“The golden rule for every business man is this: Put yourself in your customer’s place.”
Orison Swett Marden
At this point you should have a good list of prospects that you are ready to contact. Over the next few days we will cover multiple approaches to contacting said prospects. Before doing so there are a few principles that apply no matter what contact method you choose. This training will cover the basic principles to consider when contacting small business owners.
Know Thy Customer
The most important point is that you should know your prospects. Obviously the level of information that you need to know about a prospects varies depending on what form of contact you are using. However the fact remains that the more you know the better. Business owners are constantly inundated by marketing company’s all fighting for their business. Therefore the more information you can learn about a business the more personalized your approach. Personalizing your marketing efforts will make everything you do a lot more effective.
Secondly you should get to know your prospects pain points. What is it about their business that you can help improve upon? It is not as simple as “make more money” but what specific problems do they have that your offline services can solve. When you know this information you will be able to present your prospects with a solution!
Finally you must learn to speak their language. The only business owner that cares about Click Through Rates, Title Tags, Optimized Mobile Landing pages is YOU! These things are important but to the average business owners it doesn’t mean much. You have to be able to explain your services in a way that a business owner can understand.
For example if you are offering SEO services the absolute worst approach you can take is the following…. “Hi, I’m Heidi with XYZ Company. I have been involved in internet marketing for 4 years and I have made over 200 successful websites. I can help you rank your site #1 on Google with Search Engine Optimization.” Before you even finish the business owner has probably stopped paying attention and decided to not work with you.
What Works For You
You are about to get a crash course in lead generation methods. I did this specifically, to show you every possible way of sparking interest from your prospects. Once you know and test the different options you can rank the different options that work best for you. You can have the best services possible but if your lead generation is ineffective then it won’t matter much. I don’t want to force one lead generation on you that you don’t feel comfortable with because you are the one that will have to contact the prospects. After this training you will be able to use create a lead generation strategy to help deliver the best possible results.
Tracking & Following
You should already have a large number of prospects ready to contact. Now imagine contacting half via email, sending 20 direct mail pieces, 100 cold calls and 10 PPC leads over the next several days. That is a lot to keep up with for anyone. Therefore it is vital that you develop a system for tracking your lead generation efforts. Personally I have an excel file with multiple tabs that separate my lead generation efforts. On this sheet I include the following:
- business contact information
- services offered
- contact date
- follow up info
- specific lead generation info (script used, subject line, variations, etc.)
Now I can easily see what the status is of different lead generation efforts I recently used.
Tracking your lead generation efforts also makes it easier to split test different lead generation methods. You can compare the time and effort needed for each method and which is most effective. Obviously if you know which is most effective you can invest more time using that particular method. You can also split test different aspects of your lead generation methods. For example if your primary lead generation method is cold emailing then you can test different subject lines or different landing pages. All of the information you can gather is helpful because it enables you to work smarter…. not harder!
Lastly the most important aspect of any type of lead generation is the FOLLOW UP. I would estimate that approximately 95% of the time after your initial lead generation contact you will have to perform some type of follow up. The follow up can be anything a friendly meeting reminder via email, a report that is sent, a postcard or even a follow up meeting to sign contracts. Also there is a chance that you didn’t get in contact with your prospect the first time you tried to contact them, does that mean you should give up? Absolutely not, it just means you need to follow up, maybe using a different contact medium or contacting at a different time.
It is time to get ready to contact your prospect and start generating some real leads for your offline business. Make sure you know some general information about your prospects and depending on the lead generation method you choose. I will show the top lead generation methods I use for my offline business but you have to choose the method(s) that you are most comfortable with. Finally be prepared to track and follow up on all of your lead generation efforts.