Taking The Leads!

Racing track straightaway.

I don’t know about you, but I’m a sports nut. I love baseball, football, hockey, basketball, and especially golf. Now, I know at least some sports are probably boring to you, and some are boring to me, however here is what I know as truth. Playing from the position of being in the lead is much better than trying to play from behind. The same is true with business. If you’re generating quality leads, then you have a better chance of closing deals with customers who actually want to buy from you. There in lies the rub? Are you generating leads that actually want to buy from you?

There is a lot of emphasis in business about closing sales. Everybody is a salesperson! I don’t care who you are or what you do, in one way shape or form, you are a salesperson. Closing sales boils down to converting prospects in the closed sales.

PRAGUE, CZECH REPUBLIC - SEPTEMBER 9, 2014: Large group of tourists at Prague central square looking up to Old Town Hall tower.

Now, you could have 1 million prospects, but if only 1% of those people are actually in the market for what you have to sell, that means that you have 10,000 potential clients. So if my math serves me right, 30% of those potential clients will actually pay attention to you, and 10% of that 30% are your core clients. That mean out of one million people, you have 300 actual potential buyers of what you have to sell.

That works great if you’re selling a commodity like shoes, real estate, or whatever. If I could offer you 300 people who are willing to buy your product and have the money right now to purchase, would you tell me “Oh hell yeah?” If you’re selling a product for $1 probably not, but if you’re selling a product for $1000 then you would probably tell me “Oh Hell Yeah!”

Generating The Right Leads

ContabilidadYou can play the numbers game all you want, but you’ll be more successful if you play the game by trying to find customers that really want what you have to sell. That means identifying your ideal customer and trying to locate and communicate with them in the way that they want to be communicated with.

I know this is easier said than done, but trust me, I try all the time. If you can come at this with a laser focus, you will have an easier time with much more success. Finding your ideal customer is a challenge. Most people say I’m looking for small business people, stay at home moms, people who want to make more money, but that is so generic and broad that it usually falls flat. What you need to do is create an avatar, someone who is your ideal customer who really needs, wants, and can afford what it is that you’re trying to sell.

The Ideal Customer

Businessman is drawing analytics solution on the black wall.

In a past post and podcast, I tried to tell you where to find your ideal customer. It’s pretty simple. If you’re like me, a QuickBooks junkie, you can see the people that are making you the most money. Are they people you would like to be working with? Are they paying you what you’re worth, and are they willing to grow to the challenges of the things that you provide? That’s the key … it has to be a partnership and not just one-sided.

Here are the steps that I suggest that you look at to find and generate the best leads possible…

  1. Identify Your Best Customer – There’s a big difference between a customer that you love and a customer that you have. The customer that you love … you cannot wait to pick up the phone or answer their emails and try to help make them more successful. The customers that you have are the ones that are “pain points” where you answer their questions and you say, “Okay I got through that”. You want to seek out and find customers that energize and improve you, rather than those that drag you down.
  2. Create An Avatar – What does your best customer look like? Are they male, female, young, old, rich, poor, who are they? You have to have a clear picture of who that person is and why you love working with them. An avatar is a meme or a graphic that depicts who that is. The closer you can come to better defining who you’re perfect customer is, the easier it will be to find more of them. Do your best to look at your QuickBooks, or accounting system, and find out who is making you the most money, and are those the people that you want to work with?
  3. Talk To Them … Not At Them – We spend so much more time trying to create sales that we sometimes forget that people don’t want to be sold to. What people want is information that guides them towards the right opportunity to make their business and themselves better. Do your best to talk to people in the way that they want to be spoken to. Ask them questions, give them an opportunity to communicate back, and make it your priority to be the best communicator that you possibly can be. Facilitate, educate, differentiate, and you will be the trusted source that people actually go to, to get their questions answered.

Bee Different!

Honeybee flying to white Nemesia flower

I use the term be different as in B–E–E, because I want you to sting people with what makes you stand out from the crowd. There is so much noise out there that in order to generate leads you have to be somebody who is willing to sting. What I mean by that is, hurt them in a way that brings them to reality. People buy on pain points. That means … are they not make enough money, are they not finding a way to bring themselves above the chaff, or are they stuck in a rut and just don’t know how to get out of it?

Generating leads means that you find a way to create the best opportunity for your customers, and you, to succeed. I love this quote from Zig Ziglar, “Do more than you are being paid to do, and you’ll eventually be paid more for what you do.” Go above and beyond to find people that need what you have, exceed their expectations, and watch what happens.

I would love to hear your feedback, comments, and stories. Comment away…