I've been generating leads in the SMP industry for over 3 years now – here's what I've learned.

It's very rare to generate an SMP lead that is instantly ready to book.

They are few and far between. The majority of men who are thinking about SMP require a lot of nurturing.

The prospect will think about it for years before even making an enquiry.

They flip-flop between accepting male pattern baldness and doing something about it.

They are full of fear and scepticism.

In many cases, this stems from their reluctance to acknowledge that their hair loss is bothering them.

It's a massive hurdle for a bald man to overcome.

Once they do decide that they're unhappy with being bald and would like to make a change, they'll look at all of the options available.

Hair transplant? In most cases, they have no chance due to not having a large enough donor area.

But they'll spend a lot of time thinking about it.

Shampoos, fibres, lotions and potions are next on the list.

They'll read the reviews of the next product to buy, finally feel like this is the one they were waiting for, and what happens?

Nothing.

More time wasted, false hope, being over-promised and left feeling deflated.

Finally comes SMP. Perhaps they saw an advert on Facebook, or due to their interest in SMP, they finally realised that the guy in the gym who religiously trains chest every Monday actually doesn't shave his hair down – he's got SMP.

As with anything in life, the first action when searching for information is to go to Google.

They'll see some good SMP, they'll read about other men's experiences – and they'll also see bad SMP and negative reviews.

They can read hundreds of positive reviews and see results that they desire, but one bad experience will once again set the prospect back.

This is where the importance of educational content and personal branding comes in.

If a prospect is full of fear, what they need is reassurance that somebody can relate and understand their concerns.

This is why, despite chucking a 70% discount on your SMP services, you still aren't getting clients.

It has nothing to do with money at this point. You could offer SMP for free and still not sign a client.

The most common desire for an SMP prospect is a natural-looking result.

They don't want a blue lego head that they saw on Reddit.

This is why one of the most important lines to say during a sales process with an SMP prospect is this:

"Yes Mr Prospect, I specialise in natural-looking results, as you can see from my portfolio. If I didn't think SMP would suit you, then I would have to turn you away, as a bad result would look bad on my business."

That line alone ticks so many boxes in your prospect's mind.

You won't mess up their head because you care about your work, and you don't just want their money – you'll turn them away if they aren't suitable.

The importance of clearly capturing the results of your work is vital.

Another thing that I recommend is to ask your clients to send you what I call "real-life candid photos" – for example, a picture of the client on holiday with his partner.

A picture of the client on his wedding day, exuding confidence.

Pair that candid photo with the before photo that you took before he had his treatment.

In most cases, the client will look a little glum in the before photo and happy in the candid photo.

This is how you sell SMP as a service.

You're selling a life-changing transformation, a true confidence booster.

Back to the enquiry-to-sale process…

The importance of nurturing, building trust, and rapport with your prospects.

If you try to push an SMP prospect before they're ready, they'll run a mile and never come back.

You need to be patient with them.

Responding with knowledge and empathy each time they ask a simple question.

This can get tiresome for the artist who's desperately chasing new clients because they want to earn more money. It's the reason why the artists who get into the industry purely for the money never succeed long term.

Your passion for your craft and understanding of your target audience is what will generate more clients and business growth.

Once you understand that the booking process for an SMP prospect is often a medium- to long-term process – you can then strategise to capitalise on the leads who enquire.

One of the ways to do this is to incorporate an automated nurturing sequence.

Not to push your leads into booking, but to educate them and ensure that they don't forget you.

I do this for my clients by adding each lead who doesn't book into an email and WhatsApp automation that messages the lead once a week for 3 months.

The messages include reviews from recent clients, stories of transformations, and sometimes just a new before-and-after photo.

This method is constantly planting seeds in the prospect's mind, edging them closer to booking in with you.

Without a system like this in place, it's a lot easier for what was a potential client for your business to find a different artist and start the enquiry process all over again with somebody else.

There are no shortcuts in this industry.

Just understanding of the industry – and most importantly, your future SMP clients.

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