This episode of Fractional Futures explores how Fractional CMOs need an engagement blueprint to win, manage and retain clients.
Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO. Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
Episode Summary
In this episode, Paul Mills and Dan Gwalter discuss the process of winning and managing clients as a fractional marketer. They cover topics such as the client engagement process, effective negotiation techniques, and securing client engagements. They emphasize the importance of focusing on revenue-generating activities and building trust with prospects. They also highlight the need for a well-defined client journey and touch points, as well as the importance of understanding objections and addressing them in the sales process. The episode concludes with a discussion on closing deals and the different approaches for direct clients and allies.
Listen to Podcast
Chapters:
00:00 Opening Titles
00:58 Introduction
02:24 Client Engagement Process
04:45 Creating a Blueprint for Winning and Managing Clients
07:21 Effective Negotiation Techniques
10:24 Balancing Agility and Process in Client Engagement
14:00 Creating An Offer Document
15:36 Leveraging Negotiation Techniques to Convince Prospects
21:14 Securing Engagements and Maintaining Client Commitment
25:28 Conclusion and Next Episode Preview
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Key Takeaways…
- Focus on revenue-generating activities when starting a fractional consulting business.
- Build a well-defined client engagement process and understand the touch points in the client journey.
- Address objections and have answers prepared to appease potential clients.
- Learn from both successful and unsuccessful deals to refine your approach.
- Set expectations and maintain momentum in the negotiation and closing process.
- Differentiate between direct clients and allies and tailor your approach accordingly.
Host & Guest Information
Host - Paul Mills, CEO & Founder VCMO
Guest - Dan Gwalter, Founder No-Nonsense Leadership. Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
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