How To Generate More Sales Leads

Transcript From Live Show

Good afternoon and welcome to love your business TV. I am Adrian Peck. I am the founder and owner of better never stops. We deliver business advice and coaching programs to entrepreneurs and business owners who run or want to run 1 million pound plus turnover businesses. I’m also the author of how to fall back in love of your business, the entrepreneur’s guide to rediscovery or mojo and enjoy every day by living your dream. So every week like a broadcast live to a life the world actually in fact these days to a live stream on YouTube and Facebook, I’ve really there to help inspire the business owners, you guys, entrepreneurs to stay in love with fallback in double your business or stay in love with your businesses. I believe that when you’re running your own business, it’s all about having fun. And if you’re not having fun in your business, then why you’re doing it and you really need some help to put that right.

So my present every single week various different topics we cover to really gain help you stay in. There’ll be all business or full backing of your business and really get the most out of it. When you’re in those zones, you really can conquer the world. And that’s certainly what I’m here to do. And I do apologize. We’re a little bit late today with had a few technical hits. My PC was running really, really slowly and I’ve done that plastic thing and then trying to restart it. And of course I had done a windows update and it’s been locked me out for the last 20 minutes. So it’s wonderful to be here today with you. If you want to reach out to me we’re live on Facebook or YouTube, you can also catch up on the various podcast.

We turn this into a podcast and it goes out on Spotify and on Apple as well, and Google podcasts. And you can also find this on a love your business.tv. That takes you through to our better. Now the steps were better never stopped website where you can catch up on all the previous shows as well. If you want to reach out to me please feel free to reach out is Adrian dot Peck Peck, uk.com. And also if you’ve got any comments or questions you want to go, they just put them into the comments bar and on. I’ll try and answer them as we go along or certainly at the end. So this week I want to move on if I can get this to work and talk to you about lead generation that’s just close that down a little bit.

So I want to talk about lead generation and a big focus on lead generation and sales. Over the last couple of weeks I have put out a survey to business owners that has gone out to, I don’t know, about five, at least five to 10,000 businesses now. And we’ve had quite a strong response on that and the overwhelming topic. That was the big challenge at the moment. So that the, the kind of the survey asks was what were your, what was your biggest challenge at the moment for your business? The big challenge that came back was about sales, lead generation and sales conversion was the big challenge. So what I want to do over the next at least probably four weeks really is to really focus in on that and give you some hopefully some really good content around what it is you can do first around generating leads and then importantly selling them as well. So this week I want to concentrate on lead generation channels. We are going to cover,

If I can get this work, it doesn’t seem to want to work today. We’re going to cover kind of what our channels and just, I want to kind of get away from some of the jargon if you liked. So when we’re talking about channels, what do I mean? What are the common mistakes that are made? And then I’m going to lead you with three really, really important actions that you can take right now to to generate leads. And to really have an immediate impact on your business. So that’s what we’re going to cover next week. And we’re excited. We’re going to have a mic guy called Mike Killen join us next week. Mike is an expert in sales conversion and sales process type stuff. And I’m really excited that he’s going to come and join us next week. But let’s crack on with this week.

Let’s cover a look at our lead generation channels. So first of all, what do we mean by channel? And kind of let’s demystify some that March at that jargon if you like. So a channel really is is the way that you go, a new talk, a new try and get leads in for your business. So what we’re talking about, we’re talking about websites, we’re talking about social media, we’re talking about shows and exhibitions. You might do a, we’re talking about email campaigns, direct email campaigns printed advertising telesales, direct marketing press releases and PR, that kind of stuff. So these are channels. These are the channels that you choose to go and, and find your, your your target market. And that’s kind of very much what they are. This is what we talk mean about by channel.

And I again apologize if that’s kind of teaching you how to suck eggs, but it’s important that I don’t want to leave you there kind of thinking what the hell is he in about having got the first step, let alone look on the other ones. So we’re going to do now is look at a what are the common mistakes that I see with businesses and the way they try to go to market and why they tried to get leads and generate leads. So the first mistake that’s really a massive, massive mistake that I see business owners make or business make is around what I call target channel match. And that’s make sure that first of all that you are target, you have the right target market that’s on the right channel and you’re matching that with the right message as well. And I’m going to come up with the types of messages in a moment, but I’ll talk about them, the match or that message as well.

And really, I want to think about the analogy I always use and I’ve used it in my book as a whole channel on this whole channel. There’s a whole chapter on this in my book. I wanted to do to think about channels. My analogy is always about fishing. I think fishing is a great analogy when you’re talking about target markets and when you’re talking about your customers and clearly having the right channel and the right match. If you want to go fishing for Cod for instance, you’re not going to do that in a Lake. I’m pretty rarely you could find a cold swimming. You’re on a river, and I’m sure people will prove me wrong, but certainly not in the rivers of the UK. And you’re gonna find them in the sea, and that’s predominately where you do. And it’s the same for if you take a fresh water fish, you’re not gonna find them in the sea as well. So the important part is about manage matching your target market that’s there in the right channel. So what are your fish that are in the right channel and you need to match that together. Otherwise your, you’re never, your lead generation is not going to work. It’s not going to be effective.

Yeah.

So that’s, that’s the real kind of first real important bit is matching your targets to the channel, to to the place that you were actually then on the channel that you’re on. The big message here is stopped selling to everyone. I see it time and time again that that business is, are not quite sure about really what their target market is. And they try and wrap this really wide. We can sell to everybody. Well, you can’t talk to everybody and when you do, your message just gets really diluted. So the first point of part of that is really just making sure that you stop selling to everybody and you get your niche, right? You get your target markets absolutely nailed. But there’s a whole piece of this in my book, the idea of in, in chapter six but I’m also going to put it onto my website. I’m going to put them on website, answer this. I’ve already written the article is called stop selling to everybody and you’ll find it on my better never stops website. If you go on the tools and you’ll find it in there under the separate section in there as well. But I’ll put a link to it at the end of this as well. So you’ve got the links directly to it.

So the the second common mistake I see is not using enough channels and now you need to be used to get at least four to six constantly. Now a great part of this kind of common mistake I see is that when businesses get busy, they kind of slow down or turn off some of their marketing. So they get busy and then they start getting quiet because the marketer turn the marketing off. So then they go, we’re about to do some marketing now. So they turned that marketing back on. And then they get busy and then they turn it off and then get busy. And what happens is you get this, this, this peak and trough this feast or famine of the leads that you’re bringing in, what it means then issue that every time that you try to get your marketing re going, there’s a huge amount of cost that goes into it and you go, Oh, we didn’t really work properly before.

I don’t quite know. So therefore you kind of carry on. You try to do this kind of feast and famine way. It really doesn’t work. You need to keep your your your lead generation constantly going all the way through all the time. The other part of it is that marketing is not an exact science. It really isn’t. And the more channels you’re using, the more testing that you can do and therefore the better and better you can get those messages. And also the the call to actions that you’re putting to them as well. You can’t do that if you keep stop starting. The other thing about using more channels is that the channels change. You know, sometimes eBay might be sorry e-marketing might be really hit when you’ve got a good cake on. There are times that’s not working so well.

Just recently on on kind of Google paper click for instance with one of my clients, we literally saw a dramatic drop over a 48 hour period in his paper click now Peter and the guys at UAE, they keep it constant. They’re constantly constantly doing pay per click advertising on on Google and non things like being in a 14 hour period. All of a sudden their volume, web volume trebled in a 48 hour period, exactly the same spend, but it traveled and the only, we’ve analyzed the whole market event and the only thing that we can decide or conclusion we’ve come to is that actually their competitors turned their paper. Click. Advertising ops is the only logical thing that we can go through and therefore, obviously it’s auctioned based and the less people that are on your shin, the price goes down. So for the same amount of spend, they got three times the amount of traffic. And guess what was really busy during during the end of March, April and certainly into may is websites. Their website was, went absolutely through the roof. Last year they had done something like 300 orders for the same period, I think it was for me. In may they’ve done 800 orders, so from three to 800 orders, same amount of spend. That’s why it’s important to keep those channels going all the time and use all those channels.

So the third wrong common mistake that I see is about using the wrong type of message. So what do I mean? On each one of those channels, you need to have a different message instinctively or invariably, the customers that are on it are in a different mood depending on what channel they’re on. So what do I mean by that? Clearly, if you’re using social media, that person isn’t on social media to buy your product. That’s not their intention. When they jumped onto onto Facebook or LinkedIn or Instagram, they weren’t necessarily there any shape or form to buy your product. But all of a sudden your products popped up and you’ve said, buy me, buy me, buy me. And it’s gone. Well, well, no, don’t, that’s not the mode I’m in. I’m not in a buying mode. And therefore you need to change your message to match the mode they’re in and the platform that on equally if they are on on Google and they are searching for your product or service, clearly they’re in the market to buy it and therefore your message and then the pages you take them to need to be different as well compared to what they did on social media.

So where you have to think about what is your most wanted outcome when you’re on those medias as well. So if you’re going to take a customer from Facebook and you have to start educating them through that process, you know, you got to think about the message you taken, the outcome you’re going to do, you are not going to sell for them. Sell to them, move in a couple of clicks. It just isn’t going to happen unless your product is out of this world or is a very low risk product. And the higher and higher your product cost is the longer and longer you need to build that relationship over. And that’s the kind of thing you need to think about. So it’s all about getting the right message on those platforms. So don’t fall into the mistake of having the wrong type of message on those platforms you’re doing as well.

So we’ve covered really three very, very common mistakes that people make. So that is not having enough channels and having the wrong message and not having that massive, that message that and the channel match, right as well. So then what are, what are the things that you can date? What are the actions you can take? So let me take you through, I’ve got three really important actions for you to away from this. The first one is target market. And again, if you go on to better than other stop, stop global I’m going to put an article on there called stops that into everyone. And it’s very much aimed at helping you get your target market right. If you don’t get your target market right, you try and sell to everybody and that’s really not going to happen.

Your message gets very diluted. It gets very confusing. And it’s just not as powerful. Now I know what you’re thinking and as much as that, if you try and limit down the target market, your trying to go for you then won’t have as many customers who as many leads. And I can promise you exactly the opposite will happen. And I want to think you think about the difference between a meat machine gun and a sniper or, or an a rifle and machine Kung. You’re spraying bullets all over the place and how those bullets actually hit your target versus a sniper and a rifle that are just shooting one bullet into one target at a time. And that’s the difference. I say, if you go onto onto the better, never stopped and you’ll see the article on the right and they’re called stop selling to everyone.

I’ll put the links on the on the YouTube and the Facebook live as well, so you can jump onto those. So that’s the first action to take is to make sure you’ve got your target market absolutely nailed. Once you’ve got your target market, absolutely nailed. The second action on here becomes really easy. And that the thing that you need to think about is about where to go look for your customers or where to find them or sorry, it’s where your customers go look for your product or service and where you can go and find your customers. And ideally your target market. You need to be able to identify both. So let me just explain that a little bit more. So first of all is where does your target market wave that go look for your product or surface when they’re in that buying mode?

So where are they when they’re in that buying mode? So, you know on here I’ve put this is a form that I use. It’s in my book. It’s a very simple kind of checklist that you can go through the waving, put your target market down on there. And in fact, let’s just make that a little bit bigger for you. So you can see, so you can look on how you see your, your, your lead generation channel and you can put your target market in there. So where are they looking? So obviously would they look on a web search? Would they go to a web directory? Would they go to a trade show to find your service or an exhibition? Is it something you can do on a joint venture? So would the Pyre up very much with a joint venture?

Or is it around search engine optimization? Kind of gain is about web. So once you’ve got your target absolutely nailed you can go through this form and go, Ashley, where is it? My target market would look to go and find those my services or products. The second one. Then on here, I get this to work is then where would they find, where can you find those people? So again, when you got your target market kind of nailed down and honed, where is it that you can, you know, those people are where you can then go, therefore go find them and you can go and put them your message in front of them. So again, you’re thinking about things like social media. Is it sponsorship emails, text, mail campaigns post also with email, you know, have you got a list or can you generate a list of email of emails for your customers?

Can you go to and by postal information? And therefore directory direct marketing do letter campaigns. Is it through advertising? It, you know, where to go and find them to do advertising press releases. So what magazines, newspapers and stuff like that are looking at where they go networking seminars to their phone campaigns, that kind of stuff. So I’ll give you a little bit of a of a, an example here in terms of sponsorship. One of the clients I work with, they do windows, doors, conservatories, that kind of stuff. They’ve got to, they’ve got a trade division within the business. And when I got working with them, identify that they’re trying to do this, they do it our sponsorship in football, but they use their retail brand in football. And I actually said to them that what you need to do is split that.

And actually your football is more associated with trades. That’s what your trades people are either going to watch football every week or actually that’s taking part in it. So we respond to the local football team. We also sponsored all the football, the local football leagues. We’re sponsored by them as well. So immediate, we know that, that that target markets and we’ve done the surveys through their trades. We knew that their trades are out playing or watching football on the weekend. So we’re putting their name in front of them all the time as well. So this gives you a little bit of, for instance, of how you can use it.

And remember you should be using four to six of these. All of the time, you should be broadcasting out on these channels four to six all the time, every day. You should be out there doing marketing to them through those channels. So the last one I’m gonna talk about then it’s about market channel, message match, market channel message match a bit of a mouthful, but what do, I mean it’s about gain going back to understanding what channel you’re on and how you are then going to get that message right to then talk to them and eventually sell to them. So is it where they are searching for something? If they’re searching for your for your product and therefore, you know on there, then it’s really you’re in selling mode and you can then get that message right about what it is you’re selling and get them on the right pages when they are clicking on those links as well.

But if you’re there, if you’re in a social media type format or where people are are then more than they’re not in that buying mode, they’re more in that kind of the browsing mode. You then need to think about the education you can do to them to help them buy those products. So how is it you can take them from that social media platform to go, Oh, did you know about this? And then age them through those messages as well. So that’s the difference with the education match for education message versus the setting message. And that’s really, really important. So make sure you get your market channel message match right and you getting them right in the right modes.

So remember, you know, I have a great motto in life is the only shit happens and everything else has made me to make happen. So think about the three actions that I’ve given you today. Think about how you can apply them in your business. Jump on the website onto better never stop, stopped global on those free tools and I will put those forms on there. And also the the target market presentation as well. I’ll give you the the clip out of my book that you can go and download and you can take them that, I will turn it into a presentation as well over the next 48 hours as well. So that will be on there. If you want a free copy of my book has all the stuff I cover is covered in my free book which you can’t see at the moment.

There’s no problem you hold now, but if I do that, so if you want a free copy of my book, just reach out to me. Adrian dot Peck Peck, you tag.com and I’ll get a free book out to in the post to you. So feel free, feel free to do that. And if you want there’s, I’ve got a score card as well. It’s a health check. This better than ever stops business health check. If you want to find out how to improve your business and this health check looks across the whole of your business. If you go to PAC UK dot score app.com and you can do a health check on that, you’re on your business, you get a 20 page report with also with lots of help and advice in there about how you can improve each one, the sections of well based on your school.

So I really hope that’s been hopeful. I really hope that that has helped you with your lead generation. We’re going to continue the theme over the next two or three weeks as well, and at least that time and I say next week we’re going to look at sales conversion processes with Mike Killen. Really excited about that. Mike’s a great, great guy. I know you’re going to get lots of information from that. But in the meantime, stay safe. I mean, remember if you want to reach out to me, it’s agent dr packer pecky K. Dot com. Please keep all your questions on comments, come in and really enjoy the feedback you’ve given me and remember better than ever stops by major impact. Thank you very much.

And remember…Better Never Stops