written by
Vicky Ross

[PODCAST] Leadership Episode 1

The Leadership Discussion Podcast 18 min read

The Leadership Discussions Podcast with Vicky Ross

‘The 5 Big Shifts To Turn Your Broken Lead Generation Into A Simple, Repeatable Process, That Delivers Quality Leads And Clients, Month After Month’ with Richard Lomax

Listen only mode.


  • You are doing fair degree of success ....but you would really like to have more!
  • Your marketing and sales set up is not delivering the results you need on a consistent basis.
  • You are looking for a reliable way of growing sales faster, and more securely. 


Richard's Website:


Richard`s marketing journey started over 30 years ago with companies like BP Oil, HJ Heinz and Bernard Matthews, and he has worked with some of the largest advertising and marketing consultancies in the world.

Richard’s driving passion is helping people like YOU embed SlipStream Marketing® into your business to generate more profits, more freedom and more fulfillment from your business. ...more

Check out this episodes highlights:

3:10 Who is Richard's ideal client: small & medium sized organisations, that feel as if they've kind of grown but they come up and they plateaued who recognizes their their own log jam that they either don't quite have the knowledge or the confidence to really get going with their marketing.

4:00 Problems that Richard solves: Is to help his clients to understand how are their prospects thinking, and to always come at it from their perspective of their clients.

6:00 Symptoms that clients experience: Relying on word of mouth and fluctuating income.

7:50 Common mistakes that clients make: Not writing the plan down and understanding how to keep the flow of their plan going.

9:55 What value free action can Richard's clients take: Putting yourself in the clients shoes.

13:10 What value resource does Richard offer the audience: Free reports to download and use.

14:20 What question should I have asked and didn't: What are the best books to read in the field of Marketing


V : Hi, everybody, and welcome back to another episode of the leadership podcast. My name is Vicky Ross. And I'm all the way from hot, really, really hot and sunny Athens. And today joining me from I think a relatively cold UK and not too cold is Richard Lomax. Now Richard helps business owners to find a reliable way to generate leads in a way that has a system that converts and solves all the problems. So when I read about Richards, titles and what he does, and had a conversation, I thought, this is definitely somebody we want to interview, because I'm sure you all want to hear what is that system that he's got? So welcome, Richard.

R : Well, thank you. Thank you. It's nice to be here. Nice to talk to you. And yeah, I'm sure we're gonna have a really good conversation.

Oh, definitely. Definitely. So Richard, you are in the UK and you've been working 22 years in your own business doing this and helping business owners find that reliable lead generation way that solves the problems. And before that, you said to me that you work for BP Oil and hJ Heinz in marketing. So it sounds like marketing has been your life.

Kinda it wasn't always I when I was at university, I studied like marine zoology. So I was going to be the next Jacques Cousteau. And I kind of realised that I wasn’t dedicated or fascinated, I didn't want to do the research, I didn't wanna become a teacher. So I, I quickly went and did an MBA for a year and really got into marketing that way. So that that's when marketing really became my life. And as with all professions, it's a it's a constant learning, you just always, particularly the advent of the Internet. And now, you know, almost every month, there's some new opportunity or, you know, different ways of communicating with people. So yeah, it is, it is definitely my passion, for sure.

V: It’s an absolute fascinating field, and a very tricky field, as a business owner, myself, and I know that from a lot of my friends that are business owners, it's the one thing that if you don't get it, right, your business struggles. And I know from my experience, a lot of people first step of getting marketing wrong, think that they are not good enough at what they doing. And, you know, I'll always say to them that what you do as your as your passion, and as you trade has got nothing to do with your capability of your business, development, and most importantly, the marketing side. So we need we all need.

R : So this is easy. It's it's easy to overcomplicate things, but people people think, well, I've got to get the financing, right, I've got to get the people side, right, I've got to get the production or the delivery the product or service. And, and, and the marketing somehow kind of gets left behind. But you're right, it doesn't. Without what nothing else matters. 

V : Because we think that we can all tweet and put something on Facebook and something on LinkedIn. And that's good enough. And then when it doesn't work, we realize that although it's simple, how we do complicated. 

3:10 V : So Richard, who is your most ideal client, 

R : T he most ideal client, really, they work with small, medium sized organizations, not multinationals, I'm usually working with the business owner or maybe a marketing director, where they've kind of grown but they come up their plateaued and quite often is sort of the MD if you like the owner, who recognizes their their own log jam that they they either don't quite have the knowledge or the confidence to really get going with their marketing. But that's where we we step in and help them see the wood for the trees, give them some focus. And, and as we kind of said, help them simplify the process. And not, Oh, goodness, I've got 101 things I could do. I'm not quite sure what to do. So I'll just get busy doing something else instead.

4:00 V : I yeah, I guess that's good. Again, like tidying up drawers and things like that. So what is the biggest problem when you're working with MDs and business owners that are now realizing that they've got a marketing problems, and what is the biggest problem in that you solve?

R : The biggest problem really is kind of it's focusing sounds obvious, but actually focusing on their ideal prospects. So they'll they're kind of they'll try some form of marketing, it might be some activity on social media might be some online ads, or an email, campaign or whatever. And it doesn't work as well as they would like, because a lot of the basics are missing. And it's kind of like a downward spiral. Oh, well, I did all that time and effort. And I struggled to make that post or to put that web page together, and I got nothing from it. And is it really worth it? So the real problem we help people is to understand how are their prospects thinking, and to always come at it from their perspective, it's easy to say that, but when you read most web pages, and most emails and whatever, it's still all about them, the person writing , rather than all about you the prospect, so we help them turn that around and then how do you translate that into marketing messages and advertising and reassurance and everything else that you need, so first of all, it gets noticed, because it's all about them, that's their favorite subject. And then it draws them into your to your messaging. So that's the essence of what we really help people do.

V : And I totally recognize this, because I remember trying to sort of market myself in the early days and say “Oh, you know, I'm an NLP business practitioner and a trainer and a this” and my marketing coach at the time says nobody cares.

But they need to know the things that I can do so that they can go, Oh, I should work with Vicky. And he would say … they don’t care. So you are right, you are absolutely right … it’s nothing to do with you and every to do with your prospect.

6:00 V: So how would somebody know that they're in trouble? So what are some of the symptoms that they would be experiencing? That now goes, hold on, we are out of our depth and we need to bring Richard in. 

R : Yeah, um, if they're brutally honest with themselves, they look where their new customers are coming from. And if they aren't so well, actually, most of it is word of mouth. That's the number one warning sign that you haven't got a systematic way of bringing in new customers, new prospects, and new customers. So word of mouth is great. But when the market is tight, or there's uncertain economic times, which seems to be most of the time, there are many markets out there now, which of which are booming, which means that word of mouth tends to dry up. And, you know, there's the classic while I go to networking meetings, but it's the same old people there that more interested in trying to sell me something than listening to how I can help them. So it's that kind of syndrome. And what it means is that when, when people do get busy, and they put together a marketing campaign, and they get some results, they get some inquiries, and they can bring that through to new business, they then because it's a kind of a one off, and they haven't got that sort of longer term vision, they then get busy actually, you know, onboarding the client, or delivering the service or making the products or whatever. And in the meantime, that the marketing activities going off, and as the marketing goes like that there's a lag, which is the the income, which does that, so then we get the old boon and bust, which, you know, most people are familiar with. So, you know, yeah, relying on word of mouth and, and fluctuating income, are the probably the two most obvious signs that you haven't quite got your marketing on a, you know, a consistent basis.

V : Yeah, that makes absolute absolute sense. 

7:50 V : So what is the one of the most common mistakes when people identify that, you know, when we don't have an actual system for a marketing have identified the problem? So what is one of the most common mistakes that people make when they're trying to solve this problem themselves?

R : Um, it's probably it's, it's lack of a written plan. So, you know, you can spend days and weeks and months coming up with a big, you know, strategy and a plan, and then it gets put away and never get seen again for six months. So but you do I do, there's a lot of power in writing stuff down in terms of, okay, you know, who exactly are we after? What problems do we solve? What's the messaging going to be? And I know, we can talk about that in a bit more detail. But but at least you've got a clear in your mind, okay, what we're actually going to do, what's the priority, what are the one two things I'm going to do this month, and actually get them out of the door if you like. So having a plan is, is absolutely essential. And then, in many instances, if you can find a coach or a mentor, or you know, somebody that's going to hold you accountable for that progress, because as we said earlier, you know, it's very easy to let other things take priority, and marketing gets bumped down the list again. And you know, my job, in a way with lots of my clients is to define the corner of marketing and make sure it stays up, there is one of the priorities. And, you know, in an ideal world, you know, I'd be saying you want to be spending an hour a day on your marketing, you know, mark out in the diary, no client calls, no interruptions, unless the buildings on fire, that's your marketing hour, and that would make a huge difference.

V : Yeah, and I think that that's something that you've touched on that I see it as a mistake in myself, and I've seen it in my friends as well, is that we don't quite know what works. And therefore we try a lot of things, we don't have an actual structural plan that brings up you know, we don't have that single wheel. So you're all over the place, trying to fix it yourself, rather, getting somebody like said like a marketing coach, that will keep you accountable, and, you know, help you get results.

9:55 V :Right. Okay, so what is one value free action that the audience can implement that will help them solve that problem?

R : I think it probably related to what I said earlier, in terms of, of the kind of putting yourself in the prospects shoes, which is a big cliche, but it's absolutely critical. So in terms of practical thing that that they can do is write down all the questions that you or your sales team get asked by your prospects before they buy from you. And an inevitably write down your responses to those questions. So and also think about what if I was one of my own best prospects, what doubts would I have? Or what worries or concerns what I have? What questions what I have, that I would need answering convincingly for me to feel comfortable to engage with a company? So it's, if you can answer those kinds of questions, that if you write just a paragraph or two, on each of the different questions that you get asked, each of the concerns, worries doubts about that people would have, if they're interested in buying your kind of service, that will if you write the answers down, you will have a really good, you know, final load, if you like, have good marketing information. And it's kind of when you focus on those answers. And you lead with that in your marketing, so as we said earlier, you're not talking about yourself, you're talking to them about their issues, their problems, their concerns, that's valuable for them, because you then you then going to give away your knowledge and your expertise, you know, your your prospects are not going to suddenly think, “Oh, great, I know what to do now, I'm off, I'm going to do it for myself” and they were never going to be customers anyway. So either way, your knowledge and your expertise in practical ways that will help them understand how do I judge these three different suppliers? What are the mistakes I need to avoid? What's the most expensive thing I can get wrong, if I'm starting a new marketing campaign? So answering those questions is is the basis it's the raw material for more effective marketing that's focused on the on the prospects?

V : And if that's what you said earlier on, is focus on your client rather than focus on what … you know how, great you are?

R : Yeah, I mean, sure enough, once once you're talking to them about their problems that they want to be reading this thinking, Oh, my goodness, they've been looking over my shoulder, they've been sort of reading my mind or whatever, they know what it's like, what it feels like to be frustrated or angry or disillusioned. And they're showing me a way forward, they are leading me by the hands or metaphorically leading me forward, then you know, you're building a kind of a building trust, building a relationship. And that that's it step by step by step. At the end of the day, they are going to check out how long have you been in existence? What do you do? You're training? What are your qualifications? I need to double check that you've got some good testimonials and case studies, but don't lead with that you lead with them, and then they'll want to know, okay, let me find out a bit more about these guys. And that gives me that that reassurance and credibility they need.

V : Excellent. Yeah. 

13:10 So what is the one value value resource that you have that somebody can get for free from you? And that can help them with this problem?

R: Yeah, I think the best thing I can recommend is is go along to my website, it's www.slipstream, SLIPSTREAM, and then it's a dash or not an underscore a dash, marketing.com. And then forward slash free dash stuff. So slipstream marketing, com forward slash free dash stuff. And on there, there are three different reports, one particularly, I think it's called the five big shifts to fix your broken lead generation. And I recommend that you download that report because it will give you the broad principles of how to organize your marketing and, and I think you'll find it very, very helpful.

V : So I will put all the links at the bottom of this podcast so everybody can follow and find your website and get your free resources. 

14:20 And in all the stuff that you've told us a lot of very interesting things. 

R : I think marketing like any other discipline, it's kind of a it's a never ending search and testing and trialing so so it's the it's kind of one of the best questions be what would be your, your the two, one or two best marketing books you've ever read. And I'm a kind of a, my bag. That's what I'm into. And I did pull out a couple of things. There's a Yeah, there's one here. ‘Ogilvy on advertising’, it's probably written 30-40 years ago, so way before the age of the internet, but it's a fascinating study. And it is actually about direct response marketing. So it's not about big brand building, although he always he worked with huge brands and corporations, but it's about lead generation getting inquiries, so that that's a really fascinating read, highly, highly relevant. And another one that I can recommend is this little one here, and it's ‘How to become a marketing superstar’ and the author is a chap called Jeffrey J Fox. He's written several several several books but it's a really good little collection I think there's about I think it's 52 or 53 short marketing lessons in here really good really practical that they they would be two of my favorite all time books and yeah I'd strongly recommend people to get grab a copy and have a read and it's just just keep keep reinforcing those the foundations and then it you know, what we've talked about today kind of becomes second nature and it will read you'll you'll reap big reward rewards for sure.

V : I’ll definitely be looking into that because I'm a bookworm like you and have two big libraries full of books. Richard have a super that chatting to you and especially because it is something that I know a lot of people struggle with and have pain with and frustration and a lot of food for thought, I know that you run webinars, so if you can maybe give me a link so that people can go and maybe book to go to your live webinars will put that at the bottom of the podcast as well, so people can join you on that and maybe get to know you and understand how you work better. And thank you so much for being part of my podcast. I really thank you very much. 

R : Vicky, it’s been an absolute pleasure. I've really enjoyed myself. So thank you once for inviting me. 

V : You’re welcome. You take care and bye.