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High-End Sales & Marketing is All About Psychology

 

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by Mary-Rose Hoja in EPE, LinkedIn

The Expert Profit Engine method is all about using a psychological approach to access and close high-paying prospects, which means fishing where the fish are – physically and mentally.

Two key pillars of the EPE Method are that:
1) timing is critical (WHEN to approach)
2) move in angles (HOW to approach)

Today I’m going to share with you four concrete, practical strategies of how to access executive level and high-paying prospects using the EPE approach.

If you’d prefer a video version of this post, we’ve got you covered:

Strategy #1:

When to approach: Rollout of a major change

How to do it:  Exploit poor change management!

Let’s look at two examples of major change.

The first is mergers and acquisitions. Say you have a large, conservative firm that has acquired an external creative agency. Know that many large management consulting firms, tech firms, and more cerebral firms are looking outside their organisation in order to innovate their business.  

They have the internal operations and finances, but they lack the internal creativity and fast action needed to stay abreast of the next-level marketing and solutions that THEIR clients are asking them for. So they invest in external operations that can provide this for them.

These firms often have a totally different culture and way of being. This can lead to a clash, the development of an underclass, or a communication divide, and the investment can risk failing. This is a great chink in the armour for you to enter, as they are in a place that is psychologically urgent, widespread and expensive for them.

In this situation, an easier in is to make contacts with the newly acquired agency and lower level staff. Aim to find out how the change or roll-out is working at the grass-roots level, which gives you business intelligence and a relevant anchor point to contact them. Now, you use what in EPE World we call the “third-party principle”, where you anchor a mutual introduction to a high-level leadership level person on this organisational change.

This makes you very relevant and turbo-boosts your relationships in high-paying and leadership networks to an familiar and intimate level. It also attaches you to a widespread problem that is costing them money. Note that what you are doing is attaching yourself, your name, and your point of contact to money, and what this does is essentially “monetise” yourself and your value in their world. And that is what you need to be doing to pivot your relationships and deals.

Example number two is when there is a digital shift in an organisation.

An example of this would be when HQ insists that staff start using iPads instead of laptops. This change can be very unwelcome, and can cause a lot of stress at widespread levels that affects productivity, sales, and talent retention.

In this situation, application of the EPE method would be to make contacts with the people who are operative and in the field – and directly affected and living with the change. Aim to find out how the change or roll-out is working at a grass-roots level. Who is complaining and/or struggling? Again, using the third-party principle, you anchor a mutual introduction to a high-level leadership level person on this change. This is a supremely effective way of bypassing a poor or hacked together introduction.

Strategy #2:

When to approach: When you have new business or relevant information for your target.

How to do it:  Use LinkedIn!

Let’s look at a couple of examples using this strategy.

The first one is to message a mutual contact saying that you have some information or a business lead to give the person you want to contact, and that you would value their insights.

This is an embedded compliment – an authentic one, of course. Now here comes the magic! You end the message with: “Would you have time for a quick chat?” Now, in my world, 99% of people will say, sure, call me. And bonus – they likely give you their mobile!

This is amazing for texting and really being in their world at a private level. Then, you get them on the phone and touch base with them – and there a few more key ingredients here that we can talk about later. Go through the info or lead you have, and ask your mutual contact for an introduction that is anchored on this information. This builds intrigue and a sense of urgency, and you become very relevant.

The second example here is to write a short post or how-to article on LinkedIn that will benefit them. Post it, and then look at the LinkedIn profile of your high-level prospects and their mutual contacts.

Know that looking at someone’s LinkedIn profile is a quick and effective way to get them to look at yours! Then, either message them directly –  anchored on your post – or ask a mutual contact to introduce you. Bingo!


Strategy #3:

When to approach: Executive-level career shifts.

How to do it: Keep an eye on LinkedIn!

Watch LinkedIn for increased activity from interesting people, as this often indicates a career shift. Help them by liking, commeningt, sharing what they do. Offer to interview them for an article you are doing. They get positive exposure, and you get exposure to people who will read the article based on the subject of your article. This transfers trust to you, makes you a person of value, and gives the perception of being larger than you are.

Introduce them via LinkedIn to recruiters/leads/someone who can help them, and assist them with their next career move. The high-end sales way to think about this: What is overwhelming them? What keeps them awake at 3:00am? Sheer gold.

Strategy #4:

When to approach: When people who influence your prospects are in the news

How to do it: Leverage your influencers’ audiences

Share articles and features on contacts who influence your VIPs. LinkedIn and Twitter are great platforms for senior levels because they are seen as being professional and where policy makers, journalists, and some key discussions in the tech world take place.

Your VIPs get positive exposure, and you get exposure to people who read your article to see them. Offer to interview your influencers, present clients, and past clients for an article you are doing. Tag them in the article and in the comments. This transfers trust to you and can give the perception of being active and larger than you are.

Audiences and relationships are a massive currency now and moving into 2020. A pro tip here is to focus on rising stars, since they are active and a lot of people are watching. Focus on influential mutual contacts that have large networks. You want to be hanging around with others who are running a little faster than you.

So these are four realistic ways that you can put into action right now. Using these strategies makes you go so much faster, reach higher and with less work. Do try this out.

If you are struggling to gain traction in a new network of high-paying clients or landing bigger, better deals, head over to expertprofitengine.com and download our free guide there on how to package, price, promote and sell your expertise at higher profit. Let’s make your expertise even more profitable!

 

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