How to consistently convert new clients without content marketing

Russ Ruffino, CEO of Clients on Demand, says you can make sales online without a content marketing system.

He teaches coaches, consultants, and professional service providers how to create a simple funnel and then drive traffic (via advertising) to it and enroll clients. It's the system he's used to get his business to about $1.5 million in revenue per month with 31 employees. He outlined his approach to sales and marketing on an episode of Marketing Speaks. 

Noteworthy insights:

• Automated webinars can see up to 75% attendance rates because attendees don't have to wait days to view it - their interest is highest right when they sign up.
• Your sales call (after a webinar) is an "enrollment call." It should feel more like a coaching session than a typical sales call, and your goal should be to understand the problem the prospect is dealing with and whether you can help or not.
• The best way to get incredible salespeople is to train them yourself. Russ hires people who have never done sales before and trains them to be excellent performers. But if you want to hire people who are already delivering great sales results, the best place to look is among your competitors (there are recruiters who focus on identifying top performers from sales teams). 
• Demonstrating your expertise and sharing how you can help fix the problem is more powerful than a testimonial (which can be faked!) or a case study when you're trying to make a sale. 

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