How to get your leads to actually close.
Time to get real.
Running a lead generation agency for the past 6 years, I've had a front-row seat to more B2B sales funnels than I ever could have imagined. And the learning has been awesome.
Back in 2018, if someone could have told me that in 2023 alone we'd generate more than 25,000 meeting requests for clients...
I would have thought that we'd have completely solved ALL of their business problems!
"THAT MANY LEADS?! Really?!"
But 25,698 in just 2023...
And, still, plenty of companies struggling to close the amount of new business they need to.
So, what is the problem?
Why is closing so hard even when we are talking to "the right people" at "the right companies" and "they say they have a real need."
I think there are two reasons:
1) Trust
2) Timing
You need to be talking to someone who is in enough pain to actually risk their precious budget to attempt (key word: attempt) to solve their pain.
AND, they need to trust you and your company enough to bet this budget on you, specifically.
Something that has helped me a lot in thinking about this reality is the diagram below...
Liking/Trust is simple: the prospect has to trust our character, and ideally, not hate being around us.
Perceived Need means that the prospect must be feeling real pain. Enough that they are willing to risk something to solve it.
And Confidence In Us means that they need to see us and our offerings as having a high % likelihood of removing their pain.
If we can establish 1 out of 3...
We'll get a sales call.
2 out of 3...
We'll get a proposal.
And 3 out of 3...
Closed deal!
We've done hundreds of client projects so far, and whether we're talking about really big services projects or fancy tech implementations or anything else...
I think this formula holds up.
So, the million-dollar question: what can we do to get all three of these in place?
Here is my take on 10 tactical strategies, that actually work.
Start posting more on LinkedIn
If you're in B2B, and you're serious about selling more...I'd recommend at least once a day. Sometimes 2-3x/day.
Mix up mediums across video, text, images, polls, and carousels.
And mix up professional and personal.
Start a newsletter on LinkedIn
These are doing really well right now, because LinkedIn pushes them via email to every one of your subscribers.
Start an interview-based podcast
We host ours here on Substack and don't spend too much time on crazy intense production.
Invite prospects to come onto your show with a specific angle for the episode. Do a nice job. And cut up micro clips using Opus as a "thank you" gift.
Send direct mail (yes, direct mail)
This could be a book on Amazon Prime. It could be a box of Uniball pens you're really appreciating. It could be a baseball card from their favorite team.
The point is: people love gifts! They always have and always will.
Visit the prospect in person
Few things will deepen a relationship like shaking hands or breaking bread in person.
If your deal size is large enough, I wouldn't hesitate to get on a plane even just for visiting ONE prospect.
Send them content unrelated to your service
Rather than sending them your latest whitepaper or case study...
Send them a great sleep talk from YouTube.
Or a thought on a new productivity hack.
Genuine (non-salesy) content is best!
Invite them to an industry event
Whether this is a trade show or a training...
We all appreciate unique industry experiences.
Especially when someone else pays for them!
Order a cookie box to their office
Done right, this can be a really nice gesture.
Especially if they have an in-office team.
Do free work!
If you sell a service (or even if you sell a product)...
Few things will build credibility and trust like performing on a free pilot.
I'd reserve this for actually interested prospects...
But it definitely can work!
Interview them for a book (or e-book)
Similar to the podcast strategy...
Everyone loves to be asked for their story and advice.
Consider writing a book (or industry whitepaper) and interviewing them for it.
WANT HELP WITH THESE?
Talk to Frank Reed (his Calendly is here) about the ways Veth Group can help you build prospect trust, and (hopefully) close more deals.
We have month-to-month services for executive LinkedIn posts, newsletters, and podcasting...
That start below $1,000/month.