The other day I got a note from Patrick Zweber, one of TopLine’s top consultants. Because Patrick is an accomplished consultant who takes immediate action when he hears a new idea, a new tip, or a new strategy, I asked him to speak at our recent TopLine Business Solutions Consultants Training Workshop, and share what he’s doing in his business that’s making him so successful.
Here’s the note that Patrick sent me, and because it’s a little light and may be difficult to read, I’ve “translated” it for you.
Thank you for allowing me to speak at your TopLine class in Phoenix last week. I kid you not, today a customer called me out of the blue and said he’d been listening to the calls my ads have been getting him, and realized he needs to train his staff on how to better answer the calls!
I’m meeting with his new sales manager tomorrow A.M. to get the call coaching ball rolling. At the same time, I’m focusing for my 5/25 meeting with the Santa Monica Bar Association to plan my next “10 in a Room”!
Patrick B. Zweber
Let’s talk for a minute about what Patrick said in his note. Patrick said that one of his clients contacted him because he has been getting results from some of the ads that he put together for him, and he now needs to train his staff on how to handle those leads.
Lead generation – or getting the phone to ring more frequently – is just one of the things that Patrick does so well for his clients. Without an adequate supply of good, qualified, and motivated leads, a sales staff can sit on their thumbs all day and end up costing a company time, money and resources. But using the systems and strategies that he learned in his TopLine training, coupled with his own creativity, Patrick was able to create an effective process that is giving his client results beyond what he expected.
Patrick understands and uses the “PSPS” model very effectively. PSPS is short for “Problem, Solution, Problem, Solution.” When Patrick started working with that client one of the first things he did was identify a pressing problem… what were the greatest needs of the client that Patrick could step in and solve very quickly, and in the process, create another problem that would eventually need to be solved?
The client’s need that Patrick identified (the Problem), was that they wanted more income. Patrick realized that generating more income could be accomplished in a variety of ways; i.e., acquiring more leads, better conversion of leads into sales, selling more items per transaction, increasing prices, lowering costs and overheads, etc.
Generating more income is a certainly a “Problem” but it’s too big, too broad, too general, and there are too many options available. What Patrick needed was something that could be handled very quickly and that could generate fast results.
Focus on the “low hanging fruit”
So what Patrick did was analyze what the business was doing and identify one specific area that could be dramatically improved with one very easy-to-accomplish, very quick-to-implement, very cost-effective strategy, then put that strategy into play. Patrick saw that the client was very weak in generating new leads, so that was the area that he focused on. That became the Problem for Patrick to solve.
Remember PSPS? Patrick identified his client’s Problem (needs more leads). Then he solved it (Solution: made the phone ring). But that created another Problem (staff needs training on handling the calls). The Solution? Patrick’s client has asked him to train his staff. And a better trained staff handling an increased number of leads will mean more customers for the business, and that will create another Problem (or series of Problems), which will require additional Solutions that Patrick will be able to provide.
Patrick is smart. He didn’t rush into his client’s business and try to solve every problem or fix everything at once. He took things one at a time starting with the biggest problem that could be solved or turned around the quickest, easiest, and most cost-effectively, and that would produce the greatest return for his client. And in the process, he created another problem that will require his attention to solve, which will then create another problem, and on and on it goes.
This is what keeps your clients doing business with you for long periods of time. Try to do too much all at once and your client gets overwhelmed and you get frustrated and everything falls apart. Focus on a few small things that quickly produce big results, and you’ll have your clients eating out of your hand.
In Patrick’s letter he also talked about meeting with the Santa Monica Bar Association to plan his next “10 in a Room” meeting. The 10-in-a-room is one of the most powerful tools TopLine consultants use to generate interest in their services, and then to deliver results in small group get-togethers. In our last training workshop we spend a great deal of time on this strategy because it works so well. Nearly every one of the attendees who left that training said that they would be using this as their main focus.
So what about you?
If you’re currently a TopLine consultant, what are you doing that’s working? What can you share with others that will help them get better results from their marketing efforts or in working with their clients? What is it that you need help or assistance with?
And if you’re not a consultant, what questions do you have that you’d like answered that might give you a better understanding of what makes the TopLine consultants the Go-To, In-Demand resources in their local geographic areas that keeps businesses coming to them and asking for help? The consulting business has got to be one of the easiest and most assured ways of generating a top-dollar income that I can think of. And when you have it going the way you want it, it’s also one of the most fun and rewarding… especially when you see your clients’ businesses generate multiples of their investment with you.
As always, please let me know your comments and concerns. I am very interested in what you have to say and in your progress.
Martin Howey, CEO
TopLine Business Solutions
email address 100% safe & secure.