Intro & Build
This section is absolutely key and far to often overlooked. How annoying is it when you’re in a shop just mooching around because you’ve not been in before and want to see what it’s all about, and then in the course of 3 minutes you have four sales assistants come up and say “can I help you with anything today, have you seen this offer, have you seen that deal?”
“No thanks, I have eyes so I’ll be just fine!”
Maybe you’re not as grumpy as me, but I just want to wander around looking at things and seeing if this is the type of shop that suits what I’m all about.
Far too many business owners out there are like those annoying sales assistants. Someone opts into their database and all of a sudden they are hit with “buy my stuff, look at how good we are, buy this, buy that!”
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But unlike in person where you have to be nice and smile (unless you’re me) you can just hit delete and unsubscribe.
So here’s what you do; When you capture someone’s details you must have a system in place to deliver maybe three emails where you can give a brief intro to the company and what you can do for people like them. Send them some of your best stuff, engage with them and ask questions. But do not try and sell something to them straight away, make sure you build that relationship and trust first.
People buy from people, so make sure that your communications are written as you would speak so you can get your personality across. This alone will make you stand out from the crowd as it will be a more pleasurable experience dealing with you.
This is huge, and if you have any system that allows you to do this, then this is a game changer, so please, please do it. If you can speak to your prospects on a much more personal level, then engagement and trust will go through the roof. This will ultimately mean more sales.
The way in which you do this is by segmenting your prospects into different ‘buckets’ so you know what interests them. Once you do this you can then just talk to that group of people about that particular topic or interest.
This also allows you to do a bit of market research and find out what your prospects really want which will, in turn, give you solid information on what products or services will most likely sell well to your database.
Once you have got your new lead, have built a bit of a trust relationship, spoken to them on a more personal level, then you’re ready to position your offering and start to make sales.
This is all done with the utmost integrity as everything from your lead-bait, to your emails and now your offer has been congruent with the product or service you’re now offering and so even if now is not the right time for your prospect to buy, they’ll not feel violated by a pushy sales tactic by someone they don’t really know.
Follow-up & Continued Engagement
Whether your prospect buys from you or not it is paramount that things don’t stop there. Far too many businesses I have worked with have absolutely no follow-up process whatsoever.
If you do nothing else but put a follow-up process in place for people that showed interest but didn’t buy, then your results will dramatically improve.
Can you see why you can’t even think about pouring in new leads until you have these things in place?
And then best part…
You can now use everything you’ve just put in place to figure out the best way on ‘WHERE’ and ‘HOW‘ to generate the leads…
Part 3 Coming soon!
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