Should We Really Be Looking for Leads?

By: Betsy Buckley

Posted on 06/28/2011 - 9:41am | From the Growth Strategy Blog

My first years in the business world were filled with what’s now called “traditional marketing.” Direct mail campaigns were considered innovative and advertising was a must for building awareness. Many companies even had large staffs whose only function was to plan, manage and follow-up on trade show booth visitors, and, yellow page advertising was an automatic line item in every marketing budget.

Those were the tools that generated leads.

Fast forward to today. Far too many of us think the answer to generating leads is to use new tools such as e-newsletters, YouTube videos and social media. Yes, people are there, so these tools may work. But first, the very reason why we think we need tools must be refocused.   

Here’s the real focus: It’s not the tools that need to change. Rather, we need to awaken to the fact that this world of new tools has also brought with it new ways that people buy. Instead of looking for leads, consider flipping your perspective; don’t go looking for leads, create ways for them to find you.

Instead of changing how you sell, recognize they’ve changed how they buy. Realize their buying process typically works this way:

• They are looking to solve a problem or satisfy a desire. Their search might be online or via inquiries from others who have similar needs and wants. Clue: You need to be visible where they are most likely to look, and that visibility must provide value to them, not vanity about you. Think of it as the three prongs of presence:
  • Online-the key here is your website as the hub, and your social media--- blog, LinkedIn , Facebook, even Twitter—as the spokes.
  • In person, via webinars, YouTube or speaking at the professional associations to which your ideal clients belong, and through “invitations”, very small breakfast or lunch sessions “hosted” by  trusted referral sources
  • In print, via niche publications, advertising and/or PR

• In the search, they’re looking above all for trust. This means whatever you offer in terms of marketing--- website, blog posts, and speeches--- must demonstrate the four ingredients in Charles Green’s trust formula. Reliability, credibility, connection and a focus on them, not on you.

• They want to make the decision. They’ll welcome your guidance in the process, but they don’t want to be sold. They appreciate guidance from someone they trust, and, they expect us to honor that they are in charge of the decision.

That last line is the guts of the flip. We can--- and I believe we should –stop looking for leads so we can sell. Instead, let’s put ourselves where they are, in a substantive way, so that those who fit our ideal client profile can find us.