Hey ,
Kenneth shared his Golden 5-Step HARPOON Client-Acquisition Method in a 45-Minute Presentation Last Week.
The HARPOON is a truly deadly creation…
Initially designed 90,000 years ago… it gave fishermen the edge over bigger and badder predators – Crocodile, Whales, Sharks.
It’s somewhat like a slingshot David used against Goliath… a weapon that gives him an unfair advantage even against a Giant towering over him.
Now, while we aren’t hunters… we can certainly apply the concept of the HARPOON when it comes to getting clients.
If you’ve ever encountered beliefs or thoughts like…
“Wow… this client is just too big for me.”
“I CAN’T HANDLE IT.”
Then this is something you can absolutely apply:
In the training, Kenneth shared a story where he got invited by a Multi-Billion MNC to pitch for a $50,000 project.
In 2 hours, he closed the deal worth 10X the original value ($500,000)!
Best of all… the MD was super happy to pay, and he even claimed the money was not a problem.
And he did it using the 5-Step HARPOON method.
Here’s how:
1. Step 1: HOOKING IN (Getting One Foot Into The Door)
Now, if you observe carefully… most harpoons have a curved edge after the sharp tip.
The curved edges are designed to hook onto the target so that they can’t escape.
*AHEM*… now if we take this out of the hunting context.
And back to getting clients, one thing you should absolutely do is to get one foot into the door.
If you’re a beginner… it might not be possible to write a VSL for Agora right away… still, it’s quite a big deal if you’re able to write emails for them.
Because if they’re already a client, you already have access to them.
And that’s already ONE FOOT INTO THE DOOR.
What comes next is just proving your worth for them to hire you for bigger, fatter gigs.
Think of it just like a progression…
However, this wouldn’t have happened if you do not have one foot into the door…
2. Step 2: Tackling The Whale’s Moving Pain
Back to Kenneth’s story:
When Kenneth spoke to the MD, he realized what the problem was right away…
The MNC was having an Attrition Rate of 110%…
They’re losing more employees than they could actually keep…
If a corporation loses more than 20% of their employees… that’s already considered a crisis…
Because loss of manpower equates to loss of $$$, they have to spend hundreds of thousands of dollars on hiring and retraining all over again…
And because their employee retention is so bad…
Chances are this investment would be wasted as well…
Can you see that this is a self-perpetuating destructive cycle going on?
So that was it…
That’s Big Whale’s Moving Pain right there.
They were losing so many employees that it didn’t make sense for them to hire and retrain new people… only to lose them again at the end of 2 or 3 months.
With that insight, Kenneth was able to come in as a partner… rather than a vendor.
What comes next is just proving your worth for them to hire you for bigger, fatter gigs.
Think of it just like a progression…
However, this wouldn’t have happened if you do not have one foot into the door…
3. Step 3: Create a UFO MVP (A Proprietary Solution and a Proprietary Methodology for them)
After attending the employee onboarding program… Kenneth realized what the problem was.
The root problem lies in the Employee Onboarding Orientation Program…
It was messy, unstructured and they were a lot of important segments which were left out (Employee Benefits, Career Path, Compensation).
And what the MNC initially wanted was to produce a Corporate Video to hype up the new hires and made them excited…
They were oblivious to all these underlying problems.
So once Kenneth nailed down the root cause of the Moving Pain… he started working on the solution.
An unique Solution with an unique Methodology unique to the problem which they had.
The ThinkBoarding Program – A HR-Specific Strategy Offer to deal with the employee attrition problem.
Because of how unique the problem was… and how unique the solution proposed… he could charge an exorbitant rate for it.
Can you see that this is a self-perpetuating destructive cycle going on?
So that was it…
That’s Big Whale’s Moving Pain right there.
They were losing so many employees that it didn’t make sense for them to hire and retrain new people… only to lose them again at the end of 2 or 3 months.
With that insight, Kenneth was able to come in as a partner… rather than a vendor.
What comes next is just proving your worth for them to hire you for bigger, fatter gigs.
Think of it just like a progression…
However, this wouldn’t have happened if you do not have one foot into the door…
Step 4: Justify Pricing with Expensive Deliverables
Kenneth not only did the strategic consulting… but he provided an entire full-fledged DFY service.
Which includes:
- Specialized Video Production using Film Producers
- ThinkBoarding Process Gamification
- Ideation and Creation of Branding Collaterals (PowerPoint Slides, Pamphlets)
- Measuring of Attrition Rate at the end of the program.
Because of how specialized the problem was…
There was immense value in the strategy session given the understanding of the implications of the employee attrition problem (the second and third order effects) and also the root cause of the problem (Bad Employee Onboarding).
The MNC found it hard to say no.
Apart from that… the proprietary solutions suggested sounded really difficult and hard to implement… even if they have a team to do so.
Almost each of them require some level of strategic thought before any implementation.
The truth is…
The company can “take” the idea proposed by Kenneth and hire cheaper vendors to execute it… however without the strategic alignment from him… the entire project could flop.
And that’s where the true value of his expertise lies.
The more you’re in sync with your prospects Moving Pain and Root Cause… the higher you can charge for consulting.
5. Shout About Your Achievements Everywhere
After doing a good job for your clients… be sure to save it as a case study.
Or get a testimonial from them. 😀
And share it on your website, blog… with your friends and tribe.
The more others get to know about your achievements… the better you’d grow as a copywriter and a marketer…
That’s all from me 🙂
Hope you got value out of this!
Cheers,
Zach