Episode Details

In this episode, Barbara and Steve discuss:  

• Ways to get referrals 
• Profiling your ideal client: know who you are marketing for 
• Paid Media 

Key Takeaways:  

• If you remove the risk from the person you are asking, then referrals are much more likely to come 
• Creating a referral pad or a book to hand out to other professionals in your field, gives  them a tool to remember you by and share with patients 
• Creating a premium experience will allow you to demand premium pricing 

“The offer isn’t just what you deliver and the price you charge, but it’s the experience you create around that. And are you creating an experience that someone might be willing to pay a premium for?” —  Steve Gordon  

   Transcription

021 Steve Gordan 

Barbara Hales:       Welcome to this episode of Marketing Tips for Doctors. Today we have Steve Gordon as a guest.      Steve Gordan is a bestselling author, the founder of the Unstoppable CEO and the host of the Unstoppable CEO podcast. He has written over 400 articles on marketing per service businesses and helped service business entrepreneurs create leveraged marketing systems so they can spend less time on business development and more time on what matters most. After growing his firm’s revenue by 10 times, Steve started his second business consulting with businesses across 30 industries including manufacturing, professional services, and consulting to design sales, marketing, and referral systems for high-ticket, high-trust products and services. He’s here to share what he’s learned throughout his journey to help you attract your ideal clients and achieve the business goals you’ve been dreaming of. Welcome to the show, Steve.

Steve Gordan:             Hey, Barbara. Thanks for having me. This is going to be fun.

Barbara Hales:             I think so, too. Steve, growing your firm’s revenue 10 times is quite impressive. What was the biggest challenge you had, and how did you achieve this monumental growth?

Steve Gordan:             Well, the biggest challenge was that I was young and new in business, and there was an awful lot we didn’t know at that point between me and my team. We were all fairly young, and so it was always a bit of an adventure as we learned how to grow the firm. But back then, we would get referrals from clients, which are great. Everybody gets referrals, but we didn’t really know what made the phone ring one day and what made it not ring the next day. So, our new client flow was really inconsistent, and we really didn’t know what to do at that point to influence it. We were selling a service that people didn’t wake up in the morning wanting to buy with something that very specific people needed to buy at certain times in the life of their business, and that’s a bit of a different animal to sell. It’s not like we had iPhones for sale with people lined up around the corner of the building to get one. So those were all big challenges.

Barbara Hales:             So how did you overcome them?

Steve Gordan:             Well, I became a student of marketing and really began to devour everything that I could get my hands on to learn how to market and to sell. I came from a technical background and really wasn’t trained to sell. I got out into the real world a