Author : Peter Hickey
A lead generation system for coaches?To develop a lead generation system, try not to sell in the first instance. But rather to supply helpful information that informs your prospects on how to potentially solve their problems.This idea of adding value to your prospects is called education based or relationship marketing. The effect is achieved by providing prospects with valuable ideas and helpful information on topics that are most important to them. The goals are to build trust and establish a dialog that is not just centred around a sales pitch.The following steps show you how to implement this system to win new clientsStep 1: Define your prospects and specialty areaDefine the target market
Define the biggest problems that your client is havingThe first step that you should implement is to decide who your prospects are. This comes back to your original marketing plan and financial modeling. Those with established businesses will have a good understanding of who their prospects are, those that are starting a business should think long and hard at the outset of who they are trying to attract.Try not to attract people that you can't convert to a profitable assignment. Think about your end goal, your billing rates and the number of clients you need.Then you need to get inside the mind of your prospect. Work out every step of their day to day routine, keeping in mind your product or service that your offering might be "the solution" to their problem.Step 2: Develop your lead generation material and communication planThe basis of the communication plan is to continue to refine the prospect down into "problem areas" and to match these "problem areas" with products or services your practice offers. You need to establish good "teaser" information. Make the material catchy and relevant. For example business coaches and consultants consider material such as
7 ways to fire an employee
22 sample incentive schemes for staff
33 ways to improve your businessIn the presentation of your information, position yourself as an expert. You do this by including references to your stature and standing, past clients or years of experience in the field you have chosen to supply information.Step 3: Distribute MaterialThe goal of this type of marketing is to produce information which you offer in magazines, seminars and PR programs. You offer this information and in return you receive the contact details of your prospects.When I established my consultancy in 1990 we were constrained by seminars, mainstream advertising and expensive mail shots. These days our education material can be broadcast at a very low cost via the internet and through webinars. (Web seminars). We can use email or fax. Of course traditional channels such as coupon advertising, leaving material with your channel is all very effective provided it can be cost justified.Step 4: Follow up and convertBut the education can't just be a one off. You must set up a communication plan that keeps you in front of your prospect. This over a period of time convinces your customers that you are the type of firm that they would want to deal with. Trust and credibility are the key words, the more you don't sell "openly" the more your potential prospects start to trust and want to establish a relationship with your firm.Summary of the systemBy acting as an authority in a niche area you gradually start to build trust with your prospect. By producing "solution based" educational material you are even able to solicit leads.
But that is where it starts. You have the warm leads but you still have to convert them to a converted sale. This is where you need to build your communication program and keep offering value.Key pointsYou need to exchange the information for your prospects details. The point is to get your prospects details so you can establish trust
Create good "teaser" information to encourage prospects to leave their contact details
DON'T GIVE A SALES PITCH!©Peter Hickey Corprat ® Selling - All rights reservedWinner of the Ernst & Young NSW "Entrepreneur of the Year" award in 1999 Bestselling author and designer of a number of multi award winning business tools that are now being used by more than 60,000 companies around the world.
Founder of a software company that was listed as one of BRW's fastest growing 100 private companies in 2000. Peter successfully built the company from a one man business to a multi-million dollar concern. The company was acquired 10 years after its inception by a multi billion dollar publisher.Visit – http://www.corprat.com for more information on how to become a business coach and for our free Mini MBA program or business planning service.Visit – http://www.plansforbusiness.com for more free resources and a free business planning software and free "how to sell your business guides
Keyword : Business Coaching, Coaching Business, Lead Generation, How to win new clinets
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