Getting prospects who will make great clients all comes down to your lead qualification process – how you weed out the leads who aren’t right and attract the ones that are.
When we first start out running a business, we’ll take any client we can get.
But then, a few years in, things begin to change. We notice that while some leads are easy and lead quickly to business, others start to feel like a waste of our time. We begin to hope for a way to attract more of the people who make great clients, and less of the people who – let’s be honest – weren’t ever really going to hire us in the first place.
How can we accomplish this? We can begin getting higher-quality leads when we start qualifying them with the following lead qualification process. Let’s go!
Step 1: Get Clear On Your Ideal Client
If you’re not certain of what your ideal client looks like, how will you ever know when you meet them? Ask yourself the following questions about the clients you are looking for: What profession are they in? How old are they? Where do they live? What are their stresses and fears? What are their biggest problems? What do they care about above all else?
I’ll use myself as an example. The ideal Ellanyze client is a purpose-driven solo business owner between the ages of 35-60 who’s had a DIY website for a while and is ready to invest in something that better aligns with their business. When it comes to their work, they care about more than simply profit. They started their business in order to share the gift they have to help the world around them. More than anything they long to feel useful and to do the work they love with people they care about.
That paints a picture, does it not? The clearer you can get on your ideal client’s geographics (where are they?), demographics (who/what are they?), and psychographics (what do they care/think about?)- the easier it will be to qualify them as a good lead when they come knocking. If you’re unfamiliar, learn more about psychographics.
Step 2: Get Clear on Who Your Ideal Client is NOT
What’s just as helpful as gaining clarity on who your ideal client is? Gaining clarity on who they are not.
For example, I have learned over the years that if any of the following is true of a person, they are most likely not going to be a good fit to be an Ellanyze client:
Looking to get a website up as quickly as possible.
Looking for the least expensive website designer.
Wants their website to look just like one they’ve seen.
Not interested in collaboration and insistent on “steering the ship.”
Learning the above has made it much easier for me to identify the leads that aren’t going anywhere and send them on their merry way, saving both of us time and energy. Everybody wins.
Step 3: Allow Your Audience to Self Identify Themselves
The final step in qualifying your leads is integrating what you know about your ideal client into your marketing materials and communication.
For example, on my Ellanyze contact page, you’ll find the paragraph “Are you a passionate entrepreneur ready to create a website that amplifies the essence of you and your business? I’m here to partner with you in making that happen!”
In the above two sentences, in so many words, I let my viewers know that if they’re passionate and looking to partner (or collaborate) with someone, I just might be their person.
How can you do the same in your business?
What ways have you found in your business to “weed out” the people who won’t be a good fit, and to attract more of the people who will as part of your own lead qualification process? Let us know in the comments below 🙂
Looking for more?
Try these other Ellanyze blog posts: