I’m getting dozens of emails promoting the next best lead generation flavour of the month. This week it’s LinkedIn. Last week it was Facebook. Who knows what it’ll be next week.
Sure, every business needs leads. But nothing happens until you sell something. i.e. Convert qualified leads into clients.
So if the majority of people you talk to don’t become clients, focusing on generating more leads is simply a waste of time (and advertising dollars).
Instead, first concentrate on improving your conversion rate. So more prospects become clients. Only then bring in more leads.
So how do you go about it?
Sell the result not the process!
I know what you do is complex. It took years to master. And you love to solve problems when in front of a potential clients.
If that’s you, stop it. NOW!
Your prospect is sitting in front of you because they have a problem. They’re in some kind of hell. They want a solution, but have no idea how to achieve it. They’re looking at a mountain in front of them, feeling overwhelmed.
Your job is to take them by the hand over the mountain, to their promised land.
But first, you really have to have your prospect articulate their own private hell.
Why? Because unless the pain is great enough they won’t want to expend the time and money on a solution.
Then have them describe what they really want instead. Their “why”. Delve deep. Find out the underlying emotional reasons. How they’d feel then.
Now comes the critical part.
Have them tell you the cost of not changing. Not solving the problem. Ask them to give you at least 10 things that would happen if they kept the status quo.
Then reverse it. Take all 10 (or as many as they can come up with) and ask how they’d feel if these issues were fixed.
Have them bask in the positive emotions.
This is selling the result.
Only now ask if they’d like to work with you to achieve this.
If yes, now you can lay out your program and costs. Answer any questions and get commitment.
There’s obviously a lot more to this process. If you’re interested in improving your conversion skills, give me a call on 0414 913 334 and join the ranks of clients who’ve significantly grown their businesses.