The one thing that hasn’t changed in converting a prospect to a client is building relationships and trust. There’s nothing like meeting eye-to-eye with someone, shaking their hand, and having a conversation.
What has changed is that technology, when used strategically, can cultivate your relationships and trust with your prospects. Unfortunately, few business owners use lead generation systems in the right way.
You may also steer clear of lead generation systems because you:
Believe that technology is too hard to implement,
Simply don’t see how it would apply to your business, or
Feel you might you’re your personal touch with your prospects.
You might also be opposed to using any form of technology because you’ve been on the receiving end of business people using lead generation systems incorrectly.
If you’ve been in business for any length of time, I’m sure you’ve been there:
You meet someone, exchange business cards, and suddenly find yourself on their email list. You might have thought they might be a great referral source, but you didn’t need or were not even interested in their services.
Every time their email comes through, you might even get a little annoyed. This is simply a case of the person using their lead generation system incorrectly.
Lead Generation Systems are not about force feeding someone you just met your information by adding them to your list. It’s also not simply posting blogs and creating videos or having a stand-alone opt-in process.
Lead generation is so much more. Lead Generation is a strategic and systematic component to pre-qualify your prospects, nurture a relationship with them, part of your sales process, and adds continuous value. It’s a system that is integrated into your overall Marketing Mix so that you continuously fill your prospect pipeline.
When your message is right on target, people will ask you for more. When they ask for more, you now have an interested prospect. They may not yet be ready to buy but they are enrolled in wanting more.
It is your opportunity to cultivate that relationship and trust by giving your prospect something that will be of value to them. This also may be the first step in helping them solve their problem or provide a first-step solution.
For example, let’s say you’re a chiropractor specializing in athletic injuries. You met an athlete who recently injured herself. You have a great conversation. You invite her to download an eBook which describes specific ways to treat her injury.
When she registers to receive your eBook, it’s because she was enrolled in the outcomes she saw for herself. When they register or opt-in, they are entrusting you with their information. Once they give you their information, it’s up to you to add value, educate and engage them.
When you educate your prospects through various touch points and continuously add value, you are top of mind when they are ready. When you appropriately integrate your lead generation system into your business operations, your preferred prospects, the ones who appreciate the value you provide, choose you instead of you chasing them.
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