The Snowball System: How to Win More Business and Turn Clients Into Raving Fans by Mo Bunnell

Author:Mo Bunnell
Language: eng
Format: epub
Tags: business
Publisher: PublicAffairs
Published: 2018-09-11T04:00:00+00:00

Forums

Value is at the heart of effective lead generation. The more value you can offer your prospects, the more open they will be to an introductory meeting. Real-life experiences shape our opinions more profoundly than reading marketing materials or website testimonials, so one way to make a lasting impact with prospects is to stage a forum. Forums are an ideal opportunity to connect with people and deepen multiple relationships at once.

Forums are not about self-promotion—they’re an opportunity to deliver real value at scale. You can afford to invest more in a forum than you might in other lead-generation techniques because it gives you the opportunity to connect with a dozen or more of your best prospects in one evening.

You might bring in a top-tier speaker whose presentation is specifically relevant to your industry, or you could select a topic of discussion pertinent to your expertise and the types of problems you help solve. A forum can be a book launch, a research unveiling, or something equally interesting to your prospects. You might offer attendees the opportunity to “beta test” a new offering or service and offer feedback—experimental thinkers love this approach. (Don’t forget to get everyone to sign an NDA.) The event can even take the form of a complimentary group training session. Forums can spell the difference between telling your prospects about the benefits of working with you and letting them experience it for themselves.

Forums are anything but turnkey. To work, they require targeted planning and a real investment of time. The payoff is that they can deliver genuine value to prospects while giving you the opportunity to connect with many in a single event. Being the organizer of a forum also establishes a certain credibility for you with attendees and those who hear about the event. By giving your prospects an opportunity to interact with you and members of your team or company in a memorable way, you create a strong emotional tie, laying the groundwork for the next step in strengthening the relationship. As always, make sure to follow up with each attendee in the weeks following the event.

Here’s what you need to do.

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