Today, I want to share a story with you. It’s about a client who was transitioning over from technical support to sales. We’ll call him “Rob.”
Rob started off doing really well in terms of prospecting, but he hit a snag about six months into his new gig where he couldn’t get access to the REAL decision makers and deals he was counting on would frequently stall.
Has this ever happened to you?
Anyway, Rob went to his sales manager and asked for help but got the typical, “well Rob, you’ve got to increase your activity” to make more sales.
While true to some degree, it wasn’t much help to Rob because he was putting everything he knew about prospecting to use.
I reckon Rob needed better advice instead of a cliche used by most sales managers to side step doing actual work with a rep who is clearly looking to increase his effectiveness.
Wouldn’t you agree?
What most sales managers almost always fail to tell you is HOW. That’s precisely how an already frustrating problem becomes a recurring nightmare for many.
I’ll attempt to clear some of that up for you today.
The way I see it, most lead generation efforts suffer from three big problems:
1. They are self serving
2. They don’t give prospects what they want
3. They try to sell too fast by making multiple offers simultaneously.
Self Serving = Selfish
When you try to serve yourself instead of your prospects, you turn prospects off. They can sense you’re only in it for the sale, and they quickly tune you out.
Instead of trying to be self-serving, be selfless by offering your prospect something they want. Help them overcome a fear or frustration they are experiencing right now.
The best part about this is your help doesn’t necessarily have to be related to your solutions at the start. You merely want to start a relationship with your prospect at the very beginning.
Give ‘Em What They Want
Your prospects don’t wake up every morning hoping someone will offer them a product or service. Instead, they want results and outcomes.
Stop me if you’ve heard this: a man doesn’t buy a drill because he wants a drill. He buys it because he wants a hole.
Give your prospects the “hole” instead of the drill. Think like they do instead of immediately focusing on making a sale, and then a sale can happen naturally.
Focus on the “Ones”
What happens when you are up against it, needing to make a sale yesterday and not sure what to do to get it? You end up making desperate attempts to speed up the process. You swing for the fences instead of trying to get a solid single or double. When you swing for the fences, you strike out more. When you strike out, you let others down. You let yourself down, too.
Instead of trying to sling a bunch of shit at the wall and hoping something sticks, focus on the ones in order to generate more qualified leads in rapid fashion.
What are the ones, you ask?
One solution to one problem for one person in one sitting.
When you focus your lead magnets and programs on the “ones,” you naturally become more valuable to your prospect while standing out from your competitors.
Give It a Test Drive
When you’re selfless, giving and focused on the “ones,” your lead generation campaigns can ramp up quickly.
While that seems like common sense, it’s commonly ignored in favor of the latest gizmo, shiny object, fad or plug-in to come down the pike that promises to stockpile your funnel with an endless supply of leads. Unfortunately, lead generation isn’t that simple.
Give the advice just shared a try on your next lead generation campaign and let me know how it goes.
Now, go get some leads!
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By the way, if you haven’t registered to attend one of the live virtual workshops where I teach people just like you how to generate more leads in 45 days than most do in an entire year, why not register right now?
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