How to Improve Your Lead Generation and Conversion

Many small business owners are subject matter experts in their field however are not natural sales people.

Many of us find it hard to pick up the phone or make an appointment for fear of rejection or being seen as a pushy sales person.

Digital marketing might be a vehicle you prefer to use but at the end of the day you need to be able to demonstrate the Value you will deliver and be able to convert their interest in you, by closing the deal.

Have A Plan and Demonstrate Your Value

Resilience does not grow on trees but it is fertilised by practice i.e. having a plan to contact the right clients at the right time with the right approach and the right reason for making contact will help.

It is likely that your pipeline will always require feeding and it also likely that your market is becoming more competitive with your clients having to deal with an increasing level of noise….over which you want to be heard.

Can the approach to sales and the promotion of your business be more considered and effective? 

Three Elements to Improve Your Lead Generation and Conversion                                                                                                                                            

Here are 3 important elements of sales and promotion to improve your lead generation and conversion

Prepare:

Think about and research what you can about the person and their business before you approach them.

Use LinkedIn and google to find out what you can about their career, background so you are aware of what is happening in their world before you attend. It will help you ask open questions about the problems that need to get solved and where your services or someone you may know, could have a solution.

Targeting:

Do not be all things to all people. Play to your strengths and why you are and will be different.

Focus on what the impact of working with you will be for the client and be able to clearly demonstrate the value in their hands. This requires preparation and thought before you go to a client meeting so you are confident and they are confident why you are there.

-        First: Past and Current Clients: develop a lead generation campaign around your past and current clients.

Makes sense as they know and like what you have done for them.

Give them permission and a reason to advocate your services to others they may know.

Ask for a referral and certainly a testimonial that focuses on the impact your services had on them (not just have them repeat the transaction of “what” you did)

-        Second: Prospective Clients: learn from the past/existing client feedback about the value and impact you delivered.

Hone your campaign for prospective clients who look like the past and existing clients you are serving.

In this way you will be talking to clients capable of a higher conversion rate.

-        Third: The Long Game: be prepared to invest in the long game.

Do not go with a mindset that you must have a sales outcome at every meeting.

Have a mindset that you want to learn, share, engage and seek to understand and unearth what their problems might be.

You will have some ideas to offer and may have others you could refer them to…you are building a relationship and a reason to stay in contact.

One to More Than One

Creating leads can be achieved with and through others who may become collaborators, referrers or suppliers.

Invest the time to demonstrate the difference you have to your competitors and the problem you can solve.

It is your job to make it easy for them to refer you based on a strong understanding of the value and impact you have on your clients businesses. Do not forget to do exactly the same for your collaborators as you are asking them to do for you.

 If you need some help to uncover your value and to improve your conversations so that you are reaching the right people, you might like to follow our LinkedIn Company Page…or book a Discovery call FREE 20 Minute conversation HERE