Qualified leads are simply the potential customers who are the most likely to buy your product or service. They’re not just in your store taking at look at the latest features in refrigerators, they’re in the market to purchase a refrigerator. They’re not wandering in to see what a £/$ 500 handbag looks like, they are the kind of person who can actually spend £/$ 500 on a handbag.
Some of the people who will call you or visit your business will never buy from you no matter how good your sales scripts are or how much time you spend overcoming their objectives. There are a variety of reasons for this – and you’ll never eliminate all these people – but you will need to focus on bringing in more of the people who are ready to buy.
How do You Get Qualified Leads?
The crux of qualified lead generation is making decisions based on market research of your target market. You basically need to know where to reach your market, and how to speak to them.
When you are designing, executing and making choices about your lead generation strategies, always consider these questions.
|Who is my target market?||Write down your target market description to keep you focused on the specifics of this group of people.|
|DISTRIBUTION IS EVERYTHING: How does my target market like to receive information?||Do they read the newspaper? Pick up the family mail? Spend hours on Facebook? Subscribe to Reader’s Digest? Listen to news and the radio on long commutes to work?|
|What motivates my target market to take action, and how can I tap into that motivation?||How will you tap into your target market’s emotional response? What issues or needs will mean something to them, and motivate them to come to you to solve them.|
|Where can I place my marketing message so my target market will see it?||Look at what you found out in your market research about your target market’s hobbies, activities and interests. How can you place your message or your product or service in their path?|
|What can I offer my target market to entice them to purchase from me?||Can you offer your target market something special, rare, or time specific that will appeal only to them?|
Here’s how some little changes will generate big results for your company in short order.
Firstly, identify the major issue that concerns your ideal target customer. That concern they seek a solution to. Then you innovate what you sell to solve it for them.
This is referred to as “entering the conversation inside their head”
|Use your new marketing message.||Make sure you put your new marketing message on all your marketing materials, where new and existing customers can see it.
Revise your standard advertisements to feature the strengthened copy.
|Strengthen your offer.||Create an offer that’s too good to refuse – not for your entire target market, but for your ideal customer. How can you cater to their unique needs and wants? What will be irresistible for them?|
|Refocus your direct mail campaign.||If you’re sending your direct mail to entire postal code areas, stop and refocus. If your distribution area is that broad, chances are the copy on your postcard or letter is too broad as well. Brainstorm ways to narrow your distribution and only hit your target audience. Purchase consumer lists based on demographics, not just location, or limit distribution to specific housing types. Of course, make sure you rework the direct mail piece to feature your marketing message.|
|Let your target market’s behaviors dictate your distribution plans.||The more you tailor your strategy to the needs and habits of your target market, the strong your results will be. Look for opportunities in your existing direct mail, advertising, flyer drop and other strategies to get specific. Narrow the demographics of your list, or place an ad in a niche publication. Brainstorm new ways to target your market’s emotional reactions.|