A New Approach To Lead Generation
“No one can hit their target with their eyes closed.” Paulo Coelho
Before you can direct anyone toward an action, it is critical to first connect and then affect them emotionally. Only then will they move in and consider your recommendation. In order to do this, you must know them inside and out.
Connection allows direction.
Every client that comes to work with SalesSPACE tells me that they need to be the most influential version of themselves but crave the skills to never sound salesy. In a recent episode of A New Approach to Lead Conversion | The YES Zone LIVE, I addressed the most common questions we hear and presented critical insight into targeting – the first essential step to converting leads and increasing revenue.
We have seen incredible change over the last two years. Change that none of us saw coming, nor could begin to know how to prepare for. Having a well-defined target market is now more important than ever.
Large corporate entities inject millions of dollars into targeting and for the most part, conduct it well. Thought leaders and SMEs can effectively compete with large companies when targeting is performed correctly.
Everyone is a no-one.
A target market for selling must be narrow and deep – there is an important distinction that should be made at this point – this is a sales strategy not a business strategy. You may have a number a broad products that can be used by many different markets however for sales success, you segment narrowly and design messaging to suit.
Research by Professor Frank Alpert at the University of Qld School of Business showed that “the biggest changer of purchase decisions was feeling targeted.” The most important part of this research is the word ‘Feeling’. Someone feeling targeted rather than being targeted. Therefore, your business can sell to a broad market but your language and sales messaging must make people feel important.
Speaking to someone on this level requires that you understand them deeply. At SalesSPACE this process starts with what we call distinctions and is aligned with our ‘Connect – Affect – Direct’ Framework.
Question One: What is a rigorous targeting strategy and why should I pay attention?
We know that leads can be scarce. We also know that prospects are harder to convert than ever before; people are requiring a lot more proof to say “yes”. Time is precious, and there is no time to waste on people who will never buy from you. Being efficient and effective is incredibly important to us!
Unless your message is being SEEN, HEARD and FELT by exactly the right audience, conversions will be low, and you are wasting your precious time and money.
You have a choice – you can increase your marketing spend or target exactly the right prospects.
A pertinent quote by Abraham Lincoln highlights the necessity for preparation before success; “Give me six hours to chop down a tree and I will spend the first four sharpening my axe.” Targeting is ensuring you know exactly who your clients are, knowing what is important to them and speaking that language.
In his latest book How Customers Think: Essential Insights into the Mind of the Market, Professor Gerald Zeltman from Harvard Business School answers two critical questions:
1. Why do consumers buy one product over another?
2. How do you speed up the buying process?
The answer is emotions! Do you know how to affect your prospects deeply, emotionally?
Question Two: How do I define my ideal client?
Distinctions are the criteria we use to describe who our target market is and importantly who they want to become. There are 5 types. To determine these distinctions, we need to establish the following questions:
1. Who are they? These are the physical descriptors, and the facts and figures. They include aspects such as gender, age, income, job role, geographical location, industry sector, time in business.
2. What are they experiencing? These are the things that are happening to your client that you can’t easily observe, including their pains and fears, what they love, what sort of stress they are under.
3. What are they attracted to? Consider elements of your client such as travel destinations, food choices, clothing style, passions, favourite films or music.
4. What do they want for the future? What they strive to achieve, or how do they want others to describe them.
It is not simply about what your client is saying. We can use all these points to ensure that the client is completely mesmerised by your message, business and brand and that they’re aware of how important they feel in your presence.
Question Three: How do I speak directly to my defined audience?
You’ve done the work to define your ideal audience, now you need to speak their language!
“Very few businesses are one-of-a-kind. Unless you can pinpoint what makes your business unique in a world of homogeneous competitors, you cannot target your sales efforts successfully.” Entrepreneur Asia Pacific
The fact is, we all want to be wildly unique. It is hard to find that real uniqueness within a competitive market; you are, to the market, very similar to your competitors until you start saying things that they’re not. To stand out, the messaging of your business must come into a narrow focus. To achieve this, we must:
1. Decide on a USP (Unique Selling Point)
2. Craft your messages; then
3. Use them everywhere
Capture the mind of your audience when your competitors are not.
Question Four: How does targeting help me differentiate my brand from my competitors?
This requires some critical thinking around the similarities and differences you have compared to your competitors. Once this has been determined, make sure your sales messages speak directly to these points.
It is what you say that will grab the attention of your ideal audience. The fact is the business who spruiks the claim first WINS. You could be doing a similar thing to others; however, it is the language you use to describe what you do, and the quality, power and influence of that language. That is when you will differentiate yourself.
Question Five: How do I convert high quality leads?
Profit through process.
There are four key elements that require further work to ensure the best chances of lead conversion:
1. Craft at least 5 key sales messages that convey information about your USP directly to your ideal clients.
2. Tick the box for a sales system. Implement a high quality, masterful approach to selling with a brilliant sales system in place to be the most influential version of yourself without ever sounding salesy. What a sales framework will do is allow you to know exactly what to say throughout every stage of a sales process, the precise questions to ask and the visual models to use to represent your value proposition and remove the concern around price as the biggest objection.
3. Produce high quality collateral. Using high quality collateral in the form of beautifully designed brochures with your sales messages flowing through them, and slide decks to present to prospects, will change the game. The way you design and create your proposals needs to be finely tuned before your client requests it – if you are scrambling for information, you move deeply into the NO Zone. Sales are made in The YES Zone, never in ‘the NO’.
4. Proof, proof and more proof! The higher the risk, the higher the proof. If clients perceive you to be a little bit risky to buy from, you must ensure that you have the proof required to reassure every one of your client’s biggest concerns by utilising tools such as case studies and testimonials, statistics, research and facts and figures. Current or past clients who are prepared to vouch for your amazing work is an incredible piece of proof that is one of our favourites to provide. It works every time.
Once you have done the hard work, make sure you don’t lose it at the end. Clarity, confidence, and conviction is what will convert your leads. Clients crave clarity.