Marketing Dashboard

Marketing

Purpose

Manage a sales funnel that takes a contact and qualify them as a candidate, then further qualify candidates as prospects, and finally filter and convert prospects into clients

Help

The marketing process starts by recognizing that most of  the people I know could be coaching candidates. The job of this process is to qualify and filter out those people who will not (for whatever reason) become clients.

This process makes it easy to simply label a person as a Candidate, determine which candidates are really Prospects, then identify and (hopefully) remove any hurdles preventing them from becoming Clients.

To accomplish this,  I make a series of Touches with each person . A touch can be as simple as an email or a phone call. As people progress through the Marketing Funnel, the conversations get deeper.

Importing and Identifying Candidates

I have dozens (if not hundreds) of lists of people I have met in various ways.  The process starts by  identifying possible lists of people who many be candidates, putting those people into an Excel spreadsheet, and then importing those lists into the Person table in the Dashboard.   Make sure to label each list with a brief description of the source so these people will be easily identified once they are in the dashboard.

Review and Prioritize New Contacts

Once contacts form each source have been imported, filter the person list  by source and take a look at each contact to assign values to Coaching Status and Priority. by asking these questions:

When this process have been completed for all newly imported contacts, order the list of contacts as filtered by this source according to Priority, with HOT (5) on WARM  (4).

Touch #1: The Invitation

For each of the HOT Candidates a(and maybe the WARM ones too), and either create a Reminder to call that person or pick up the phone and call them now.

This conversation is very short:

Hi, you just came across my radar and I would like to reconnect with you and see how you are doing and what is happening in your life. Would you be open to this?

If they are interested, send them an email with a Calendly link  OR simply ask, When would be a good time for you? and schedule the call using Zoom or a Zapier integration.

Make sure to create a Touch to capture this interaction and a Reminder that should show up on my Outlook Calendar.

The Casual Conversation

Select a candidate and arrange a 15-20 minute casual conversation. which can be a phone call or a video meeting using Zoom, Facetime or any other medium.

The goal of this contact is to qualify or  disqualify the candidate. A qualified candidate becomes a prospect.

The conversation should be casual with a focus on the person's life.

• Is there any value in our having a deep conversation?
• What's going on in your life?
• Work / Relationship / Health / Money / ?
• See if their problems fit with what I can deliver
• Give them the opportunity to ask me anything they want to know about me/
• If appropriate, set up a second call  (both of us have to agree)
• If they agree, they become a prospect.

Make sure to create a Touch for each conversation and either a Reminder or a scheduled Zoom call.

If this candidate is (or wants to be) a Peer Coach, simply set their Contact Status to Peer Coach . They are now completed with the Marketing Funnel. Any further contacts will take place in the Coaching dashboard.

Second Conversation: Identifying Hurdles

The purpose of this conversation is to determine whether we are a good match for each other.

This meeting should take place on Zoom.

Goal:

Convert Prospect to clients , filter them out or create a reminder for a future touch

Strategy:

• Build rapport
• Gather data
• Qualify or disqualify
• What is actually going on? Validate and respond - tell me more
• Do they want to change it?
• When? No?  - gauges urgency
• What would you change?
• Do they understand their problem well enough to make coaching work?
• Find out what hurdles they have to get over
• What may stop you from moving forward
  • Money
  • Relationship based
  • Does someone else need to say yes?
  • Time
  • What would be a reason you can't do it??

Circle around and ask the same question as above - gather more data

QUALIFY: Based on answers so far, can I help or not

Three possible outcomes:

1. Move to 3rd conversation
2. Agree to meet again in the near future
3. Remove them as a prospect and candidate

If we are moving forward, describe purpose of next call: Trial Engagement

• I will coach you on a specific problem to show you my style
• Will my style work for you or not?
• If so, let's make an agreement.

The Third Conversation: Jumping In... or not?

• Provide them with a coaching example
• What do you want your life to look like in six months?
• What would keep you from moving forward?
• see if they are coachable and if they like my style
• Can they take responsibility for themselves? (Yes or no)
• Pricing - work out a payment plan
• Resolve any remaining issues
• Convert them to a client.

Make sure to create a Touch that captures the essence of this conversation and update their Coaching Status and Priority as appropriate

In any case, make sure the Touch for this conversation is updated to reflect any agreements made around meeting times and payment.

This completes the Marketing funnel. The next dashboard is for clients and peer coaches only.