The Three Golden Rules

Whatever your internal motivation for going into business is, I’d say that, at some level, all professional experts and advisors want to help others. We want to make a difference and assist those who are really motivated for change, motivated to find a solution to their current challenge, desire or frustration, and motivated to reach their aspirational end goal. The truth is that there are hundreds of thousands of people who are deeply motivated and ready for your expertise—right now. You just have to find them.

So instead of trying to sell your services and solutions to just anybody, we want to identify and work with the people who are already looking for what you offer. The people who want your particular expert advice. When you do this the process becomes a whole lot smoother.

Always remember, people don’t actually buy your expertise because they want your expertise. People buy because they want results. People don’t pay for your time; they pay for results, for the aspirational end goal of what life will be like post your solution. If you'd like to know more on ho how to identify your ideal target client, see blog post, Getting The Right Client For Your Business.

This being the case, there are three critical success factors (or golden rules) you’ll need in order to have a successful, thriving, multiple five-six-figure empire.

1. You have to be able to help your clients get a result

This kind of goes without saying but it’s important that whatever you are offering can produce a result—and, more importantly, the desired end result for the customer. You need to be able to do what you say you can do to be successful. A lot of experts, coaches and advisors are well meaning, and they have really great techniques, but they’re not necessarily tied to the result that the clients want to produce.

I often see experts follow their processes rather than meet the needs of their clients and lead them to their aspirational end goal. The outcome is essentially what’s on the coach or advisor’s agenda, rather than on the client’s agenda. They’re not focused on the kind of results the client wants.

So, the first critical success factor is that you’ve got to be able to help clients produce results. Pretty standard, right? But crucial.

Oh, and I totally get that in many cases it’s the client’s responsibility to take the action that actually leads to the result. But we need to keep focused on the results that the client wants.

Insider Tip:

Identify what you do well, what your clients rave about and then do an audit of your business looking for areas of inconsistency - where are you dropping the ball?  If you need help implementing this, my 1:1 mentoring services can give you the clarity, accountability and support you need.

2. You have to be able to generate leads

(i.e. find the people who want what you have to offer)

You have to be able to find and generate leads from people who are ready to raise their hand and say, “Yes, I want help with change.”

This is your marketing system—the clear plan you will execute to reach those who want what you have to offer and entice them to respond. You need the right system to make it work—i share more about this in my latest book On You Terms: How to create a successful business and live a life you love.

Insider Tip:

Make sure all of your messaging and branding is aligned everywhere you show up online.  Then choose ONE marketing strategy (yes one), to consistently remind your audience why your products and services either solve their problems or create their dreams and schedule blocks of time in your diary to implement.

Give new strategies time to work and gain traction.  It can be easy to pull the plug if a campaign is not performing as quickly as you thought it should, but that's a mistake.  You might have heard, it takes 7-10 impressions before someone remembers your brand. Stay the course and your business will stay top of mind!

3. You have to be able to convert those leads into clients

You have to have a way to turn those people who want what you offer into people who are paying for your service. This is your sales system.

The value that they’re going to get for changing their lives, growing their businesses or whatever service they are hiring you for, is much greater than the value of the money they’re going to pay.

No matter what you charge, the value is greater because results are priceless.

Let me put it into context for you. What is it really worth for someone who is unhappy with their weight to turn their lifestyle around and hit a healthy weight range for them?

If you are a personal trainer or a weight-loss coach who can help them turn their weight and lifestyle issues around, what’s the value of that to them? If you can help someone develop healthy habits, lose weight and keep it off, what’s the value of that? As someone who, four years ago, found themselves 30 kilos overweight, I know the value is very high.

We have to be able to convert leads into clients. If you can’t convert leads into clients, you really don’t have a business.

Insider Tip:

Look at your customer journey, identify any weak spots and connect the dots.  By reviewing and linking everything you do in your business you leave less gaps or money on the table and optimize your conversions.

No matter why you went into business, what your personal motivation and drivers are, to have success in business you have to have expertise that can help your clients get a result, you have to be able to generate leads, and you have to be able to convert those leads into paying clients. Sounds simple, right? But you’d be surprised just how many experts are not doing these three things consistently. If you can’t do these three things, it doesn’t matter how good your service is, you won’t have a profitable, sustainable, thriving business.