If you want to attract far more sales leads or client enquiries than ever before, today’s message is for you.
I’m going to share the 3 main reasons why sales leads dry up. More importantly, I’m going to give you some ideas, tips and recommendations on how to put things right.
So, let’s get March 2017 off to a flying start.
How to open the floodgates
When sales or client enquiries slow down, there’s always a reason. This is good news. Because once you identify the reason 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.
Tip: 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 perhaps something that was rare or unique when you first offered it, is now commonplace.
It’s also possible that competitors have “upped their game” and you need to improve your service accordingly, to regain a competitive advantage.
You need to know. Then you can adjust and stand out from the crowd again.
Tip: A cornerstone of successful marketing, is to have expertly written, motivating copy. It’s not enough to offer an outstanding service, if you’re failing to get that message across powerfully. You need marketing messages, which inspires people to buy from you or compels them to hire you.
Relax. You don’t have to do a thing with this one. I can do it all for you.
2. The message is fine, but you’re not reaching enough new prospective customers with it
In which case, you need to find a more effective way to reach 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. 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 in 2008, I got my NEW readers from outreach on Twitter. Back then, Twitter had a massive and active 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 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: Today, Twitter is far less effective as an outreach tool. You’ll get much better results from a Facebook Page, Instagram or Linkedin.
I share lots of tips and ideas, which don’t appear on my blog, over on my Facebook Page. Join me!
Then there’s frequency.
Frequency is extremely important, if you want to reach a growing number of new, prospective customers. You need to make sure you’re getting your message out there often 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 frequent driver of new sales or client enquiries. Regular contact with your marketplace allows you to be “front of mind”. This is marketing-speak for being the first person or provider they think of.
That’s exactly where you need to be.
Here’s more information on how to be where their attention is.
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.
Here’s the good news: It’s never been easier for people to recommend you. Plus, their reach has never been larger. There are currently almost 2 billion people on Facebook alone. These people are actively looking for interesting stories (or experiences) to share with their friends.
Our job as business owners, is to provide those share-worthy experiences. They already have the sharing tools. What they need from us is the story! Need help?
Moving forward
If you improve in those 3 key areas, it will transform your business. It has to.
The key is to get moving.
To take action.
So please, don’t just find these ideas interesting. Use them.