Lead Concepts Made Simple

There’s no doubt that Alex Hormozi’s “$100M Leads” took the industry by storm just as he did with his first book, but I think business can be a reflection of how we each think about it. I want to share some simple Lead concepts and how we can better understand lead flow.

Lead Maturity - Like a Fruit Tree

This is a really simple concept that some leads need maturation time. They need multiple touch points, aka “nurturing,” which is akin to making sure to plant seeds, water the ground, trim the trees, and practice patience until the tree is mature enough to bear fruit. 

New leads - they are like seeds that have been recently planted. Maybe they opted in for your free training, maybe they attended an event, or maybe they just gave you a follow. Now your job is to nurture those leads with content that warms them up and moves them to the next step of the pipeline. 

Warm leads - So now the seed that was planted has grown into a tree, but it’s not quite there yet. You might want to push it…. But if you do, you run the risk of pushing it past its limit and potentially squandering its ability to bear fruit. Think of this as clients that have taken multiple actions within your ecosystem. Maybe they have been a long-time follower of your IG, they opted into your newsletter or free training, and they attended your last training. They are getting close!

Hot leads - You’ve done all the right things…. Planted the seed, tended to the tree, and now it’s ready to bear fruit. These are leads that have grown enough to trust you and take the next step of commitment to become a client WOO! Keep in mind that some leads will speed up faster than others. The goal is to understand what you need to do in your nurture sequences to move them along to the next stage.

Key takeaway - good things take time. One thing we are constantly talking with our clients about is understanding the intent of each marketing or lead generation strategy. Sometimes the goal is to play the long game, sometimes, the goal is to speed up the process. 

Understanding Lead Flow Cliffs

At any given point, you have leads at the varying stages above. Now as long as you stay consistent with your strategy and actions, the lead flow stays consistent. 

But then, life happens… you go on vacation… you have a week where, for whatever reason, you didn’t post on social media… and then…. You have no leads!

That’s the lead flow cliff. 

Now it’s not the end of the world… You just have to start the process over again, but if your plan is to grow organically, this will be the nature of the beast!

The longer you’re in the game, the better you can understand your variables:

• What does it take for each lead type to mature to the next phase?
• How long does it take for a lead to enter my ecosystem to convert to a client?
• What can I do to offset lead flow cliffs?

Start with those 3 questions and I think the game starts to change for you.