Episode 247:

There are very few agency owners who love biz dev. It’s time consuming, sometimes it feels like you are trying to target shoot in the dark, and you often end up settling for prospects that aren’t quite the right fit. But at least it’s a win! Your spidey senses are tingling and you know there’s trouble ahead but you ignore that little voice and forge ahead, hoping for the best. What if you could eliminate those near misses?

I’m a firm believer that every agency should have a clear understanding of what their sweet spot client looks like and how to spot them in the crowd. Every client is right for some agency. But not every client is the right fit for yours.

How do you know who your ideal client is? How do you attract them to you so you don’t have to hunt them down and how do you encourage them to give you that first dance?

My guest will be a great beacon and help us gain clarity around all of those questions. I’ve known Matthew Kimberley for about 4-years and love his unique style and outlook on sales. He leads the business building system called Book Yourself Solid Worldwide, which is based on the bestselling book, Book Yourself Solid, written by Michael Port.

Matthew is waving that flag all over the world and helping salespeople understand there is a proven way to literally book yourself solid. The beauty of the Book Yourself Solid system is that when you do it well, you never have to settle for a not quite right fit client again.

Matthew is also the author of a great book entitled, “Get a F*cking Grip: How to Get Your Life Back on Track” and has an online course about writing delightful emails — which I thought was spectacular. He also hosts his own podcast entitled, “How to Get a Grip.”

Matthew and I talk through the concept of Book Yourself Solid and how it pertains to agency owners. We talk through the questions that I know you would ask around sales, prospecting, and how we as agency owners and leaders can better use our day to drive sales into our agencies.

Today (no matter when you’re listening to this) is the perfect time to get a better set of client filters in place so you protect and build your agency by filling your pipeline with those sweet spot clients.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

Agency Owners

What You Will Learn in This Episode:

  • How to create a set of criteria so you and your team can quickly filter out the wrong fit clients and spot the right ones.
  • How to get more right-fit clients than your agency can handle even if selling isn’t your favorite thing to do.
  • How to apply the “rule of three.”
  • How to create new business opportunities around things you already enjoy doing.
  • Why agency owners tend to do well at the top end of the sales funnel but then struggle when it comes time to drive sales into the agency.
  • How to apply the three guiding principles within the Book Yourself Solid business development system.
  • Why blending in “non-negotiable” criteria in your client filtering process will help protect your agency.
  • Why you need a conscious process for developing trust at different points in time for different reasons with your clients and prospects.
  • How you can develop a “Something to Invite People to Offer” so your prospects have an opportunity to get to know you and your agency better.
  • How to apply the five things every agency owner should be doing every morning to fast-track biz dev.

The Golden Nuggets:

“We believe marketing doesn’t get you clients. Marketing creates awareness about who you are and what you do. And it's what you do with that awareness that determines whether your marketing gives you money.” @mjkimberley Click To Tweet “Most agencies are great at the top of the funnel. But they struggle when they have to flip it and actually drive to sales. That's when their discomfort gets super bright.” @mjkimberley Click To Tweet “People will make investments in you. That’s dependent upon two things. The first thing is the amount of trust that you've earned. And the second thing is their situation.” @mjkimberley Click To Tweet “Every client wants to enter into a relationship with your agency when and where they want to enter…based on their need.” @mjkimberley Click To Tweet “The feast and famine cycle — the curvy wave — only exists in companies that do not prioritize sales and marketing on a daily basis.” @mjkimberley Click To Tweet

Ways to contact Matthew Kimberley:

Additional Resources: