The 3-Step Lead Gen Formula That Brings in Clients - Even If You Hate Marketing

Most HR consultants overcomplicate their marketing.

They try all sorts of popular-but-silly tactics because they’ve heard great things from their peers.

Posting on LinkedIn… Networking… Even trying out a bit of lumpy mail here and there - all without any kind of plan.

But that’s like throwing random ingredients into a mixing bowl and expecting to create a cake.

Effectively, tactics without strategy don’t work.

So, stop hoping for the best, and listen to this week’s podcast to get the recipe for lead gen and client grabbing success, along with:

• The simple 3-step formula ANY HR consultant can plug in to their business… And make getting HR clients easy, predictable, and repeatable.
  
  
• Why most HR consultants fail at marketing… Plus: What to do instead to stop wasting time on tactics that devour time, effort, and money… whilst delivering minimal results.
  
  
• The biggest mistakes HR consultants make on LinkedIn, at networking events, and in lead gen… and what to do instead.
  
  
• A proven outreach strategy you can copy and paste that gets responses - without being pushy or spammy.
  
  
• How to adapt your sales process to get more sales and avoid proposal ghosting for good.

So tune in now to get all this and more.

Timestamp:

• 00:00 – 01:06 | Why HR Consultants Struggle to Get Clients
•  01:06 – 03:05 | Why Generic Marketing Doesn’t Work
•  03:05 – 04:57 | The Biggest Wastes of Time in HR Marketing
•  04:57 – 07:13 | Why a Clear Audience & Message Matter for HR Marketing
•  07:13 – 07:34 | The Proven Way to Fix HR Marketing Problems
•  07:34 – 09:40 | Step 1: Pick a Clear Niche
•  09:40 – 12:15 | How a Niche Makes Marketing & Sales Easier
•  12:15 – 13:39 | Finding the Right Niche for Your Consultancy
•  13:39 – 16:46 | Step 2: Identify a Strong Lead Gen Strategy
•  16:46 – 19:56 | Step 3: The Sales Process That Converts Leads into Clients for HR Consultants Without Ghosting
•  19:56 – 21:46 | Why Most HR Consultants Fail at Marketing
•  21:46 – 22:28 | How to Get More Leads and Clients for Your HR Consultancy Using a Simple 3-Step Formula.

Want My Help to Build Your £70K+ HR Consultancy?

1️⃣ Grab a copy of my book – The Complete Guide to Building a £70K HR Consultancy – and discover how to get every lead and client you need.

2️⃣ Join The Fastlane Formula – and work with me 1-to-1 to fast-track your results and build your £70K+ business faster (and easier) than going it alone.

Transcript

00:01 there and welcome back to another episode of Marketing Made Easy for HR Consultants with me, Nick Poninski. Today we are talking about the simple three step formula to getting more clients for your HR consultancy.
00:14 We found it out doing any more work whatsoever. Yes, it's a big promise, so let's break that down. See, most HR consultants, they struggle with marketing.
00:27 They throw time, energy and money at random them. strategies. They got a network in LinkedIn. Maybe they even post on Instagram because they think to themselves, oh, yeah, if I'm in more places, then more people will see what I'm up to.
00:41 But there's no plan. There's no strategy and there's no consistency. And as a- zoop, clients are few and far between.
00:50 There's no control. There's no consistency. So today, I'm going to break down a simple three-step formula that makes getting clients easy, predictable and repeatable.
01:00 Without working any harder than you would. forward. What did
01:06 let's get into it. Why do HR consultants struggle to get clients? So let me answer that for you. Every HR consultant that I speak to has the exact same issue.
01:17 They don't know what they're doing when it comes to marketing. That's not their fault. They are an expert HR consultant.
01:23 They didn't go self-employed so that they could become somehow an expert in marketing. They are an expert HR consultant, and they want to remain an expert HR consultant.
01:33 But the problem is, when you go self-employed, you also have to start wearing that different hat. You have to start doing your own marketing.
01:40 And the problem is, they don't know what they're doing, so they just do what they see others doing. That means that they post generic LinkedIn content.
01:49 And I'm talking here employment law updates, or when they share what they've done with one client, and they say, oh, if this sounds good then please DM me.
01:56 This kind of stuff is boring. It's bland. People scroll past it. They don't engage with it. They're not going to invade your DMs and say, oh my god you're the HR consultant for me.
02:04 Please help me. The other thing that HR consultants are really, really fond of doing is going networking, and there's nothing wrong with this, but the problem is that they don't necessarily have a really dialed-in elevator pitch that gets people to say, oh wow, okay, yeah, it, you know, it doesn't get
02:22 their attention. It, that means that if you're not getting anyone's attention, then you're going to blend into the seat of everyone else who's going to these networking events, desperate for clients.
02:31 Now, one of the other things that HR consultants do is that they might go to business expos with a pull-up banner and a pile of flyers, and they hope that someone cares.
02:42 You know, they put out all this chocolate to try and encourage people to come and speak to them. Problem is, again, like networking, it's bland, it's in the middle, everyone else is walking past, and yeah, it's just kind of weird.
02:56 It's it's very bland. You are merging into the background with everything else. And just because you give out the flyers and the chocolate doesn't mean that clients are actually going to show up.
03:05 And one of the worst things that I also see, one of the, you know, one of the things that they, that I see that HR consultants do when they're in their marketing is a complete waste of time is posting on Instagram or Facebook.
03:17 And they do this because they think more people will see the content. So they post on LinkedIn and they copy and paste across over to Instagram, Facebook, whatever.
03:27 Now, here's the thing. This is pointless because if your audience isn't there or you're sharing generic messages, then all you're doing is wasting your time.
03:35 There's nothing wrong necessarily with posting on Facebook or Instagram or LinkedIn or all three if your audience is there and your content is amazing.
03:44 But if your content's not great, no one's going to pay attention to it just because it's on a different platform.
03:51 Now, why doesn't all this work? So, let me be clear. There's no clear audience. There's no clear message. Now, every company out there, every business up on the high street, they have a clear audience, they have a clear message, they have a clear value proposition.
04:08 Primark has a very clear target audience in mind when they're creating their clothes. McDonald's, they have a few, you know, they also have a target market.
04:17 It ain't everyone. Primark and McDonald's could sell clothes and burgers to everyone, but they know that that's not actually their audience.
04:26 And it's the same for you. You could do HR services for everyone, but when you're trying to sell to everyone, you don't you're just going to end up speaking to no one.
04:35 Marketing to everyone means that you speak to no one. And the clearer you get on who it is that you're marketing to, the clearer the message that you'll be sharing, the more likely somebody is to put their hand up.
04:48 The problem, as I say, is that when you don't have a clear audience and you don't have a clear message, and there's no consistency with anything of what you're doing, leads trickle in.
04:57 It's not predictable. It's not scalable. You get one or two leads. You get a few leads. Who knows? But it's nothing new.
05:04 It's nothing major. And that's what keeps you under 70K. It's what keeps you under 50K, more than likely. And the consequence is, you get frustrated.
05:13 You feel like you're wasting your time. You start wondering, maybe I should go back to that 9-5. And as I said at the start of all this, it's not your fault if you're doing this.
05:22 It's not HR Consultant's fault that they're doing this. You're, you, they, expert HR Consultants, not expert marketers. But the good news is, there is a proven way to fix all this.
05:34 And that's what today's podcast episode is all about. Thanks for joining
05:39 just before I do jump into it, I do want to share a quick analogy. Marketing, it needs the right ingredients. Marketing is like baking a cake, right? And if you throw random ingredients together, stuff that you've seen on the TV, stuff that your friends have talked about, stuff that's left over in your
05:56 cupboard, you won't bake a cake. All you'll end up with is a mixing bowl full of stuff. So, that is what a lot of HR consultants are doing.
06:05 They're throwing random tactics into the mix and hoping for the best. So, when you post on Instagram for visibility, it's like adding extra sugar to a cake.
06:15 It doesn't actually fix the problem. You might not actually have a cake. You might have a mixing bowl full of pistachios when you're trying to make a carrot cake.
06:24 There's a big problem. The other thing that HR consultants do is they like to try and get more qualifications, like CIPD chartered status or some sort of coaching qualification.
06:35 And these things, they're all great, but it's like buying a fancier oven. It doesn't mean the cake will bake itself.
06:41 It's just a fancier oven. You know, your clients, your leads, your prospects, they don't really care about whether or not you've got CIPD chartered status.
06:51 They don't care about your coaching qualifications. All they care about is whether or not you can solve their problems. So while you think that it's a good idea to get CIPD chartered status because you're buying that fancier oven, your audience, all they're interested in is the cake.
07:07 All they're interested in is whether it'll taste good. They're interested in whether or not you can actually solve their problems.
07:13 So what does work? Well, a structured marketing system. A step-by-step process. You find the right audience, you attract them with the right message, and then you convert them into clients.
07:26 It really is that simple. And that's what this free service step formula is all about.
07:34 step one of the three-step formula for a client getting marketing system is to pick a clear niche, aka stop trying to sell to everyone.
07:42 Now here's why you need a niche. Stop me if you've heard this one before, but every successful business has a specific target audience.
07:51 Apple doesn't sell to everyone, Primark don't sell to everyone, Louis Vuitton don't sell to everyone, and neither should you. Now here's the problem.
08:00 Most HR consultants say they work with SMEs. That's not a niche. SMEs range from a one-person startup to a 250 employee company with 50 million in revenue.
08:13 Now, the HR problems that they suffer with, alright, yeah, they're way different. So, the the messages that you create to attract them will be very different.
08:24 The images that you would have on your website so that the different niches know that they're in the right place to find a solution to their problems are very different.
08:34 Now, a proper niche, is one that makes it instantly clear who you help and why. Now, for example, let's bring this to life.
08:42 I work with HR consultants. And you know that I work with HR consultants because it's branded everywhere. And the reason for the that this is so compelling for you, for your list, for you listening along, is because I can talk about things that you can relate to.
08:58 When I talk about CIPD qualifications, when I talk about employment tribunals, for example, when I talk about the marketing messages, of SMEs, this is all stuff that you recognize.
09:12 Now compare that if I was going to say, if I wanted to work with business consultants, right, I wouldn't be able to get as specific, and then those little lights in your brain wouldn't fire up.
09:26 You wouldn't recognize that I was talking to you, so my message would be a lot more bland. You wouldn't be able to latch onto it as easy.
09:32 So let's talk about those benefits, because I'm, I'm kind of talking about those benefits there, but let's talk about those benefits, uh, of being niching down.
09:40 So number one, your marketing message cuts through the noise. So if you help early stage tech startups, you'll stand out more to an early stage tech startup than a generic HR consultant with SMEs.
09:56 Because your marketing paraphernalia will lend itself to that early stage tech startup. And that early stage tech startup will feel more confident to hire you because you're an early stage tech startup HR consultant rather than a HR consultant.
10:12 Equally, you'll attract better clients, ones who actually value your expertise. So these people will be more than happy to pay the fees that you want to charge they'll believe that you're the only HR consultant who truly understands their world and that means that they won't shop around looking for the
10:31 cheapest option. It also means that it's easier to get referrals within that niche because let's say you work with dentists.
10:38 If you help one dental practice, if you help two dental practice, three, four, all of a sudden they'll be talking about you and they'll be likely to introduce you to others in their network.
10:51 that means, well, benefit number three, you become the go-to expert in that space. Your website, your LinkedIn, it all talks about that specific need.
11:01 You have customer success. You have You have testimonials. You become that one person that everybody in that niche knows is the best HR consultant for them.
11:11 And it makes, well, benefit four, it makes lead generation easier because your outreach is targeted. it. Your inbound leads are taken care of because everyone knows that you work with, let's say early stage tech startups.
11:25 So, you know, you get passed around and your information gets passed around great, but your outreach is targeted as well.
11:32 So rather than looking on LinkedIn and trying to find SMEs, well, where do you go to find those? But if you're looking for, for example, local mechanics, then you know where to go and find them.
11:43 You may not necessarily want to be on LinkedIn, but you will find them. You know, you can open up your yellow pages or you can just search for Local Garage Accrington or Local Garage Basingstoke, and Google will just feed you all those results.
11:59 And one by one, you will be able to build up a massive list of people to reach out to. a final benefit, clients trust you faster.
12:08 They'll see that you've helped others just like them. They will think to themselves, well, if they've helped them, then they can help me.
12:15 And that means it's easier to get the sale as well. niching doesn't limit you. It makes getting clients know it seems counterintuitive because if you go after one niche, then everyone else will say, oh, well, she can't help me, or he can't help me.
12:34 And that may be the case. But, you know, if somebody does reach out to you who's not in your niche, yeah, you'll be able to help them if they want you to, if you want if you go to a networking meeting and you meet somebody and they say, oh, can you help me?
12:46 I know you only work mechanics, but you really vibing with me. I, I, I want to hire you. Is that okay?
12:53 Of course you can help them. having a niche puts you in a category of one. It makes you the expert.
13:01 It makes sales easier. It makes lead gen easier. It makes your marketing messages much clearer. Overall, it's a no-brainer to identify a niche and then go after it and go and serve that niche.
13:12 Now, if you want some examples of some great niches, well, fast-growing tech startups, dental practices, uhm, local garages, yeah. There's loads of great niches out there. Go and spend some time.
13:25 If you want, there is a podcast that I've released before. There are five questions to answer if you are looking to identify your niche.
13:33 Go and check that out after today's show, if you want to go and find a niche.
13:39 second step of the three-step formula is to identify a strong lead gen strategy. Now, I'm going to go into DMing on LinkedIn, but I want to, what I want you to know here is, a strong lead gen strategy works to your strengths.
13:53 Now, if you're an excellent networker, then go networking. However, if that idea fills you with dread, then don't go. You know, lean into your strengths.
14:02 Everyone is really good at something, and there is a lead gen system out there for you. So, if you're a good writer, maybe it's about posting on LinkedIn.
14:13 Maybe it's about sending direct mail through the post. Um, alternatively, if you like to be a little bit out there, maybe it's lumpy mail.
14:20 Maybe you want to send a fake arm through the post and say I'd give my left arm for a meeting with you.
14:25 Alternatively, if you're quite a chatty person, quite a friendly person, maybe it's all about cold calling. Either way, a strong lead gen strategy that works for do what everyone else is doing.
14:39 Don't post and pray on LinkedIn. Don't go networking just because that's what everyone else does. That's not a strategy. Now, my favourite method.
14:48 My method of lead gen strategy is the very simple outbound prospecting on LinkedIn. Now, don't do this in a pushy and desperate way.
14:58 Use the script that's in my book. But let's have a look at how this works. Let's have an overview. You send them an opening message.
15:06 Hey there, can I be honest and upfront with you? This is a prospecting message. Do you want to tell me to get lost and disconnect or let me ask one simple question?
15:16 Now, this works really well. It's honest. There's no pretending. It also gives the prospects control. They can either opt in or opt out.
15:27 And it gets real conversation started. Instead of being ignored or kind of, yeah, going around the houses where you talk about the weather or where they're from.
15:37 You get into real conversations. So what happens next? Well, if they engage with you. You ask that simple question to qualify them.
15:47 It's in my script, the exact question that you want to ask. You might need to tweak it. You might need to fill in your words.
15:54 But, yeah, there is the exact script in my book. Now, if they acknowledge that they have a problem that you can help solve.
16:00 Guide them into a sales conversation. If they aren't ready, offer them something free. Like your lead magnet to get them on your mailing list.
16:08 And if they don't want the lead magnet, just say, Hey, do you want to join my mailing list? That can also work really well.
16:13 The key lesson here is that every conversation should move the prospect forward, either onto a call, onto your email list, or to disqualify them as somebody that you don't want to work That is a strong lead gen strategy.
16:28 I say, you might want to do alternatives. You might want to send out lumpy mail, etc. That's up to you.
16:34 That can be a strong lead gen strategy too, but just identify what the steps the target. Message the target. What will be the follow-up sequence?
16:43 How do you get them into a sales conversation?
16:46 three of the process is the sales process, basically. The sales process that converts without getting ghosted. Now, this is where a lot of HR consultants screw up.
16:56 They send a proposal too early, they hope for the best, and then, a lot of times they get ghosted. And a lot of times that's because they haven't properly handled objections, or they haven't really understood where the prospects is at.
17:09 So here's what to do instead. Once you've gone through your your situation where they've identified that they want to have a conversation with you, have a qualifying call first, right?
17:19 Use the scripts in my book. And you, using the scripts, you'll identify a budget, you'll identify readiness. They're all subtle questions, but they will help you identify if you can help this person, if they are ready to buy with you.
17:35 Now if they say that they're shopping around, that's useful information. You can then decide what you want to do with that information, whether or not you want to get on a call with them, whether or not you want to have a next call, whether or not you actually want to create a budget.
17:49 a fit, then get your proposal together and then Present that proposal properly. Don't just email it over, cross your fingers, but hope for the best, and wait.
18:00 What you want to do is walk them through that proposal on a call. That way you can explain everything, that way you can get buy-in, and if they've got any objections, you can handle them immediately.
18:11 Again, I've got a script for that in the book. This way, you can get buy can make sure that they're bought-in before you send anything in writing, any sort of agreement.
18:19 There's no more crossing your fingers and hoping for the best. There's taking control of the outcome. The idea is that you are not just sending a proposal, the idea is that you are closing a deal.
18:33 in later episodes I'm going to talk to you about selling. Selling is really important because it gets the prospect into the right frame of mind to put them in a state where they are financially ready and willing to invest in a solution, i.e. to put their hand in the pocket and give you their money.
18:51 Now this is less important if the lead has come through an inbound and he's put his hand up and said listen I need your help and he has paid for a consultation call or she if they've paid for a consultation call they are financially ready.
19:04 Financially ready and willing to invest in a solution with you. But if they have not invested in a call with you then who knows what state they're in.
19:11 Who knows how ready, ah, they are. How financially ready and willing they are to invest in a solution with you.
19:17 How ready they are to put their hand in the their pocket and give you their money. that's where sales comes in.
19:25 It gets the prospect into a state where they realize the problems that they've got, the life that they want to lead, and then you show your proposal and they as the solution to that.
19:36 If you want any more information on that, go and grab a copy of my book. I talk about sales in there, but for now, I just want you to accept the fact that presenting the proposal, walking them through it on a call.
19:46 Handling objections, that's the way forward. It's about closing the deal. It's not about just sending a proposal, crossing your fingers and hoping for the best.
19:56 it. That's the three step formula to getting more clients without doing any more work whatsoever. To review, we've looked at why most HR consultants fail at their marketing.
20:08 Because they DIY everything. They listen to bad advice, and they don't have a proven system. All they do is go networking, post on LinkedIn, hope for the best.
20:18 Now that's not a, that's not a strategy. They don't commit to a strategy. So, yeah, they're never in any kind of control of how they clients are coming to them and how they're going to sign them up as actual clients.
20:31 Now, if these standard HR marketing methods worked, every HR consultant would be drowning in leads, clients, sales and profits, but they're you can either follow the crowd, or you can do something different.
20:43 I know which battle I'd personally choose. before we move on, I do want to have a quick shout out, because the Fastlane formula, my membership, makes this three-step formula super easy.
20:56 I'm not going to give you any, you know, BS success stories, because that just makes it that I'm sharing the results that I want you to be aware of.
21:04 I'm just going to share your real outcomes. My clients feel instant relief when they pick a niche and follow a strategy.
21:10 They finally have a plan, so marketing stops being stressful, and they follow the system and lead the clients start coming in.
21:18 If you want to see how this works, make sure to DM me on LinkedIn or reply to one of my emails, and maybe the Fastlane formula will be the path forward for you.
21:28 if you want to know more about this strategy, then go and grab a copy of my book, The Complete Guide to Building a 70K HR Consultancy, on my website.
21:35 It breaks down this system step by step, so you can start getting clients with less effort. In the meantime, as ever, thanks Because without marketing, there's no sales.
21:46 And without sales, there's no business. So get marketing.