Secret Lead Generation Strategy
Jeb Blount reveals a secret weapon in the war for qualified prospects
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Secret Lead Generation Strategy
This week I have a top secret method that generates loads of qualified leads and is virtually fool proof.
The imperative for every hard working Sales Professional is keeping the pipeline full of qualified prospects. Top sales professionals spend as much as 80% of their time on prospecting activities, and those who don’t are doomed to failure. In sales, whether you are a hunter or a relationship manager, filling the pipeline with qualified opportunities is the difference between life and death.
A Balanced Approach
I don’t advocate a single form of prospecting as the best. Instead, I believe in a balanced approach that takes advantage of a number of methodologies weighted according to your industry, customer base, tenure, territory, products and services. Methodologies for prospecting include cold calling, referrals, direct mail, email, trade shows, and networking events. Just as a diversified investment portfolio is key to building wealth, a balanced approach to prospecting allows you to maximize your effectiveness. There is, however, a method that is so little used I consider it a secret weapon in the war for qualified prospects.
The Secret
What is amazing to me is how few Sales Professionals employee this method for prospecting given its extraordinary track record for producing results. It is so good, in fact, I’m willing to step out on a limb and make a guarantee that employed properly, you will get better leads, build a bigger pipeline, and out sell almost everyone in your industry. The secret . . . speak in public regularly.
Public speaking is a powerful method for meeting people and developing business relationships, because it creates an environment where prospects seek you out rather than the other way around. You see, as important as prospecting is, most salespeople hate and avoid it because of the large amount of rejection they get when attempting to qualify prospects. For instance, fifty cold calls can result in 48 rejections and just two appointments, which is pretty painful.
But imagine a world where prospects walk up to you, engage you in conversation, freely reveal their business issues, and voluntarily hand over their contact information. This is exactly what happens when you speak in public. But most salespeople never even consider speaking at industry events, civic clubs, chamber meetings, or even developing their own workshops and seminars. They don’t understand that when you speak in public, at least for a moment, you are considered a minor celebrity who people want to meet.
This past spring I hosted a workshop at a conference put on by MIT. After my presentation a line formed with people who wanted to shake my hand, give me a business card, and speak to me. Afterwards at breaks, in the halls, at lunch and everywhere I turned there was always someone walking up to me to make an introduction, tell me their story and hand over a business card. I generated more leads from a one hour speech than I could have though three months of cold calls and referrals.
Make it Happen
The best news of all is that it is really easy to get speaking gigs. Organizations like the chamber of commerce, rotary club, trade organizations, and other business and civic groups are always in need of guest speakers. All you really have to do is call and volunteer, and they will happily put you on the schedule. If you attend trade shows and association meetings, just call the meeting planners and tell them you would like to be a speaker or put on a seminar. These folks are on the lookout for subject matter experts to add value to their programs.
A good friend of mine in the wellness industry puts on free seminars each month in his community. In the seminars he provides valuable information for living a healthy lifestyle. People flock to his programs and he generates an incredible amount of income just for standing in front of these groups for a couple of hours a month.
Speaking allows you to showcase your knowledge. It also gives you tremendous visibility and credibility. It creates the perception that you are an expert and authority in your field, and it creates an endless stream of qualified leads that come to you almost effortlessly. And because so few of your competitors do it, it will set you a part and give you the winning edge.
Quick and Dirty Tips for Generating Leads Through Public Speaking
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Believe in Yourself: The number one reason most salespeople don’t speak in public is fear. They fear failure, humiliation, and that the audience won’t take them seriously. The key is simply to change how you think about speaking in public. As a Sales Professional you already have all of the tools you need to speak in public. You are good with people, you present your products and services to others almost daily, you are an expert in your industry, and you know how to deal with the fear of rejection. Believe in yourself because others already do.
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Take Action: Nothing happens unless you do something, and the first (and most important) step is to pick up the phone and book a speaking gig. It is much easier than you think. Just get over your anxiety and do it.
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Be Prepared: The worst thing you can do is show up unprepared. Take time to practice your presentation, ensure that your visual aids are perfect, and think through answers to potential follow up questions from your audience.
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Give Value First: Your presentation should never be a blatant advertisement or sales pitch. The moment you allow it to become one your audience will tune you out. Make sure your presentation helps your audience solve a problem, or provides them with information that will improve their businesses or lives. Always give value first. When you do, you will gain your audience’s respect, they will seek you out for help in solving their problems, and you will soon have more qualified prospects in your pipeline than you can handle.
This is Jeb Blount, the Sales Guy. You can subscribe on iTunes and on QuickandDirtyTips.com
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