In
this very important issue of the rules of marketing, I am
going to address a small business' lead database. The lead
database is one of the small business' greatest assets. This
is imperative to it's success and should not be overlooked
and often backed-up. Leads, in essence, are your company's
lucrative future. The more leads in your database, the more
potential buyers you are going to have down the road. It is
that simple, or is it?
"When
a business understands the importance of EVERY lead, they
notice their sales tactics change. Become a better salesperson
and treat ALL your leads with the respect and dedication they
deserve."
Why
spend all this time on leads when you could be selling something
right now to someone else you ask? I bet you have 2x-3x more
customers right now than you think! They just might not be
buying from you right now... Whether a potential lead buys
from you today or not, make them important. I'm not telling
you to ignore the value of a "hot" lead, just don't
ignore the value of your other leads.
"The
secret to this entire rule is to follow up with every lead,
every time. When you do this, the message needs to have a
purpose and value attached to it. Prospects are searching
for both value and resources. Differentiate yourselves by
offering your customers both."
The
number one thing you should be giving your potential leads
is content rich material... I understand that sometimes you
just need to inform your leads of a big sale or promotion
that is coming up that they might not be aware of, and that
is perfectly fine. However, a large portion of your follow-up
material should be valuable to your customers.
"Any
company can give a discount. Value is passing along any knowledge
you can impart to your prospect that they will appreciate."
Valuable
follow-up information should both be interesting and informative.
Adding value can turn leads into future customers in three
(3) ways:
1)
You are keeping your name in front of them
2)
You will be helping them grow their business
3)
With help, you are building a strong relationship
There
is a world of possibilities when it come to sending valuable
marketing materials. Free reports, whitepapers, downloads,
wallpapers, links to articles, webinars, online demos, and
just about anything else! Make sure it's helpful and exciting!
In
today's markets, you can no longer place a product on the
shelf, give it a good price and tell your customers it's a
great deal. Today's industries need help from every angle
possible and, like we all know, good help is hard to find.
Help your potential leads, customers, and vendors and impart
any knowledge you have to them that you think will aid in
their lives and growth. If we all help each other and work
together, we can all expect to see growth in the future ahead.
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