Copyright 2005 John Jantsch
Cold calling doesn’t work, it’s no fun and often you end up with leads, or worse yet, clients, that don’t really value what you do.
Having said that, leads are lifeblood of growth, without a lead, there is no client.
Set-up a 2 step lead machine and you can say goodbye to cold calling while generating all of qualified, permission based leads you can handle.
The basic idea behind 2 step approach is to create one or more valuable reports, workshops, evaluations, trial products, checklists, newsletters, courses or tip sheets. You know, something like, “How To Tell If Your Roofing Contractor Is Lying To You” or “What Every Senior Must Know About Bush’s Social Security Changes” or “101 More Things You Can Do With Your iPod.”
Now that you have your value packed written report or audio CD, every bit of your advertising – that’s Yellow Pages, direct mail, back of your business card, letterhead, email signature, web site – should focus on getting people to pick up, request or download that report. Don’t try to do anything else with your advertising, let report sell you. See, that’s step 1.
There are several reasons that this approach is so much more effective for small business owner than traditional “image” type advertising.
First off, if you only buy a 2 x 3 ad or send a 4 x 6 postcard, can you really tell your story very well?
Secondly, this approach allows you to demonstrate your expertise in a non-threatening, on prospect’s own terms, way. Nobody likes to be sold to, but if they take time to read your report, understand what you do that has value, have an 8-10 page conversation with you, relationship and trust has begun.
A person who has requested your free information in officially a hot lead. When a prospect visits your web site they are effectively raising their hand and identifying themselves as someone who is very interested in what you do. Half of your sales job is done!