If you want to attract more sales leads or client enquiries, today’s post is for you. It shows the 3 main reasons why sales leads dry up AND more importantly, gives you some ideas on how to put things right.
How to open the floodgates
When sales, client enquiries and business leads slow down, there’s always a reason. This is good news. Once you identify the cause and put things right, the sales and enquiries come flooding in.
Since starting my marketing business in 1995, I have seen the same 3 causes of this problem repeated over and over again. Here they are, along with some ideas on how to open the floodgates!
1. The marketing message you’re using isn’t good enough
In which case, you need to create a more motivating message. You need to start by making sure your service is as valuable as possible, then communicate that value to your marketplace with crystal clarity.
I want to help you avoid a common mistake here. Spend some time reviewing the guarantees, promises and range of services offered by your competitors.
Why? Because without knowing what you are competing against, you don’t know how compelling your guarantees, promises and range of services are to a prospective client.
It’s possible that competitors have copied your U.S.P. or that something that was rare or unique when you first offered it, is now commonplace. You need to know, so you can adjust and stand out from the crowd again.
It’s also possible that competitors have “upped their game” and you need to improve your service accordingly, to regain a competitive advantage.
In addition, check that your website, blog and social networks have not become tired or outdated. The way your message is presented has a huge impact on the way people feel about what you say.
Plus, if your website isn’t mobile friendly, that alone will almost certainly be losing you enquiries. Here’s why this matters to your business.
2. The message is fine, but you’re not reaching enough new prospective clients with it
In which case, you need to find a more effective way to reach out to them. The best advice I can give you when it comes to reaching your prospective clients is this: Be where their attention is.
What do they read? Where do they go? Who do they listen to? What do they watch? Whose tribe are they members of? Find out and then look for opportunities to reach out and connect with them.
For instance, I built the initial readership of Jim’s Marketing Blog from a newsletter I’d started back in 1998. However, after switching to blogging, I got my NEW readers from outreach on Twitter. I discovered that Twitter had a massive community of small business owners… the exact market for my services.
I connected with small business owners on Twitter, then placed useful information on my blog, which I regularly shared on Twitter. It worked. By being where their attention was [Twitter], I was able to build a large blog readership, which has generated regular client enquiries ever since.
IMPORTANT: You also need to make sure you’re getting your message out there frequently enough.
For example, if you publish blog posts or newsletters, make sure you’re publishing them regularly. If you want to get more leads from your blog, start publishing useful posts at least a couple of times a week. If you use newsletters to reach prospective clients, publish something useful every 10 to 14 days.
Don’t expect an infrequently updated blog or occasional newsletter to be a daily driver of fresh sales, leads or client enquiries.
Tip: Here’s how Andy Warhol used this approach.
3. Your clients, former clients and contacts are not sending you enough referrals
In which case, you need to find out why. The answer is almost always connected to the customer experience you provide. Allow me to explain.
A remarkable customer experience gives people a story worth sharing. It gets them talking about you. It has never been easier for people to recommend you and their reach has never been bigger. There are currently well over a billion people on Facebook, with hundreds of millions more on Twitter and Linkedin etc. These people are actively looking for remarkable stories to share with their networks.
Here’s the thing
Any small business owner who works on improving in those 3 key areas, is making an excellent investment in their business. So please, don’t just find these ideas interesting… use them.