The Essence Of Lead Generation In One Question

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In one of Perry Marshall’s recent newsletters, this gem leapt out at me:

What series of actions is your prospect going to be taken through so that by the time they’re ready to buy, they know you, like you and trust you more than anyone else they are considering?”

That is the essence of lead generation.

Most companies only start to sell when the prospect is ready to buy - by then it’s too late.  Ideally, you need to be there well before your prospect is ready to buy.

Most companies provide too little information and education between initial interest from the prospect and closing the sale. The result is that most prospects are not sufficiently educated about what you do and how you’re different to choose you.

Most companies don’t understand what other options their prospects might be considering, and have a pre-emptive strategy to “unsell” their competitors’ offerings before the prospect has even considered them.

Most companies are too impersonal in their communications.  There’s too many “we”s in their communications and not enough “you”s.

Don’t be like most companies – be like the 1 to 5% of successful companies who do what their competitors don’t and educate and inform prospects prior to, during and after the sale.

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