You have a Cannon 5D Mark 4 in your hands; you’re seated right on a hilltop near the seashore, across the western horizon; you believe you got there just in time for the sunset, but after you clicked a shot and checked the image on your camera, it looked quite washed out and out of frame. What went wrong?
Photographing a sunset requires three important things to consider: Timing, Framing, and Knowledge. Missing one out of these three may not result to you photographing the sunset but the dusk instead.
Lead generation is akin to photographing a perfect sunset. It’s not just about calling to prospects and getting them to agree to an appointment and expect ROI soon – if so, such will give only superficial results.
It requires more important things to know and do in order to generate quality leads that are highly convertible. However, moments of pondering may be required when some leads fail to convert. If this happens, it is best to first know the reasons why before taking any action steps.
Sunset time differs throughout the year. So it is best to calculate the moment when the trailing edge of the Sun’s disk disappears below the horizon. Near to the horizon, atmospheric refraction causes the ray path of light from the Sun to be distorted to such an extent that geometrically the Sun’s disk is already about one diameter below the horizon when sunset is observed.
Timing is also an important factor to review as to why your lead did not convert. You may have acquired the prospect’s permission to speak with your consultant but he may not be ready yet to move further down the sales funnel.
Check back: were you able to probe on their buying timeframe, have you asked them questions like when is the best time to follow up, what buying stage are they in at the moment and how long will it take them to shop and decide?
Take time to know about the prospect’s buying timeframes as this will help you determine as to whether a certain lead is due of nurturing or maybe a failing candidate. Here’s how to make prospects buy from you!
In the field of photography, perfect framing requires having a clear story in mind that you’d like to share. But first, characters in that story must be determined to be able to identify the significant subject/s to be included in the picture.
Customer profiling will help you frame a customized approach for each prospect. Knowing their demographical and psychological behaviors will help you frame the right message to the right prospects and be able to identify the most convertible leads who have the need for your product and are sales-ready from those just shopping around.
Knowledge is power they say. If you are knowledgeable about things you do or matters you engage with, it would be hard even to spell out the word failure.
In taking pictures of sunset (or sunrise) one must have the knowledge and efficiency in utilizing tools such as the camera and tips and tricks to take better, if not the best, shots: properly setting the program mode, compensation buttons, and illuminating subjects to highlight their significance.
Similar SOPs may apply to lead generation. One must be knowledgeable of the product’s significance to the prospect’s business and the same time is able to maximize the available resources on hand. It’s also important to note that having the right product knowledge doesn’t require you to memorize a web page of FAQs but being able to drive an equally sensible conversation between you and a potential buyer during the call that can lead to a possible conversion.
It’s a fact that some leads convert and some fail just as some photos come out perfect and some washed-out.
But remember this, whether you are photographing a sunset or generating a lead, there is no such thing as automatic results. You need to keep a nurturing hand on perfect timing and proper framing and must have the right knowledge to ensure that the subject/s in your lead generation picture would convey a story…of success.
3…2…1, say cheers!
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