Hot Prospects versus Warm Prospects • The Success Alliance
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Hot Prospects versus Warm Prospects

Hot Prospects Warm Prospects

By Karyn Greenstreet

During your marketing, you’ll find two types of prospective mastermind group members. One prospective member is ready to join right away! They’re super excited to join your group and can’t wait to jump in and get started. They’re hot prospects.

There’s another type who has to think about it. Perhaps the timing isn’t right for their schedule. Or they need to work their financial budgets so they can join in the future. Maybe they’re just getting to know you and aren’t ready to work with you yet. They’re your warm prospects.

Which one do you market to?

Ideally, you market to both.

I know — you want to fill your mastermind group now! You’re eager to jump ahead and have your first meeting with your new group, so you want to nudge people into joining today.

But not everyone is ready to become a member during your marketing campaign, and it’s foolish to ignore those people who are interested but not ready to join. I’ve had people join my mastermind groups after being on my mailing list for 3 years. They waited until the time was right for them.

Take a moment to think about a split marketing plan, with one path for those who want to join quickly, and a separate path for those who want to join later.

Get them while they’re hot

A portion of your audience will be ready to join immediately. Depending on your existing relationship with them and how much they trust you, I would estimate this to be 5% to 20% of your audience. If they’ve just completed another program with you, like a training program, then they’re more likely to want to take the next step after working with you over several weeks or months.

When marketing to this group, test the waters to see if they’re ready to join by offering to speak with them about whether your mastermind group is a good fit for them. If they don’t take you up on that offer, then put them in the warm prospects audience.

If they are ready, then they’re in the hot prospects group, and you’ll move forward with the sales process and onboarding them as a new member.

Get them when they’re ready

But what do you do with the other 80% who aren’t ready?

Some people have said, “Just ignore them.” That’s crazy!

These are people with whom you’re building a relationship. They might join one of your mastermind groups later, and since your “next” mastermind group won’t be your “final” mastermind group, you need a pipeline of people for future membership.

When marketing to this group, the focus is on building trust, sharing valuable ideas that help them feel that your group is the perfect group for them to join in the future.

If they resist having an interview, don’t push them. Instead, move them to a different part of your marketing campaign where you communicate with them regularly (but less often than you’re communicating with your hot prospects). From time to time, test the waters by announcing you have available seats in your mastermind group.

Every prospective member moves forward at their own pace. It’s your job to walk alongside them as they journey through your world.

But whatever you do, don’t treat them like they’re all the same when it comes to your marketing campaigns.

 

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