7StagesOfASuccessfulClient

PathwayByKellieO’Brien

INTRODUCTIONWelcometothe7StagesOfASuccessfulClientPathway.InthisebookIwanttotakeyouthroughthesevenstageswithinaclientpathwaythatissoulfulandsells.Firstofall,whatISasoulfulclientpathway?Well,it’smytermforwhatisasoulfulsalesfunnel.OnethataGracts,ratherthanrepels.Onethatnurtures,ratherthanpushes.Mostclientpathwaysaremadeupofsevenparts.Yes,therearedifferenttypes…Butforthecorepathway,weneedtohaveafewthings:1.   Traffic–knowwhereyourmostalignedclientsarehangingout.2.   AfreegiH–onethatissoirresisMbletoyouridealclientstheycan’thelpbut

signup.3.   Leadpage–ahighconverMnglandingpagetoallowpeopletosignupto

receivewhatyou’retryingtogivethem.4.   Thankyoupage–makethemostofathankyoupagebydesigninga“smart”

thankyoupage.5.   Emailpath–thisisprobablythemostdifficultandwherepeoplefalldown.

It’simportanttodeliveryourgiQandconMnuetonurturetherelaMonshipthroughthisemailsequence.

6.   Sales–ulMmately,youneedtoselltopeople,butlet’sdoitinawaythatissoulful.

7.   Repeatsales–thehighestconversionyouwillhaveinyourbusinessiswhenyou’resellingtopeoplewhohavealreadyboughtfromyou.Worksmarter.

We’regoingtodiveintoeachoneinmoredepthandlookathowtomakeeachstepsoulful…andconvert!Oneofthethingsmyclientsreallystrugglewithandwhathaskeptthemfromdoing“salesfunnels”previouslyisthatideaofnotbeingauthenMcandinalignmentwithwhotheyare.Thisisdesignedtoavoidcomingoffasagunghosalespersonwhorepelsclients.

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ALIGNEDTRAFFICBeforewebegin,Iwantyoutotakeoutanotebook–labelitasMYCLIENTPATHWAY–andtakenotesasyoureadthis.IoQenhavesomeofmybestideasformybusinesswhenI’mreading.IfIdon’tjotitdown,itdisappearsforever.NomaGerhowmuchItellmyselfI’llwritethatlater…Let’sbeginwiththefirststage…traffic.WehaveTHREEtypesoftraffic:-  Cold-  Warm-  HotLet’stakealookatwhateachofthesemean.COLDTRAFFICThisismadeupofpeoplewhoarejustdiscoveringyoufromFacebookadsorSEOblogposts,forexample.Ourgoalhereistogetthemtoknow,likeandtrustus.ThetrustbuildingisparMcularlyimportant.Wewanttoturnthesepeopleintoleadsandmovethemintothewarmtrafficcategory.Wecandothisthroughprovidingthemwithhigh-valuecontentthat’snon-intrusive.Now,youCANsendthiscoldtrafficstraighttoanfreegiQ,butyou’llhaveabeGerconversionoverallifyouwarmthemupfirst.WARMTRAFFICThesepeopleknowwhoyouareandaredevelopingadeeperknow,likeandtrust.Theycanbesubscribersonyouremaillist,websitevisitorsandsocialmediafollowers.UlMmately,wewantthesepeopleonouremaillistandwewanttobenurturingthem,becausethenextstepforthemistoinvestwithus.HOTTRAFFICThesepeoplehavealreadyinvestedwithus.Ourgoalnowistohavethempurchaseagain…andagain.Wewantthemtoturnintocustomersforlife.ThisiswhereyoucanreallyfocusinonthelifeMmevalueofacustomer.Ifyou’renotsurewhatI’mtalkingaboutwiththisorhowtodothat,thenI’dbehappytochat.

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ALIGNEDTRAFFICHowdowefindthistraffictobeginwiththough?Youneedtobeaskingyourself:Wherearemyidealclientshangingout?Thisisbothonlineandoffline.Asmarketers(andyes,ifyou’reinbusinessandtryingtoaGractcustomersandclients,youareamarketer!),wenowhaveendlessopportuniMesformarkeMngourbusiness.Thesheervolumeofplaiormsandtoolsthathavesprungupjustmakeourjobsomucheasier.Theseplaiormsgiveustheopportunitytofinallyhavetwo-wayconversionswithpeople.Unlikeintheolddayswhereitwasoneway–andoQenwasdesignedsowewere“shouMng”atpeople…andwecouldonlyhopetheyheard.Butlikeamotherwhoshoutsatherchild,isitreallyeffecMve?Asweknow,usingaquietvoiceandhavinganopenconversaMonisfarmoreeffecMve.ButatthesameMme,alltheseplaiormshavealsomadeourjobsmuchharder.Thesheervolumeofplaiormswehaveaccesstocaneithercompletelyparalyseuswithchoicesowedonothing,oroverwhelmussoweburnout,deliverourmessagewithliGleenergyandspreadourselvessothin,peoplerarelynoMceus.It’seasytogetsweptupinthelatestmarkeMngcraze,butIwantyoutobesupercarefulaboutyourchoices.Reallyzeroinonthatidealclient.Andifyouhaven’tdonethiswork,pleasebookasessionwithmetoworkthispartout.OnceyouknowyouridealclientinMmately,everythingelsejustbecomessomucheasier.Here’sacaseinpoint.OneclientwasspendingallherMmeonBlab,becauseitwasthelatestcrazeandshewantedtobeoneofthefirstadopters.Igetit.

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ALIGNEDTRAFFICThereissomepowerinbeingfirst.Problemwas,shewastryingtoaGractacertaintypeofbusinessownerwhojustwasn’tonBlab.Whenwefinallytalked,shetoldmeexcitedlyhowmanypeopleshewasconnecMngwitheachMmeshedidaBlabandhowitwasdefinitelythewaytogo.ButasIprobedaliGledeeper,whatbecamesoaparttoherwasthatwhenshewasonBlabshewasconstantlytalkingtomalemarketers.NOTheridealclient.AndcertainlynotaQerwhatshehadtosell.Soreallyanalysewhethertheplaiormsyou’reusingareactuallyachievingthegoalsyou’veset.Asyou’lllearnasyouprogressthroughthisebook,Ibelievewholeheartedlyinlookingatyourmetrics.YouneedtobetesMngeverythingyoudo.Becauseifyou’renotmeasuring,thenhowdoyouknowhowyourmarkeMngisdoing?You’reflyingblind.Onceyou’vedeterminedWHEREyouneedtobe,setyourgoalsandthendigbackintotheRealityCheckCalculatortogetaclearpictureonjusthowmuchtrafficyouneedtobeaGracMngtoreachyourgoals.Youcandothis!STEP1:Writedownthetop2-3placesyouridealclientishangingout.

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YOURIRRESISTIBLEFREEGIFTWhydowebotherwithafreegiQ?Themainreasonisthatit’sdifficulttogetpeopletopayyouforyourproductsandservicesassoonastheydiscoveryou.OQen,weneedtobuildthatknow,likeandtrustfactor.Trustbeingthemostimportant.Atthispoint,theyhavenoideawhetherwhatyou’regoingtooffertheminthepaidofferingisactuallywhattheywant.Theydon’tevenknowifyouareTHEIRtypeofpersonyet.SobyconsumingafreegiQ,theygetatasteofwhatyourpaidofferingsarelike,theygettoknowyoumore,understandyourvaluesandgetaclearpictureofthequalityofyourwork.ThereareafewthingsthatcangowrongwithafreegiQthough.1.  Nobodyoptsintogetitinthefirstplace2.  NobodybuysoncetheydogetitToovercomethefirstchallenge,weneedtocreatesomethingyouridealclientcan’tsaynoto.Somethingthatfillsahighneedforthem,butdoesn’tgivethemeverythingyouhave.AndIdon’tsaythatassomeshiQymethodtogetpeopletobuy,butpurelybecauseifyougivethemeverythinginthefreegiQ,theywillleavecompletelyoverwhelmed.Theywouldn’ttakeacMonandthey’dneverendupinvesMnginyouinthefirstplacebecausetheyhaveabsolutelynotrustyoucandeliveraresultforthem.Andthat’sreallywhatALLofthiscomesdownto.Peoplewantaresult.Itdoesn’tmaGerhowbigorsmallitis,theywantsomeformoftransformaMon.Ifyoucanprovidethatforthem–evenifit’slikethisebookingelngsomeonetoactuallysitdownandmapouttheirclientpathway–that’sbeGerthanmegivingyoueverysinglenutsandboltsitemtodo.

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YOURIRRESISTIBLEFREEGIFTEnsurethefreegiQyou’regoingtocreateissomethingyouridealclientgenuinelydesiresandisofhighquality.Yourprospectwilljudgeyourpaidproductbasedonwhatyouprovideinyourfreeproduct.Iknowyou’regoingtogetfarmorefrommeifyougoawayandactuallycreateyourmap.Andthemoreyourefinethatmap,themorechanceyou’llendupwithasystemthatworksforyou.NowifI’mbeingcompletelytransparentwithyou,andifyouwanttoknowexactlywhatmygoalofthisebookis,it’stohaveyouaspartofmyOne-DayClientPathwayVirtualWorkshop.IwouldlovetohelpyouCLEARLYDEFINEwhateachpieceofyourpathwayisandthenIMPLEMENTyourmapinoneday,soit’sworkingtotransformvisitorsintoidealleads,saMsfiedsubscribersand,ulMmately,soulfulsales.ButIknowthatifnowisnottherightMmeforyoutoworkwithme,that’sOK,becauseyou’llputthisebookdown(orshutthelidonyourlaptop,atleast)andhavegainedfargreaterinsightintohowthisworksandhaveamapyoucantakeawayandimplementyourself.Sowhenyou’recomingupwithyourirresisMblefreegiQ,ensureit’ssomethingyouridealclientgenuinelydesiresandisofhighquality.Yourprospectwilljudgeyourpaidproductbasedonwhatyouprovideinyourfreeproduct.Also,ensurewhatyou’recreaMngtakesthemonapathwaythatmovestowardsyourpaidoffering.WhentheyconsumeyourfreegiQ,whatdotheyneedtoknowtotakethenextstepwithyou?Thiswillbeveryuniquetoyou,butforexampleitcouldbethatbeforetheyinvestinyoutheyneed:-  Toknowtheycantrustyou,byactuallyseeingthatyoucangetthemaresult-  Toseeyou’reanexpertinyourniche,bysharingyouracademicqualificaMons,

real-lifeexperienceorknowledge

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YOURIRRESISTIBLEFREEGIFT-  Toviewthequalityofyourwork,becausequalityassuranceistheirhighest

value-  Toknowyou’rejustlikethem.Tome,thisisafarmoresoulfulwayofmovingpeopletowardsasale.TheycanselfidenMfythatyouandyourpaidofferingaregoingtobeagoodfitforthemthroughwhatyou“demonstrate”tothemthroughthisfreegiQ.Asyoumayhaveheardmesaybefore–oneproblem,oneresult.Don’ttryandsolvealltheirproblemsinonefreegiQ.Now,IwantyoutoaskyourselfwhatyouridealclientNEEDSrightnow,howcanyougetthemaresult(noma\erhowsmall)andhowcanyoushowwhatthenextstepinthepathwayis?

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HIGHCONVERTINGLANDINGPAGEWhatexactlyisthislandingpagething?AnddoIreallyneedone?Aleadpageisdescribedasapagethatpeoplelandonthatfeaturesaformandactstocapturetheiremailaddress.Thecoregoalofyourlandingpage(oropt-inpage)istogetyourprospectsemailaddressinexchangeforyourfreegiQ.Soundseasy,right?Thenwhydosomanypeoplehavetroublegelngthepeoplewholandonthispagetopartwiththeiremailaddress?Granted,itwasoncemucheasiertogetpeopletogivetheiremailaddresstoyou.Now,peoplearealiGlemoreguardedabouttheirprivateinformaMon.It’swhy,ifyou’retryingtotargetcoldtraffic,you’reoQenbeGerwarmingupthattargetgroupaliGlebeforeyoustartthrowingthingsinfrontoftheirface.Whenyoucreateyourlandingpage,youneedtothinkofitlikeasalespage.Because,inallreality,there’sanexchangehappeninghere.Itmightnotbemoney,butforsomepeopleit’sjustaspreciousasmoney–it’saccesstotheirinbox.Andwhatisthecoreofwhatwelearnwhenitcomestosales–leadwithbenefits.Sohere’sthestep-by-stepguidetocrea`nganopt-inpagethatconverts:Step1:Benefit-drivenheadlineStep2:ShortdescripMonofthefreegiQStep3(opMonal):Threedot-pointbenefitstofurtherbreakdownwhatthey’regoingtogetandwhytheyshouldcare.Step4:ImagethattellsastoryStep5:CalltoacMontoopt-intogetthegiQ.Likeasalespage,youmust“askforthesale”.Writedownthebenefit-drivenheadlineforyourlandingpage:

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ASMARTTHANKYOUPAGEThisisoneofthoseoQenoverlookedpages,butcanprovideatonofvalueifdonetherightway.YoucandeliveryourspecialgiQviathispage(or,asIwillshowyoulater,viaemail).However,Iliketousethispagetoencouragesubscriberstotakethenextstepwithyou.Thereareamyriadofideasyoucanusehereand,really,it’sonlylimitedbyyourimaginaMon.Thinkaboutwhatyourgoalsare?Whatareyoutryingtoachieveinyourbusiness?Ifpeoplearegoingtolandonthispageanyway,howcanyouusethispagetoleverageyoureffortsandmeetyourgoals.Forexample,maybeyou’retryingtobuildyourfreeFacebookgroup.Theninvitepeopletoit.Maybeyouhaveapodcastandyou’restrugglingtogetsubscribers.Askpeopletosubscribefromthispage?Strugglingwithtraffic?Thenaskthesepeople–yourmostalignedclients–tosharethepagewiththeirnetwork!THAT’Sleverage!Whatareyougoingtoachievewithyourthankyoupage?

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EMAILPATHWAYIfyou’relikeIoncewas,youhadpeoplesignupforyourfreegiQ,youdelivereditandthen…youwentonyourmerrywaydoingsomethingelse.Andyouwondered,whyonearthdoesnoonebuyfromme?That’swhereIwasat,anyway.Ididn’tunderstandthevalueofbuildingarelaMonshipwithsomeone.Orthatbynurturingeachpersonwhocameontomyemaillist–becauselet’snotforgetwe’redealingwithREALpeoplehere,notjusta“bunchoftraffic”–thatwhentheMmecameforthemtofindasoluMontotheirproblem,Iwouldbethefirstpersontheythoughtof.Therealityis,mostpeoplewon’tbuyonthefirstvisittoyourwebsite.Infact,98%ofthemwon’tbuy.That’saLOT!Andmostwon’tbuyaQerthatfirstemailfromyou.Infact,itcantakesomepeopleuptoninemonthstomovefromknowingwhoyouaretoinvesMnginyou.SoifyougiveupaQersendingthewelcomeemailandthrowthemontoagenericnewsleGer,whatopportuniMeshaveyoumissed?SomeMmes,peopledon’thaveatrafficproblem.Theyhaveallthetraffictheyneed.Theyhaveanurturingandconversionproblem.Thatis,theyneedtonurturemoreofthepeopletheyalreadyhavetomovethemtowardsaconversion.Thinkaboutit.Ifwegobacktoourtraffictemperature,it’smucheasiertoconvertwarmtrafficthanitiscoldtraffic.SowhydowekeepgoingaQercoldtraffic?Andthatwarmtraffic,someofthatissowarmit’sfrightening.TheyWANTtoboil–butyou’renotlelngthem.Becausethey’rejustwaiMngforyoutomaketherightofferintherightwayattherightMme.Areyoudoingthat?

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EMAILPATHWAYLet’sstartatthebeginningwithouremailpathway.OneofthebestwaystodeliveryourirresisMblefreeofferisviaemail,whichcanencourageandtrainyoursubscriberstoidenMfywhoyouareandopenyouremails.Wewanttoachieveafewthingswiththisemail,butnamelywewanttodeliverthefreegiQ,introducewhoweare,whythey’rereceivingtheemailandsettheexpectaMonsforgoingforward.Butpleasedon’tstopyouremailpathwaythere.ItneedstoconMnuetohelpyoubuildarapportwiththisnewpersonwho’sjusthandedovertheiremailaddressinexchangeforyourfreegiQ.Nowthatyouhavesolvedaproblemforyouridealclientthroughyourfreeoffer,whatisthenextstepintheirjourneytoworkingwithyou?EachemailshouldtakethemonestepclosertobridgingthegapbetweenyourfreegiQandyourpaidoffering.DuringtheOne-DayClientPathwayVirtualWorkshop,Isharewhatthefivetosixemailsarethatyoucanbeusingtohelpbuildrapportandmovepeopleeffortlesslyfromfreetopaid.Wealsolookathowtogetpeopletoopenandclickeachemailtoallowthemtoconvertintoleadsatamuchfasterpace.ButinthemeanMme,Iwantyoutothinkaboutwhatthelogicalpathwayisforyouridealclient.NowtheyhavethefreegiQ,whatcanyoubegivingthemnextthatshowsthemyou’rethemostlogicalpersontobeworkingwith?Onekeytotheseemailsistomakeeachaddvaluetotheirlives,eventheonesthatyou’reofferingyourpaidproductorservicein.It’sagreatwaytosaMsfyandbuildtrust,evenwhenwe’reselling.

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SOULFULSALESThisbringsustothesellingstage.Thismightbethepartwhereyourunforthehills.Don’tgetmewrong,youwouldlovetobemakingmoremoneyinyourbusiness.Butthewholeideaofsellingtopeopleconjuresupimagesofgung-hosalesmenwhoarepushyandleaveyoufeelingguiltyifyoudon’tbuy.It’ssuchahorriblefeeling.We’renotgoingtheretoday.Promise.WhatIwantyoutodoinsteadisswapyourthoughtof“sales”to“service”.Howcanyoubeofmoreservicetothesepeoplewhohavegivenyoutheiremailaddress,they’veopenedallyouremails,they’veclickedyourlinksandconsumedallthegreatcontentyou’vebeenprovidingthem?It’simportanttogivepeopleanopportunitytotakeupyourpaidofferings.Iwantyoutoimagineforaminutewhatitwillbelikewhensomeonedoes–thetransformaMonthatwilltakeplaceintheirlife,thethankstheywillbestowuponyouforofferingitinthefirstplace,andwhatopportunitythatclientwillopenupforYOU.HowwouldthatchangeYOURlife?Asyoumayhaveheardmesaybefore,ifyoucan’tmeasureit,it’snotworthdoing.Soifyou’renotaskingpeopletocomeandworkwithyouortakeupyourpaidoffering,thenyouhavenothingtomeasure–andthat’snotabusiness.AMpforyouasyougoandtacklethisstepistohoneinonthatidealclient(yes,IknowIkeepbangingyouovertheheadwiththatone!)andpinpointtheirpainpointsandpleasurepoints.Usewhicheverworksbestforyou,butshareastorywiththemofeither:-  Wheretheyarerightnowandwhatlifecanbelikewhentheymovebeyond

thatOR-  Wheretheywanttobeandhowthat’sachievable.

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REPEATSALESAliGleearlierinthisebookImenMonedhowsomeMmesyoudon’tactuallyhaveatrafficproblem.Youhaveanurturingandconversionproblem.SomeMmes,itgoesbeyondthat.It’smuchsimpler.Theproblemisyouhavenowhereforpeopletogooncethey’vebought.Didyouknow,it’s50%easiertoselltoexisMngcustomersthantonewprospects.That’saccordingtoMarkeMngMetrics.Sowhileyou’retryingtoconvertthatcoldtrafficintosales,oreventhatwarmtrafficintosales,youcouldbecreaMnganofferingthatconMnuesthepathwayforpeoplewhomostwantwhatyouhavetogive.Peoplewhoalreadyknow,likeandtrustyou.PeoplewhoarejustwaiMngforyoutohelpthemfurther.Haveyoueverofferedyourpastclientsandcustomersthenextstep?Doyouhaveanotherofferingforthem?Itdoesn’talwayshavetobealongthesamelinesaswhatthey’vealreadybought.SomeMmesitcanbeanofferingthatcomplementstheoriginal.Here’saliGlefurtherconvincingforyouonthevalueofcustomerretenMon…AccordingtoBainandCo,a5%increaseincustomerretenMoncanincreaseabusinesses’profitabilityby75%.Wowsers!And,fromLeeResourceInc,aGracMngnewcustomerswillcostyourbusiness5MmesmorethankeepinganexisMngcustomer.Soyourgoalistokeepnurturingandearncustomerloyalty.Iwantyoutothinkaboutwhatisthenextlogicalthingistoofferyourclients?

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REPEATSALESWhatIwantyoutodonowisstartmappingoutyourpathway–fromthetrafficyoumostneedinyourpathwaytowhatyou’regoingtobeselling.Traffic:Opt-In:Leadpageheadline:ThankYouPageoffer:Emailsequencebridgingsteps:Paidoffering:Nextoffering:Youknowallthesestepsnow,youhavetheanswerswriGenaboveastowhatpiecegoeswhereforYOUandyouknowthatifyouimplementit,itwillbehugelybeneficialinbuildingyouremaillistandaGracMngaconsistentincome.Thereasonwhysalesfunnelsmaynothaveworkedforyouinthepastisbecausetheyweren’tdesignedforYOURbusiness.Theywereacopyofwhatworkedforsomeoneelse’sbusiness.It’swhyit’ssoimportanttobuildapathwaythat’stailoredspecificallyforYOU.Whichleadsmetomyownpaidoffering–whichistheOne-DayClientPathwayVirtualWorkshop(seewhatIdidthere?).Inallhonestythough,ifyouwanttoincreasethevolumeoftargetedtraffictoyourbusiness,ifyouwanttogrowahighlyresponsiveemaillistfullofyourmostalignedclients,andifyouwanttofinallybegintoaGractaconsistentincome,thenasalesfunnelisthelogicalanswer.

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REPEATSALESButifyouwanttodoitinawaythatdoesn’tleaveyoufeelingallicky,thenasoulfulclientpathwayisthebestfit.Ifyouknowyouneedsomehelpwithgrowingyouremaillist,ifyouknowgeneraMngconsistentincomeisimportanttoyou,andifyouknowyoudon’twanttogoanotheryearsMllspinningyourwheelsinoverwhelmandlack,thenIwouldlovetoextendtheinvitaMontoyoutobookavirtualseatamongwomenwhoarelookingtoachieveexactlywhatyouareintheOneDayClientPathwayVirtualWorkshop.Imagine,ifyouwill,whatitwillbelikewhenyoutakeaseatatyourlaptopinthemorning,cupofteainhand,andsmileasyouseenotonlythatyouremaillisthasgrownovernightbutyoualsohaveasaleinyourinbox.It’sabeauMfulfeeling!Iwantthatfeelingforyoutoo.

JoinmeintheOneDayClientPathwayVirtualWorkshop.

Clicktobookyourseat.

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BOOKYOURSEATNOW

KellieO’Brienisanauthor,speaker,businessstorytellingcoachandcreatoroftheClientPathwayVirtualWorkshop,aone-dayeventthathelpsentrepreneursusebusinessstories,strategyandsystemstoleveragetheirbrand.Asaformerjournalist,sheworksatuncoveringentrepreneurs’uniquebusinessstoriesforplaiormbuilding,self-expressionandsoulfulsalespathways,whileprevenMngmindstoriesfromkeepingthemsmall.KellieisavailabletohelpyoucraQ,promoteandlaunchyoursoluMonsonlinetogeneratesalesandclients.

KellieO’Brien

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