When we receive complementary emails and letters from people who have attended an event or worked with us, we ask for permission to use them in our marketing.
Sometimes we run contests to encourage happy clients to submit these letters.
Each client who submits a testimonial receives a “thank you” gift from us. This gift is usually a CD or DVD or some other form of educational material. When we hold a testimonial contest, the person submitting the best testimonial usually receives some type of prize. The prize can be a product or a service. Things like a gift certificate for dinner or a laptop computer or free attendance at an event have been used in the past.
It is important to understand that the prizes or “thank you” gifts are rewards for reporting actual results. All the people we use in our testimonials have worked with us, have attended an event, have known us for a significant period of time or are sharing information based upon their experience.
We also receive occasional complaints. We do not use those complaints in our advertising and we do not post them on our website.
In some of our coaching programs we hold contests for students. They compete by submitting reports of their progress. We award prizes for the very best success stories. We find that sometimes people will work harder to win a prize than they will solely to increase their income.
In the interest of full disclosure, here is the entire range of our clients’ success and failure – from bottom to top:
The bottom 20% do NOTHING. They pay our fee and they do not take any action. We provide them with the products and services they have requested but they do not use any of the information. The number of people who do NOTHING may be more than 20% but that is our best estimate.
30% do little. They may listen to some of the audio information. They may skim through the printed material. They may watch some of the videos. They may pick up some ideas. We believe these people get some benefit.
For example: They may attend a seminar and not follow all the steps involved in a business development process, but because they spent the money, they have revitalized their desire to develop new business so they join a networking group.
We believe, the TYPICAL client falls into this category.
30% of our clients take some action based on the information we provide. This is the group of people who takes the education process seriously. 30% of our clients participate, learn, and apply. They read at least a few of the lessons we send them and we estimate this group of people increases their income by 50%.
15% of our clients commit to a process of continuous improvement. They don’t just do things once, they develop good business development and practice management habits. They are committed to developing new client relationships every few days or every few weeks and over a period of months they begin to see significant improvement.
4% are truly students of the process. They do everything described above but in addition they truly attempt to get “inside the mind of their client.” They develop specific marketing campaigns to drive inquires to their firms for each practice area. They spend more time on business development than they do practicing law. They hire good lawyers to work for them. They focus on building relationships and driving client lifetime value. We get LOTS of testimonials from these people.
1% do all of the above but do it obsessively and if they don’t know how to do something they find out how to do it. They initiate new practices and procedures based upon the things they have learned. They go the extra mile with their learning and education – particularly in the area of business development. They constantly test new tactics. They avail themselves of every educational opportunity and they have the attitude that they only need to learn and implement ONE idea from a seminar or coaching program and it will pay for itself several times over. We get LOTS of testimonials from these clients.
Please note: Even if you are in the top 10% or top 5% or top 2% or 1% of people who take action, you are NOT guaranteed success with each initiative. Even the best students fail from time to time. Some may fail as much as TWO THIRDS of the time. BUT: They look at unsuccessful projects as TESTING and not FAILURE. They do not take it personally.
If you would like to know more about the results our clients obtain, if you’d like to speak with some of our clients or if you’d like any additional information at all, please call our office. That number is 888.692.5531