Unlock Millions Of Leads For Your Business
When it comes to marketing your business both online and offline, people tend to get so side – tracked by which channels to use, which products or services to promote, which photos or artwork to use, and which sales ads will work best.
We totally forget the basic fundamentals of how we as humans connect and engage with each other during this process.
Let’s unbundle the process
As humans, we all have a need for something, whether it be a need for something new or fixing something old.
We are always “needing” something, even when we don’t, it’s just part of being human.
Welcome to the human experience LOL!
Often, we don’t even know that we need something, or that something is broken or out of date until we see something or someone which triggers those heart string of “want” and “need”.
But, more often than not, the mistake we make as business owners or even employees, is that we try and sell, sell, sell, and even when they say no thank you, we go and, yes, you guessed it, WE GO AND SELL SOME MORE, despite it being the wrong time.
To us, as business owners, this might sound great, but at what cost are we doing this?
I need to be very clear on this cost, and it’s called opportunity cost…
Trying to repeatedly shove your product or service in a potential customer’s face is going to cost you dearly.
Plain and simple – it is going to cost you that customer.
Yes, they might buy just to get you to go away…
But I can almost promise you…
That customer isn’t coming back.
Which means he isn’t going to be referring his friends and family to you either.
In fact, the only thing he is probably going to do, is tell EVERYONE who he knows, to NOT go anywhere near you and your product!
Stop, and think about this properly…
So, this opportunity cost you a customer, instead of seeing the opportunity, and realising they aren’t ready to buy right now, and then using the opportunity to build a client relationship instead of trying to shove your products down their throats, this opportunity would then not have resulted in you losing your customer.
Stop doing that right now!
Let’s take a step back and talk a little bit more on how we actually buy from people and not so much from businesses.
As humans, we all follow a basic process before making a purchase, and yes, almost all purchases happen through an emotional decision-making process, while engaging with another human.
Why else do you think it has become a booming business for psychologists who specialise in buying behaviour?!
This buying or decision – making process follows 3 main stages. The first stage is known as the Relate stage, the second is the Amplify stage, and the final stage is called the Solve stage.
In the relate stage:
We need to relate to our prospects, understand their pain and needs for something.
This is like having a conversation with someone you have just met at a networking event. Once the conversation gets to a point where the prospect starts telling you about the need or problem they have, our job is not to sell a solution to them but to relate to that need.
We can say things like, “yes Mark, I understand where you are coming from, I have also had the same problem before”.
This is known as mirroring, and humans open up easier and build better relationships faster with people that share the same needs and problems they have.
Think of it like this, the friends we choose are the people who like or do the same things we do, so in other words, we relate to each other. The same goes for customers.
Secondly, the amplify stage:
By now the prospect has opened up to you, they have told you all about their needs and wants.
You have related to them regarding this need, do NOT sell to them at this point! This middle position has set you up for a perfect opportunity to amplify the situation.
Or in other words…
WORSEN THE SITUATION!
Remember that Mark has a need or a problem he wants to fix, and we have had the same problem before, but we have already fixed or filled that need for ourselves.
The famous quote: “Knowledge is power!”, comes into play here. You have something they need and want, you “know” how to fix their problem, because you speak from experience.
So, next we will tell Mark more on how before fixing this problem, things got a hell of a lot worse for us, as we did not realise that leaving this problem would escalate and eventually cost us 10X more, due to us not fixing this as quick as we should have.
My cousin’s fridge was starting to show signs of packing up (needing fixing or needing a new one), one day it would work, the next it wouldn’t. Instead of getting an electrician, she wanted to try fiddle and fix it herself, at the end of the day, all her food in the freezer went off, including 2 months’ worth of expensive meat, roughly about 3000 rand in total was lost.
She ended up having to buy a whole new fridge at 5k anyway! Just because she thought she would be clever and fix it herself instead of buying a new one…
Cost of food going off – R 3 000.00
Cost of new fridge – R 5 000.00
COST OF STUPIDITY – PRICELESS
It ended up costing her 8 000 rand instead of just 5 000!
But okay, back to amplifying this new “friend” or “connection’s” problem…
This has planted the first seed in our prospect’s mind, they know now that things can drastically escalate if they don’t take immediate action, and thus has prepped them for our last step in the process.
Finally, the time to solve and sell has arrived:
So, let’s just be clear on this…
Now, and only now, is the perfect time to offer your solution and…
If you have followed the Relate, and Amplify method which I mentioned above, then this last stage is going to be a walk in the park for you my friend!
The prospect will now understand that the need or problem they have, is a lot bigger than they thought, and knowing that you have been there, and have already fixed it, naturally they are going to ask you the million-dollar question…
How did you fix it?
And just a subtle hint for you here…
THIS IS WHERE YOU TELL THEM YOUR SOLUTION!
Obviously in a non-tacky and “force-down-their-throat” way.
Now is your time to shine!!!
But you are going to find that you really don’t have to sell that hard, as the prospect will pretty much ask you for the sale, due to the groundwork you have already laid down in the previous stages.
Take some time, and think about your experiences over the years when buying something, can you spot the same process? Or were you one of the lucky millions to have a product forced down your throat?
The secret on how to use this process to unlock millions of leads for your business.
The secret in this process has been used since the beginning of time.
The businesses that implement this process into their business’ marketing processes are the ones that get 80% of all the customers from the market.
So, STOP selling, and start engaging, that is, if you want to sweep in the 80% of paying customers!
And be genuine when you are engaging with people, that really does make all the difference, as people can pick up very quickly when you are fake, and only talking to them because you want something.
DON’T BE LIKE THAT!
Be real, be authentic, be you.
So, what’s next?
I want you to make use of the RAS Model which I describe below in your digital marketing strategy.
You can use this process if you are a startup or a large corporate company. The size of your business changes nothing.
The RAS Model
Step – 1 The Relate step of your customer’s journey
To achieve the first step, use a Facebook post engagement campaign. Create a bit of content that will get the conversation started, invite people to comment under the Facebook post with a question, for example, “Have you had this problem before?”, or “comment “yes” if you have had this problem before in your business”.
Please ensure that you have a Facebook business page for this process.
Step – 2 The Amplify step of your customer’s journey
Next, create a case study of a customer you have, who has had the same problem which your prospects could be facing, and allow people to download this case study or view it on your website.
Note that you can also use case studies from other businesses if you don’t have any of your own.
All we want to achieve is to amplify our prospects need or problem. Use a Facebook post engagement for this stage again.
Step – 3 The Solve stage of your customer’s journey
This last step has two different sections, and you will have to decide which type of value proposition you are offering.
The goal here is to gain a sale or a qualified lead. Use a campaign called Facebook Lead Generation for this stage.
If you offer a service, then you will need to offer a lead magnet, such as a Free quote, or consultation, or a brochure that can be downloaded.
For your prospect to gain this info or free service, they will need to provide you with their contact details, and their permission (consent) to have you contact them.
You have not only landed a new highly qualified lead, but due to all the groundwork which you have laid down before this last stage, you have also created a lead that will need less convincing to buy from you.
The conclusion of this article
I can almost guarantee you, if you use this simple process in your digital marketing, you will not only see an improvement in engagement between you, your prospects and leads, but you will also start to see more people buying from you, becoming your customer!
Can we all say it together…
Paying it forward
At RAS Digital Marketing, we are constantly creating new and helpful blog posts, to help small to medium business in gaining more leads and customers for their businesses, and I would like to invite you to come and use them for yourself, and please also share them with others who you think might benefit from the knowledge. Click here to view all the blog posts.