Steve Raju shared an eye-opening story during the last run of his ClientRaker training.
Steve had used the client-getting system he describes in ClientRaker, and had landed a meeting with the CEO and founder of a biotech company, the world #1 company for performing complex clinical trials for new pharmaceuticals.
What might you guess that the CEO of such a company really wants?
Use your marketer intuition a little.
Do you think this CEO’s primary concern is bringing the newest livesaving drugs to the market in a safe way?
Or are you more cynical, and do you think he really just wants to make as much money as possible, as quickly as possible?
Or do you perhaps think this CEO’s focus is on operational issues, and his primary concern is getting more leads in the pipeline for his company?
All three are reasonable guesses.
All three are wrong.
Here’s what the CEO actually wants, according to what Steve shared on the ClientRaker call:
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But then we talked to the CEO, the founder, and he said, “I’m actually a bit fed up with this business. I want to exit. So I’ll throw a bit of money at you if you can kind of tidy up this project a bit and get some decent figures, get a bit of an uptick on the graph, so I can show that to potential investors and I can get out of here.”
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Steve, who is a very sharp guy himself, says these biotech people have brains the size of planets. But they know nothing about marketing.
And like he heard from the CEO himself, they are ready to throw a bit of money at you if you can take their current marketing from godawful to *squint your eyes* having some promise, so they can show that to their investors and get on to the next thing.
Again, you don’t have to target biotech CEOs if that sounds boring or repulsive or intimidating to you.
There are lots of other markets that you might prefer to go into using the same process that Steve uses.
But whatever market you go into, this is the reality of what you’re dealing with. Of course, not with every business owner, and not in every moment. But more often than you might believe.
”Everybody wants to escape,” says Dan Kennedy, “at least on some days.” And they are willing to pay good money if you can supply a file they can use to grind down the bars of their prison cell, and bedsheets they can use to lower themselves down to the ground.
Now a reminder:
What Steve teaches inside ClientRaker is how to figure out what promises to make to potential clients, and how to get on the radar of such clients, so a meeting becomes inevitable — their idea, rather than your own.
If you yourself are looking to escape whatever your current situation is, whether that’s starving because you don’t have enough clients, or hating your life because you have plenty of clients, including those who bully you or make you miserable, then this can be a way out.
If you want this knowledge before it disappears: