With the explosion of business on the Internet it is far easier to gain clients at a distance. Unfortunately, with increased focus on SEO, business owners tend to forget about the business thatâ€™s right in front of them. While Internet exposure is a critical piece of the overall marketing picture, it is only that, a piece.
Are you missing out on some of the â€œlow hanging fruitâ€ in your own back yard?
To follow are some tips to turn your company into a lead generating machine.
Develop a core story about your business.
â€¢Â Â Â the pain your client may be experiencing if they are not accessing your product / service.
â€¢Â Â Â the benefits, results, and solutions your product / service provides.
â€¢Â Â Â how your company will deliver these results.
Please note: Your core story should take no longer than 10 minutes.
List the names and contact information of everyone who knows, likes, and trusts you. These are the individuals with whom you have developed rapport. Rapport is the deepest level of relationship that can be established in a business setting. These people view you as the â€œgo to personâ€ or trusted adviser. Once youâ€™ve accomplished this, people will not only purchase from you, but will also give you quality referrals.
Share your core story with every individual on your list. Make sure your marketing message is well understood by those you interact with regularly. Put it in â€œlaymenâ€ terms as more often than not, they will not expend the energy to ask you further questions if itâ€™s so far â€œover their headâ€. For example, if your field is technology, make sure you â€œdumb it downâ€ so that they clearly understand what you do. The majority of your potential clients want to know that youâ€™re willing to make them feel comfortable and if they just donâ€™t get it, even though they may need what you have to offer, youâ€™ve lost them.
Ask for quality referrals. The individuals you know may or may not need your product or service at this time, but each one has at least 200 friends, relatives, and acquaintances and some of them could be potential customers / clients. On the other side of the coin, you too should be a great resource for referrals as youâ€™ll find people love to reciprocate. Keep in mind that when you refer someone, make sure you know, like and trust them. And most importantly, have seen them in action and / or you know someone personally who has had a great experience. One of my biggest mistakes was referring someone I knew casually and that company totally let the customer down. This in-turn was a reflection on me personally since I was the one that referred the company and my colleague trusted me.
In closing, make sure you truly understand the benefits, results and solutions your product or service provides, then clearly share it with others, and you could be on your way to more pre-qualified business.
Pamela Rogan, CEO, Rogan Marketing and Communications