Commercial Client Acquisition System
Lead Generation
Lead generation is crucial in business. Without capturing people’s attention and generating interest, it doesn’t matter how great your offer is. Lack of leads lead to decreased sales, loss of talented salespeople, declining revenue, and investors pulling out. On the other hand, warm leads, who have shown interest by taking actions like filling forms or booking tickets, pave the way for more customers, investors, and business growth
A flow of warm leads, combined with additional data, quickly converts into sales and generates revenue. Attention is the most valuable asset in business – without it, there is no business. More attention means more potential buyers. This signal of interest starts a domino effect of growth for your business. By designing and implementing a system that delivers predictable and consistent output you can get more eyeballs from your target audience.
I am Reza
It was during my last 6 months of studies as a marketing student in 2022 while I worked with an interior design firm that I discovered they had trouble running their business.
They didn’t have a reliable and predictable strategy to generate consistent leads and keep the business going. They were relying too much on Word of Mouth (WOM), referrals and advertising on radio, newspaper, etc.
I also studied online marketing and saw people who leveraged the online landscape for their local businesses to acquire new clients consistently.
If you are not getting enough leads or selling enough of your services, it is because not many people see your services enough online…
“If everyone in the world saw you/your product you would make money. PERIOD. Promotion works. The question is how efficient it is?” – Alex Hormozi
As a result your potential customer is ignorant of your existence. This means less money flows your way and your business doesn’t grow. So now that you know you have a problem unless you don’t like to grow your business, make money and help people to create beautiful spaces then you kind of have to solve it. How do you solve it?
System
Have you ever wondered how some businesses have more clients than they can handle and select who they want to work with?
- Is it because they desire to have more clients?
- Is it that they really want something in order to get it?
- Or Is it that they visualize success and conjure up an emotional storm?
Well, they have developed assets and designed a system that delivers them a steady flow of prospects. A system is a collection of processes, organized to ‘process’ inputs, to produce outputs.
We live in a world and time where successful outcomes are designed to occur far more than they are desired into existence.
A 200-tonne plane takes off in flight because it was designed to; the pilot doesn’t need a pep-talk to get it airborne. A Porsche 911 accelerates swiftly to 100km/h because of the engineering; the passenger seat isn’t put there for a guru to stir the driver up. A 100- storey building stays upright in a storm because of its architecture and construction; it doesn’t require motivational quotes to reinforce its structure.
These amazing feats of human innovation had something to do with desire, but mostly it was the design that got the job done.
Imagine for a moment a cyclist wants to travel at 100km/h. This particular cyclist doesn’t just desire this goal the way a normal person might – they live and breathe it. They wake up in the morning and fall asleep at night thinking of it. They have a dream-board and a motivational guru; they read books that make them burn with the passion to achieve. Sadly, however, they are blind to the fact that a cycle is not designed to go at 100km/h. No amount of peddling, no amount of training, no amount of wanting will get the job done.
On the flip side, my Nana, who is in her 80s, can comfortably achieve 100km/h in her old Toyota. She doesn’t think too hard about it, she doesn’t care all that much about it and she hasn’t consciously asserted an ambition to do it. She just finds herself traveling at speed along the highway because she puts her foot down on the accelerator.
A business succeeds because it was designed to succeed. It is an ecosystem of assets that have been developed and utilized efficiently – a blend of attention, engagement and action. Each component is thought through, improved, refined and enhanced. Each little insight is processed and measured against a new level of output.
You are about to be introduced to a business design that works. Once you know this design, you will be able to plan more powerfully, invest your resources more wisely, diagnose specific bottlenecks, fix them and grow rapidly. It will profoundly change your entrepreneurial approach. Many people wish they’d known it sooner; it would have saved them years of trial and error.
I’m also not saying that this system is only for people who are struggling. This method has been helping healthy businesses to thrive too. If you are ready? Let’s dive in and explore each component of this system together.
Attention = Promotion
To attract high-end commercial clients for your interior design studio out there in a marketplace there are thousands, if not millions of businesses looking for your services. It’s just a case of initiating that first contact with the right person at the right time with the right offer.
In the image below is a lead list of 55k restaurant owners alone in the UK.
Platforms
Now you need to choose a platform to promote that offer on and get eyeballs on your business
We recommend starting off with Email Marketing.
Email is a perfect way of reaching out to businesses in most industries and building relationships.
But again it depends. In some industries some of our clients use Facebook, Instagram & LinkedIn DMs, but also in some we use SMS, Voicemail & Cold calling.
It depends on a) your budget and b) what kind of audiences you’re trying to reach.
If you’re trying to reach high-end commercials you can start off with Email.
If you’re trying to reach high-end residential leads you can visit this page.
Engagement
Once you’ve built your lead-list, chosen email as the platform that you’d like to reach out via, you’ve built your offer and you’ve got it ready to go. You’re then going to start building your campaigns within that given platform.
For step-by-step instructions on how to create and launch email campaigns see this page.
Email is a great platform to reach out to businesses, it will help you immensely to attract high-end clients and talk directly to the decision maker. Once you’ve launched your campaigns on a given platform with your offer you’re going to generate some response.Now that we have got their attention we want to engage them in your world, in what and how you can transform their current state into their desired state. We need to entertain and educate them by creating content journeys for people to go on.
In their research, Google discovered that people typically consume eleven pieces of content before making a purchase. They call this moment of online decision-making ‘Zero Moments of Truth’, or ZMOT. Psychology Professor Robin Dunbar found that time and quality interactions determined how much trust and connection people experienced. His research showed that spending several hours with someone across multiple interactions in a week significantly speed up the time it took to bond.
To do this we can simply create a landing page more specifically tailored to their requirements. It’s essentially a website with your portfolio testimonials, talking directly to customers who you want to help, in a compelling way that builds credibility, trust and authority.
Action
Once your ideal client is engaged with your content and your value proposition then it’s time for them to take action.
For a prospect to take action, three psychological ingredients must be present:
1.Emotion
People need to feel a certain way about the business they are buying from. First, they need to feel respected, understood and that a sense of trust has been established. Then they need to feel some form of emotional pay-off would be achieved by buying. Emotions are normally about the stories we tell ourselves. These stories have heroes and villains. They have struggles and triumphs. There is often fear and greed involved.
2. Logic
People need to understand the practical reasons why they should buy. This normally means calculating a clear return on investment (ROI), a cost-benefit analysis or making a comparison with alternatives. Most logical arguments can be made using facts, statistics, diagrams and data
3. Urgency
Even when someone understands the logic of buying and feels an emotional connection to the purchase, they must also feel that it’s important to make a decision now. A sense of urgency comes when we feel that there is a cost associated with inaction. We might miss out on something we want, the purchase could become more expensive, the quality might deteriorate or the availability could dry up. Without a sense of urgency, people delay making decisions.
The good news is, if someone has engaged with your content, they will be more willing to take action. In many cases, a person who has gone through your content journeys will already suspect that they want to do business with you but they just need to clarify some finer points and sort out the particulars.
Hope this guide has been helpful!