43: Navigating the Six Stars of Client Acquisition- with Craig Lowder

a BROADcast for Manufacturers

Jan 17 2024 • 27 mins

Meet Craig Lowder

Craig Lowder, author of Smooth Selling ForeverTM and co-author of the soon to be released Trusted Advisor Confidential, is a lead conversion/sales-effectiveness expert with a forty-year track record of helping both business owners and independent trusted advisors achieve their sales growth goals. He is the founder and president of MainSpring Sales Group. Lowder has worked with over sixty companies and independent trusted advisors increase first-year annual sales from 21 to 142 percent.

He speaks extensively on the topics “The Star Guide for Smooth Selling ForeverTM, “Smooth Selling ForeverTM ... Charting your Company’s Course for Predictable and Sustainable Sales Growth” and the “NavSTAR Client AcquisitionTM System” for many groups and associations. Groups include Vistage International, the world’s largest CEO peer-to-peer association, and the Turnaround Management Association (TMA). Craig has also been featured at Entrepreneurial Operating System (EOS) group events.

Can you share with our listeners what the six stars are of the NAVSTAR client acquisition system that helped generate significant predictable and sustainable new client growth?

Absolutely. Like the ancient mariners, they had to chart their course and they followed the stars. Based on a 40-year track record of trial and error and learning, I came up with this system that I believe everyone either in sales or as a trusted advisor should follow. It starts with targeting the right fit clients or customers that you're seeking. It's foundational. If you don't get that right, you can't get any of the other five stars right.

How do we shorten that sales cycle? Do you have some advice on that?

Number one- Know your buyer journey. Everything starts with a buyer journey. Put your customer hat on your target audience and say,  "If I were to make a decision for my products or services, what step would I go through?"

Then you need to choreograph the dance, build the sales mapping process from the customer's point of view. Because of the lead conversion process, we want to be going down the road in the same direction, at the same speed that our prospective client is going. maybe a little bit ahead of them in being able to offer them A and B chocolate or vanilla options in order to guide them in terms of making an informed purchasing decision for themselves. Because in many cases they haven't purchased from someone like us maybe forever. Maybe it's been 3 to 5 years and they don't know how to purchase. So we have to guide them through the process. The third thing is because of the pandemic and there was a great article that was put out by McKinsey right and was November of 2020 after an associate of mine, and Lori knows him, put me in Forbes talking about what's going on in the virtual world. And as I say today, we're in a virtual selling world. And digital self-serve is the driver. And in the McKinsey report, which was shocking, I think, to a lot of people, do you think the sellers are driving virtual selling? No, the buyers are buying virtual selling.

And so much more…

Connect with Craig!


Smooth Selling Forever



Smooth Selling Forever: Charting Your Company's Course for Predictable and Sustainable Sales Growth