Scott Keffer, International Coach, Best Selling Author and Speaker, explains the Prospect Matrix at the Double Your Affluent Clients Bootcamp.
Scott Keffer Teaches the Prospect Matrix
(Below is the transcript from the video.)
So here, we have hot prospects. How many want more hot prospects? Hot prospects are qualified, and they have urgency. Right? Hot prospects are qualified, and they have urgency. So even if we just do industry statistics, what percentage are qualified with urgency? Like 3% are looking to buy right now.
How many would like to have all hot prospects?
Come on, raise your hand.
It’s not happening. There aren’t enough. There aren’t enough. Do you get it? There aren’t enough. Okay. So give me some warm prospects. Warm prospects come via some sort of introduction, right? Oh, I get those via an introduction. That’s a warm prospect. And some of the warm prospects are … well, hot. They have urgency. Right? So, this is how we’re told to build our business and that’s called referrals and centers of introduction.
Well, can I get enough warm introductions to grow my business? Okay, here’s the truth and I’ll explain why. No. There aren’t enough. Now, how many of you have experienced: there aren’t enough? And I’m gonna tell you why there aren’t enough, but there aren’t enough.
I love centers of introduction. We’re gonna get the centers on introduction. From whom? Attorneys and accountants. No offense to attorneys in the room, attorneys don’t know how to market either. Alright? They don’t know how to get clients either. They’re in the same boat that we are.
So I have taught at the National Network of Estate Planning Attorneys. I teach marketing. And their number one strategy is to get clients through financial advisors. Of course, get a network of financial advisors who are introducing them. So one, that would mean if I’m getting most of my clients from financial advisors, it would mean: number one; I don’t have many to give and number two, I don’t wanna make my network mad. Right? So, I’m cautious about doing that. That’s a problem because there aren’t enough of these and if you wanna 2x your business, this strategy won’t work.
Everybody experiences that. When I stand on stage, and I say, “You can’t grow your business, you definitely can’t 2x your business on referrals. You can not,” the heads usually go. So you can do that here. You can’t grow your business on referrals. Just so you know, you can’t do that. So warm prospects would be cool, they just can’t get enough of them.
Where is the money? The money is over here, in the cold prospect. When the ‘ah-ha’ came to me, Russell Brunson, one of my coach’s internet marketing guy, said … he had nothing to do with our business … He said, “You can’t grow a business to a multi-million dollar business unless you know how to get cold prospects and make em clients.”
That’s it. You can’t do it. It’s because this is not predictable. It’s not scalable. It’s not a multiplier. You have to be able to move cold to warm, and warm to hot. Right? And you need systems to do that. That’s the truth. And if you wonder why it feels like you’re driving with the emergency break on, that’s why. If you’re trying to grow your business just here and here, you’ll be just forever.
This is what I’ve found; when I look at business, I see that they have … most have some A-clients, but usually when I ask em, “How many in the last year or two,” “Oh, we’re not getting regular A-clients.” The reason is they don’t have an A-driver. They have met and worked with a lot of people. Some of them became A-clients over time. So if you have enough time and you’re okay waiting for that, you don’t really care about growing and being paid really what you’re worth, you can stay here. Otherwise, you’ve gotta conquer this.
Everybody get that? You’ve got to conquer this.