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Get Clients Now!: A 28-Day Marketing Program for Professionals, Consultants, and Coaches
"Get Clients Now! "has helped thousands of independent professionals dramatically increase their client base. With this uniquely practical guide, it's easy to replace scattershot marketing and networking efforts with proven and targeted tactics. Using a simple cookbook model, the book helps readers identify the ingredients missing from their current marketing activities, select the right strategies and tools from a menu of options, and create a completely customized action plan. A structured 28-day program then outlines exactly what they need to do to put it into action. Now fully updated, the third edition combines tried-and-true marketing practices with new ideas for reaching clients. Readers will learn: - How to choose the best marketing tactics for their situation and personality - Hands-on approaches for replacing unproductive cold-calling with the power of relationship marketing - Online networking and prospecting, social media, and internet marketing strategies that really work - Advice on integrating online and offline tactics - Tips for dealing with fear, resistance, and procrastination - And more Complete with worksheets, exercises and all-new examples, "Get Clients Now! "remains the definitive guide on winning new business.
272 pages, Paperback
First published February 28, 1999
239 people are currently reading
1110 people want to read
About the author
C.J. Hayden
13 books18 followersC.J. Hayden is the bestselling author of Get Clients Now!, Get Hired Now!, The One-Person Marketing Plan Workbook, 50 Ways Coaches Can Change the World, and over 400 articles. C.J. is a business coach, trainer, and speaker who helps entrepreneurs get clients, get strategic, and get things done. Her company, Wings for Business, specializes in serving self-employed professionals, solopreneurs, and service business owners.
C.J. is a former systems and productivity consultant with over three decades of experience in business management. She has been a professional trainer since 1978, a business advisor since 1990, and a coach since 1992.
A popular speaker and workshop leader, C.J. has presented hundreds of programs on marketing, entrepreneurship, and overcoming barriers to success, to corporate clients, professional associations, and small businesses. She has taught marketing for John F. Kennedy University, Mills College, the U.S. Small Business Administration, and SCORE. Her articles have been published internationally in Home Business, Selling Power, and Sales and Marketing Management. She contributes regularly to dozens of websites and ezines, including RainToday, SalesDog, Salesopedia, and About.com.
A pioneer in the emerging profession of coaching, C.J. was a founding director of the worldwide Professional and Personal Coaches Association (which later merged with the International Coach Federation) and editor of their newsletter Being in Action. She serves on the advisory board of Choice: The Magazine of Professional Coaching. C.J. holds the credentials Master Certified Coach from the International Coach Federation, and Certified Professional Co-Active Coach from the Coaches Training Institute. She has completed advanced coach training with the Arbinger Institute and is a member of the Arbinger Coaches Network.
As a citizen activist, C.J. is the former vice chair of the San Francisco Social Enterprise Alliance, and a co-founder of A Good Deed Tea.
C.J. has been featured in Investor’s Business Daily, Information Marketing Journal, Home Office Computing, and Costco Connection, and numerous books. She has been widely profiled internationally by newspapers, radio, and TV.
C.J. is a former systems and productivity consultant with over three decades of experience in business management. She has been a professional trainer since 1978, a business advisor since 1990, and a coach since 1992.
A popular speaker and workshop leader, C.J. has presented hundreds of programs on marketing, entrepreneurship, and overcoming barriers to success, to corporate clients, professional associations, and small businesses. She has taught marketing for John F. Kennedy University, Mills College, the U.S. Small Business Administration, and SCORE. Her articles have been published internationally in Home Business, Selling Power, and Sales and Marketing Management. She contributes regularly to dozens of websites and ezines, including RainToday, SalesDog, Salesopedia, and About.com.
A pioneer in the emerging profession of coaching, C.J. was a founding director of the worldwide Professional and Personal Coaches Association (which later merged with the International Coach Federation) and editor of their newsletter Being in Action. She serves on the advisory board of Choice: The Magazine of Professional Coaching. C.J. holds the credentials Master Certified Coach from the International Coach Federation, and Certified Professional Co-Active Coach from the Coaches Training Institute. She has completed advanced coach training with the Arbinger Institute and is a member of the Arbinger Coaches Network.
As a citizen activist, C.J. is the former vice chair of the San Francisco Social Enterprise Alliance, and a co-founder of A Good Deed Tea.
C.J. has been featured in Investor’s Business Daily, Information Marketing Journal, Home Office Computing, and Costco Connection, and numerous books. She has been widely profiled internationally by newspapers, radio, and TV.
Ratings & Reviews
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Displaying 1 - 30 of 31 reviews
September 3, 2024
A specific, step-by-step system for getting clients quickly. It covers six broad marketing strategies, with advice and detailed examples. It includes a 28-day program for putting the information into action. You’re supposed to start seeing results by the end of the program, but to keep repeating it to be effective. It’s aimed at professionals and consultants operating as self-employed and very small businesses, but much of the advice can be applied more generally.
I liked that Hayden ranks strategies by their effectiveness, and considers the cost and time required.
This book was recommended by Cory Miller, founder of iThemes. I’ve also heard it recommended by others.
What Really Works? Effective Marketing Strategies
Marketing strategies for professional services, most to least effective
Type of strategy is in parentheses.
1. Direct contact and follow-up (outreach)
2. Networking and referral building (outreach and credibility)
3. Public speaking (visibility and credibility)
4. Writing and publicity (visibility and credibility)
5. Promotional events (visibility)
6. Advertising (visibility)
Direct contact and follow-up
• Must personalize initial communication, otherwise it's just direct mail, which is advertising (least effective). Subsequent contact can be impersonal, such as newsletters or mailings, but use personal contact for interested prospects.
• Tactics: warm calls, lunch/coffee, personal letter/email, send links to useful articles, invite to third-party seminars, newsletters.
Networking and referral building
Tactics: develop referral partners (people who serve the same clients).
Public speaking
• Speak to existing groups rather than hosting your own event.
• Tactics: make announcements or introductions at group meetings, serve on panels, do webinars or web chats, give classes/workshops.
Writing and publicity
• Start small (blog, newsletters) before graduating to larger publications.
• Use ghost writers and editors as necessary.
• Always provide the media with a story. Tell why their audience will be interested.
• Don't expect a flock of new prospects; these efforts slowly build credibility and name recognition.
• List publications and media appearances in your marketing kit or website.
• Once you've appeared in one media outlet, others will be eager to have you.
• Tactics: write a regular column, contact journalists or bloggers when they discuss your area of expertise (and they may contact you next time).
Promotional events
• Can be expensive; compare cost per lead to other marketing methods.
• Tactics: free demos or workshops to hot prospects; online demos or workshops; open house reception; co-sponsor events with nonprofits or colleagues; host networking lunch, breakfast, or mixer.
Advertising
• Advertising usually must be coupled with direct contact and follow-up to pay off.
• If your clients usually select your services by referral, advertising is probably a waste. If they use advertising to make their decision, you may consider it.
• Display ads in the newspaper, magazines, and trade journals are more for visibility than direct response. You usually need a big budget and repeat advertising.
• Direct-mail is much less effective than personal letters, and are often a waste.
• Tactics: SEO, web directories.
What Really Works? Effective Marketing Strategies, cont.
• In professional services, marketing and sales are separate. Think of every marketing strategy as a sales strategy, and vice versa.
• Better to get multiple exposures to a smaller target group than get fewer exposures to more people.
Putting the System into Action
Choose only the action items that reflect who you are and what you like to do. The only thing you're required to become good at is talking to people so they understand what you offer and that you can help them.
"Don't let the work you already have be your excuse for not finding the class you really need. Make marketing your first priority instead of the last thing you do.”
"Everyone you meet is either a prospect or a potential source of referrals. Never pass up an opportunity to introduce yourself."
Acknowledge your progress; don't only reward results. Marketing is a skill learned over time.
Filling the Pipeline: When You Don’t Know Enough People to Contact
“In marketing, more of the same works much better than a little of everything."
If you can't narrow your niche definition to one target market or specialty, define two or three distinct ones. Example: "executives, established professionals, and successful entrepreneurs.”
10-second introduction: state key benefit of service before giving occupation or job title.
When contacting someone new, call before you mail/email, and call again after your mail. Mail/email without call isn't nearly as effective.
Rather than asking if people can think of anyone to refer you to, narrow the frame of reference. For example, ask if anyone they golf with, or are in Rotary with, etc. could benefit from your service.
Public speaking is effective largely due to the perceived endorsement of the group hosting the event, and the fact that the group invites attendees. Hosting your own talk, webcast, podcast, etc. is a promotional event, and much less effective.
When collecting leads, ask a qualifying question.
Leads from advertising take more convincing, are more likely to ask for a lower price, and require a longer sales cycle than those from other marketing methods.
Following Up: When You Know Plenty of People but You’re Not Contacting Them
When following up, alternate emails with phone calls. Email is too easy to hide behind and is too hard to gauge interest.
Don't make contacts feel wrong for not returning messages. Instead of saying, "I haven't heard from you," say you're eager to speak with them. Send/leave 3 messages in a 10-day period, then wait a month and repeat.
If the sale seems worth it, don't quit contacting.
Closing Sales: When You’re Making Appointments but Not Getting Sales
Answering objections
General advice: Agree with what the prospect says, then ask an open-ended question that leads the conversation back to how your service can be of value.
If the prospect says, "We can't afford to spend that much," say, "Yes, I know the price is significant. Let me ask you, what is it costing you not to fix it?" or, "Yes, it's a big investment. What results would make that kind of investment worthwhile?"
If the prospect says, "I need to think about it, " Say, "It's a big decision, and I'm sure you do. Tell me, what are some of your concerns?"
If the prospect says, "We are too busy right now," say, "I know how busy you are. Tell me, if you don't deal with the situation now, when will you be less busy?"
If the prospect says, "I'm not sure you're right for the job," say, "Yes, I know that you may have concerns about that. What would you need to feel confident about in order to hire me?”
I liked that Hayden ranks strategies by their effectiveness, and considers the cost and time required.
This book was recommended by Cory Miller, founder of iThemes. I’ve also heard it recommended by others.
What Really Works? Effective Marketing Strategies
Marketing strategies for professional services, most to least effective
Type of strategy is in parentheses.
1. Direct contact and follow-up (outreach)
2. Networking and referral building (outreach and credibility)
3. Public speaking (visibility and credibility)
4. Writing and publicity (visibility and credibility)
5. Promotional events (visibility)
6. Advertising (visibility)
Direct contact and follow-up
• Must personalize initial communication, otherwise it's just direct mail, which is advertising (least effective). Subsequent contact can be impersonal, such as newsletters or mailings, but use personal contact for interested prospects.
• Tactics: warm calls, lunch/coffee, personal letter/email, send links to useful articles, invite to third-party seminars, newsletters.
Networking and referral building
Tactics: develop referral partners (people who serve the same clients).
Public speaking
• Speak to existing groups rather than hosting your own event.
• Tactics: make announcements or introductions at group meetings, serve on panels, do webinars or web chats, give classes/workshops.
Writing and publicity
• Start small (blog, newsletters) before graduating to larger publications.
• Use ghost writers and editors as necessary.
• Always provide the media with a story. Tell why their audience will be interested.
• Don't expect a flock of new prospects; these efforts slowly build credibility and name recognition.
• List publications and media appearances in your marketing kit or website.
• Once you've appeared in one media outlet, others will be eager to have you.
• Tactics: write a regular column, contact journalists or bloggers when they discuss your area of expertise (and they may contact you next time).
Promotional events
• Can be expensive; compare cost per lead to other marketing methods.
• Tactics: free demos or workshops to hot prospects; online demos or workshops; open house reception; co-sponsor events with nonprofits or colleagues; host networking lunch, breakfast, or mixer.
Advertising
• Advertising usually must be coupled with direct contact and follow-up to pay off.
• If your clients usually select your services by referral, advertising is probably a waste. If they use advertising to make their decision, you may consider it.
• Display ads in the newspaper, magazines, and trade journals are more for visibility than direct response. You usually need a big budget and repeat advertising.
• Direct-mail is much less effective than personal letters, and are often a waste.
• Tactics: SEO, web directories.
What Really Works? Effective Marketing Strategies, cont.
• In professional services, marketing and sales are separate. Think of every marketing strategy as a sales strategy, and vice versa.
• Better to get multiple exposures to a smaller target group than get fewer exposures to more people.
Putting the System into Action
Choose only the action items that reflect who you are and what you like to do. The only thing you're required to become good at is talking to people so they understand what you offer and that you can help them.
"Don't let the work you already have be your excuse for not finding the class you really need. Make marketing your first priority instead of the last thing you do.”
"Everyone you meet is either a prospect or a potential source of referrals. Never pass up an opportunity to introduce yourself."
Acknowledge your progress; don't only reward results. Marketing is a skill learned over time.
Filling the Pipeline: When You Don’t Know Enough People to Contact
“In marketing, more of the same works much better than a little of everything."
If you can't narrow your niche definition to one target market or specialty, define two or three distinct ones. Example: "executives, established professionals, and successful entrepreneurs.”
10-second introduction: state key benefit of service before giving occupation or job title.
When contacting someone new, call before you mail/email, and call again after your mail. Mail/email without call isn't nearly as effective.
Rather than asking if people can think of anyone to refer you to, narrow the frame of reference. For example, ask if anyone they golf with, or are in Rotary with, etc. could benefit from your service.
Public speaking is effective largely due to the perceived endorsement of the group hosting the event, and the fact that the group invites attendees. Hosting your own talk, webcast, podcast, etc. is a promotional event, and much less effective.
When collecting leads, ask a qualifying question.
Leads from advertising take more convincing, are more likely to ask for a lower price, and require a longer sales cycle than those from other marketing methods.
Following Up: When You Know Plenty of People but You’re Not Contacting Them
When following up, alternate emails with phone calls. Email is too easy to hide behind and is too hard to gauge interest.
Don't make contacts feel wrong for not returning messages. Instead of saying, "I haven't heard from you," say you're eager to speak with them. Send/leave 3 messages in a 10-day period, then wait a month and repeat.
If the sale seems worth it, don't quit contacting.
Closing Sales: When You’re Making Appointments but Not Getting Sales
Answering objections
General advice: Agree with what the prospect says, then ask an open-ended question that leads the conversation back to how your service can be of value.
If the prospect says, "We can't afford to spend that much," say, "Yes, I know the price is significant. Let me ask you, what is it costing you not to fix it?" or, "Yes, it's a big investment. What results would make that kind of investment worthwhile?"
If the prospect says, "I need to think about it, " Say, "It's a big decision, and I'm sure you do. Tell me, what are some of your concerns?"
If the prospect says, "We are too busy right now," say, "I know how busy you are. Tell me, if you don't deal with the situation now, when will you be less busy?"
If the prospect says, "I'm not sure you're right for the job," say, "Yes, I know that you may have concerns about that. What would you need to feel confident about in order to hire me?”
May 23, 2015
Το καλύτερο βιβλιο για goal setting, ως προς τον επαγγελματικό τομέα, που έχω διαβάσει ποτέ.
August 24, 2023
I was super excited about this book for the first ten pages. Then it kind of went down hill from there...
Takeaways:
-The key to marketing services effectively is to be consistent with a set of effective strategies
-You want the same people to hear about your over and over rather than a bunch of people hearing about you once
-Reaching out directly to a warm network of interested prospects is the most effective strategy
-The best way to get referrals is to refer business to people who can return the favor
-If you want to speak publicly to get clients, look for an already organized group as opposed to trying to invite your own guests (which may be just as hard as getting clients)
-When you are selling a service, the client's resistance is less about hiring you and more about taking the action that your service represents (hiring a weight-loss coach vs. committing to do whatever it takes to lose weight)
Limitations:
-Old school with a limited understanding of modern marketing tactics, especially online
-For example, lacks a sophisticated view of modern advertising and it's potential for filling your pipeline
-I'm not a big fan of books that try to act like workbooks and have you go through a specific set of exercises. When I buy a book I want to be introduced to one or two new ideas that change my perspective on my business/life. I'm not going to treat it like an online course or coach.
Actions:
-Create a system for referring business out to key referral partners
Takeaways:
-The key to marketing services effectively is to be consistent with a set of effective strategies
-You want the same people to hear about your over and over rather than a bunch of people hearing about you once
-Reaching out directly to a warm network of interested prospects is the most effective strategy
-The best way to get referrals is to refer business to people who can return the favor
-If you want to speak publicly to get clients, look for an already organized group as opposed to trying to invite your own guests (which may be just as hard as getting clients)
-When you are selling a service, the client's resistance is less about hiring you and more about taking the action that your service represents (hiring a weight-loss coach vs. committing to do whatever it takes to lose weight)
Limitations:
-Old school with a limited understanding of modern marketing tactics, especially online
-For example, lacks a sophisticated view of modern advertising and it's potential for filling your pipeline
-I'm not a big fan of books that try to act like workbooks and have you go through a specific set of exercises. When I buy a book I want to be introduced to one or two new ideas that change my perspective on my business/life. I'm not going to treat it like an online course or coach.
Actions:
-Create a system for referring business out to key referral partners
November 10, 2017
I return to the theories and frameworks presented in this book time and again. CJ Hayden lays out a clear plan for how to market and sell services. She creates clear frameworks for marketing strategies and marketing tactics, denoting the differences between them, which I have found helpful in working with entrepreneurs. The one downside that I would like to note is that marketing is not sales. They work hand-in-hand. This is a marketing program, but once the leads come into the company, sales must step in and work the lead further. With that in mind, I do recommend anyone trying to understand how to use marketing to create leads will find this book beneficial.
June 1, 2016
Page 62 63 64 is gold.
September 2, 2019
If you sell professional services like marketing services, coaching, accounting, law and the like, this is an excellent practical book. I found the book's tight focus on a 28 program to be extremely helpful. When you are starting up a new sales or marketing effort, it is easy to become overwhelmed with all the options. That's why you need focus! I also enjoyed that every chapter included a 1-2 page "feature" or tips section from another author. The next step is to get down to work and use the program to get marketing.
If you're more stuck on the "why" of your service business, Michael Port's "Booked Solid" is also excellent.
If you're more stuck on the "why" of your service business, Michael Port's "Booked Solid" is also excellent.
August 28, 2023
This book is definitely a bit outdated and doesn’t offer much on modern marketing techniques, but it does help you generate lots of ideas. As someone starting out as a freelancer it helped me brainstorm many to-dos, then prioritize them so I didn’t feel too overwhelmed. I think just setting up the tracking and action sheet, even if you don’t complete the full 28 days, helps you prioritize your goals and reassess them if they don’t work out.
January 18, 2020
Looking forward to use this thru February as a guide to kicking off my business marketing efforts, and then to keep it as a guide/resource throughout 2020, as this is the year I formalize my business!
May 18, 2020
One of oldies but yet a great simple framework of marketing. Lots of examples and in my opinion the highest value of the book is in the downloadable spreadsheet to track your marketing project with easy daily actions.
September 13, 2023
Read some years ago as part of a coaching program. A great help to discipline oneself to take the necessary actions towards having more clients. Includes worksheets that are great for keeping daily track.
February 23, 2024
I love this book! I did the program and filled my life coaching practice and sometimes not even from the tasks I did but from the energetic shift and the confidence doing those tasks did. It’s a great book for any therapist or life coach!
November 7, 2017
This is the best book on marketing a services business I have come across since I started mine. Simple, actionable, measurable, it is great marketing for someone who is not a marketer.
January 25, 2020
Wow. This is a manual not just a book you read once. I will be referencing this every week. One big take away is the fact that following up is critically essential to marketing success
November 7, 2021
More required reading from my life coach training syllabus. Very helpful info.
February 18, 2025
This book is not suitable for the modern world.
August 26, 2022
I found the book very comprehensive even for a beginner in sales. Experienced person can get a structure and knowledge refresh with this book. Worth investing time.
June 19, 2013
I started this book back in February at a virtual assistant retreat. We had a facilitator there and, to be honest, I really don't think I would have done it without her. Reading the book is fine and I did eventually finish it, just skipped around a good bit.
Without a facilitator, I had a hard time understanding what we were supposed to do. It REALLY helped to have someone there to walk you through the steps, help you fill out the forms and make it work.
Mine ended up going beyond 28 days because of some personal issues that came up and the fact that my goal was pretty lofty. I met it in about 2.5 months. BUT it did force me out of my comfort zone and it's nice to have an actual plan that if you miss a week, it's not a huge deal. You just pick up where you left off. There's no sitting around figuring out what to do - you already have the list of what you are supposed to do. Just DO it.
Having said that, the book does get repetitive in places and it's a bit on the "too much information" side. I'm giving it four stars because, when used with a coach or other facilitator, it's really an awesome program.
This book isn't ALL about "getting clients", you can use it to reach any goal - business or personal. It's about coming up with small action steps that you repeat each week to get to your goal. The facilitator really was important here because I needed some help in honing in on not only my goal but what steps were doable and what ones were ones that I simply wasn't going to get done. Take a bite, don't try to swallow the entire cow. :)
Recommended for business folks that need help getting a plan together - just use a coach or someone versed in the program.
Without a facilitator, I had a hard time understanding what we were supposed to do. It REALLY helped to have someone there to walk you through the steps, help you fill out the forms and make it work.
Mine ended up going beyond 28 days because of some personal issues that came up and the fact that my goal was pretty lofty. I met it in about 2.5 months. BUT it did force me out of my comfort zone and it's nice to have an actual plan that if you miss a week, it's not a huge deal. You just pick up where you left off. There's no sitting around figuring out what to do - you already have the list of what you are supposed to do. Just DO it.
Having said that, the book does get repetitive in places and it's a bit on the "too much information" side. I'm giving it four stars because, when used with a coach or other facilitator, it's really an awesome program.
This book isn't ALL about "getting clients", you can use it to reach any goal - business or personal. It's about coming up with small action steps that you repeat each week to get to your goal. The facilitator really was important here because I needed some help in honing in on not only my goal but what steps were doable and what ones were ones that I simply wasn't going to get done. Take a bite, don't try to swallow the entire cow. :)
Recommended for business folks that need help getting a plan together - just use a coach or someone versed in the program.
October 17, 2015
I'm generally distrustful of books that promise huge changes, but this one offers honest, workable advice that even someone with limited resources and time can use. Even better, the author genuinely understands why a lot of solopreneurs (myself included) hate and fear marketing and offers actual useful suggestions for overcoming this fear.
May 20, 2008
This book makes it really simple for you to succeed if you want to run your own show, be your own boss, be a successful hired gun, contractor, whatever. Just follow the steps and follow through. Seriously, if you can't get clients after this program, there's something wrong.
August 4, 2009
Reading this book and using the tracking system included in it was very helpful in growing my business. I would recommend it to any business it can be taliored to help you in the area were you need to focus.
May 25, 2008
Good primer on managing an entire marketing process to build a client base, no matter what your profession.
Read
August 16, 2011You can read my review of the book here: http://www.womens-business-gallery.co...
Currently reading
January 2, 2009Page 65. Read again. 28 Day Marketing Program. Give Phil some tips.
March 30, 2009
A good workbook. Useful by doing. Refer back to it from time to time.
February 16, 2011
Very basic and simplistic
April 15, 2012
Surprisingly good. Will be using it's networking tips.
June 15, 2012
A 28 day program to ...
Understand Where You're at in your Business
What You Need to Do to Move Forward, and
Addressing It.
I could not recommend the book more highly along these lines!
Understand Where You're at in your Business
What You Need to Do to Move Forward, and
Addressing It.
I could not recommend the book more highly along these lines!
July 10, 2012
It's not my favorite independent/consulting resource. But it definitely has ideas on how to change your approach to finding clients. And take the "magic" out of it.
February 17, 2016
3/2013 - GREAT book! Pointed out a huge blind spot for me and gave the enough of a start that I was able to find more info
May 4, 2016
Great, practical book. Need a good vision before beginning it.
Displaying 1 - 30 of 31 reviews