I like to think of lead flow as a river. New prospects can entire the river at any point. Some are ready to buy today, some aren’t even thinking about buying yet.
There are many tributaries that flow into the river. These are your lead sources. Some tributaries are tiny little creeks and others are major waterways supplying lots of leads (like referrals).
As time moves on, hopefully your prospects are floating closer towards the ultimate decision – hiring you!
What landmarks do people pass as they float along your river?
Every river has its own unique set of landmarks. These represent your buying process. It’s the steps your prospect needs to take in their own mind before they’re ready to buy.
As you develop your river, you’ll discover that your business probably needs to develop multiple points for people to enter.
I can’t quote the stats exactly, but something like 10% of your prospects are ready to buy today. 20% will never buy and the remaining 70% might buy, but not today.
Most people are only looking for customers right around the bend – that elusive 10%. These are your immediate need lead magnets like – “5 questions to ask before you hire a xxxx.” Every business is fighting for this small pool of prospects.
The real power in email marketing (and marketing in general) is the long-term play. Finding those prospects that are two years out from making a purchase. They may have a problem, but they don’t even realize yet that your industry is the solution to their problem. Let alone you!
Developing systems to capture these folks and then drip educate them about how you can solve their problem -that’s marketing gold! Your competition isn’t doing it. You are alone with the prospect for a long time. Making it your client to lose.