Is short-sighted thinking holding your business back?

Many professional services providers approach lead generation hoping for quick results. Their goal is to find new clients right now.

That's only natural. Who doesn't want quick results? Indeed, your marketing efforts should produce some immediate response.

The problem is, many marketers stop there. They're so focused on short-term leads that they neglect to pursue an even bigger resource: long-term leads.

According to RainToday, 25% of proactively generated leads are short-term, and 75% are long-term. "If you're only focused on the short-term, you might be missing out on 3/4 of your opportunities." (Making Lead Generation Work for Professional Services, a special report by Mike Schultz, Wellesley Hills Group)

To be clear, let's define our terms:

A short-term lead is when you happen to catch someone at just the right moment in their buying cycle. They have a need and the funds, and they're ready to buy. All you have to do is close them.

A long-term lead is just what it sounds like. Most professional services aren't impulse purchases. The prospect may be interested, but not yet ready to pull the trigger. They need more time.

Frustrating as it may seem, it's the long-term leads that often produce the best business. So how do you go about nurturing those long-term leads? Many service providers are discovering that the easiest way is by providing free information.

Having rich content available on your website and/or in the form of white papers keeps prospects engaged. As they go through their decision-making process, they see you as a helpful expert. You're right there providing them with quality information they can use. Then, by the time they are ready to buy, you're not just some stranger. You're a trusted advisor who is ready, willing and able to provide them with the services they need. Why wouldn't they choose you?

Do your prospects see you as a helpful resource? If they do, they'll be much more likely to think of you first when they need the services you provide.