From Bad Cold Caller to Authority. How Seth Greene Learned to Generate More Leads
For a direct response marketing expert who founded a business that helps business generate more leads, Seth Green had a vert rocky start in business. When Seth asked about his prospects at his sales job, his boss dropped the phone book on his desk and told him to start dialing.
He ended up at the bottom of the barrel in earnings….until he implemented tactics from coaching sessions with the legendary Dan Kennedy.In particular, Seth talked about trying to promote a retirement seminar. Even after Seth did all of the “best practices” that he knew how to do, he still got no response.
Frustrated, he asked Dan Kennedy for help and got a surprising response: Ask the people who didn’t buy from you. Use what you learn to align your product with the right customers.
That one piece of your advice completely transformed Seth’s approach to cold calling and marketing. Instead of creating something and hoping it would succeed, He went from cold-pitching an unwanted product to a customer-aligned product that everyone wanted to attend.
The key was getting aligned with his customers instead of trying to cold-pitch them.
From Duh to Insight: Shifting Traditional “Lead Generation” to Customer Alignment
How many businesses do you know create products or services without getting feedback before, during, and after they create a product or service? This is one of the primary reasons small businesses, in particular, fail! In order to ensure your business survives, you need to stay aligned with your customer.
Under traditional “lead generation” techniques, the focus is on the product. If you build it awesome enough,the logic goes, the customers will come.
The problem is, just having a great product or service doesn’t guarantee sales. Getting aligned with your customers does.
Customers, especially in this era, have more choices than ever. There are plenty of products, services, and marketing messages to listen. As a result, your potential customer can choose to ignore your product, save it for later, forget that it exists, or do comparison shopping before they purchase it.
As a business trying to sell a product or service, it’s your job to get a customer to respond. Sales doesn’t happen in a vacuum. Your product or service must provide compelling reason for a customer to buy. To provide that compelling reason, you need to understand what your customer’s need and wan and align your business with it. You also need to align with your customer’s needs and wants. Once your business is aligned with a group of customers, you can then leverage that power to draw in a flood of customers.
Case in point: Blockbuster, Kodak, or Circuit City
Tips from Seth Greene: Leveraging Customer Alignment to Improve Your Ability to Generate More Leads
Seth Greene learned the process of turning an unknown small business to authority and turned it into a business (Market Logic). He shared some tips that he learned along the way with DIY Marketers:.
- First, pick a very specific customer niche that your business can provide a unique solution for. Many businesses are still focused on reaching the masses. Instead of making that same mistake, make sure your businesses focuses on a very specific (and I mean specific) customer group. Targeting this way reduces competition for your business and improve the success of your marketing efforts.
- Second, get comprehensive feedback. Money talks. No matter what your social media or reviews are showing, your real measure of marketing value should be your bottom line. Keep a close eye on your sales, as well as your social media stats and reviews, as an indicator of how they behave in response to your marketing content.
- Third, use that feedback to adjust your marketing content. It’s not only important to collect feedback. It’s also important to make meaningful decisions and take actions that move you closer to your goals. At regular intervals, look at your marketing feedback. Who s responding? What are they responding to? Are their responses leading to a sale? Ask these questions about every marketing activity you do..
- If you’re not getting enough responses from your marketing content, ask your non-responders. Many business people who have a failed product or service focus on the product, not the customer need As a result, they jump from product or service, looking for the next “best thing” in vain. If your product or service isn’t selling like you expect, try asking the people you targeted who didn’t buy (aka non-responders). Figure out what didn’t resonate with your customers, then you can figure out how to fix it.
Creating Your Own Stage: Leveraging Your Online Presence for More Customers
In the always-on, global market, you need marketing that can work even while you sleep. That kind of marketing requires a strong online presence.
Building that presence, however, doesn’t require being on every social media channel and media outlet. It requires using the right marketing channels for your business and leveraging them for maximum impact. This could be, must is not limited to, social media, blogging, podcasting, influencer marketing, word of mouth marketing, and more.
For Seth Greene and the small businesses he worked with, that marketing channel usually revolved around a podcast. Using a podcast evened the playing field. Instead of battling large businesses (and their large marketing budgets), small business owners were able to showcase their expertise directly to their customers on their own terms very cheaply.
The End Goal: “Small” Is Not an Excuse for Business Excellence
The point of this article not that every small business needs a podcast. (A podcast can really helpful, though.) The point is this: If your business wants to survive, it needs to align its products, services, and messaging with a particular group of customers. In this global world, it is almost impossible for any business to successfully reach every person on Earth. Your business needs to target.
Once your business is aligned with a group of customers, you can scale that alignment to draw in more customers. One of the least expensive and fastest way to do is through content marketing. Find the marketing channels (social media, podcast, or blog) that work for your business. Once you do, your business is set to draw in customers now and in the future.