Because everyone starts from 0
That is our goal, right? A killer sales funnel with uncountable, high-quality leads.
But, as we know, building a sales funnel is tough.
Building a killer sales funnel from scratch is… unbelievably difficult.
There are 2 practical issues here.
The Day 1 syndrome. We know nothing and must learn a lot of things. The wall is higher for non-sales and non-marketing professionals.
Secondly, in every new endeavor or business, we start from 0. And 0 is the new normal when,
- We move from company to company as sales or marketing professional
- We transition from employee to running our own 1-Man business
- We transit from a deep corporate budget pocket to a shallow one
The odds are stacked against us from the get-go. And so, what can we do to give ourselves a shot?
Leads are designed to facilitate the future sale of goods and services.
I like to keep things simple. That, to me, is the anchor definition.
And because leads are designed to facilitate transactions in the future,
- It involves human interest
- It involves problem-solving
- And it involves branding
The first 2 points are easy to understand. I will not elaborate further.
The 3rd bullet point can get confusing. Branding is not just about posting consistently or incessantly on social media platforms of all types.
Creating content has gotten easier than ever before.
It is one of the ways to get attention. One of.
Branding, to me, is about recognition. It is what people think about when our names are thrown into a conversation.
“Oh, he is a realist. You should bring him on board to solve complex issues.”
“He runs consulting projects without blowing the budget.”
“She is an effective communicator.”
Leads, digital or physical, are easier (not easy!) to build when you have recognition.
People = Target Audience
Almost everyone I know is attracted to the internet. The reason is simple. Because everyone hops onto the internet daily.
But that does not mean people hop onto the internet to buy something daily. Not me.
And so, you want to be careful when identifying your target audience. These are the people who will buy from you.
My consulting mentor says it best.
Target audience refers to prospects who are ready to buy. They are just waiting for the right consultant to pitch them.
And by that line of thinking, the target audience, or prospects, cannot be everyone or everywhere.
These are the people within the target audience subset who knows you.
And I am not referencing your followers on social media per se. No. I mean, these people know you in person.
They know and will call you by your name.
Why is that important to begin with?
Think about it. You are more likely to buy from the person you know than a cold-calling sales professional, right?
We are creatures of social proof. These statistics demonstrate that.
- 82% of Americans seek recommendations from friends and family before making a purchase
- 70% of people trust a recommendation from someone they don’t know, and 92% of people trust a recommendation from a peer
I will work to identify that subset target audience within my 1st degree of network on Day 1.
I know I can close the sale easier.
Because I am one or two pitches away from acquiring that first customer.
There is a high chance that you will not have deep marketing budget pockets on Day 1.
This applies to your day job or 1-Man consulting practice on the side. And so, the real question you need to tackle immediately is this.
How can I build lead magnets without spending a dime?
Now, I am not asking you to be a Scrooge. The reverse is true. I want your business or day job to be successful. You don’t want to spend before earning your first dollar.
This is what I’d do.
1. Distribute Knowledge
Because our professional knowledge is what we have and cost $0 to acquire.
Create digital lead magnets and disseminate them to your target audience. Many successful creators do this using tweet threads, ending the long scroll with a lead magnet.
2. Attend Courses Where Your Target Audience Will Be
Kills 3 birds with 1 stone.
- Attending a professional course allows you to get better at what you do.
- You get to index your name and face to your target audience.
- And they are your captive audience. They cannot run away until the end of the course.
You can build a Rolodex by the end of a 3-day professional course.
There are many ways to build a killer sales funnel with 0 leads.
This article focuses on our Day 1. What should we do when we start from scratch on Day 1?
These are my recommendations.
- Understand the nature of leads
- Identify your target audience
- Identify relationship proximity
- Generating leads without a budget
- Distribute knowledge
- Attend courses where your target audience will be
What about you?
What would you do on Day 1?