Friendships are a helpful analogy for generating leads.
Think of the lasting and enduring relationships you have developed with someone. Strong connections get built on multiple engagements over time. No single encounter makes you a friend – but you build upon various experiences. Perhaps you have shared experiences that become part of your story together.
When you see lead generation like making friends, your mind shifts; think how you built a friendship over time where you are, listening and demonstrating an empathic understanding of their needs, and it occurs over many connections. You call them, share information with them and offer to be helpful. Think connection, not transaction.
Business leads are no different.
They take time to cultivate.
Effective Journeys
- An effective lead generation campaign requires taking prospects along a journey.
- Begin with how you can help them solve a specific problem. You can do this in many ways, but understanding their needs is the starting line.
- Give brief answers initially – don’t overwhelm a prospect with a taste, a sample or a little bit of information.
- Give them examples in the form of case studies where they can see themselves in different situations and explain how your product or service is the antidote to their pain.
- Provide multiple ways for the prospect to learn – watch a video, join a webinar, receive an automated string of emails, receive a whitepaper, etc.
- Don’t rush them. Give prospects time to learn, ask questions, and explore independently.
- Eventually, drive them to a landing page where they can raise their hand and tell you they want to speak to someone now that they know little about your company.
- Follow up. Call these people. Meet them. Talk. Engage. Listen. Understand their needs.
- Help. Don’t pester.
Journeys with Multiple Stops
Generating leads isn’t one activity – like an ad or attendance at a tradeshow. It is a journey along a path where someone in need gets educated, learns how you can help them, and gains confidence that you have the expertise to provide a solution.
Secrets of Generating Leads
- It takes multiple engagements to gain someone’s confidence to work with you.
- Designing a journey requires insight into their situation.
- Think of generating leads like building lasting friendships. They take time and don’t happen in one encounter.
- Keep following up – even with a gentle touch or reminder.
- The secret to generating leads is that there are no secrets. No shortcuts. Patience and gentle persistence is your best asset.
Hello friend.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Zachary Nelson on Unsplash
