If you want to start converting more prospects into customers, all you need is a simple 4 step system in place.
And I’m going to show you how to build it.
But first, let’s define what a lead conversion is (and is not) all about.
The consistent conversion of leads into customers requires a process that helps add value, builds trust and guides a prospect towards the buying decision.
It is NOT about sending a continuous series of emails that say BUY MY STUFF!
The goal is to attract and then transform a cold prospect into a “ready to buy” customer.
To do this you need to follow FOUR primary steps.
Identify your WHO
Who are you fishing for?
Before you worry about converting anyone into a customer, the first question is WHO do you ideally want to attract and work with?
One of the reasons many entrepreneurs struggle to generate the volume of leads they want is because they’ve never gone to the trouble of defining WHO they are looking for.
When leads are low, stress levels are usually high. This is because the entrepreneur knows that without sufficient leads, they have limited opportunity to generate an income.
If you are suffering from a lead shortage at the moment, the worst thing you can do is fall into what we call the scarcity thinking trap.
The temptation for a business that needs leads is to try and be everything to everybody. Rather than targeting their marketing efforts, business owners in this state tend to generalise as much as they can in the hope that will maximise the number of potential leads they can generate.
THIS IS A MISTAKE!
To create a CONSISTENT FLOW OF LEADS, you need to be VERY CLEAR about who you want to attract.
At the entry point of the relationship with your prospective customer, you need to place a compelling piece of content (what is commonly called a lead magnet). We’ll talk about this in detail in one of the next steps.
For now, to ensure you can attract the right prospects, you need to get clear about WHO they are.
I wrote another post all about this recently and it came with a handy PDF download to help you Build your ideal client profile – you can grab it HERE
Identify where to find them
Fish where the fish are.
As an old muso, we had an expression, ‘There is no point singing your song to people who don’t want to hear it.’
From a marketer’s point of view, this is one place that many entrepreneurs lose a lot of money – they spend money promoting or advertising to the WRONG audience.
They are trying to convince people to pay attention and buy what they’re selling. This approach is flawed on several fronts.
Primarily because the more you try to CONVINCE someone, the less likely they are to listen.
As a marketer your job is NOT to try and Convince prospects to buy; rather your job is to help them Discover why you are the best option.
If you’re interested in learning more about this, I wrote a piece all about Why You Need To Stop Trying To Convince People To Buy – You can read it HERE
This is done by showing them that you UNDERSTAND them and that you can help them solve their current challenge and move forward towards their desired outcome.
To ensure your lead generation works, you need to put the right message in front of the right audience, at the right time.
It’s not a matter of having to find traffic; the traffic is already out there. Your job is to step in front of the right traffic and offer them a compelling reason to connect.
The clearer you are about who your ideal customer avatar is, the easier it will be for you to target people like that.
One of the fastest ways to get your message in front of the right audience is to reach out to other entrepreneurs who serve the same avatar.
By connecting with another business owner (in a non-competing industry), you can offer to add value to their audience in a way they cannot. In return, you can do the same for them by exposing your list to their message.
Use the right bait
You need to know how to bait your hook.
At the entry point of any cold prospect relationship is usually a compelling piece of content (a lead magnet). This is where you package up a piece of your knowledge and give it away for FREE to your prospect.
A lead magnet may take many forms, such as: a cheat sheet, checklist, eBook, whitepaper, video, webinar, etc.
The key to your magnets success is that it solves ONE BIG PROBLEM your customer is facing.
The bigger the problem and the more valuable the perceived answer, the higher the number of prospects who will consume it.
For your lead generation to work correctly, prospective customers must enter a marketing funnel.
To make this happen, you need two essential tools: a HOOK and some BAIT.
Your HOOK is your Unique Selling Proposition (USP). This is the factor that separates you from your competitors.
Your USP might be built around how much great free content you give away, the level of service and support you offer, or the speed at which you produce results.
You need to identify your HOOK which is the position you want to take in the marketplace.
Then you need to use the right bait.
I know very little about fishing (however it was a handy metaphor for this article), but one thing I do know is the bait a fisherman chooses is dependent on what they want to catch.
As a marketer, you MUST ensure there is an alignment between your HOOK and your BAIT.
In other words, if you’re a finance specialist, then your bait needs to be related to helping your prospect build wealth, save money, cut costs, etc.
Offering them access to a course to lower their golf handicap would not be a good idea, no matter how appealing that might be because there is no alignment and therefore no logical flow to your continued conversation with the prospect.
If you want to attract the maximum number of people into your world, start by identifying a common problem you can help them solve.
Apply the Rule of 6
Now that they’re hooked, let the nurture begin.
The forth step in the lead conversion process is designing your nurture process.
The fact is, that up until this point, what you’ve done is Identified WHO you want to attract, WHERE you can find them and WHAT will entice them to connect with you.
Now we have to build on that connection by applying the Rule of Six (x2).
For a long time (over a decade), I’ve been teaching entrepreneurs about the Rule of 6. The idea is that after you’ve made the initial connection with a prospect, you need at least 6 more quality touch points with that prospect to convert them into a buyer.
More recently we’ve had to upgrade the Rule of 6 to the Rule of 6×2. That’s because it’s now noisier in the marketplace and the nurture process often takes longer.
There are several goals to your nurture sequence which include:
- Adding additional value;
- Demonstrating expertise;
- Building trust; and
- Deepening the relationship
1. Add additional value
What is the next logical piece of content to offer after your magnet? Remember, the content should be aligned and complement what you have already supplied.
2. Demonstrate expertise
You can demonstrate your expertise in a range of ways, such as the delivery of content, access to some coaching or a diagnostic session, sharing of cases studies and testimonials, etc.
3. Build trust
Before someone is going to part with their hard-earned money, you need to invest time, energy and effort into assisting them. Only then will they feel confident about making a buying decision.
4. Deepen the relationship
The more you understand about your prospect, the better able you are to help them succeed. The easiest way to learn more about your prospects is to invite them to join you on your favourite social platform.
To help you understand how to design a 6-step nurture process, you can download a one-page planner. Click Here.
This planner with give you guidelines as to what content you can offer and the ideal timing between emails.
This will really help you get this moving. Grab your copy – Click Here.
Okay, so there you have it.
A simple four step process that will help you increase the volume of leads you convert.
Let me know what you think below and what other information you’d like to know more about in order to help you increase your leads.
Until next time,
P.S. Don’t forget to grab a copy of your one-page planner. Click Here