You try to fit in some marketing when you can, but you're not sure which
activities are essential to do each week or each month to build a steady
stream of clients. You make some calls, send out a mailing or put up a web
site, but you still have that nagging feeling that if you knew which
marketing activities translated into the most new business, you could be
more successful.
You want more clients or, if not more clients, higher paying clients. So,
what are the most important marketing tasks to do in order to attract more
of the right type of prospects?
Build and Maintain Relationships with Prospects Your number one marketing
priority should be to build relationships with lots of qualified prospects.
It sounds obvious, but remember that the reason to advertise, network or to
have a web site is to generate leads, leads you can then convert to sales.
Take a look at the number of years you've been in business and the size of
your prospect list.
If your advertising, networking and web site are working, you should be
able to generate new leads and a growing list of qualified prospects each
month. A successful website, for example, can generate hundreds, if not
thousands, of new leads monthly.
George recently signed up for my coaching services. He has been in
business for over ten years, but his prospect list consists of less than 150
names. George should have contact information for thousands of prospects by
n0w. Even without an active web based lead generation strategy, if George
had added every prospect and client to his list over ten years his list
should contain over a thousand interested people.
How many more sales could you close if twice as many - or ten times as
many - people know how you could help them?
The first step is to get prospects' attention with your marketing message
and materials. Then you want prospects to take the next step; to contact
you, buy from you right away, or add their name to your mailing list.
Offering f.ree, relevant information such as a report or free workshop will
prompt your prospects to give you their contact information and increase the
results generated by your advertisements and mailings.
How big is your target market? What percentage of this group is on your
mailing list?
Your goal is to help as many people in your target market learn what you
do and to get them to give you their contact information. Once you have
their permission to stay in touch, you can go to work building a
relationship with them.
Demonstrate what you do so they understand its value and you establish
your credibility. When they know and trust you, they'll be happy to tell you
what they need and to buy your products and services.
So how can you incorporate lead generation and building relationships
with prospects into your weekly schedule?
1. Each week reach out to get the attention of
people who haven't heard from you. Do this through your
advertising, web site marketing, articles, mailings or cold calls (if you
know how to use them). But don't spend a dime on any of these unless you
have a strategy in place for converting this attention into sales and
qualified leads.
2. Set aside time each week or at least each
month to stay in touch with your list of qualified prospects and past
clients. As your list grows, use your time to focus on past
clients first and use a mass mailing or email to stay in touch with other
prospects. Share an idea your prospects they can use and they'll be reminded
again and again how much you know and why they should buy your products and
services.
3. Use your communication with prospects and
clients to help them identify what they need and understand how your
products and services can help them. You may think that doing
this once should be enough, but most people are too busy to read every
mailing they get or to remember the details until its pressing or important
for them to act on. With regular correspondence you'll increase the chances
of putting your information in front of your prospects when they are ready
to buy.
4. Set aside time each day to contact qualified
prospects. If someone has sent you an email, left a ph0ne message
or otherwise expressed interest in your products, pick up the ph0ne and call
them. Quickly identify whether they have the authority and interest to
contract with you and either continue the conversation or move on to your
next lead.
Get attention; build your list of qualified leads; regularly help
prospects with your ideas; and respond to your most qualified prospects
promptly when they request services. Do these four things every week and
every month and you'll soon have many more prospects eager to learn how you
can help them, eager to buy from you and more new clients than you ever
thought possible.
