What is "Attraction Lead Generattion"? The best way to explain attraction marketing is to tell you a true story that illustrates what attraction lead generation is not.
Recently my wife and I went to a gathering designed to help people meet and mingle and learn about prospecting strategies. At one point a young man approached us and within seconds of introducing himself, launched into an excellent display of his sales offering pushing his legal services. There was one problem. Neither my wife not I had any need for such offerings and in fact were attending for one reason only... to learn how the group functioned.
That was a top notch example of what attraction marketing is not. But what attraction marketing is, is the avoidance of a sales pitch. In fact attraction marketing is being of value to others. becoming of value before approaching any type of pitch.
Years ago on late night television there was a diamond company. but they never sold diamonds in their commercials. Instead they offered small segments that explained where diamonds came from, what made a good stone, and multiple short segments about stones. But not once did they try to sell. This was attraction marketing. The end result was they became one of the largest stone retailers in the country. If I am in need of a diamond, I am logically going to go to someone who knows stones and guess whose name comes up.
Here is another example. If I am in the market to buy a drill, do I really want to buy a tool? No I don't. What I want is to make a hole. There are numerous outlets to buy a tool to do this so if I am one of those outlets, why should a client buy from me. Well if I have earned their trust by explaining what makes a good hole or the differences from one tool to another with reference to drilling that hole or the pros and cons of different drill bits, just maybe a client will trust me and buy from me because I seem to know about making a hole.
Let's get back to my legal friend. If instead of hammering me with his pitch within seconds of meeting me, he had instead offered me a free service or reading material where I could learn about the legal system or an offer of free advice and not even mentioned his product, I would probably be more inclined to listen further or at least kept his business card for when I needed legal service. This procedure would have been great attraction prospecting.
So is it worth it taking all that time to develop a relationship. The answer to that is how is your current system of marketing going for you. If not well, perhaps it's the wrong strategy.
I will tell you this, attraction marketing is certainly far less stressful and a lot more beneficial because even if you don't make the sale, you have made a friend. On top of that, that sale you were trying for could result in a future sale or a referral. Not too bad for simply offering to be of service to others and gaining their trust.
Author Resource:
Mike Killian has since 1997 been a coach and guide for debt reduction, marketing strategies and motivation at Wealth Manager . Be sure to see his latest section on Earning More Money!
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