Understanding the lead life cycle, lead generation and ‘lead scoring’ is one of the best things you can possibly do for your business if you want to increase your turnover, revenue and profits while also increasing the brand loyalty and trust you get for your business.
The problem is that too many people don’t think about leads and instead focus just on sales. They believe the aim of their website is to convert as many visitors as possible and to maximize their sales. The irony is that this actually ends up driving away a lot of potential customers and actually reducing their profits significantly.
Why is that? Because people don’t like to be sold to. And the best way to understand this is to think about it in terms of dating…
Why Sales Leaves People Cold
When someone visits your website, whether through SEO, AdSense or any other means, they are essentially going to be cold leads. That means that they fall into your demographic and they are potentially going to be interested in your niche but they have at no point demonstrated any particular loyalty to your brand and nor have they given you permission to contact them and/or try to sell to them.
When this happens and you try and sell, this is then going to feel pretty much like cold calling. They don’t know who you are, they have no need to trust you and here you are trying to get them to buy something from you. This is essentially the same thing as approaching a stranger in a bar and asking them to come home with you – there’s no preamble and it ends up coming across as rather rude. Ultimately, your chances of getting a positive response are much lower as a result!
How to Warm Them Up First
This is why it’s important to think about your lead life cycle. Instead of trying to sell to cold leads, you’re trying to impress them with your value proposition, with the quality of information you’re giving away free and with the way your brand aligns with their values.
When you do this, you create warm leads – people who have given you their contact details and invited you to contact them.
In terms of dating, this is the equivalent of meeting someone you like in a bar, chatting to them for a while and demonstrating your good humor and then asking for a number. In the long term, the latter approach is likely to lead to a much better outcome for all parties involved!
We can help you get more targeted, qualified leads to your business, resulting in an extra 10 to 20 appointments per month! Let’s talk.
When you talk about getting new customers to your website or business, you will often focus on bringing in ‘leads’. A lead is of course any potential customer who meets the right criteria and thereby can be considered the kind of person that you are going to be marketing too.
But not all leads are made equal and some leads are certainly better than others. The aim of your business then is not only to bring in leads but to bring in the right kinds of leads and also to convert leads from one kind to another. Let’s take a look at what the different types of lead are and what it means for your business.
A cold lead is the most basic type of lead. This is someone who you have established contact with and who fits within your precise target demographic. In other words, they are the right age, sex, location and income and you have the means to reach out to them.
But they are still ‘cold’ leads because they’ve shown no interest in your brand or your products and they have had no willing contact with you prior to this first interaction.
The next stage for your leads is to become ‘warm’ leads. A warm lead is a lead that you have now had an interaction with and that has shown some kind of interest in your brand. They aren’t paying customers yet but they have demonstrated interest in you and that makes them much more likely to become a customer in future.
To become a warm lead, someone might have liked your page on Facebook, they might have signed up to your mailing list or they might have emails you to ask about your business.
A qualified lead is the best type of lead. This is someone who has not only shown an interest in your business but has actually shown an interest in your products or a specific item. That means they are very likely to want to buy from you with the right push and they are probably ‘ready’ to buy as well. To become a qualified lead, your lead might have asked for information about a specific product, they might have pre-ordered or they might have lingered on your store page.
The key is to only try to sell to qualified leads. Find cold leads and then bring them up to the point where they are committed to your brand and ready to buy!
With our service, we will ONLY bring you very targeted, qualified leads so you can add an additional 10-20 appointments per month. Will that help your bottom line? 🙂
Contact me today and let’s talk!
Building a huge list of warm or qualified leads is a fantastic and very worthwhile pursuit for any business. If you can do this effectively, then you can build a massive list of people who have shown an interest in your business and who are presumably likely to buy from you.
But this is only going to get you so far. Eventually you going to need to think about how you can convert those leads and turn them into paying customers. So how do you take this step and what can you do to convert your leads? Here are some methods…
Sending Out Special Offers
If you are correctly handling your leads, then you should have some kind of lead management software set up and this should automatically be tracking the behavior of your leads. Those leads are people who have come to your website, shown some kind of interest in your business and eventually signed up for your mailing list.
They should be showing engagement and the fact that they’re reading your content at all suggests that they trust your brand. That means they’re ready to buy and all that is left is for you to get them to take the plunge. You now need to do something that is going to ‘push them’ over the edge into becoming your customers.
Using CRM software, you can automatically email only those leads that are showing lots of engagement, even ones that have been looking at your site. From there, you can then invite them to buy with some kind of special offer. This special offer should be time limited and quantity limited. This then creates scarcity and urgency – the reader has to act quickly to take advantage of the deal.
They already liked your brand, they’re interested in your product – now you’re just giving them that final incentive to take action right now.
There are more things you can do to convert leads too. One example is to remove any risk that might be involved in the purchase. People are naturally risk averse, so try to remove any perceived danger by offering a free sample or a money back guarantee.
Another technique is to try and sell something very cheap first and then follow this up with your big ticket item later. This way, your customers are only taking the risk with a relatively small amount of money.
Finally, remove any ‘buyers’ remorse’ by explaining how their purchase is in fact an investment, especially if they act right now!