Light on Leads? Ditch the Scattergun, Embrace the Sniper Approach
If you’re light on leads, you’re not alone. Many rural businesses face the same challenge. But instead of solving the problem strategically, they often default to a scattergun approach: hit-and-hope, spray-and-pray.
The result? Missed targets, wasted resources, and frustration.
You’ve seen it yourself—ads in rural press or online that scream “We don’t know who you are, but please buy from us!” It’s like firing in the fog, aiming at everyone, and hitting no one.
Here’s the kicker: this kind of marketing isn’t just ineffective—it’s expensive. And when it doesn’t deliver, marketing budgets are the first to get the chop.
But when marketing is done right, it’s an investment, not an expense. Done well, it creates an ocean between you and your competitors, even in tough times.
So, if you’re light on leads, here’s what to do:
- Know Your Ideal Customer
If you’ve been paying attention to my earlier posts, you’ll know how critical this is. You can’t target what you don’t define.
Your Ideal Customer Profile (ICP) should be detailed and specific. Who are they? What keeps them up at night? What language do they use to describe their problems?
Here’s an example of my ICP:
- Rural business owner who’s overworked and looking to work smarter.
- Doesn’t act like a corporate and values practical advice.
- Struggling with underperforming sales or marketing teams.
- Facing pricing pressure or a lack of leads.
- Doesn’t have—or can’t afford—a full-time sales or marketing manager.
- Values a specialist over a guessing generalist.
- Knows their story (positioning) isn’t being told well.
- Has been burned by agencies that needed babysitting while they learned on the job.
By defining your ICP at this granular level, you can cut through the clutter, gain clarity, and make your marketing more effective.
- Go Where Your Ideal Customers Hang Out
Find out where your ideal clients spend their time and who they trust.
Industry associations are often a goldmine. Their members attend conferences, read newsletters, and join demo days or discussion groups. Here’s how to leverage this:
- Join the association.
- Build relationships and contribute to committees.
- Offer to write columns or provide free training sessions.
- Share worksheets, tools, or templates in their newsletters.
Remember, serve first, sell later. Build relationships before you pitch.
- Partner with Companies That Already Have Your Customers
This is one of the quickest ways to fill your pipeline. Identify businesses that already serve your ideal customers, but don’t compete with you directly.
For example:
If you sell farm machinery that improves contractor efficiency, partner with farm accountants. They want to help farmers cut costs and boost productivity, and your product complements their advice.
These partnerships allow you to tap into trusted relationships, saving time and money on building trust from scratch.
- Just Ask
I named my first son Oliver after Oliver Twist. Why? Because I believe in “Please, sir, can I have some more?”
The simple act of asking can work wonders, yet so many rural businesses don’t do it.
Maybe it’s fear of rejection. Maybe it’s a lack of confidence in their product. But here’s the truth: rejection only stings if you don’t believe in what you’re selling. If you know the value you bring, a “no” is just water off a duck’s back.
Take a leaf out of Steve Jobs’ book. At 12 years old, he cold-called Bill Hewlett (of Hewlett-Packard fame) asking for computer parts. He not only got the parts—he got a summer internship.
People like to help. They feel flattered when asked. The key is your intent. Approach them with a genuine desire to serve their interests, and they’ll be far more likely to say yes.
- Switch from Shotgun to Sniper
Forget the scattergun approach—it’s ineffective and costly. Instead, focus on sniper tactics:
- Define your Ideal Customer Profile.
- Craft a message that resonates with their pain points and desires.
- Go where your customers already are.
- Build partnerships with complementary businesses.
- Don’t be afraid to ask.
As marketing legend Robert Collier said: “Enter the conversation already happening in your customer’s mind.”
When you do this, your marketing becomes laser-focused, your leads increase, and your results improve dramatically.
Final Thoughts
Being light on leads doesn’t mean you’re out of options. It’s an opportunity to reset your approach, refine your focus, and fill your pipeline with high-quality prospects.
Forget spray-and-pray. Switch to sniper mode, and you’ll hit far more of your targets—and with less effort, too.
