Stop Trying to Get Leads Into Bed With You Straight Away
Ever been to a conference or networking event, had someone introduce themselves to you and, the minute they have your attention, launch immediately into a sales pitch?
It’s excruciating, isn’t it?
Not a good sales tactic, as far as I’m concerned, and I certainly don’t advise it. Not for a second.
A person who doesn’t know you is a cold lead and you should not reel off a sales pitch at them at the very first chance you get.
Well, would you ask someone to marry you before the first date?
Or even during the date itself?
No, because you wouldn’t want to scare them off before they’ve even got to know you. But that’s exactly what trying to sell to a cold lead is like.
The minute you impose any kind of sales-y talk on them, I can tell you now, they’ll run for the hills — and I wouldn’t blame them.
They barely know you and yet here you are, as bold as brass, trying to sweet talk them into hiring your services or buying your product because it’s the best thing since sliced bread.
Basically, you’re trying to pressure them into making a commitment.
They’re not going to rush into one, nor let you force them into one, so what do you do when you can’t pitch to a cold lead?
Build the relationship
If you want to convert them into a warmer lead, you’ve got to get to know them.
Establish a rapport with them.
As they become more familiar with you and begin to understand what you can offer, they’ll start to trust you more.
In the meantime, you’ll have begun to realise how you can help them best.
They may be checking you out on social media during this time. Don’t rock the boat and try to sell to them just yet if you notice they’re doing this.
It’s a sign they’re becoming more interested in your business and converting from a cold lead into a slightly warmer one.
How to build relationships (and generate warm leads)
The unbridled power of the internet places a variety of effective tools at your disposal.
You don’t have to barge into someone’s inbox and start selling to them, though.
Now they can come to you.
Get the most out of social media
Social media is one of the mightiest tools there ever was for attracting customers.
People follow you because they want to follow you.
This is a real opportunity, so make the most of it and publish engaging posts that catch the eye of potential customers.
But don’t stop there. That’s the easy part.
What you’ve then got to do is implement a strategy so that when they display their initial interest, you follow it up adequately to guide them gently a little further down the path towards the sale.
Keep an eye on what people like or comment on (and what they say) and engage with them. This valuable information can bring you closer to a sale.
Write a blog
A well-written blog can encourage the prospect to visit the more commercial parts of your website.
A blog is a superb tool you can use to convince people that your product or service is the one they’re seeking.
By posting engaging, useful content that demonstrates your expertise.
You can really get your teeth into different topics in your field and discuss them in as much or as little depth as you wish.
Visitors may comment on what you’ve written and share their own views.
It’s a real chance to connect with prospects and build their interest in your business.
Do everything you can (within reason) to keep your customers happy.
Happy customers are a valuable source of warm leads — for as long as you do a good job, they’ll keep referring people to you.
I don’t think I need to say any more on this.
A few final words
To be on the receiving end of a sales pitch the moment you meet someone is annoying, to say the least.
You wouldn’t like it and neither will your lead.
Put the sales spiel on ice and get to know the person first.
Establish a rapport with them and understand what they need or are looking for.
The more patient you are, the better.
They’ll be happier with the hire or purchase and you’ll be several pounds more to the good.