Generating more website sales leads by using the following proven, lead generating secrets.
#1. Sell to your ideal prospect not everybody
Many business owners do not understand the importance of niche marketing. That is, focusing on a specific, “ideal prospect.”
When you ask them “who is your prospect?’ they reply – anyone.
On the face of it, it would seem that having “anyone and everyone” as a prospect would be a positive thing.
But, it’s not.
In fact, marketing to “everyone” will virtually ensure your marketing message gets lost in an endless sea of beige marketing noise.
We all have ideal prospects. People we like to work with. People for whom our service or product is perfectly suited for.
We know what their needs and wants are. We know what their frustrations and hopes are.
By identifying your ideal prospect, it’s easy to craft a marketing message that makes a meaningful connection and takes the hard work out of selling.
#2. Have a clear, easy-to-understand marketing message
Without the right message, you’re going to struggle.
Most business owners do not have a well-crafted marketing message which is often referred to as a USP – or, Unique Selling Proposition.
Why do you need one?
Because every prospect who visits your web site or reads your email or sales letter has one question that you must answer satisfactorily IF you’re going to earn his business.
Here’s the question: “Why should I chose to do business with you?”
You MUST have a specific answer to that question that is benefit-oriented to your ideal prospect.
Example: Domino’s has used “fresh, hot pizza delivered in 30 minutes or less guaranteed” to set themselves apart in a very busy market. FedEx? – “where it absolutely, positively has to be there overnight.”
Once you have an answer to that question, it’s much easier easy to cut through all the me-too “marketing noise.”
#3. Tap into your prospect’s emotions first to get attention
We all make buying decisions using emotion first.
Then, we look to back up our emotional decision with logic.
If it were the other way around, we’d all buy the cheapest products and service available. But that isn’t how we are wired.
Many marketers make the costly mistake of pushing the features of their product or service to centre stage hoping that the prospect will be motivated to take the next step in the buying process.
What actually happens when this approach is used?
The prospect often passes right by and completely ignores all the “noisy” information. Why? Because the prospect is not “hooked” emotionally.
The way to do that is to paint a picture of how the BENEFITS of the product or service will change the prospect’s life.
That’s what the prospect wants to know. ‘How will my life be better by using your product or service?’ Your marketing and copy should lead with all the ways the prospect will benefit.
Do that and watch your sales soar.
#4. Sell value NOT products or services
Your prospects are not experts in your business.
They have no idea about the value behind your service or product. It’s your job, as a marketer, to help them understand what makes you the clear choice.
This is especially important where presenting or discussing price is concerned.
EXAMPLE: If I tell simply told someone I charge $1,250+ for a direct response sales letter, the response would likely, “How come it costs that much for a 2-page letter?”
Usually, it never gets to that point.
Why? Because, in my proposal, I list everything I will be doing – the VALUE my clients receive – to generate a sales letter that is primed to produce results.
For instance:
- I spend time with my client to learn more about her business.
- I read all current brochures, web copy, direct mail, and other relevant materials including industry reports, studies, trade magazine articles, statistical tracking reports etc.
- I gain insights into my client’s market so we can tailor our marketing efforts to meet the needs of their prospects.
- I talk to current/past clients to better understand what they feel are the key benefits they received from their experience with my client.
- I review competitor web sites so we know how the they are positioning themselves.
- I submit rough drafts of all content I write for review and approval.
- Then, I deliver finished copy to my client for approval.
And finally, I let them know I will provide them with the benefit of my experience wherever I can.
This approach allows my client to see the value of my service and makes it much easier for them to understand my fees.
#5. Tell your prospects what you want them to do next
This is one of the costliest mistakes many business owners make.
Let’s assume a business owner drives a steady stream of qualified prospects to her web site. The copy gets the prospect’s attention, holds his interest and creates a desire to learn more.
OK, great.
But here’s the problem:
Even though the business owner has does everything right to that point, he commits the costly mistake that wastes all the time, energy and money he invested because she does not complete the process.
What’s missing? The critical call-to-action (CTA).
A CTA telegraphs what you want your prospect to do next. For most marketers, that means directing him to take the next step in the selling process. Maybe it’s to download a free report or to sign up for a teleseminar. Or, at the very least, ask the reader to phone for more information.
Without a compelling CTA, the prospect will likely just click away and you’ve lost a sales opportunity.
#6. Your initial marketing objective: Develop your KLT factor
When prospects first come into contact with your offering – whether it’s a service or product – they are unlikely to buy immediately.
You may have heard that it takes several contacts with a qualified prospect before a sale will take place. Obviously, there are exceptions, but, for the most part, this is true.
Here’s why: When a prospect first comes into contact with you, he has no idea if you can deliver. He needs to learn more about you so he feels confident that you can do what you say you can.
That takes some time. Which is why you want to begin developing a “know, like and trust” factor the minute prospect clicks onto your web site or reads your sales letter.
I call it developing your KLT factor.
Until that is established, your prospect is unlikely to buy unless it is a very simple transaction not involving a big investment.
#7. Stay in touch
Although all the secrets presented in this report are important, this one is probably the one business owners neglect most.
They get a prospect, the prospect expresses interest but is not ready to buy.
What typically happens?
The prospect’s contact information gets dropped into a file and a follow up call is scheduled for a month or two down the line – depending on the product or service. Then, at some point, the prospect is re-contacted and an awkward “Have you made a decision yet?’ type of exchange takes place.
In fact, often the sale is lost to a competitor because, when the prospect WAS ready to buy, the business owner wasn’t top of mind.
So, how can you prevent this?
Simple. By staying in touch in a meaningful way using an email autoresponder.
An autoresponder allows you to create a 6-7 email message campaign that can be scheduled to go out on a pre-determined basis.
This allows you to nurture a relationship with the prospect so you can stay in touch in a meaningful way all the while, developing a connection with your prospect.
Try implementing some of these insider secrets and see if it doesn’t make a significant difference in your website’s ability to generate more sales leads.
Images: ”Online Shopping – Finger Pushing Add To Basket Button On Touchscreen/ Shutterstock.com“
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