Lead Prospects from Attraction to Action

There are many aspects to Leadership – (which is our theme for Q1 2023).

First… you have to Lead Yourself (which we have been talking about all quarter long).

This includes defining and putting into action your Mission, Vision, and Core Values.

Only then are you positioned to Lead people. Without that foundation you may try to lead, but will others know how (or why) they will follow? Not likely. And without a clear mission and followers, you are just wandering around by yourself.

In business, we lead others in many significant areas:

• Our Team
• Our Prospects
• Our Clients and Customers
• Our Vendors and SBA’s

Let’s take time today to focus on Leading our Prospects. 

The Client Journey starts with leading them down a defined path towards trusting you, liking you, interacting with you, and ultimately…a transaction with you.

It is crucial to not have a haphazard, see-how-it-goes, willy-nilly process (we can’t even really label that a process). We need to each intentionally define how we will lead qualified prospects to the exact outcomes we are looking for.

Where does that start?

It starts at the end.

You first need to know EXACTLY what you are trying to get them to do – each step of the way. The easiest way to do this is to reverse engineer it back to what are you FIRST trying to get them to do, then next, then next.

Example: Ultimately say you want them to do a Comprehensive Assessment of their business with you (assuming you are a business coach of some kind, but insert in whatever it is you do). The cost of which may be in the thousands.

You know it will improve their business (or their life), their bottom line, and you know that if they would just do it, they would be very pleased with the outcome. But they don’t know that – and they don’t know you.

So, think of all the things that have to occur FIRST (and 2^nd and 3^rd) before they take that action.

FIRST maybe they just need to have a chat with you, see the value you can provide and how great of a person you are. Concentrate on getting that step taken.

NEXT maybe they need a simpler quick-win, or to see something fixed or changed that maybe doesn’t have business or life altering results but makes a difference. That is your next focus to lead them into.

Once that happens then they are following you and your lead more closely, now they are trusting that you know what you are talking about and that you know how to lead them to where they want to go.

If you start by trying to get them to do the expensive Comprehensive Assessment first by telling them all the features, and benefits, and process, and details, and, and, and… they may get overwhelmed or confused and then it is almost impossible to go back to just getting to know them.

You have lost the opportunity to lead them anywhere.

Here is what we look at in the Grow Program and with our clients. 

Assess all the ways people hear about you (we call this the Portfolio of Attraction). It could include things like networking, referrals, social media exposure, podcast, articles/blog, speaking, ads, and more. Determine which are the BEST for you and your business (and them).

For EACH of those you plan to focus on, write down how that initial encounter feels to THEM (not you). Put yourself in their place – how do they perceive it? What do they see, hear, feel? Is that what you were going for?

Once they are aware of you – and your business – make no mistake…they WILL look you up! So…What does your digital footprint say about you? About your business? Can they even find you (easily)?

Evaluate these things:

• Are you on the platforms they are looking at?

• Is it easy to find you on social media (believe me…I have tried to find some NBG members on social media and can’t find them).

• Is your website easy to find and up to date? Does it grab and keep their attention (you have about 2 seconds for them to determine if they want to keep reading/scrolling/clicking)?

• Is your website pleasant to read, easy to navigate, do all the links work, and is it valuable but not overwhelming? A good website (or social media channel) can either repel a prospect or invite them to continue the conversation.

• Is the problem you solve front-and-center?

• Will they feel invited to engage or do they feel like they are being sold to? NOTE: don’t hide or bury your prices unless you are embarrassed by them. There is nothing more frustrating than not being able to find a price!

• Is your Mission, Vision and Core Values ingrained in your messaging?

• Do you have enough ‘social proof’ for credibility?

The goal is for your digital footprint to entice them into having a conversation with you (or opt-in to whatever that FIRST step of your Client Journey is…could be to sign up for a newsletter, do a quiz, get a free download, see a demo). Whatever that FIRST thing is that you want them to do – it should be easy for them to accomplish.

They have connected with you. Now what? How do you lead them into meaningful engagement that gets them to take the next step?

If they have set a time to talk with you – are you clear, concise, and providing relevant and engaging information? Do they leave feeling talked AT or WITH? Are you prepared to invite them to the next logical step based on the conversation…and make it an easy-no-brainer for them to act? (or is your next step still too big of a jump for them)

If they ‘opt-in’ or receive something from you – is it clear, concise, and providing relevant and engaging information? Does it answer their questions, or does it just create more questions?

Continue this evaluation of your process for each next step you want them to take – for each piece of the path you are leading them down.

Many clients ask us – How many ‘steps’ should I have before they do the ‘thing’ I really want them to do?

Completely depends. (great answer – right?)

Here is what you have to think about…

The bigger the price tag usually the longer the journey, the more steps, the more quick-wins or value you need to provide.

Does what you are asking them to do first, next, next, then ultimately, make sense? Is it logical from one step to the next? Are there steps missing? Can you take a step out and still provide them what they need to follow you?

Have you communicated clearly why each step is important? Are the steps important?

There is no one-size-fits-all answer. Each business is different (even if they provide the same results). Each process is different depending on who you are, your vision, mission and core values, paired with your target markets perspective and starting point.

You will probably need multiple journeys – one for the prospects who are just being made aware that what you do is a ‘thing’, to those that know they want to engage and are just looking for who that will be with.

Regardless, you need a multi-media strategy to lead them from Hello to Transaction.

One that can include digital delivery of value, personal reach out via telephone or in person, and even good ‘ole snail mail!

Need more guidance on how to lead prospects down a clear client journey? If you are a member of NBG be sure to attend the HUDDLEs. At the HUDDLE ask questions, gather information so you can determine the best possible path and steps prospects need (and want) to be led down.

If you want more immediate success – join GROW or do a Breakthrough Session and we will be happy to think through it with you and help you design a path tailored to you, your business, and your target market. Starting with your Portfolio of Attraction all the way to Transaction.