How to generate more leads

“The best salespeople wonder what it would be like to be in the other person’s shoes. They know they can’t play that game unless they continually strive to train themselves in how we as human beings communicate.” - Bob Phibbs

It is the eternal question when it comes to sales excellence. Business leaders are constantly searching for new ways to grow their business by expanding their client pool. Lead generation is often the first place your sales team will go when looking to generate new clients, but this can often be the most expensive, even wasteful, if not planned carefully and monitored throughout the sale process.

The ‘Holy Grail’ is to create a continuous flow of high-quality sales leads into your pipeline. For the purposes of this article, we define a ‘lead as: “A meaningful conversation with a prospective customer.” Effectively, a lead is a business or individual that has an interest in the services or products you are selling. Here are 5 tips on how to create a workflow that helps you better identify sales leads, and how to turn them into reliable repeat clients.

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Establish who your target audience is

Whilst this may sound obvious, we often see business leaders focused more on what they are trying to sell, rather than getting really clear on who their ideal customer is and what problem this prospect is experiencing that the company’s product or service solves. Becoming successful at sales is all about having great conversations that lead to strong relationships. But how can you start a conversation if you don’t know who you want to talk to!

Create detailed ‘Buyer Personas’ or ‘Customer Avatars’ that closely match the demographics and behaviours of your ideal customers. These are semi-fictitious representations of your future customers and include things like what they do, where they live, what lifestyle they indulge in, household income and other purchase drivers. Once you start this process you will find it both insightful and great fun too!


Choose your promotional methods wisely

Once you have created powerful ‘Buyer Personas’ you will have a better understanding of how these prospective customers like to be communicated with and also where they go to find their information. Carefully tailor your offer so that it meets the needs of your prospective customer and then use the language and communication methodology that is most like to a) reach them and b) resonate with them.

As consumers we are bombarded with new media all day, in many ways and have become highly attuned to cutting out the noise and focusing only on the things we find interesting and valuable. There are thousands of media channels, platforms and strategies available to your business, so take the time to sit with a marketing expert to discover the most cost-effective way to communicate the value of your product or service to your idea future customers.


Create a sales funnel

Once you have identified your ideal prospects and set out your communication strategies, you will need an effective system for collecting, collating, and managing contact information. There are many powerful CRM systems out in the market, some are designed for specific industries and customer groups. At ActionCOACH NextLEVEL we love using Hubspot for CRM, Sales and Marketing funnel management, but there are many out there to choose from.

These powerful tools allow you to store critical data, map out and optimise communications, use powerful automations to replace the human element of the nurture cycles and create consistency in timing and quality of communications. Use forms or landing pages that incentivise prospects to provide their contact information in exchange for a coupon, free gift, value-add or sample. In this scenario a customer relationship management (CRM) database is essential for keeping track of potential clients throughout the process.


Make use of an email newsletter to develop relationships

Once you’ve made contact with your ideal prospects and opened up a powerful sales conversation, it is time to nurture those relationships so you can move them from the lead stage to a sale. A regular email newsletter sharing insights is one of the most effective strategies to maintain regular, high-quality communication with your prospects. However, make sure you are aware of and adhere to regulations when you create your email marketing strategy.

Use your ‘Buyer Personas’ to create customised emails that resonate powerfully with key customer groupings. Some CRM systems use ‘smart content’ to build individually customised emails that are aligned with the preferences of individual customers and prospects. This can be highly effective at ‘catching their eye’ and increases the likelihood they will open and engage with your content.


Build a conversation with your prospects

Every sale begins with a powerful conversation. There are many ways to converse with your prospects and social media is still one of the most powerful. Small businesses can harness the power of social media to engage in conversations with prospective consumers and generate new leads. Even simple things such as creating a LinkedIn company page, Facebook page, Twitter or even a YouTube account can capture the attention of prospects as they navigate the virtual world, diverting them through your process to become leads.

LinkedIN and Facebook both have sophisticated nurture functionality to help build conversations and relationships within their ecosystems, but often these require both time and financial investment. That said, the scope and scale of these tools can help you reach highly targeted prospects that are a perfect fit for your ‘Buyer Personas’ so the investment can be highly rewarding.

In summary

Whilst lead generation is a critical element in the process of creating profitable growth in your business, it is only one of the five ways to maximise profits – and often the most expensive. The key to success is to get real clarity on your ideal customers, what they really want and how best to communicate your value. You can streamline the process and enhance your prospects for business growth if you put an efficient system in place using a CRM and harness the power of marketing automations.

If you would like to discuss how you can improve your lead generation and supercharge your business growth, book a free coaching session with one of our certified Business Growth Specialists and see how to unlock your true sales potential.

If you would like to discuss your business plan and make sure you are set up for success, book a FREE coaching session with one of our certified Business Growth Specialists and discover how to unlock your full business potential.

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