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Attracting Leads

Every business needs a continuous stream of new customers entering into its sales funnel. This flow is fed by attracting a steady stream of prospects. The million-dollar question is what is the message and offer that will bring them in?

Let me just tell you that competing on PRICE is the worst place to be in. Profit margins are low and customer loyalty is next to zero. Think of something like Groupon. They are only buying for the deal and it is very difficult to get them to stay on as a client at your normal price once they’ve paid the deal price. It just doesn’t happen. The only way this type of angle works is if you have a very large volume and you are able to negotiate the cost of goods down. Think of Amazon.

Now that attracting prospects based on price is off the table, the next attractive way is to offer is extraordinary VALUE. How do you add more value to your offer so that your prospect believes it is a deal? This method is the golden ticket to generating more sales but it takes a bit of research into your customer to find out what it is that they really want and value. Adding value is a great way to do that.

BONUS: You can even charge higher prices while adding more value.

Here are some examples of adding value.

1. Provide a free gift – Think back to the Sports Illustrated Magazine’s free football phone and the swimsuit edition that only came with a year-long subscription. This item needs to be really attractive for it to be successful in attracting new customers. BTW, this one free gift saved the magazine from bankruptcy and closure back in the 1980s.

2. Provide special VIP access – Certain types of people want to have access to behind-the-scenes or better access than others. They will become loyal fans once they are on the inside. This could include retreats or private 1:1 access to you. They can also be rewarding like mileage or point programs that build brand loyalty.

3. Provide supporting tools – What extra products or services are needed or can improve the experience? These can be software, courses, cheat sheets, roadmaps, and additional items that make it easier. Provide examples and case studies that show your solution in action

4. Provide some of your best stuff – Your knowledge is incredibly helpful here, but It must be your best information to make it work well. Don’t give away something that they can get from everyone else. This really shows your quality. Most can’t do it themselves anyway and they will be more apt to come to you to solve it.

Attracting leads using a value model is a great way to bring new prospects into your world. As I’ve said many times, rarely are buyers ready to buy the day they find you. But with great attraction offers as I shared above, they will consider you and then you can nurture them with additional value until they become a customer. Remember, buyers just want to feel like they’ve made a good decision while buying from you.

Marcia Riner is a business growth strategist and the CEO of Trajectory Consulting. Small Business Owners come to Marcia looking to 2X - 3X their revenue and profitability without spending an additional dollar on marketing or advertising.

She uses proprietary software that helps her to find more than $100,000 in increased revenue and profits in as little as an hour. In fact, she is able to show prospective clients a clear ROI to working with her before they decide to hire her.

With this powerful information, she is able to help her clients by using several of her 50+ business growth and profit acceleration strategies to rapidly impact their company and their bottom line. Check out her website @

Marcia hosts a weekly podcast with videos on YouTube @ and audio @ She is constantly sharing business growth tips on all of her social channels @marciariner

In her 2nd book The Profit Accelerator, she provides 12 Ways To Dramatically Increase

Your Revenue, Profit, And Value. Download her book for FREE at

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