The Secret to Never-Ending Leads: Master the 'Engage > Offer > Prescribe' Framework

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Have you noticed that consistent lead generation feels really hard?

Almost impossible!

Something works…then it doesn't.

You have enquires one month…and none the next.

Leads are the life-blood of your business.

Without them, you have no one to sell too.

Without sales, you have no revenue.

And let's be clear, even charities require revenue in order to function…and you are not a charity.

Without a clear set of systems for attracting new leads, and consistently turning them in to clients, your business will always struggle.

You will feel the stomach-churning effects of the 'business rollercoaster' you end up riding as things are 'good' one month, only to be 'terrible' the next.

You try a tactic someone recommends and then move on to the next.

Content, fliers, videos, emails, posters, webinars, seminars, online ads, local ads…you know that all of them can work - so why does it seem impossible to get any of them to work?

The answer is simple.

Without an underlying framework, your lead generation strategies will almost always fail.

Which brings me to a very important distinction I want to make…

What is a lead?

At the most basic level, a lead is someone who interacts with your business.

But that doesn't give us the full picture, so let's ask the question differently…

"What is the purpose of a lead?"

The purpose of a lead is to give you the opportunity to make a sale.

Therefore, lead generation and sales are closely connected. They aren't to be treated separately, rather, you should integrate one with the other to improve both.

If you treat leads and sales as separate entities, you run into problems.

The tactic you use to create 'leads' might not translate into many 'sales'.

e.g. 'Free Gym Showarounds' might be good for lead generation but terrible for converting into sales (unless there's a proper strategy around it!)

Similarly, the way you convert people into 'sales' might not be the best way of attracting 'leads'.

…We see this second example play out all the time in the Fitness Industry.

Consultations can work really well for creating a sale, but offering a 'Free Consultation' works terribly as a lead generation strategy - no one wants a consultation!

Going back to our original question…"What is a lead?'

It's important to get clear on what YOU need a lead to be for YOUR business.

If you want to stop banging your head against the wall at the amount of time-wasters, freeloaders, and poor-quality prospects you attract, then a different definition of a 'lead' is required.

Let's look at a couple of characteristics of 'good leads'…

A) You need your leads to be interested in what you do.

In order for that to happen, you need them to be 'Problem Aware' - a.k.a they have something they are looking to solve - and are now exploring a potential solution (Solution Awareness)

B) You need your leads to be in a position to buy.

A simple test for this is to make the 'first step' in your business something paid or pre-qualify your leads for affordability in another way.

So, if we put all this together in a way that encapsulates the important parts of generating good-quality leads, it would look something like this…

A lead is someone who has a problem they are looking to solve (soon) and they are willing to invest time and money in potential solutions.

With that definition we are much clearer on what we are trying to achieve when 'generating leads'. There's far more substance to it.

By understanding this, we are now much better placed to understand the necessity of an underlying framework from which you can generate these types of leads.

After all, the reliance on one-off tactics, fads, or scatter-gun approaches is by no means going to deliver on the type of lead we have defined above.

Because even if you did attract the most basic kind of 'lead' - there would be no guarantee of making any 'sales'.

We want both.

Leads AND Sales.

Leads alone are pointless!

"We do a lot of one-night stands in lead generation and not enough long-term relationships."

- Mike King

The Framework for Endless Leads and Sales Success

As a Business Coach, I like to create systems that allow me to help other people produce repeatable results. One-off successes are pointless.

There are endless ways you can generate leads.

However, by having an underlying framework to create your lead generation strategies, you will have greater success.

Here's the framework…

Engage > Offer > Prescribe

This simple framework is what sits behind every lead generation strategy I use in my business and help others implement in theirs.

Each of the three components represents a part of the process required to generate leads and sales - filling your business with clients.

Let's take a look at each one-by-one.

For now, we will briefly describe each, before exploring how they interact together.

I will repeat what I said above, these systems are designed to work TOGETHER, not as separate entities.

1)Engage

This part of the framework is about one thing: Attention.

It represents an important question you need to ask yourself…

"How will I engage people and get their attention?"

The common term for this is Marketing - but that terminology often means nothing to people.

2)Offer

This part deals with 'the first step'.

It represents the next important question you need to ask yourself…

"Once I have engaged people and have their attention, what will I present to them as the first step in trying out my service?"

This part is usually a specific program / offer / trial that would give interested people the chance to try out what you offer and see if it will work for them.

I believe this step should involve some sort of financial commitment.

…Remember, we've clearly defined that a 'lead' should be willing to invest in solving their problems.

3)Prescribe

The final part of the framework represents the 'Sales' portion of generating clients.

Yes, the client has already bought something from you at this point.

But it's usually an introductory service.

Now we want to 'prescribe' the next steps to our prospects, using Prescription-Based Selling.

A quick summary of the framework…

The key to this working effectively is to build on top of this framework in a way that integrates the three components together.

Put simply, we want to…

Gain attention (Engage) and turn that attention in to high-quality leads (Offer). We then service those leads within a short window and sell them into our full service (Prescribe)

Putting the Framework into Action:

Let's make this crystal-clear using an example of how I would walk a business owner through this process.

Despite being the second component of the framework, it often makes sense to tackle the 'Offer' first.

By clearly defining a front-end offer for your business, designed to target clients who wants to solve a specific set of problems, it is then far easier to tackle the 'Engage' component of the framework.

1) Building the Offer

This could be a whole article in itself. But here's the minimal-required info…

>If you're a business that needs a lot of leads, create a low-cost offer built around trailing your service.

For example…£49 for 3 trial PT sessions.

When working with a coach 1-1, I would help them map out the specifics of these sessions so that we aren't simply delivering generic workouts, and instead, are showcasing the coach's skills and expertise. This creates trust and a desire for more support.

>If you're a business that isn't as lead-hungry, but wants to attract quality leads, create a mid/high price offer designed for the specific type of client you want to attract.

For example…£197 for a 28 day program specifically designed for X

As with the previous example, I would help the Business Owner map out the individual steps within the offer itself and make sure it takes the lead on a 'buyers journey' that results in them wanting to continue after the initial offer has expired.

2) Fixing Your Marketing

Now that your offer is built, you can fix your marketing.

Instead of marketing your service…

e.g. "I am a PT offering PT services, please enquire if you want PT"

We want to market your offer instead…

e.g. "I help X people, with Y, problem using my Z program/offer. Enquire here to start"

…We go from generic to specific.

…From vanilla to full-flavour

(although I'm not knocking vanilla as a flavour!)

Your real-world marketing (fliers, poster, business cards etc) should all clearly market your front-end offer.

Your online marketing (content, videos, emails etc.) should educate your audience on the issues related to what your front-end offer can help them solve, or take the first steps towards solving.

Then you can directly market the offer itself - it's no good just making all of your posts directly related to your specific offer.

3) Converting Like a Badass!

I know I've had to teach this out of order for it to make sense, which isn't ideal!

So let's quickly review…

We've sorted the first two components of the Engage > Offer > Prescribe Framework.

(You now have something to market and a clear offer to let people try your service)

Now we need to turn those high-quality leads into long-term clients.

This is done in two ways…

1) By making sure your 'Offer' showcases enough of what you do to make people want more.

(3 sessions of burpees and sit-ups won't cut it!)

2) By using Prescription-Based selling - as discussed earlier.

The role of your 'Offer' is to elongate the sales process.

It gives you…

• More touch-points with the clients

• A better chance to understand their problems

• A chance to build deeper rapport and trust

• An insight in to what the person truly needs

We then use all of this to 'prescribe' the person with a suitable option to continue their journey with us.

If people like you, they'll listen to you, but if they trust you, they'll do business with you.

Zig Ziglar

Let's Tie It All Together With A Real-World Example…

I helped one of my clients build a front-end offer for her service that acts as a 5-week trial of her group program.

It's £159 to try it out - she recently sold 10 within a 14-day period (not bad!)

This paid trial is her 'OFFER'.

She uses her online content, local Facebook groups, marketing in the gym, her email list, and whatever else she can get her hands on, to market that offer.

This is how we have taken care of the 'ENGAGE & OFFER' aspects of the framework for her business.

Over the 5 weeks, the lead gets support in-person, receives an automated sequence of support via email, interacts with the other members, makes lots of friends, and (as if by design) wants to continue!

At this point, my client simply offers the chance to continue in the group.

If necessary, she will advise some 1-1 support for a short period before returning to the group.

It's simple. It sells. It converts.

Not only is this giving my client high-quality leads that convert, she is also being PAID upfront by the leads.

Yes, she has to service them, but most Coaches give away their time freely to leads and spend weeks messaging people back-and-forth anyway.

Often they waste hours on people that never spend a penny.

My client has completely eradicated that issue.

At least this way, this Coach gets some upfront commitment, knows the lead is serious, and if she wanted - she could use that cash to fuel some paid marketing strategies (which we definitely will at some stage!)

So there you have it.

I have given you one of my most potent and effective business frameworks.

I encourage you to use it!

Another slice of help from Matt…

If you're serious about growing your Fitness Business this year, I'd love to help you.

If you are primarily an in-person coach that hasn't yet fully maximised your business, is struggling to get full, or is stuck at a certain income level - I can help.

If you want to take things to the next level (and beyond) then fill out this form and I will be in touch within 48hrs to discuss how I can help you. I will see how you answer the form and then point you in the right direction based on what you're struggling with.