A lack of trust can prevent you from warming up your leads – a potentially fatal consequence that will likely lead to a deterioration of the business relationship, hindering it from progressing positively which is why trust building is no important for agency new business.
Fortunately, there are endless ways of preventing or at least mitigating the risk of this lack of trust. For instance, through use of monitoring tools, data capture and social media platforms, you can develop a more in-depth understanding of the prospect, gauging in greater detail what it is that makes them ‘tick’. Through such an approach then, you are not only utilising inbound to attract prospects, but to also assess their online behaviour, using this as the basis to reframe and tailor your approach as such that it is conducive to trust and rapport being developed. Below we’ve outlined three easily actionable steps you can follow to make it easier to develop trust with your prospects and clients.
3 Step Plan To Develop Trust
1) Use Your Networks
Discover your leads by using your networks effectively. Whether through assessing any trends within their niche or industry, or monitoring their activity on your site or their own social media channels, it is important that you take a proactive approach to developing knowledge about your clients to build a holistic, yet clear picture of who they are: use everything to your advantage to gain an extensive amount information about them.
This approach will help in the long run when you are looking to convert them from leads into customers using the 360° approach.
2) Quality Over Quantity
Unfortunately, the days of cold calling from purchased lists are not quite over as of yet, but they are indeed on their way out. To follow the trajectory of this trend, and to take full advantage of it, you’ll need to slowly move away from bought data altogether. In addition to this, we urge you to invest into your systems and software or, if you have neither the time or expertise to sufficiently utilise these, outsource your lead generation to a third party such as RSW, so that you can develop an increasingly accurate list of warm leads.
Whilst it may take a little longer to complete the overall list and that list itself may contain less contacts than you would have had you purchased a list, that list will consist entirely of contacts who, to some degree, have a proven interest in your brand, company or service – for a sales team making contact, for instance, this is hugely more valuable than a larger quantity of random contacts.
After all, “…a list of real people with real problems that need solving is more valuable than a list of faceless contacts”.
3) Create A Bespoke Plan
It is general best practice to create a plan, outlining the steps from start to finish. Armed with all the information you have regarding your lead, you’ll be able to use this a basis to form a plan for not only shaping your approach, but for the pain-points you’ll address through the conversation, the takeaway points you want to convey throughout or potential contingencies or “plan Bs” you may need to use in steering the prospect toward conversion.
The unique demands of each plan means each lead requires a unique plan. For this reason, it is essential that you invest sufficient time in developing a clear picture of who your prospect is – the extent to which you are accurately able to do this will dictate the success with which you’ll be able to nurture each lead and steer the conversation toward successful business.
Whilst these tips will contribute to a more tailored approach to lead generation and conversion, at Manifest, we are experts at generating leads on your behalf and as a result, we’ve also accumulated significant knowledge in warming up such leads too. See how it has helped our clients WIN MORE NEW BUSINESS.