FOLKS KEEP ASKING me whether they can find more leads for my business.
The queries come in spam emails mostly, but also via bombardment of the contact form on my business web site. Several times a day, they promise a never-ending flow of mythical golden leads, which pisses me off.
I already know who my prospects are. I’ve been meeting them at conferences and expos for many years. What I want – what all of us need – are more closes. Expert stories are the key to making this happen.
Why I counsel B2B clients to flip the funnel
Spray and pray
Conventional marketing wisdom tells us that droves of customers are out there just waiting to hear from us. If we inundate the market with enough messages, a percentage of folks will catch on, a few will learn why we’re great, some of those will consider us, and a small fraction will Venmo us some cash.