Lead Generation is to process of collecting names, phone numbers, and email address from potential clients. On Facebook this could be lead ads, traffic ads, or engagement ads that lead to DMs. On Google this can be a form on Google or search ads directing people to your website. In real life this can be wearing your gym shirt to a coffee shop or having someone walk into your gym.
Speaking of coffee shops, lead generation is just opening up the exchange. It’s not closing the deal. If you saw someone cute in a coffee shop you wouldn’t run through your list of ideal qualities with them and force them to answer your questions then and there. You’d get the digits and maybe arrange the next meet up.
Too often in the lead generation stage do business try and qualify the customer. They’ll ask what their goals are, what their budget is, when they’re free, what services they’re interested in etc. straight away. More often than not, this overwhelms the lead and they default to not taking any action.
Get the contact info first, then start lead nurture!
Lead nurture is conversing with the prospect into a sales consultation, free trial, or paid membership. Leads are like newborns, they need immediate and constant attention. Or to put in another less PC but hilarious way “you gotta call and text like a thirsty ex!” (No, this does not mean sending them messages at 2am saying “you up?”
With any relationship, you don’t need to dive into the really tough and deep questions straight away. They’ll come once you’ve build rapport and trust. But you do need to ask questions and get responses. Open ended questions like “how can we help?” are harder to answer and busy stressed leads might skip it. A yes/no question like “Is out location on Main Street convenient?” or a multiple choice question like “is your goal fat loss, general health, or athletic performance?” makes it easier for your client to respond.
It’s important to remember that so many clients are busy, and nervous, so mightn’t be mentally ready to go to the next step. That’s okay. Remind yourself that 50% of paid leads will not respond. Don’t take it personally and continue to reach out.
Phone calls are the most immediate way of getting a response. They turn something impersonal on the internet into some actual human caring about them. They also give a sense of urgency.
But some people aren’t comfortable on the phone. Practice your phone technique until you feel comfortable.
Next up is a text message or WhatsApp. Easier for people to answer but also easier for people to ignore.
Finally, use email to reach your clients. If our target market is on their computer all day, this can be their preferred method.
The best advice is to try all three, and repeated reach out until you get a response from your leads.