Generating Leads: Are You Porpoising?
One of the most common complaints I hear from my clients is, “I don’t have enough leads.”
A “lead” is someone who’s expressed a desire to be in communication with you to learn more about your programs and services. They are seeking a solution to a problem they have, and they are talking with you to see if you can help them fulfill that need.
The problem is when you don’t have enough leads flowing into your business you can’t sell and generate income. You have to have a lead to get a client. It’s that simple.
Not having enough leads is a major cause of “porpoising,” which is the radical swings from having too much work, to having too little work. It’s the revenue rollercoaster, which most women entrepreneurs don’t want to ride!
Here are three tips to help you consistently generate enough leads to ensure you have enough clients to meet your income goals.
1. Get clear on WHAT you offer to WHO
The key to generating leads and getting clients is knowing how to market (and sell). Focusing on marketing, it’s getting clear on your core compelling offer that prospective clients will want.
Your core compelling offer begins with identifying a PROBLEM your ideal clients struggle with, and then offering a SOLUTION to solve the problem. It’s important to articulate your offer in a clear and resonant message that focuses on benefits, results, and the transformation your programs deliver.
To successfully convey your core marketing message, it must be targeted to a specific market niche, and designed for your ideal clients you want to attract into your business.
2. Network to build strong relationships
Networking is one of the most well-known activities to build a business, yet is the least understood how to do it correctly. Done poorly, it is a HUGE waste of time.
A few weeks ago I met a networking contact for breakfast to find out about their business. I was initially anticipating this meeting. But, it soon turned uncomfortable because the other person went into a full-blown sales pitch. All I wanted to do was run out of the restaurant, but I couldn’t because I had to wait for the check!
I felt cornered, and left the meeting not feeling good because the other person clearly was not interested in helping me at all. They just wanted to “sell me.”
What is successful networking? In short, it’s about helping other people. Done correctly, networking can massively expand your sales force. It begins with giving, rather than taking.
The key question to ask yourself when meeting someone is, “How can I help this person?” rather than “How can this person help me?” You must be able to recognize a lead for someone else when you hear it. Networking requires spending some of your time selling other peoples’ services.
A good networking rule-of-thumb is invest 50% of your time networking to meet prospects, and 50% of the time building the strength of your business referral relationships. By helping others, first, they will be more inclined to help you by referring leads to you…which is expansion of your sales force!
3. Find a podium to increase visibility
Speaking frequently, whether live or virtually, such as in a teleseminar, is an excellent way to increase your visibility, credibility, and generate leads. You are more remembered by someone who has heard you speak, than say someone who has read an article you’ve written. Getting ‘face-to-face’ with your audience creates emotional linkage that makes others feel more comfortable contacting you.
To find speaking engagements determine audiences where your ideal clients will be, and then contact the organizations and associations to inquire about interest in your topic.
One method of contact is by telephone, and the first contact is somewhat ‘informal’ and friendly, and can be scripted like this:
“Hello, my name is Bonita Richter, and I heard your organization is seeking speakers. I speak on the topic of how to attract more ideal, high-paying clients. Would this topic be of interest to your group?”
If the person you are speaking to says “yes,” then send them a summary of your program, information about yourself, and follow up with them after they’ve reviewed your materials.
To get enough clients to sustain your business and generate the income you desire you must master the art of generating leads.
Lead generation is driven by many different marketing activities you engage in your business. To ensure you have enough leads, and enough clients, you must do marketing activities in your business every day. When you do, you will create a steady stream of qualified prospects into your business, that turn into clients!