Consistency: The Secret Sauce for Landing Whales

Consistency is boring.

Particularly for those of us who like doing new and different things.

But as dull as being consistent can be, the gold belongs to those who consistently persist.

Just ask The Coca-Cola Company. They’ve been selling the same drink since it was invented in 1886; today, they serve 1.8 BILLION beverages every day. 

Apart from the mid 1980’s when their cunning marketers had a brain explosion and introduced ‘New Coke’ (since discontinued), the company has consistently sold the same drink for 138 years. 

Today, that funny shaped bottle helps to power a $45 billion global behemoth.

Speaking of gold, imagine giving up after not striking gold when you’ve dug just one hole or sifted through a solitary handful of dirt in a creek.

Dumb strategy, right?

The same applies for winning corporate clients.

Unless you’re incredibly lucky - and you’ve heard the expression “the harder I work, the luckier I get” - the chances are that you’re not going to land Unilever, McDonald’s, BHP, or Canon as clients on your first call, email, or meeting.

So why do so many people give up after one or two set backs or rejections?

Because it’s easier to give up than it is to keep going.

The trouble is, easy doesn’t build your bank balance.

Consistently showing up, does. 

It doesn’t work with every prospect, of course. In fact, with most, the chances are that you’ll get nowhere, no matter how much you follow-up.

But with one or some, by consistently staying in touch, you'll remind them that you're the right person, with the right offer, at the right time. 

Which means that you’ll be sending invoices to your new clients while the quitters are complaining about how no-one is buying.

The fun and great unknown aspect of consistent business development is seeing who will convert from cold to warm to hot prospects and who will then become a client.

We’re going to explore why consistency is your secret weapon in winning and retaining corporate clients. 

And we’ll discuss the actionable strategies that you can implement immediately to create a culture of consistency within your business.

Key Areas to Focus On

1. Brand Messaging:

Ensure your messaging is clear and cohesive across all platforms. Your clients should immediately recognise your brand’s voice and values, whether they encounter you on social media, your website, or in person.

2. Service Delivery:

Establish standard operating procedures (SOPs) for your projects. Consistent processes lead to predictable outcomes, which clients, particularly large ones, appreciate and need.

3. Communicate Consistently:

Develop a regular communication schedule with your prospects. Whether it’s monthly or quarterly check-ins, consistent updates keep prospects informed and engaged. This fosters trust, strengthens your relationship, and reinforces how much you care about them and their brand.

4. Performance Metrics:

Set measurable goals and regularly track your performance against them.

Building a Culture of Consistency

Encourage your team to adopt a mindset focused on consistency. Provide training and resources that empower them to deliver high-quality work reliably. Celebrate successes and share stories of how consistency has positively impacted your clients and brought in new clients.

Take Action!!

Now it’s time to take action. When you do, consider the following:

• Make sure brand messages are consistent across all channels. Whatever you or your brand stand for, this needs to come through in every touch-point. 
• Are you communicating regularly and effectively with your clients and prospects? Most people are INconsistent with their communication so you can stand out just by continually showing up.
• How often do you put thought-leadership content in front of prospective clients via email, social media posts/videos, webinars etc.? If it’s less than once a week, you need to step up your game! 
• Engage with other successful people in your market. Look to comment or engage with these opinion leaders and influencers in some way at least 4-5 times per week. This puts you on their radar and their followers’ radar as well.

Join the Conversation!

How can you implement these strategies? 

Remember, consistency isn’t just about doing the same thing over and over; it’s about testing and measuring and ensuring that every interaction reinforces that you can deliver the service, solutions and reliability they seek.

We’d love to hear your thoughts on this! What challenges have you faced in maintaining consistency? Have you discovered any best practices that have worked wonders for your business? 

Reply to this email or connect with us on LinkedIn to join the conversation. Your insights could inspire fellow readers and help foster a community of support and shared learning.

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