Cold vs Warm Messaging Strategies to Optimize Lead Generation

Episode 114 of the The Journey with Zakk Colburn podcast, hosted by Zakk Colburn, titled "Cold vs Warm Messaging Strategies to Optimize Lead Generation" was published on April 27, 2022 and runs 6 minutes.

April 27, 2022 ·6m · The Journey with Zakk Colburn

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Summary

Apply for The Personal Trainers Business Incubator: https://zakkcolburn.typeform.com/to/UDoxri Instagram: https://www.instagram.com/zakkcolburn/ YouTube: https://www.youtube.com/c/ZakkColburn/videos The Journey Podcast: https://open.spotify.com/show/6T4hYvQB8CAVzpXn6tLzVm My Book Cutting Strings on Amazon:     https://www.amazon.com/gp/product/B0933MQRCZ?pf_rd_r=AKKS5XHRQV63Z1FVP9A7&pf_rd_p=5ae2c7f8-e0c6-4f35-9071-dc3240e894a8&pd_rd_r=972d9327-8a84-44ca-9bb1-a1fa78ec2cf2&pd_rd_w=oYdeY&pd_rd_wg=RZ2Xw&ref_=pd_gw_unk I want to talk about the difference between approaching cold leads and  the difference between approaching warm leads. When you are building a  coaching business, you need to generate leads for your business and a  lead is any potential person who is interested in your offer or anybody  who could be a potential customer. If you're on Instagram, someone who  asked you a question saying how does your coaching work, is a potential  lead because they are interested in your offer and they could  potentially become a customer. The name of the game for fitness coaching  and building a coaching business is to learn how to generate leads, get  them into your sales process, and then close them as customers so  you’ll have a consistent process to essentially just fill up your  roster. A Cold Lead is someone who's not familiar with who you are.  They're total strangers. Now a warm lead is someone who does know who  you are. Maybe they saw some of your content. They've seen you online,  they've heard about you, and so they warmed up to you. The question here  is what is the approach to take with cold and warm lead? You have to  realize that with cold and warm leads, they have a different  relationship to who you are. Each one is going to take a different  approach. A warm lead, someone who already knows who you are, is going  to have a little bit more trust in you. And so you can go in and bring  up coaching a lot more quicker because that relationship is already  pre-built. Now, with a cold lead, they don't know who you are at all.  You have to focus first on establishing a really strong relationship and  then making the transition to the coaching offer. The worst idea to do  with the cold lead is to right out of the gate bring up the coaching  offer. This is because it can deter people from starting a conversation  with you and can increase your chances of getting ghosted and them never  truly thinking about your offer. So the first initial message should  be, “Hey, I came across your page. I really like your profile. How long  have you been doing X, Y, and Z for”? Or “What got you started with A,  B, and C”? Just a quick question to serve as an introduction, but you're  not making any sales pitches here. You're not offering anything. You're  simply just trying to start the relationship. Because when it comes to  the sales process from total strangers it does take some time to nurture  a relationship. And so when it comes to approaching cold leads, just  understand that the goal shouldn't be to try to sign clients right then  and there. The goal should be to start an initial relationship, nurture  that relationship and then close them in about a week or a month or two  months. With Warm leads you already have that relationship so you can  bring up coaching more naturally and quickly because the other person  likely knows what you do and will know that you are not just trying to  make a quick buck. But instead you are trying to help them by giving  them the tools and support they need to change their life.

Episode Description

Apply for The Personal Trainers Business Incubator:

https://zakkcolburn.typeform.com/to/UDoxri

Instagram: https://www.instagram.com/zakkcolburn/

YouTube: https://www.youtube.com/c/ZakkColburn/videos

The Journey Podcast: https://open.spotify.com/show/6T4hYvQB8CAVzpXn6tLzVm

My Book Cutting Strings on Amazon: https://www.amazon.com/gp/product/B0933MQRCZ?pf_rd_r=AKKS5XHRQV63Z1FVP9A7&pf_rd_p=5ae2c7f8-e0c6-4f35-9071-dc3240e894a8&pd_rd_r=972d9327-8a84-44ca-9bb1-a1fa78ec2cf2&pd_rd_w=oYdeY&pd_rd_wg=RZ2Xw&ref_=pd_gw_unk

I want to talk about the difference between approaching cold leads and the difference between approaching warm leads. When you are building a coaching business, you need to generate leads for your business and a lead is any potential person who is interested in your offer or anybody who could be a potential customer. If you're on Instagram, someone who asked you a question saying how does your coaching work, is a potential lead because they are interested in your offer and they could potentially become a customer. The name of the game for fitness coaching and building a coaching business is to learn how to generate leads, get them into your sales process, and then close them as customers so you’ll have a consistent process to essentially just fill up your roster. A Cold Lead is someone who's not familiar with who you are. They're total strangers. Now a warm lead is someone who does know who you are. Maybe they saw some of your content. They've seen you online, they've heard about you, and so they warmed up to you. The question here is what is the approach to take with cold and warm lead? You have to realize that with cold and warm leads, they have a different relationship to who you are. Each one is going to take a different approach. A warm lead, someone who already knows who you are, is going to have a little bit more trust in you. And so you can go in and bring up coaching a lot more quicker because that relationship is already pre-built. Now, with a cold lead, they don't know who you are at all. You have to focus first on establishing a really strong relationship and then making the transition to the coaching offer. The worst idea to do with the cold lead is to right out of the gate bring up the coaching offer. This is because it can deter people from starting a conversation with you and can increase your chances of getting ghosted and them never truly thinking about your offer. So the first initial message should be, “Hey, I came across your page. I really like your profile. How long have you been doing X, Y, and Z for”? Or “What got you started with A, B, and C”? Just a quick question to serve as an introduction, but you're not making any sales pitches here. You're not offering anything. You're simply just trying to start the relationship. Because when it comes to the sales process from total strangers it does take some time to nurture a relationship. And so when it comes to approaching cold leads, just understand that the goal shouldn't be to try to sign clients right then and there. The goal should be to start an initial relationship, nurture that relationship and then close them in about a week or a month or two months. With Warm leads you already have that relationship so you can bring up coaching more naturally and quickly because the other person likely knows what you do and will know that you are not just trying to make a quick buck. But instead you are trying to help them by giving them the tools and support they need to change their life.