What is the #1 problem most business owners face? Business owners lack a reliable lead engine that systematically places qualified prospects into their sales funnel. During my 30+ years in the business sector, I have yet to discover an area that needs more work than the crucial movement of leads-to-prospects-to-clients.
So, how do you ramp up the flow of leads into your business when consumers are inundated with competing messages and other distractions? As with most things, greater lead generation starts by looking at the fundamentals; let’s call this ‘Foundational Guerilla Marketing’ because it is guerrilla marketing (low cost/high impact) with a foundational twist.
Four Marketing Pillars:
- Differentiate your offering. Your sales efforts need to motivate people to raise their hand and want to learn more about what you do and how you do it; you cannot look like any other business. Creating a Unique Positioning Statement (UPS) that communicates who you are, what you do, and how you are different is a crucial building block. Be bold and plant your flag in the sand—own your value. You know you have a good UPS when you can ask, "now who else can say that?!"
- Provide help, education, and value. When prospects are not experts in what you do, the opportunity to provide useful information quickly always exists. Focusing on “making the sale” before delivering value and education can cause misalignment. Build a system designed to deliver value along the buyer’s journey.
Sales = helping others & Marketing = education + adding value
- Fully engage. Appeal to prospects, both intellectually and emotionally. In our attention economy, people are inundated with more information and choices than ever before which means you need to cut through the clutter. The goal is to snap prospects out of unconscious autopilot mode and into conscious engagement with your brand. It is important to capture prospective clients’ hearts, minds, and emotions with your approach. Data tells us that most buying decisions are emotional and then rationalized with logic.
- Employ joyful and servant energy. Your team needs to be in full alignment with what you are doing, why you are doing it, and how it is being done. An energetic state of harmony is called 'coherence' which is a term that is used to describe the amount of order, balance, and harmony within a system. A sales and marketing system should ensure that your company’s words, deeds, and actions align and serve the greater good. This will drive higher-ordered outcomes.
When these Marketing Pillars are part of your sales efforts, you will attract more synergistic clients and build a more positive team culture within your company. The core purpose is to demonstrate that you are different, educate prospects, activate what is in their hearts and minds, and provide aligned energy throughout your marketing process.
If marketing isn’t your strong suit, and you don’t know where to start, you don’t have to go at it alone. Schedule a free two-hour session to learn more about the four Marketing Pillars and how Cultivate Advisors can help your business reel in the leads.
About Jeff Armstrong
Jeff is a Cultivate Business Advisor and a life-long entrepreneur, sales leader, and wellness advocate who has deep experience in helping people and organizations find the most effective solutions to gain healthy, productive advantages in the workplace and in life.
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