Passive Lead Generation And Prospecting Strategies That Work

When it comes to passive lead generation and prospecting strategies, most people aren’t sure where to spend the majority of their time. Both are an essential aspect of your business, and in the early stages of your business, how you spend your time can make the difference between success and failure. In this post, you’ll learn how to increase your sales by using passive lead generation and prospecting strategies in the most effective way.

Passive lead generation and prospecting strategies – What’s the difference?

Passive lead generation is when you create content that automatically drives traffic to your lead magnets and that generates leads on autopilot. Prospecting consists of you actively reaching out to potential customers in an attempt to sell your products or services.

Both aspects are essential to your business and depending on the growth stage of your business you may focus on one more than the other. For example, if you are just starting your business you likely are going to need to focus more on active prospecting.

Passive lead generation works, but it often takes time for these strategies to pay off. The difference between lead generation and prospecting strategies is that prospecting strategies can produce results quickly.

Sales and business is a numbers game. You need to apply the law of averages and active prospecting during your peak income-producing hours. You should focus your off-time on passive lead generation strategies.

The reason for this is that your passive lead generation strategies work like farming. You need to plant the seeds of content, and then over time, they start to sprout.

Know your ideal customer to develop passive lead generation and prospecting strategies

Whether you focus on passive lead generation or prospecting, you need to have an ideal customer avatar in mind. You need to know things like your ideal customer’s problems, common questions, as well as their goals and desires.

In order for passive lead generation to work, you need to build a content marketing strategy that attracts your ideal customers. Without having a good understanding of your ideal customer your content will not be relevant or will simply miss the mark.

This applies to both lead generation and prospecting strategies. If you don’t know your ideal customers when prospecting, you won’t know who are the best people to reach out to. You also won’t know the kinds of questions to ask or how to draw out their pain points and position your offers as the solution.

In addition to knowing your ideal customers is knowing your product and services and the benefits, your ideal customers will experience from them.

People buy because of the benefits, not the features. Click To Tweet

I’d recommend checking out the video below on how to be great in sales to understand this concept further.

Build a lead magnet for lead generation

Now that you have an understanding of your ideal customer you should create a lead magnet that is catered specifically to them. For example, if you were a real estate agent and you wanted to generate real estate leads, you create a lead magnet for real estate investors.

Real estate investors could be a great client as they likely buy houses every few years. To attract these investors you could build a lead magnet of a PDF guide on 10 mistakes you must avoid when buying your next investment property.

You could position this guide as a way to avoid major hidden costs that most real estate investors don’t know about. Not only does this provide a ton of value, but it also positions you as an expert that can help them.

When people download your guide, you can generate leads that are highly targeted and that already want to work with you. The beauty of a lead magnet like this is that it can help you with both your lead generation and prospecting strategies.

For example, you might be having a conversation with someone and find out they were interested in getting into real estate investing. You could offer your free guide while prospecting them and transition naturally into the next step of making them your client.

You can even create a content marketing strategy to promote your lead magnet to generate leads passively. Also, if that sounds too complex, you could always have our agency do it for you. Click here to learn about our lead generation package.

Passive Lead generation tips – Lead with value first to attract your ideal customers

It doesn’t matter what kind of industry you are in, if you lead with value and help people with problems, you can generate leads. This is one of the best marketing strategies to grow your business add people to your list.

The key is leading with value and that could be a variety of things. For example, you may be in health and wellness and offer nutrition products. You could create a free training on weight loss tips. When someone downloads your training then you now have a lead you can follow up with.

If you were in travel you may have a free video on ways to pack most efficiently, or the best airline mile card to use, etc. Again if someone signed up to get that training video you would now have a highly qualified person to talk to about that business.

It doesn’t just need to be content in the form of lead magnets either. Passive lead generation can happen when you build a content marketing strategy centered around blogging and SEO.

Prospecting takes your time, but content marketing built up over time is like pushing a snowball down a hill. It takes a while to get things built up, but once it’s built, you can let it go and see it grow and grow.

You can look at content marketing like putting billboards on the side of the road. Each new piece of content is just another billboard that can draw new leads to your business passively.

Lead generation tips – Passive marketing works but takes time

Passive marketing is a great long term strategy for building your business, but it doesn’t happen overnight. Active prospecting will get you results faster, which is why you want to do both. Active prospecting doesn’t have to be reserved for sales and recruiting for your business.

For example, again if you were in a nutrition business, you could go into a weight loss group on various social media platforms and start having conversations with people. At some point in that conversation, if you find a need your products can solve, you can simply ask that person if they would be interested in checking them out.

It may sound something like “I couldn’t help but notice when we were talking about working out it sounded like you maybe were looking for a way to lose weight more effectively. It may or may not be for you, but I actually have a free top 10 ways to lose weight pdf on my website. I’m just curious if that is something you would be interested in getting?”

At this point you could add them to your list, provide value and rapport, and then if the timing was right, offer them your products or even a business opportunity if it made sense.

A lot of people try and focus only on generating leads passively and they go out of business before their content marketing strategy starts to work. Content marketing and passive lead generation work, but if you want fast results you need to use active prospecting as well.

Set a daily prospecting goal to maximize your results

The biggest factor that makes prospecting work for building your business is consistency. If you aren’t consistent with prospecting, the law of averages can’t work in your favor.

I’d recommend that you set yourself a daily prospecting goal to keep yourself on track. While setting this goal, don’t just choose something that sounds good on paper, or that is too easy for you to achieve.

You need to make this goal realistic, but also not so far outside of what you can consistently do that it de-motivates you. For example, I often see people attend a sales training event or hear a motivational speaker, and then start doing 10 presentations a day.

This level of activity would be great, unfortunately, most people maintain this level for a few days to a week at max. Then they start skipping a day or only do 5 presentations and after a couple of weeks, they are back to their old ways of doing nothing.

It’s much better to set a realistic goal of something like 3 presentations a day or even 1 a day consistently that a short burst of a lot. Better yet, set goals of how many people you prospect vs did a sales presentation for. You can’t always control how many people you present to, and if you work your ass off inviting and still don’t get the presentations you can feel defeated.

When you set prospecting goals, such as “I’m going to prospect 15 people a day.” It’s much easier to stay consistent with that vs needing to hit X number of presentations. If you are struggling with what to say while prospecting, check out my Inviting Mastery Method.

Conclusion

Most people would love it if they didn’t have to actively prospect every day, but the reality is that in most cases you need to do that in the beginning. If you are 100% relying on your passive lead generation strategies to do all of the work for you, you’ll struggle in the beginning.

The best method to create results quickly and build a long term foundation for your business is a combination of lead generation and prospecting. It’s best to save passive lead generation strategies for your off hours of the day. Then when people are readily available to do sales presentations with you, you should focus on active prospecting strategies.

Focus on building up a base of quality value-based content that can attract your ideal customers and then spend the majority of your time prospecting. You’ll find that eventually if you are consistent with both, your passive lead generation strategies will start to outpace your active prospecting.

This is a great time in your business, but it doesn’t happen overnight. When you stay consistent, you can start to create a successful business you’ve always wanted.

A few years ago I had never heard of these passive lead generation and prospecting strategies. However, once I learned it, I found it to be very effective and the quality of people I was talking to was much higher. If you would like to know more about setting up a similar lead generation system for your business check out this Free Video Here!

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Mike MacDonald

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