– “Could you be interested in a project to make more money?”
Paolo, a dear colleague of mine, many years ago, approached me this way. For him, this question represented Step 1 of his lead generation process.
In a sophisticated marketing version, it’s called HOOK, bait. Cast it and see if the fish gets curious.
I looked at him with a questioning glance, then I answered:
– “Well, of course, everyone wants to earn more… but it depends… what is it?”
The HOOK had worked.
Step 2:
Paolo gave me a white envelope that, given the size, seemed to contain a booklet.
– I’ll leave you this information: look at it. If you are interested, I’ll give you more information. But you have to bring it back tomorrow”.
In the meantime, he approached me and gave me this damn envelope.
He didn’t say anything else. He did everything with great simplicity and naturalness.
Me: – Well, I don’t know if I can, I’m going to the gym after work and then to the cinema. Can I bring it to you next week?”
Step 3:
– No, I’m sorry, I’ll give it to you next week, tomorrow I have to give it to another person interested in the project…”
Fearing that the other one might steal my place in the “project” (but what the hell of a project is that? Paolo is a hard-core computer scientist; will it be something that has to do with software?)
– Okay, so give it to me now. I’ll look at it tonight and tomorrow I’ll bring it back.
Lead!
At that point I was officially a lead.
But how did Paolo find out if I deserved a further investigation? That is, to understand if I would have remained only a lead, or if I would have become a “qualified lead”?
Step 4:
The task of this eventual CONVERSION was up to the envelope.
What the hell was there in the envelope? What information would it give me?
And then: why did Paolo consider me a suspect? What characteristics had he found in me?
See you tomorrow for the continuation of the story and the psychological decryption of this lead generation process, which is the simplest but most effective in the world.
And with a surprise ending.
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