Have you ever had one of those dreams about work that days later you're not sure wasn't real?
In my dream, I was my own client. I woke up in a sweat wondering how this client could have missed so much.
What was the subject that invaded my dreams?
Lead generation. More specifically, converting leads into customers who become repeat buyers -- the subject of September's lessons.
You can receive all the leads in the world, thousands per day, but if not one becomes a customer then your efforts were meaningless, you time wasted, and your investment tossed out the door.
Quantity means nothing without quality. In the last lesson, you learned about tracking lead conversion, but only after you learned about the importance of lead quality.
Lead generation starts with interest, but lead quality is measured by a leads ability to purchase a specific solution and their desire to take action. This means lead generation must specifically help individuals make buying decisions.
For example, hundreds of people each month join this newsletter. For too many, it's the last step they take towards acquiring our services. For a larger majority of these "leads" there is an interest, but it's not clear if they have the ability or desire to take action.
You probably see the exact same thing in your business, prospects request volumes of literature, but a customer relationship never grows because their ability and desire to take action are never address.
Converting leads into buyers who purchase frequently might be something that keeps you up at night too. Just as you might, I turned my attention to an expert in business to business lead generation who you'll learn about later in this newsletter.
Before the lesson, I'd like to show you how I'm going to address my challenge of converting more newsletter readers into consulting clients or members. It will be an instructive lesson for you and a real-life example of these tested strategies in action.
When someone joins my newsletter, it is not always clear that this is just the first step in a journey to improve business relationships. When you receive a lead, is it clear to this individual that they are moving towards something of value?
Every lead that shares their information with your company has some challenge they are facing and that you might help them. They trust that either you'll provide them information, a solution, or the tools they need to make decisions necessary to eliminate those challenges.
Just receiving the lead creates an implied responsibility to serve that individual. It's your business to deliver solutions, so helping that lead to choose the solution right for them seems a logical completion of this initial interest.
In today's lesson, you'll learn how to pre-qualify leads to create profitable customers. This is the first step in lead conversion. I'll introduce to you Brian Carroll, the expert whose advice is helping me improve my own lead conversion.
Of course, I would be doing a disservice to you if I didn't implement what I teach about business relationships. Here are the four actions I am taking to implement what you're learning today.
After you read this lesson, take a few minutes to discuss your own next steps to help more leads become repeat customers. If you aren't moving leads closer to a solution, you are doing them a great disservice -- lead satisfaction is your first step to lasting business relationships.
Next time, you'll learn how relationship value influences your ability to turn leads into frequent buyers. Until then, I'm wishing you health and prosperity.
Yours in service,
Justin Hitt
Consultant, Author & Speaker
https://iunctura.com/
By Justin Hitt, Strategic Relations Consultant, https://www.justinhitt.com/
Would you like to double the results of your sales efforts? Qualifying leads before they enter the sales process can significantly improve your ability to create profitable customers.
The following adjustments to your lead generation efforts are tested strategies shared by Brian Carroll, an expert in business to business lead generated, and from my own experience:
Even with a complex product or a long sales cycle, guiding leads through a sequential process designed to extract qualified buyers creates powerful results. More importantly, it helps cultivate a relationship with future buyer that positions your sales team as a trusted resource. Test one of these strategies this week.
© 2004 JWH Consolidated LLC dba Center for Strategic Relations,
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Justin Hitt is a strategic relations consultant with the Center for Strategic Relations. He is available for limited consultative support of professional organizations serving other businesses. Call +1 (877) 207-3798 or visit https://iunctura.com/