5 Simple Steps To Creating Your
First Strategic Alliance!
By Eric Ruth
Everybody wants a quick fix. “Can’t I just run an ad and get 3 new clients by Friday?”
Nope.
Very unlikely.
If you need clients… like now, then your best bet is an endorsed mailing from a strategic alliance partner.
Today I’ll give you 5 simple steps for doing just that.
#1: Call up the local massage therapist (or use one the letters from my Ultimate Program to get your foot in the door). Ask her if you can buy her lunch to talk about how you can help each other make more money.
#2: Show up for the lunch date. Bring your portfolio with you that includes client testimonials, any press you’ve received, basically anything and everything that proves you are a credible Fitness Professional. Also, and this is very important, bring two endorsed letters (letters from her, on her stationery – just make some up for this meeting since you won’t have her actual stationery – to her customers, introducing you and making a special offer to her customers for a free service from you and a letter making a discounted offer from you, both would have a deadline date – if you’ve got my program, you have ready-to-use letters).
#3: Talk. Develop rapport. Ask questions about her business. When the time is right, explain that you have a strategy that can help both of you. Ask her these questions:
A. Would you like to be able to give your customers a valuable free gift that will strengthen your relationship with your customers?
B. Would you like to make “free money?”
#4: Show her the letters. One offers a free service from you (i.e. a free assessment), and the other offers a service from you (i.e. 4-session fitness jump-start package plus assessment for $199 – or whatever you want). Explain how the endorsed mailing works (i.e. you absorb all the costs of printing and mailing on her letterhead, in her envelopes to her customers). She signs the letter, it “appears” to be coming from her – that way it gets opened and read – and has a much greater probability of being acted upon. Tell her that the free offer makes a great “gift” she can give to her customers. And the special offer gives her a way to make “free money” because you will pay her $50 or $100, or whatever, for each of her customers who buys. She does nothing to make this money except give you access to her database. (The special offer strategy will only make sense to you if you understand the lifetime value of a client. I hope you do.)
#5: Get her commitment. Set up a date to pick up mailing labels of her customers and get her to sign the final version of the letter so you can go make copies. Offer to let her edit the letter (if she insists on that). Close the deal.
That’s it. It’s very simple. The only thing holding you back is you.
Some things to keep in mind:
You should always use at least a three letter sequence. The first “introductory” letter is signed by her on her letterhead in her envelope. The follow up letters can come directly from you, referencing the “introductory” letter.
A free offer will always out-pull anything else. I know, I know, you don’t want to give stuff away free.
Let’s look at that for a second. What do you get out of giving away a free assessment?
#1. An opportunity to prove you are a true fitness professional to a HOT prospect.
#2: An opportunity to “break the trust barrier” with a HOT prospect.
#3: An opportunity to ask questions and find out what this HOT prospect really wants.
#4: One hour to sell yourself and your services to a HOT prospect.
#5: A HOT prospect to follow up with if he/she doesn’t buy during the assessment.
#6: A new client if he/she buys.
#7: Seven different ways to LEVERAGE off this new client or HOT prospect to get more just like her/him.
There is NO downside to giving away a free assessment. There is only upside.
If the massage therapist has an active customer list of 300 people, and you can get 10 of them to request the assessment, you now have 10 opportunities to really work on refining your sales pitch. You should probably be able to close at least half of them. Maybe they won’t buy a package of services, but you’ve got to be able to sell them something!
It’s a numbers game, my friend. You want to get up to bat as many times as possible. You may strike out the first five times, but, as Wayne Gretzky says, “you miss 100% of the shots you don’t take.”
I know that’s a mixed sports metaphor, but it’s late and I’m getting tired. You get the point.
What’s stopping you?
Only one thing.
YOU.
Get out there and build strategic alliances. It really IS as simple as what I’ve just outlined.
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