Honeypot 2 : Revisit Unconverted Leads
Another big area of opportunity is in leads you ’ ve generated but didn ’ t convert . Most MSPs completely waste those leads , abandoning them after the first “ no ” or if the prospects stop responding . Big mistake . There are actually six reasons why a prospect will take time to call or inquire for more information about hiring you and will even go so far as to schedule an appointment and get a proposal before going cold . Four of the six can be fixed with a good online and offline drip marketing system , and all can be positively impacted by it . The first is that they weren ’ t that interested to begin with . They ’ re only beginning to look . That doesn ’ t mean they won ’ t buy , but they need more time to “ bake .” The second is that something interrupted and took precedence over their buying intention . They suddenly had a key employee quit or a major project go sideways . Maybe they just landed an enormous opportunity or their wife handed them divorce papers . Often , you ’ ll never know . Being the self-centered creatures we are , we think it ’ s “ all about us .” It ’ s not . That ’ s why you need a quality follow-up and drip marketing system in place . At some point , they ’ ll come back .
The third reason is that they decided they didn ’ t like or trust you . People are odd creatures , myself included . A few months ago , I was interviewing a candidate for a sales position who had a stellar track record and experience in our industry . All lights were green , but then he did something that instantly put me off making the decision to hire him . In the middle of my interview with him , he let out a big yawn . I quickly ended the interview and haven ’ t called him back . When I write this , it sounds silly , especially considering his long list of accomplishments and clear history of success . But I just couldn ’ t get it out of my head . Prospects are similar . There may have been something you said or did that just annoyed them or struck them as “ wrong .” Maybe you had a flag or logo of their rival sports team on your car . Maybe you reminded them of their ex . Maybe they didn ’ t like your answer to a question . Who knows . Prospects are fickle . But you ’ re fickle , too , if you ’ re honest about it . This can be overcome . I ’ ve had really good clients tell me they didn ’ t like something I said or did , and initially it turned them off from
" Advertising , marketing , and sales must be effective and more efficient than ever before . No waste is affordable right now ."
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buying . But over time , after seeing my name and my company ’ s come up over and over again in multiple ways , they chose to move ahead and have been great clients ever since ( read more about this in Honeypot 5 ).
The fourth and fifth reasons are thinking your price is too high and not liking your solution to their problem . Finally , the sixth reason is they may have decided to stay with the devil they know . All of this can be impacted with a good follow-up and drip marketing system to your unconverted leads .
Honeypot 3 : Double Your Sales Efforts And Marketing Investments
Unequivocally , now is not the time to cut back on marketing and lead generation activities . For some time , there will be a heightened competition for business and less of it flowing around . If anything , you need a bigger shovel to dig with , and given that most of your competition will be hunkering down and cutting sales and marketing budgets , now is the time to get the marketing cranking .
The best defense against the coming losses from clients closing , shrinking down , and leaving you for a cheaper competitor is getting new clients lined up ahead of time to replace the ones you ’ ll lose to the failing economy . Yes , it will be more difficult . Yes , it will be more expensive to generate leads and get clients ( even though a lot of the advertising costs are down ). But if you wait ( yet again ) because “ now ’ s not the right time ” ( an evergreen excuse for struggling MSPs ), then you might find yourself out of business in a hurry .
Don ’ t think that can happen ? Not a week goes by when I don ’ t
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