Spotlight on Marketing
Looking for Leads
I eat, drink and sleep marketing. People tell me I'm a born salesman, but I actually don't like salespeople very much. I'm all about relationships and when it comes to sales, a relationship beats a lead every day of the week.
When a lead comes in, some salespeople add it to their prospect list and start counting their commission. I like leads as much as the next guy, but if a lead is merely a name on your prospect list, then you're missing the most important opportunity. Instead, a lead should be an invitation to a relationship.
When following up with a lead, most salespeople start by asking what the prospect is looking for. A better approach is to find out who they are. Truth be told, a lead can be an invitation to your worst nightmare. A demanding person, who can't make up their mind and finds fault with everything you do, might have all the money in the world and an intention to buy, but they are about to suck you dry. They'll be so demanding you won't have time and energy left over to take care of the rest of your prospects. At the end of the deal, chances are the demanding client is more like to gripe about you on social media than say thank you.
So when you get that lead, it might be a better idea to start finding out who the prospect is. You might need to help them understand what they want isn't at all what they need or what will make them happy. As you get to know them, they get to know you. By the end of a phone call you can already have a relationship and whether you sell them something or not, that relationship can be the most important asset your business has.
Relationships Over Leads