Building Your Client List with Confidence and Clarity

Building Your Client List with
Confidence and Clarity
A workshop on high-touch-low-tech relationship building
Presented by
Sam Popp @sampoppnyc
and Tracy Robin @tracyrobinwr
| 12.19.15 | Shine Yoga Center, Cliffside Park, NJ |
Deck created and presented by Sam Popp @sampoppnyc and
Tracy Robin @tracyrobinwr

Building a book of business can feel intimidating.
Whether you’re searching for clients online or in-person, bringing your
services to a wider audience can be daunting
With a little bit of intention, you can plant the seeds of future business by
• Strategically aligning yourself in referral relationships
• Simplifying your social media
• Optimizing your time at live events
(You know, because if you’re trying to build your client list, you should
already be networking, creating a social media presence, and attending
industry events) 

But just because finding new clients is
intimidating doesn’t mean it has to be hard.
We’ll talk about what it means to create
HIGH-TOUCH-LOW-TECH strategies
that will foster CONFIDENCE + CLARITY
And will help you make the most of your efforts, both online and in-
person

But first, let’s get CLEAR
so we can create
business intention with
CONFIDENCE

Set a timer for 5 minutes and journal the
following questions:
• What do you offer?
• Who do you serve?

Build a scaffolding of introduction:
• What do I offer?
My name is Sam Popp and I offer a few services through Teach and Learn
Networking: I produce and speak at events and workshops that focus on
relationship building for entrepreneurs, which include monthly Meetups in
NYC and NJ. I write a weekly newsletter on networking and
entrepreneurship. I also consult with business owners to help them develop
events and individuals that want to develop networking strategies
• Who do I serve?
I serve entrepreneurs that 1. Attend events to connect with other business
owners or 2. Are interested in professional development and/or 3. Want to
market their services with event production or sponsorship

Now let’s tear it down:
Can you condense that information into one sentence?
My name is Sam Popp and I’m the founder of Teach and Learn
Networking. I design events and content for entrepreneurs with a focus
on relationship-building skills.
If you can’t CLEARLY and CONFIDENTLY communicate your schtick in-
person or online, you won’t be building any kind of list. Confused
customers don’t buy. And lengthy, rambling, or half-developed
explanations of what you do are a recipe for confusion.

No growth without feedback
Give your 5 minute journal activity to a friend or mentor and ask them
to review.
Does it make sense? Can they understand who your audience is and
what services you have?
Revise revise revise until what comes out of your brain makes sense in
other people’s brains.

•Now that we feel clear and confident in who we
are going after and what we’re going to offer
them, let’s create a plan of high-touch-low-tech
solutions for reaching them.
•What does high-touch-low-tech mean?
•We’re going to tell you! But first….

If you’re enjoying this deck…
Learn more and follow the people behind the presentation:
NOW LET’S GET BACK TO THE GOOD STUFF!
Sam Popp @sampoppnyc
Founder of Teach and Learn Networking
www.tandlnetworking.com
Founder of Shine Yoga Center, The Yoga Lifestyle, and Holistic
Women Entrepreneurs in NJ/NYC
www.tracyrobin.com

What is “HIGH-TOUCH-LOW-TECH”
relationship building?
We use this term to refer to ways that create relationships with new
customers that:
1. Have lots of human involvement (even if it’s online)
2. Require little knowledge of outside resources to carry out (and we’ll give
you the stuff you need to know)
Which means these solutions will jumpstart your “know-like-trust” factor and
are easy to implement

How can we do that? 3 ways:
•Building strategic alliances with people
outside of your industry
•Automating your social media
•Optimizing your time at live events

Building lists with strategic alliances
Who else serves who you do, but offers a different service?
Partnerships made in heaven:
• Realtors + divorce lawyers
• Financial planners + recruiters
• Personal trainers + wedding planners
When you create relationships with people that share your business
but not your competition, you can build your client list with referrals

How can I strategically align with the right
people to form these kinds of relationships?
Once you’re clear on who you are trying to meet and what you can offer to
them in a referral relationship, you can
• Ask your network for introductions (“Does anyone know a pastry chef?”)
• Frequent their spaces (Are there Meetup groups, CoCs, workshops, or
places your ideal contact attends?)
• Approach via LinkedIn and offer a service or collaboration (What do you
bring to the table? Why should they be interested in a relationship with
you?)

Building good social media habits
Your customers might not be on social media, but your industry and the
media are. A re-tweet or re-post from a major news outlet is not only more
possible than you think, it’s organic publicity to new clients
It’s important to not only have an account, but to regularly update it with
human-sounding content to grab the attention of followers (don’t use a 3rd
party content poster)
Yes, it’s overwhelming and there are a lot of platforms
Let’s take the fear out of social media and figure out a way to make it easy

Remember: Followers ≠ Client List
• Connections on FB, Twitter, and LinkedIn are simply that: online
connections. They aren’t subscribers or clients – yet!
• BUT they can be converted through consistent contact, nurturing with
content, and strategic calls to action
• Plus frequent and quality social media posts build your credibility and
online presence, which will entice followers to subscribe to your list
or engage your services

Where do I start?
Sign up for a Facebook fan page, Twitter, and LinkedIn. At the barest
minimum, you should be using these 3 platforms.
Or ask a Millennial ;)
Facebook 101 Twitter 101 LinkedIn 101
Click below for some tutorials to get started:

What can I post?
In consideration of your brand, the audience you’re trying to reach, and
the services you offer, your post possibilities are endless:
• Your own writing, photos, and ideas are most valuable
• Not ready write your own stuff? Repost other people’s articles and
offer your comments when you share it
Click here for 50 kinds of content you can create or
curate

Here’s the most “high tech” thing we’re going
to talk about
You can automate your social media posts so that all your accounts are
regularly updated a.k.a. your online followings are being engaged
Scary? It seems high tech now, but in the long run, it will feel low tech
Automation is worth learning because it takes the thought out of social
media.
Click here to watch this 5 min YouTube video about using Buffer to
streamline your social media

Making the most of live events
Networking events, happy hours, workshops, industry events,
community happenings are great places to forge connections with
future clients and referral sources
Even if you run an online business, the best and most valuable
connections are always built in person
How can you use the information and people found at live events to
build your list?

Let’s make a plan.
Don’t just say you’re going to “get out more” – create a calendar of
events and stick to it
Meetup.com and EventBrite.com are the best ways to find out about
local groups and offerings (FB events and scouring Twitter can be good,
too)
Invite a friend to join you – as long as you remember to introduce
yourself to new people at the event, a friend can help you keep the
commitment to attend

Create great relationships at the event and
beyond
Have a service or product that would be
great for a giveaway? Contact event
organizers and offer to swap promotion for
a freebie at the event
Now that you’ve got your social media up
and running, post photos and quotes from
the event with appropriate hashtags and
the Twitter handle of speakers involved (you
can make easy-to-build graphics on
Canva.com – boom, original content!)
Initiate follow-up contact with everyone you
met within 24 hours
Above quote grabbed from Dorie Clark’s
presentation at the AppNexus Women’s
Leadership Forum on Dec 3, 2015 in NYC

Thanks for learning with us!
LEARN MORE ABOUT TRACY ROBIN

Tracy Robin brings lessons from 15 years of
entrepreneurship to her coaching and
business mentoring practice with holistic
business owners
@tracyrobinwr
www.tracyrobin.com
LEARN MORE ABOUT SAM POPP

Sam Popp is the founder of Teach and Learn
Networking, a NYC based event and content
platform for entrepreneurs
@sampoppnyc
www.tandlnetworking.com

Building Your Client List with Confidence and Clarity

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