Lead Generation

You must create a deep relationship with these customers.  It should be one that creates such loyalty that they would never consider going back to your competitors. 

These prospects have already made the emotional decision to begin the buying process.  You’re simply rewarding them for their decision to take action. 
This is a prime example for yellow page advertisement; you could say directly in your ad, “If you have received a quote from any of our competitors, show us proof via fax or e-mail and it’s worth an immediate 20% discount at our establishment of business.”  By the time your competitors catch on, if they ever do, you’re already way ahead of them in the game.  By that time you’ll already have gained an incredibly huge competitive advantage over your entire market place.  If you’re truly committed to innovation, you’ll always be ahead of your competitors.

Here’s another example; “If you currently own an XYZ Widget, you immediately qualify for an instant $500 for our deluxe service or product.”  Again, reward and steal them  from your competitors.  This could also work by having them show you a purchase invoice, receipt, or competitor’s brochure.  

Here’s another example; you could have your competitor’s best customer’s fax in the front cover of their industry’s newsletter or trade magazine or association or chamber newsletter.  Again, you’re rewarding prospects for belonging to an association, trade group or chamber.  Doing this action gives them a competitive upgrade, discount, rebate, or free consultation.  You could also say, “If you are an association member, or chamber member you qualify for our special discount or incentive.”  This does two very important things for the prospects and the association or trade group.  The association gets the added good will for having arranged a discount for them with your company and the prospect gets rewarded for being an industry association member or chamber member. 

You could express it as an entitlement to a professional, courtesy discount, just for being an association or industry member.

This is strategic marketing.  You are essentially having your competitors best customers and prospects identify themselves by showing you proof of their qualification.  This way you’re not wasting your time or an employee’s time on unqualified prospects.    

What a great way to instantly capture your competitor’s best customer’s name, address, and position.  You have it all right there for your database. 

You can also use the rebate method that if they are an association or chamber member or part of the industry trade group they get $500 or $1000 back in the mail when they purchase your product or service.

When legally stealing your competitor’s best customers or prospects, you need to show and illustrate solid superiority over where they’re leaving (your competitors) to where they’re going (your company).  Do comparisons of your superior quality, service.  Prove your claims -- low risk high return.  Give them every reason to go with your company and prove all of these beyond a shadow of a doubt. 

Don’t forget that the $500 rebate or special incentive you’re offering is only a one-time cost to your business.  The lifetime value of acquiring that customer could easily be worth tens of thousands of dollars to your business.  Your businesses future and growth rate is at stake. 

A great way to test is to have all of your justification tools in place; such as, sales letters, brochures, advertising and marketing campaigns.  You can easily test them out with independent outside sources.

Would your offer or ethical bribe be irresistible enough to legally steal business away from your largest competitor?