Last week I was chatting with a prospect where I lost the job.
I don’t know about you, but I hate losing projects.
I used to just shrug and think “oh, well”
But I’ve learnt about the true power in getting this information.
So when I spoke with this prospect the other day, I asked…
Who else did you look at? Why did you choose them over me?
And I didn’t stop there. I also asked…
What are your biggest gripes with marketers?
And I continued with…
What do you wish marketers would do, in a perfect world?
And he told me. He told me he didn’t choose me because I didn’t show
him the financials in enough detail, I didn’t break it down, I didn’t get specific
right down to the nitty gritty.
So right away, I create a quote for a client, and I totally changed the
way I approached it based on that feedback.
And I started to think about how to change the game.
By getting inside the client’s head, by asking these questions. You learn
about their journey.
For instance, this client heard about me from a program I created where
the endorser mentioned me.
Then he saw a Facebook live video I did.
Then he started following me.
Now I’m starting to understand the customer journey. I do that with 4-5 clients
and I see what it takes to get a high quality lead. And even though I didn’t get
this guy, that was my fault – but he was a high quality lead.
Don’t just say… “oh, I’m going to run some Facebook ads.”
Get to know your clients. Look at where your best clients are coming from now.
Who are they? How do they find out about you?
Why do they choose you?
For instance, if I look at where my clients have come from this year, it looks like
1. Past client, referral.
2. Referral from someone in a niche I have written a lot of copy in.
3. Referral from a past client.
4. Been on my email list for three years.
5. Past client, referred by a coach.
6. Past client, referred by a coach.
Seeing a trend here?
The trend is that everyone is coming to me through some form of trust. They’re
not buying because they see a Facebook ad and pick up the phone and call me,
in most cases.
Not to say that can’t happen, but your end result is clients – and not leads.
You want leads that convert.
So in this example, the question is “How do I build trust with a group of people as
quickly as possible?”
And the lead generation angles become quite simple, right?
I need to either get referrals.
Or I need to build authority in some way.
Referrals and authority is the answer, likely because I’m selling something which
is a higher ticket item.
So then the question becomes how do I build authority as quickly as possible with
my ideal target market.
Well, first I’ve got to find out where my target market is hanging out, which is likely
Linkedin or direct mail.
Then I’ve got to create a campaign around that, where I either build authority
offline, or I work to build authority online.
That’s how I work out where to generate leads.
Let’s face it. The best lead generation angle in 2018 isn’t really that different from
at any time in history.
We need to get in front of our target market with a strong message.
That’s always been the case.
We need to build trust.
That’s never changed.
None of that will ever change.
So I ask you… when was the last time you interviewed the clients you didn’t get?
And how well do you know your clients journey?
Because this is how you create a marketing campaign that cuts through.