Businesses are like machines or engines.
They need FUEL to operate.
Leads are like this fuel, they are the diesel or gasoline for your business engine.
Most people have heard the saying that businesses exist to make money.
Just like engines exist to turn the drive train.
Some people want their engines to run faster so they upgrade important engine components like installing a new turbo charger.
Some business owners want their business to make money faster so they use promotions or special offers to attract MORE high quality leads.
Here’s an Example check out this video below – TURN UP THE VOLUME
As you can see from above smart marketers are always thinking outside of the box.
This is what I want YOU to do.
Focus on the fundamentals but think outside of the box when it comes to taking action.
There is nothing new under the sun but there are always new ways to apply old tactics.
In order to have more sales over the long term you must attract more leads.
In order to attract more leads you must establish and manage your sales funnel.
WTF is a sales funnel?
If you don’t know NOW it’s best that you admit it.
Nothing will hurt you more than faking it, you need to master this just like a truck driver has to know how to park a 53 foot trailer at a loading dock blindside.
The sales funnel is the entire path that people will take to become customers of your business.
MAKING AN OFFER
This is the beginning to any successful sales funnel or business.
You have to offer people something that is so enticing they simply cannot pass it up.
Have you ever watched the cable shopping network?
Isn’t it hilarious how every single product they sell it’s like YOU DON’T WANT TO MISS THIS exquisite turquoise ruby encrusted pendant there are only 4 left – call now.
This is an offer.
You are offering the public something that they should be so excited about they just have to respond.
Your offer is like the cover of your book or a movie trailer.
It’s like the outfit you choose to wear to an important meeting.
It’s the first impression that most people will have with your business.
….AND, it will make or BREAK you.
Keys to making a great offer:
- Make them an offer too good to refuse but not too good to be true.
People are becoming more and more annoyed by clown marketers who promise the world and cant even deliver a small island. You don’t have to do this in order to attract fresh high quality motivated leads consistently. All you have to do is make the public an offer that you KNOW is the BEST around. Just use common sense.
If you own a hair salon and you know that people are paying $50 on average to get their hair styled, why not offer this service for $25. You could also offer the public a deal that builds customer loyalty by advertising that new customers can get their 2nd or 3rd service at 50% off. These types of offers make sense to the public because they can immediately see how they benefit.
- Make the offer time sensitive or specific.
I’ll never forget when I was in high school and I was getting my Cadillac painted, yeah I used to drive a Caddy when I was in high school. Anyway, the owner of the paint shop once said the only problem with pay day when you own a business is YOU’RE the one that’s doing the paying.
This is why I encourage you to make time sensitive offers.
Just like the cable shopping channel has the timer that’s always ticking down, “yeah right, like they are REALLY going to run out of STUFF to sell” you need to do the same. If you give your customers FOREVER to respond to your offer then they will take FOREVER to respond. If you have to make payroll on Friday this will put you in a pinch so make sure your offers come with a time limit or make sure they apply to certain times or days.
My favorite pizza place in North East Florida Joeseph’s Pizza has a deal where their large pizza is only $8 on Tuesdays. I am a Pizza addict so I go out of my way to buy one of these pizzas every time I can (LARGE CHEESE) and I have programmed my brain to know that on Tuesday I can get a kick ass pizza for cheap. Now Joeseph’s is probably breaking even with their costs by offering a pizza at this price but half the time I always buy something else like a salad, etc so I end up paying more and adding to their profit.
- Measure twice, cut once.
You have to evaluate how well your offer is being received by the public. You need to know If they are responding to it all or if they are completely ignoring your offer.
There are varying degrees on how this works. If you give away FREE lawn service then your phone should BLOW UP with calls but if your offer fails to generate any action guess what? It’s time to change it.
Study your competition, look at what other industries are doing or even hire a consultant like me to help you out. Either way you need to focus on how people are responding to your offer, this is the most important step to successfully attracting new leads.
I noticed recently that the Mercedes-Benz dealer in town is running a new ad to attract business. They said in their commercial that they will not only match other dealers prices on service but they’ll even match the TIRE SHOPS prices on new tires. This is definitely an enticing offer as Mercedes-Benz has a reputation of higher quality service. I noticed with their latest offer they have upped the ante, only a few months ago they were simply offering service at their shop now they are price matching.
If you’re John Chow who would you rather take your brand new Benz to for service, a tire shop or the dealer? Especially if its going to cost you the same price?
When I was younger I couldn’t understand why rental car companies wouldn’t rent their cars to 19 year olds.
Now I know.
In order to stay in business you need to deal exclusively with qualified customers or you will risk losing your freaking shirt.
FACT: Unqualified customers are more risk to your business than they are worth.
These are the idiots that waste your time while losing you money simultaneously.
They want more and more service but they find it harder and harder to actually pay.
You want to run a business, they want “The Hook up”.
The truth is they are not customers they are clowns and it’s your fault that they are wasting your time because you let them “come in” to your business as an unqualified lead.
Keys to qualifying leads:
1. Deal on your terms or no deal.
This is a popular mistake that I notice entrepreneurs and self employed people making.
You become desperate for a sale so you lose leverage in your OWN offer. This happens all the time and it’s sad.
Do you think Joeseph’s Pizza would allow me to bring in my own cheese and get a discount on a pizza?
Phok no they wouldn’t.
So when you get “counter offers” from people responding to your original offers tell them NO.
Freelance writers get hosed by this all the time also.
They start off writing for one rate and then because a client is giving them more work they end up agreeing to do more work for less money thereby teaching their client that they will work for less. As time passes now you have trained a client to expect to pay less even though its takes you MORE TIME and WORK to complete the tasks.
See how easy it is to paint yourself into a corner?
2. Put qualifications in your original advertisement.
I’m sure you have heard the car commercials, “Are you employed, earning more than $500/week, well YOU’RE APPROVED for a new car at JACKO’S motors”.
This is an advertisement that helps pre qualify leads before they even respond to the offer.
It says hey if you don’t earn at least $500/month please don’t call us and waste our time, without straight up saying it like that.
3. Keep it simple.
Unlike Obamacare which no one understands you need to make it easy for people to understand your offer and IF THEY QUALIFY OR NOT.
Another awesome example of this in North East Florida is the Jacksonville Boat Club.
This is a perfect example of keeping it simple when it comes to qualification.
On their radio ads they say that you can rent a boat if you are a certain age and have a valid drivers license.
This immediately removes the barrier that their potential customer may have when they think about renting a boat.
Follow up is what you have to do if you want to convert qualified leads into sales.
Most small business owners are not aware of this and do not have in place a system to FOLLOW UP.
A few weeks ago I went to One Spark in downtown Jacksonville and there I noticed my friend John with Fertile Earth Farms had simple form for people to enter their email address. I noticed that he was the only vendor in One spark that was doing this. A few days after the event was over I got an email from them thanking me for checking out their booth.
Now what do you think the odds are that people who received this email will follow up and support the farm in one way or another?
Before you answer let me just say the odds of people responding with NO email is ZERO.
The point of following up is to give yourself the BEST possible chance to be successful.
It’s not about trying to hard sell people either.
Here are some keys to following up:
1. Communicate in kind.
It’s important to control the communication when you are trying to generate sales from leads.
If your advertisement says that you will get 50% when you order via the website DO NOT GIVE DISCOUNTS UNLESS PEOPLE ORDER THROUGH THE WEBSITE LINK.
If the offer expires then let it expire don’t let people who tried to come in late get the sales price.
Reward the customers who listen and are responsive this helps minimize your costs which increases your profit.
Also you may not know but most business get 80% of their business from 20% of their customers this is another reason to focus your energy on the qualified leads that follow your lead, no pun intended.
2. Don’t badger or beg for sales instead educate, then ask for a sale.
Teach don’t preach.
Marcus the Sales Lion is right about this.
It’s a much better strategy to educate your potential customers on the benefits of your products and services than it is to constantly try to sell them stuff.
Remember, most people are motivated by two big things SAVING TIME and SAVING MONEY.
Educate your potential leads on how your service will do both of these and THEN make them an offer.
Yes, you do have to ask for the sale but as you can see from the diagram above there is a time for this too.
Inside of each cycle you should say hey, “what’s up or hello welcome to the list to begin”.
After this you should send messages that educate a number of times first.
If you are a lawn care business this is a great time to talk about what it takes to GET THAT EMERALD GREEN LAWN.
Talk about the additional steps that have to be taken to prevent crab grass and chinch bugs from eating your lawn.
Explain what watering schedule is best for your grass type, budget, and area.
Then after providing high quality useful information make your best offer, ask for the sale and put some stank on it.
If they accept then awesome if they decline or don’t respond then start the process over from the beginning.
As the seasons change be sure to change your offer or you will come off as out of touch.
3. Use Professional Tools.
I recommend that you use a professional email management software to manage your follow up.
It’s easy to set up messages to auto-respond so when people join your list the emails are delivered automatically.
Now most internet marketers spam people every day with endless email offers, DON’T DO THAT.
Again using the diagram above you want to speak to them just like they were sitting in your office.
Send them a message first to personally thank them for joining the list to get started. This is what I do and it works.
Then proceed to educate them about the benefit of your product or service.
If you offer a carpet cleaning service talk about the dangers of bed bugs and the early signs or symptoms.
Discuss how mold spores can be found in old carpets and the effects that this can cause on people with breathing issues like asthma.
This process can be tedious to do manually you need to use a professional tool if you want professional results.
This is how to Generate Leads and Traffic for Your Business.
For more information read part one of this series.
If you follow this process you will not only receive more traffic for your website but you will convert more leads consistently.
Remember, it’s all about building a system that works FOR YOU.
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