They are deduced from the lead generation case history of the past few days (see link at the bottom of the page).
And they can be applied in any business: traditional, digital, B2B, B2C…
- CHOICE OF TARGET
Paolo targeted me.
I was on his list. Suspect in the “colleagues dissatisfied with work” segment.
And he didn’t walk around contacting anyone: just the suspects in the target segments.
- CONTACT: FOCUS ON THE CUSTOMER, NOT THE PRODUCT
When he contacted me, he won my attention by talking about MY objective, which he could help me with (“would you like to earn more?”).
He didn’t tell me about his product/project.
At the time of the contact, he relied on curiosity, urgency, scarcity:
– the closed envelope in his hand (curiosity)
– that I had to report the next day (urgency)
– because it was already promised to another person (scarcity)
- MARKETING AUTOMATION
Paolo didn’t waste time qualifying my level of dissatisfaction.
He didn’t start selling early.
He made me first qualify/qualify from the damn envelope.
- QUALIFYING/S-QUALIFYING WITH CONTENT
The envelope contained an audiocassette and a brochure that developed an idea, they did not present the technical characteristics of the product.
They would ignite my dissatisfaction, amplify it, and then say that there was a solution, without saying what it was yet.
- GIVING VALUE TO THE PRODUCT
When I told Paolo the next day that I was interested in knowing more, he didn’t just stand there and talk to me about it.
He told me that we had to see each other again on purpose (or “make an appointment”), because it took at least an hour to examine it in depth.
- THE FIRST SALES VISIT
As a salesman, Paolo carried out his “first visit” in an impeccable manner. He continued on the duality of dissatisfaction/solution, continuing to amplify the discomforts of one and the merits of the other.
Only at the end did he present the product, or rather the project, as an INSTRUMENT to achieve my goal.
Wouldn’t we call it “selling a solution” today?
These 7 rules and many other strategies are part of the marketing automation system we have created for SMEs.
Paraphrasing Paolo: “Would you be interested in earning more?”
Links to the previous episodes of the story:
- The easiest lead generation method in the world
- The link between Lead Generation and Marketing Automation
- From Lead Generation to Sales with a portable whiteboard
- Instructive oversight about Lead Conversion