But what is this process? How do we convert strangers to customers – the essence of lead generation?
Part of it is branding.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin.
Quote source: https://seths.blog
Part of it is wearing the shoes of others!
To gain a greater understanding of any marketing challenges, we believe it’s important to put ourselves into the shoes of our clients, no matter what product or service we offer.
This helps make things real and relevant to those we are in communication with.
Can you imagine walking down the street or speaking with someone on the phone and immediately firing off a sales pitch at high speed, expecting them to buy?
It might work occasionally, but these occasions are as rare as hens’ teeth!
For our clients, we advocate building a great list.
Interact with the list by sending each decision maker a brief introduction to the business and the products and services offered, alongside an outline of how the business works with clients.
Keep reaching them through multiple touch points: follow up phone calls, an email re-send of the introduction, email updates of news or product/ service updates, direct mail, social media or through an invite to an event.
Inject some personality!
Build relationships with the businesses on your list and at every touchpoint, note all feedback. We can’t keep all this information in our heads.
Once you have done the essentials of:
- Building awareness.
- Building familiarity.
- Building trust.
Then, strangers will become clients when they are ready to buy from you.
Thank you for reading.
