their own business. I told them this exact story. Then, my FIRST piece of advice was to announce what they are up to. Build your list of colleagues and send out “What am I up to Now?” newsletter. Share some services you’re offering, ask what events people are attending, share events you’re attending.

The goal of this announcement is to make sure people know you’re alive and kicking and open for business. And then keep it going. Send a monthly newsletter with updates, client wins, additional services that you are now offering because you realized it’s what people want and need. Starting a business is scary. Take the time to share your GREAT news with the world, I promise they will welcome you with open arms!

You Have to Be On It

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You Have to be on ItI was talking with a client the other day about their ongoing marketing efforts. Thank you notes, holiday cards, phone calls on birthday’s – they are ON IT. As we were talking about what’s working and what needs to be kept up, they reminded me…

You Have to be on It

Always.

This is one of the hardest things I see for business owners. There’s so many different hats you wear as a business owner, and yes your marketing efforts are one of those hats. I often see people drop their marketing efforts when business gets busy. It’s the worst thing you could do. Why? Because it won’t always be busy and you’re going to need more clients – cultivate them when you have them so they’re ready when you’re ready.

Continue to have good marketing habits throughout the year. Go to your networking events, schedule that call or coffee meeting, even if you don’t think they’re ready to hire you. Send your newsletter, do your follow up, engage on social media. Run your business. Continue to blog (this one might just be a reminder for me…)

Having systems and schedules in place makes your life a whole lot easier. If you haven’t downloaded my free Monthly Marketing Calendar – I give you a good place to start and make sure that you’re considering all the marketing efforts out there and available to you. They’re usually FREE and with some setup it won’t take you much time. You’re busy running your business, keep doing it. And don’t forget to keep on it along the way.

It’s Not Luck

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The other day I had a longer term client email that in the new year it’s time for a break. That’s OK, it happens and it’s always good to see what’s working and what’s not in any business. Then at the end of the day I received an email from a potential referral partner saying they needed help with the EXACT same service of the client who’s leaving. I know what you’re thinking “wow, that’s amazing luck!”

No. It’s Not.

It’s a lot of hard work. Every time I wrap up with a project or finish with a client, even if I am thinking “crap that was a good chunk of money each month,” inevitably within a week or so someone pops up in my pipeline to replace them.

Every. Time.

After 7+ years in business I have discovered that by being consistent in my newsletters and following up regularly, the right people show up when they are ready and when the timing is right. For both of us. I’ve talked about scarcity before – it’s not a thing. If you’re consistent – networking, following up, engaging, good at what you do – in time the right clients will just start showing up and the wrong clients will take their exit.

It sounds just like magic. But it’s not. Its years of hard work, consistency, amazing referral sources and DOING THE WORK. I know that’s not a fun answer. I’m not lucky on a regular basis, I have built up systems and schedules that keep my sales pipeline healthy and active. And we all know the first thing I do…

Follow Up.

As usual when something like this happens I text my business coach, because we all need a cheerleader. Her response?

“THAT is what happens when you are consistent.”

Not Lucky.