The Desert of Arizona
Cloudy 63 Degrees – 12:11 p.m.
I’m preparing this week for the first Lead Lab that starts on Thursday. (If you’re meaning to register, time is running out.)
As part of the preparation, I’ve been doing a lot of thinking about how we set ourselves up to fail when it comes to lead generation.
There are a lot of THINKING errors that are made that lead to DOING errors. During the Lab, one of my goals is to correct those.
Now the generally accepted business advice is that it’s far easier to sell an existing client or customer something than it is to sell something to a brand new client or customer.
While that’s certainly been my experience, it’s NOT always easier to sell an existing LEAD in your universe. Sometimes, it’s just easier to sell the brand new lead.
Not everyone needs to “warm up” to you. Not everyone needs to receive your media platform for 2 years before you become the only logical choice for them.
A fair amount of people are just ready to go. They have a problem, they see you have the solution…GO.
But to benefit from helping these individuals, they have to become a lead in your system.
And to be frank, it’s just easier to keep publishing your media platform to the same group of people over and over again. Eventually something’s going to happen, right?
Of course it will, provided the RIGHT people are listening to you. “The Right” people are those with a problem you solve, who want YOUR solution sooner than later, who have the resources to compensate you properly for that solution.
Many business owners, instead of figuring out the lead puzzle for their business, simply HOPE that someone in their current pool of prospects will come forward and buy something.
Hoping makes you feel like you did something of value for your future when the reality is that you did little or nothing.
Hope, dear Reader, is not a productive use of energy. I’ve talked about this over and over again.
The worst part about hope is that it leads to your mind to EXPECT a result of some kind to happen when it’s just not realistic.
Yes, I admit. It IS easier to just hope for your current leads to transform into customers and clients. But…
My recommendation is to stop hoping and to choose a smarter way. Let your media platform do its thing. But by all means, don’t ignore your responsibility to FEED IT with new leads.