A lot of effort, time and money is spent on finding new leads. But looking after and nurturing your current leads, your past clients and new clients they could refer you to, could be a lot more valuable to you and more profitable to work with than any brand new people.
You’ve probably thought at times why is my bank giving a better deal on a mortgages or savings accounts to new customers than me when I have been with them 20 years? A lot of companies still put new clients first at the detriment to their current clients. It’s the leaky bucket syndrome – however many new clients you bring in, if you don’t look after them once you have them, they leave and go elsewhere. Better to fix the leaks first and make sure you have a good client retention programme. Have you?
Companies are starting to realise this and pay attention to retention as well as new clients. Trusted selling rewards loyalty – clients who are currently with you as well as new ones should benefit too.
But let’s assume you have done everything you can with your current list of ideal clients and you’d like more people to know about you. When the referrals and the word-of-mouth business starts to dry up, that’s when a lot of clients come to me for ideas on how to drum up new business.
So I have done a lot of research in this area.
One of the key principles of Trusted selling is being true to yourself, being in flow and selling in your own integrity.
I don’t believe that there is ONE sure-fire way of attracting new leads for everybody. No matter how many emails, webinars etc tell you – THIS ONE THING will double your sales. It might have worked for them but there is no guarantee it will work for you too. It has got to be easy, fun, congruent for you to do and match your personality traits. Otherwise it will be a hard slog, and won’t bring in the results you want as it will seem inauthentic.
So I’ve come up with 4 categories of ways to attract new leads in a trusted way and one or two of these will appeal to you and suit your personality. All the personality types are covered in my programme Predictable Income and Profits.
But in every case to capture the leads, ie. their contact details, at the very least their email address, something free, a lead magnet or as I call it, a Value Exchange Tool will be the way you can count them as a lead and keep in touch with them.
The nature of that Value Exchange Tool and the way in which you attract people to it will differ depending on YOUR personality and the personality of the leads you are trying to attract.
Here I’m going to focus on how you can attract and capture new leads if you are a creative, dynamic personality.
If you have a creative personality 3 of the best ways to capture leads are through
- Being a thought leader
- Creating new models and ideas
- Creative campaigns (eg sales funnels)
1. Being a thought leader – means publishing your ideas in blogs, in magazine articles, in books so that people come to you to know more or to ask to work with you or to be trained in what you already know and do. Your social media posts will refer people to these articles and comment on other people’s ideas with reference to your own. Making sure you have subscribe buttons and making it easy for people to share your ideas and having a link to your current Value Exchange Tool is how you turn your original ideas into leads for your business.
2. Creating new models and ideas – unique models. If you’ve come up with a new way of thinking about something and can demonstrate it visually, this can be a great way to attract new leads. You can recreate the model in infographics and share that on social media with a link to your Value Added Tool. Often it is this model that is explained in blogs and even a whole book about it. But dynamic, creative people are very visual so it will appeal to you to create it and appeal to people similar to you who want to know more about it. E.g. My business is based on the model of Trusted Selling I created in 2013.
3. Creative campaigns (eg sales funnels) – the 6 key pieces of a creative sales funnel would be fun to make for a creative, dynamic person to make and play with. It has the added bonus of minimising the time spent on follow up which is not a dynamic person’s strength, but still with the results of sales at the end of it.
To find out your Sales Personality click here.