BIG question for you:
What is your go-to method to get clients?
Content marketing? Cold calling? Cold emailing? Trade shows? Ads?
None of these are wrong… but depending on your situation, there are some methods that get better results than others, while also making it easier to:
Generate leads in a cost-effective way
Close the sale
AND win the trust and loyalty of your prospects long term
Why You Need to Systematically Build Relationships
It comes down to one word: TRUST.
If you trust someone, you’re more likely to be open to hear what they have to say - and to do business with them.
We all know this, but do we leverage this in our marketing?
Many people don’t! You might have been on the receiving end of an email or message like this at some point…
I feel for people who do this because we all look for shortcuts. It’s just the human thing to do. If there’s an easier way to do something and still get good results - that’s what we want right?
Shortcuts aren’t always bad. But jumping right to the sales pitch when your prospect has NO IDEA who you are is a surefire way to repel your prospects.
I didn’t ask this guy about his sales number using this approach, but I would be surprised if he got more than a 1-2% response rate, if that, to be honest.
When you’re reaching out to someone for the first time, you do NOT want to hit them with your service right away. If you want to turn your new acquaintances into legitimate business relationships that you can turn into clients, you first need to build familiarity with them.
You could stop by their office once a month and say hi, or call them on the phone every once in a while, but these kinds of sales tactics take too long and waste a lot of time. Though they might work.
Instead, the most time-effective and cost-effective way to do this is to send them personal emails on a regular basis.
What Are “Personal” Emails?
I say “personal” because a lot of email automation providers arrive in your inbox as obvious marketing emails. They get tagged and might not even be delivered to the inbox. Instead, they might land in the spam or promotions tab. They also look nothing like an email that you typed out yourself...and people just ignore them.
So CRM’s or an email sent using Mailchimp, Constant Contact, or Infusionsoft are not what I consider “personal” emails. What I mean are emails that look like you sat down and typed it out and sent it to just one prospect directly from your own email.
Now in the past, you had to send personal emails manually. This takes a long time, especially if you want to keep your pipeline full year-round with hundreds of prospects (or more!). So again, most people don’t do it. But that’s changed.
Now, THIS is a shortcut that works: email automation. When done right, it allows you to send “personal” emails, or what looks like a personal email, even though you can completely automate it. Not every email automation achieves this however because again, many are immediately tagged either by your prospect or their email service provider as marketing emails and they never even see it.
This is why we’ve created an email automation software to stand out in the inbox, while at the same time appearing “personal”, without the need to spend hours writing and sending emails to prospects.
Your Email Strategy To Turn Warm Leads Into Clients
What you’ll want to do to gain familiarity and build trust as a foundation for a business relationship, is at least once or twice a month. Send them a personal note with a resource that they’ll find valuable, or just check-in to see how they’re doing.
Again, when sent from an email service provider that doesn’t get immediately tagged as “promotion” or “spam”, this is going to register as a personal email in their inbox. Meaning that it will 100% show in their primary inbox. They’ll open it, and most of them will reply too, at least with the process we follow.
Remember: your goal here in sending is simply to provide value. At this point, it is NOT to start talking about your service or to dive headfirst into a sales pitch.
You want to further gain their trust and to let them know that you know your stuff. YOU are the expert they need. You have to prove it to them first though and you have to get them to be open to hear what you have to say. The more you do this the more open they will become familiar. with you. Eventually, they’ll say something like, “Hey, I’ve been getting your emails. And we’ve been going through this exact same problem over here at my company. Can we schedule a time to talk?”
Couple this with a social media strategy so that you have a strong online presence (because they WILL look you up) and Boom! You’ve got social proof and with your emails, you’re proving that 1) you’re human and you care and 2) you really do know what you’re talking about and that you can be the bridge between where they are and where they want to end up.
So at this point, they’ve been seeing your content all over the place. The social media strategy is keeping you very top of mind. And you’ve been personally emailing them valuable information every few weeks.
How do you expect the sales call to go when they know who you are, what you do, what you stand for, AND you didn’t have to push any hard sales pitch on them?
The sales call will be a breeze compared to cold calling. Because they are familiar with you. More like a mutual friend or a referral.
How to Build Relationships With Dozens or Even Hundreds of Prospects Every Month
When you’ve got your email and social media strategies dialed in, the only question is how many prospects do you want every month?
You can easily send automated emails to dozens or hundreds of prospects every month, and when you follow the methods we just talked about (focusing on building trust), you WILL have potential clients reaching out to you.
You’ll see that it actually snowballs into an unbelievable amount of momentum. Plus, no ad spend. No crazy funnels. No creating videos or webinars. Just simple sharing and relationship building.
Now, it may seem like this is going to take a ton of time. And let me tell you that it’s not. That’s the genius of the whole thing. It can be done in a way so that the majority of the work is done for you.
Your Turn: How You Can Set This Up, Too
Want a better way to get leads and clients? Sign up for my upcoming workshop that goes step by step through our lead generation process that has been so successful in our clients’ businesses -- the L.E.A.D. Blueprint.
In the workshop, I’ll be teaching:
- Exactly what an Authority Leadership Platform is and how you can leverage our Authority Amplifier process to position yourself above the competition, putting your business on an entirely different playing field.
- How to target high-end prospects using online platforms (social media + email) in a unique way that builds instant trust by doing the polar opposite of what most ‘salespeople’ try
- How to develop real relationships online using a highly-personal Multi-Touchpoint Messaging Campaign to naturally guide the conversation towards an appointment
- The right way to automate processes that build trust, improve credibility, and increase responsiveness in your campaigns.
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