Contrary to popular belief, the best way to flood your funnel with new leads on a monthly basis isn’t actually through Facebook ads. Sure, you could invest in the best possible copy, graphics, and video content… and the perfect audience targeting to make the ads successful… but there’s a much easier way to bring in dozens of leads per month, and it doesn’t cost anything. Lauren teaches this method through her coaching at Impact School, and it’s called Permission-Based Relationship Marketing.
Done through messaging with potential clients, you’re able to more quickly qualify leads, market effectively, and genuinely see if you can help a potential client without coming across as overly pushy. Many students have found that they can double or even triple their usual number of new monthly clients with this method.
How and Why Messaging Counts
Permission-Based Relationship Marketing is done through social media messaging. Here’s the major difference in direct messages as opposed to sales calls and emails: it’s a more casual environment to have a conversation. On sales calls, prospects’ “BS” meter can go off quickly. They know that they’re being sold to and that you’re on the call trying to persuade them to purchase from you. We’ve all gotten stuck on enough sales calls to know that we almost immediately shut down when these calls come in.
Cold emails are easy to ignore. Even if it’s an email from a coach you’ve heard of and the offer sounds compelling, we often think that emails require a good ten to fifteen minutes to compose a lengthy, ‘appropriate’ email response. While that’s not necessarily true all the time, it still doesn’t have the ease that direct messaging does.
In permission-based relationship marketing, relationships are built by talking to the prospect like you’re a friend (because you are!). It’s rooted in the intention that you’re seeing whether or not you can help them with your product or service. And because it’s casual and easy to respond to, they’re more likely to continue on the conversation, which gives you more time to establish trust and encourage even a high ticket purchase.
People Buy Based on Trust
Here’s the real reason we hesitate to buy when we get on a call with a pushy salesperson: we don’t trust them. We can sense that they are solely on the phone to make a commission from us. And while selling through messaging also does entail a commission, it offers an opportunity to build a relationship with your prospect based on trust.
This is what people buy based on. It’s similar to your favorite brand — when they launch a new product, even if it’s in competition with dozens of other brands, you trust that your favorite brand will develop a strong product, so you’re more likely to purchase. The same sense of trust and connection is established in permission-based relationship marketing.
Now, this isn’t established right off the bat from the first cold direct message. Rather, it’s called PERMISSION based relationship marketing because there are various checkpoints throughout the direct message conversation that signifies to you, as the seller, that you can move forward to the next ‘phase’ of the conversation. In other words, based on what the prospect says or how they respond, they implicitly grant you permission.
Why This Results in Dozens of Leads
Not only is permission-based relationship marketing a more effective mode of selling, but it’s significantly easier to scale. Here’s why.
- Rather than booking calls from an ad campaign and taking one after another, numerous conversations can be happening at once.
- Because of the sense of trust and comradery that’s created, the sales cycle is inherently shortened. There’s no, “I’ll get back to you about this” at the end of a sales call or sales demo. If they’re interested and qualified, the sales cycle can happen right there in the DM’s.
- When your voice has been mastered, it can be outsourced and done on an even grander scale. You can easily hire virtual assistants or team members to assist you in this method. And, because there are those few key checkpoints that guide when to say or ask what, these assistants or team members don’t need robust sales training to navigate the conversations. They just have to follow the arch of the conversation.
Lauren has found that my clients prefer this method not only because of its effectiveness but because of how easy and time-saving it is. You don’t have to schedule phone calls and book your day full – you can simply message with qualified leads all day, making sure that you can help, and proving that you can through establishing that trust. No Facebook ads required – but, of course, you can use Facebook ads to scale.
Learn more about permission-based relationship marketing through Impact School.
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