The biggest issue that faces every small business owner in this economy is how to find new customers. Unfortunately, the most common strategy used is various random marketing activities like going to networking events, deep price discounting or using haphazard social media postings. They get stuck on selling the features and benefits of their products and hoping that the prospect is interested in buying at that very moment. In fact, many small businesses keep going after the same old prospects that stopped returning their calls or emails a very long time ago.
Traditional lead generation through cold calling and other hard sales tactics is dead. Most small business owners welcome this news flash since a prospect’s “no” or non responsiveness hurts their confidence and places further stumbling blocks in the way of growing their business through increased sales.
The Sander Selling Systems taught me along time ago that the formula for people buying is actually very simple. Customers buy when:
1. They are in pain (or a very great need!)
2. They have the money to solve that pain.
In a tough economy, customers always buy painkillers before vitamins! Before any small business owner decides to get more customers, they have to clearly describe in one sentence the pain that their company solves and identify which prospects have the money to solve that pain. In fact, this type of “elevator speech” should be practiced often.
Generating success new sales leads for any business is about building long term relationships with influencers and connectors that can bring in sales effortlessly. Building relationships is not handing a business card to everyone at an event or calling them once to sell them something. Instead, relationships are about building trust over a long period of time. This is because we actually can’t sell anything to anyone. We just need to be there when people are ready to buy. This is why implementing a structured system that builds relationships is so important. Every small business owner continually needs to communicate something of value to prospects to remind them of the company’s expertise. As a result, these people will come to the small business when they have pain and the money to solve it (or know people that need the company’s solution!)
In the reading list below, small business owners and marketers will find the step-by-step method to generate more leads without selling. It gives the small business owner a systematic way to move from selling to building relationships. The reading list for the course starts here!
Question Everything You Know About Selling
Targeting the Pain and Perfecting Your Pitch
Tips for Proposals, Pitches and Presentations
Effective Relationship-Building Techniques
Social Media Techniques
Why Millions of Small Business Owners Are Using Linkedin
Let’s get started growing!