In this week’s Weekly Sales Funnel Challenge, I challenged you to think about the triggers that indicate your Leads have become your Prospects.
It’s not as simple as it sounds because you first needed figure out how you defined Leads and how you defined Prospects, and then you needed to think about the trigger — the point between the Lead stage to Prospect stage.
So, how did you do?
I try to do the challenge along with you each week, and this is my answer for this week’s challenge:
My Leads are small business owners who realize that their marketing (especially but not exclusively their internet marketing) is expensive, out of control, and not working for them. They are caught up in the quantity-over-quality myths. They click to my blog through various Audience-stage channels and, while they are here, they (hopefully) find information that helps them to bring order to their marketing chaos… and increased profitability to their expensive marketing.
While a Lead, they discover the difference between the way they were doing marketing in the past and the way marketing could be done. They might comment on my blog or go back to Audience channels (i.e. Twitter) and retweet something I’ve written. And then they want to hear more. They decide that they want to stop thinking about the problem and start thinking about the solution… and they take steps to resolve it.
For a long time, one of the triggers I used was a contact form on this site. That was a great trigger that Leads would fill out and submit to become Prospects. It was so good, in fact, that I became overbooked and had to take it down. (I’m not saying that to boast; I realize that it was a problem with my sales funnel I hadn’t anticipated). People can still contact me through email and I’ve found that slowed things down just enough to help me keep from drowning.
I’ll give you another example of a trigger between the Lead stage and the Prospect stage: I used to do a lot of freelance writing and I would use various websites where business owners could post their projects and I would bid on them. Those who created projects were my Leads and I would sort through the list of projects to find ones that matched my interest and availability. I would shortlist those that matched my interest and availability, and that shortlist was my list Prospects. I would submit a proposal to each one of them. So, the shortlisting action was the trigger what turned them from a Lead into a Prospect.