The atypical is not to look at lead generation, personally the future profits of the business are in the business ... and there are many simple ways of doing things that have a huge impact on developing and growing the business before "lead generation" as we know it.
As one of the last things to get to in a business, it has the potential to be one of the most time consuming and expensive things you can get involved in, lead generation comes from everything else that has gone before getting the business to critical mass.
There are, personally, no new silver bullets and some of the ways that have worked best in the past are worth revisiting. As several people have said it's about connecting with people.
Stacy Hayes puts it all in context ... and very well I might add:
"Given current "strategies" I suppose what I'm going to say seems atypical...
I talk to EVERYONE. First, because I'm genuinely interested in what people do, what makes them tick, & their thoughts. I always say network for good karma, but it's really true. The vast majority of the people I talk to aren't potential prospects for me -- I don't care. I just like people & like talking to them."
There are some great quotes in Jerry Maguire that about sums it up....
Dicky Fox: The key to this business is personal relationships.
Dicky Fox: If this [points to heart]
Dicky Fox: is empty, this [points to head]
Dicky Fox: doesn't matter.
There's also a line that I couldn't find... Something like "to sell anyone, you have to love everyone".
Showing posts with label Lead Generation. Show all posts
Showing posts with label Lead Generation. Show all posts
Thursday, April 19, 2012
Thursday, January 19, 2012
Tips For Generating Leads From LinkedIn
The bottom line is that you need to operate on LinkedIn as you would in the real world. Think of LinkedIn as just a business after hours ... one that has millions of people, goes 24-7, and allows you to learn about prospects before you connect. So do the same. Connect with new people. Reconnect with those you already know. But in all cases, find ways to help others. If you do those things (and are patient ... which is key), things will come your way.
To be more specific ......
1) Really understand who your target market is, so you can recognise them when you find them.
2) Really understand what it is you are offering to your target market - in terms of benefits, not features, so that they can recognise you when they find you.
3) Make yourself 'findable' by your target market:
a) Ensure your profile reflects both of these - who you are, what you are about, what you are offering and who you want to work with - with all the technical details Sian gives - keywords, call to action etc.
b) Participate honestly and fully in groups where you are likely to 'meet' your target market, or they are likely to 'meet' you.
3) Go looking for leads yourself. If you really know who you are looking for, and you are confident in what you can offer them, then use LinkedIn search capabilities to find leads for yourself.
Search for companies, find people you know at that company (or who know people you know - this is why you connect with people you 'don't know'), Find the groups they belong to. Make contact, start proper and honest conversations, send them a direct message.
If you show that you are really caring about your prospect and not just spamming them, then this will pay off.
Of course all of this takes effort and more importantly time .... so take the time to get it right.
To be more specific ......
1) Really understand who your target market is, so you can recognise them when you find them.
2) Really understand what it is you are offering to your target market - in terms of benefits, not features, so that they can recognise you when they find you.
3) Make yourself 'findable' by your target market:
a) Ensure your profile reflects both of these - who you are, what you are about, what you are offering and who you want to work with - with all the technical details Sian gives - keywords, call to action etc.
b) Participate honestly and fully in groups where you are likely to 'meet' your target market, or they are likely to 'meet' you.
3) Go looking for leads yourself. If you really know who you are looking for, and you are confident in what you can offer them, then use LinkedIn search capabilities to find leads for yourself.
Search for companies, find people you know at that company (or who know people you know - this is why you connect with people you 'don't know'), Find the groups they belong to. Make contact, start proper and honest conversations, send them a direct message.
If you show that you are really caring about your prospect and not just spamming them, then this will pay off.
Of course all of this takes effort and more importantly time .... so take the time to get it right.
Thursday, October 27, 2011
Which Type Of Lead Generation Is Best For Small Business? - - Part III
There are 101 different methods of lead generation and what works for you and your business depends on the products and services you offer, your target market and sometimes personal preferences. (There's little point in cold-calling if you absolutely hate it - and let's face it most people don't like doing it and even more importantly, don't like being on the receiving end.)
Essentially, people do business with people (or businesses) they know, like and trust and that can take time to build.
They can get to know, like and trust you from meeting you face-to-face at networking meetings, seeing your expertise through articles, demonstrations, blogs, referrals and recommendations, a regular newsletter ... etc.
Leaflets, advertising, email and direct mail campaigns, free offers, events, workshops can also work. Pick half a dozen and try them out - test which ones work best and stick with those. If something doesn't work, adapt, modify or change it to see if you can improve your response rate or find something that works.
For a web designer or internet marketer - I would choose someone I know or who was recommended to me. I certainly wouldn't pick someone from the many emails I receive, on an almost daily basis, offering their services.
I've gained most of my business from networking - both online and offline. Social media has widened the opportunities and the audience but can be a slower, more long-term method.
I can recommend the Ultimate Small Business Marketing Book - by Dee Blick which has great tips for small businesses and more importantly practical examples.
Above contibution by Clare Evans
Essentially, people do business with people (or businesses) they know, like and trust and that can take time to build.
They can get to know, like and trust you from meeting you face-to-face at networking meetings, seeing your expertise through articles, demonstrations, blogs, referrals and recommendations, a regular newsletter ... etc.
Leaflets, advertising, email and direct mail campaigns, free offers, events, workshops can also work. Pick half a dozen and try them out - test which ones work best and stick with those. If something doesn't work, adapt, modify or change it to see if you can improve your response rate or find something that works.
For a web designer or internet marketer - I would choose someone I know or who was recommended to me. I certainly wouldn't pick someone from the many emails I receive, on an almost daily basis, offering their services.
I've gained most of my business from networking - both online and offline. Social media has widened the opportunities and the audience but can be a slower, more long-term method.
I can recommend the Ultimate Small Business Marketing Book - by Dee Blick which has great tips for small businesses and more importantly practical examples.
Above contibution by Clare Evans
Monday, October 24, 2011
Which Type Of Lead Generation Is Best For Small Business? - - Part II
For more than 10 years now, there has been a powerful trend for people to search the internet for the products and services they want. Not only is this the current trend, but it is accelerating.
The consequences, for offline marketers, have been brutal, with them increasingly fighting over a shrinking piece of the pie. They are in the unhappy position of investing an increasing amount of resources (both time and money) for a constantly shrinking return, while online marketers dine on their lost market share.
Ask anyone who has been doing it for a while how hard it is to get a new client, or sale, from networking, telemarketing, cold email campaigns, direct mail and a host of others. Especially compared to 5 years ago.
Regularly, on LinkedIn Q&A, there are questions from traditional marketers, that reveal the strain of trying to adjust to the tectonic shift from offline to online.
At the risk of mixing metaphors, the online marketers are catching the wave. The offline marketers are pushing a rope. Naturally, there are exceptions to both of these, i.e. successful offline marketers and failed online marketers, but that is exactly what they are, the exceptions.
As I say, the trend is accelerating. There is still plenty of time to catch the wave. You don't have to plunge in with a big budget. You can baby-step into it at a pace you can digest. A year or two down the road, you will be glad you did.
There is tons of free information available if you search 'Inbound Marketing'. If you want to accelerate the learning curve, there are plenty of people out there you can hire to help out.
The big winners here, will be the ones who learn how to substitute website visitors for sales calls.
Above contribution from Carl Diamond
The consequences, for offline marketers, have been brutal, with them increasingly fighting over a shrinking piece of the pie. They are in the unhappy position of investing an increasing amount of resources (both time and money) for a constantly shrinking return, while online marketers dine on their lost market share.
Ask anyone who has been doing it for a while how hard it is to get a new client, or sale, from networking, telemarketing, cold email campaigns, direct mail and a host of others. Especially compared to 5 years ago.
Regularly, on LinkedIn Q&A, there are questions from traditional marketers, that reveal the strain of trying to adjust to the tectonic shift from offline to online.
At the risk of mixing metaphors, the online marketers are catching the wave. The offline marketers are pushing a rope. Naturally, there are exceptions to both of these, i.e. successful offline marketers and failed online marketers, but that is exactly what they are, the exceptions.
As I say, the trend is accelerating. There is still plenty of time to catch the wave. You don't have to plunge in with a big budget. You can baby-step into it at a pace you can digest. A year or two down the road, you will be glad you did.
There is tons of free information available if you search 'Inbound Marketing'. If you want to accelerate the learning curve, there are plenty of people out there you can hire to help out.
The big winners here, will be the ones who learn how to substitute website visitors for sales calls.
Above contribution from Carl Diamond
Thursday, October 20, 2011
Which Type Of Lead Generation Is Best For Small Business? - - Part I
Remember that if you're looking to do service-based client work that it's always about relationships: with clients, with prospects, with leads, with referring sources, etc.
Online can make building those relationships easier and more accessible more often. Honestly, I would combine on and off line. Just be sure that anyone you meet offline you also find and connect with online to nurture the relationship you've started.
There's tons of ways to generate leads online. Just keep in mind that they all flow back to people having access to you. I've been designing websites and coaching/teaching my clients all about marketing and converting online for more than a decade and I've not once had a client who came to my website, found a 'buy now' button for my services and paid me without first talking to me.
Marketing/selling a service is different than a product. With products your conversion is list signup and buying - that's it. And the list signup leads to buying.
But with services you have two conversion points - one from marketing and a second from sales. The first, from marketing, gets people to engage with you - email, phone, in person, etc. They get to meet you and sense for themselves whether they want to work with you. Then, the second conversion point is the sale. That's when you work through a conversation toward a purchasing decision.
Service providers have to do both - build leads and then convert the leads into paying clients. So don't shortcut either process. And be clear that something like a website isn't there to 'sell' your services. Rather, it's there to generate leads. You, on your sales calls, will be the one who generates sales.
Along with all this, it's really helpful to read a couple of good books about selling if you have any confusion around it. I'm one of those sort of naturals at it but even so I've read a ton on sales and negotiation. The bottom line is be comfortable with the sales process and know that the biggest secret to sales isn't in what you say it's in how well you listen.
Above contributed by Dawud Miracle
Online can make building those relationships easier and more accessible more often. Honestly, I would combine on and off line. Just be sure that anyone you meet offline you also find and connect with online to nurture the relationship you've started.
There's tons of ways to generate leads online. Just keep in mind that they all flow back to people having access to you. I've been designing websites and coaching/teaching my clients all about marketing and converting online for more than a decade and I've not once had a client who came to my website, found a 'buy now' button for my services and paid me without first talking to me.
Marketing/selling a service is different than a product. With products your conversion is list signup and buying - that's it. And the list signup leads to buying.
But with services you have two conversion points - one from marketing and a second from sales. The first, from marketing, gets people to engage with you - email, phone, in person, etc. They get to meet you and sense for themselves whether they want to work with you. Then, the second conversion point is the sale. That's when you work through a conversation toward a purchasing decision.
Service providers have to do both - build leads and then convert the leads into paying clients. So don't shortcut either process. And be clear that something like a website isn't there to 'sell' your services. Rather, it's there to generate leads. You, on your sales calls, will be the one who generates sales.
Along with all this, it's really helpful to read a couple of good books about selling if you have any confusion around it. I'm one of those sort of naturals at it but even so I've read a ton on sales and negotiation. The bottom line is be comfortable with the sales process and know that the biggest secret to sales isn't in what you say it's in how well you listen.
Above contributed by Dawud Miracle
Wednesday, July 22, 2009
Small Business Tip ..... Developing A Checklist For Lead Generation
For sake of discussion some things you might include on such a check list are:
1) Cold Calling
2) Email Campaign
3) Flyers
3) Direct Email
4) Networking (e.g. LinkedIn , Plaxo)
5) Connecting through blogs, Twitter, YouTube, Facebook (social media marketing)
6) SEO (optimizing your company website for search engine visibility)
7) Subscribing to Internet Directories (e.g Eguide, Hotfrog ..... Etc)
Unfortunately, developing or using a checklist for lead generation leads to the mistaken belief that if you simply perform the steps on the list, you will achieve the desired outcome. In my opinion, while each of the items listed may be reasonable in the right business setting, you may be trying to spread yourself too thin by gambling in a numbers game.
Instead .....
Ask yourself what you and your staff will do with these alleged leads. Who are these people? Who are you trying to reach?
Left off of the above example (on purpose to illustrate a point) .... are two of the most proven approaches to new business: referrals and repeat clients.
Is your business focused on meeting your existing clients' needs? Is your entire staff on board with this approach? If a new client does come to you because of an email newsletter or a Google search, how will they be treated? Is that truly the kind of customer you are seeking -- and are you developing a relationship or a quick sale?
I can't emphasize enough the importance of focusing on your core market. If you don't know your market well enough to trim your list down to just a few methods, you may want to spend more time on that research first. Then, focus on ways to present useful information to that select audience. Perhaps it really is email, but consider in-person presentations, articles, and other means that reflect how your ideal client will best receive it.
For a complete resource on Lead Generation and a multi-modal approach I recommend you read: "Lead Generation for the Complex Sale" by Brian Carroll, CEO InTouch, Inc ... McGraw Hill 2006.
Lead Generation Book
=====================
1) Cold Calling
2) Email Campaign
3) Flyers
3) Direct Email
4) Networking (e.g. LinkedIn , Plaxo)
5) Connecting through blogs, Twitter, YouTube, Facebook (social media marketing)
6) SEO (optimizing your company website for search engine visibility)
7) Subscribing to Internet Directories (e.g Eguide, Hotfrog ..... Etc)
Unfortunately, developing or using a checklist for lead generation leads to the mistaken belief that if you simply perform the steps on the list, you will achieve the desired outcome. In my opinion, while each of the items listed may be reasonable in the right business setting, you may be trying to spread yourself too thin by gambling in a numbers game.
Instead .....
Ask yourself what you and your staff will do with these alleged leads. Who are these people? Who are you trying to reach?
Left off of the above example (on purpose to illustrate a point) .... are two of the most proven approaches to new business: referrals and repeat clients.
Is your business focused on meeting your existing clients' needs? Is your entire staff on board with this approach? If a new client does come to you because of an email newsletter or a Google search, how will they be treated? Is that truly the kind of customer you are seeking -- and are you developing a relationship or a quick sale?
I can't emphasize enough the importance of focusing on your core market. If you don't know your market well enough to trim your list down to just a few methods, you may want to spend more time on that research first. Then, focus on ways to present useful information to that select audience. Perhaps it really is email, but consider in-person presentations, articles, and other means that reflect how your ideal client will best receive it.
For a complete resource on Lead Generation and a multi-modal approach I recommend you read: "Lead Generation for the Complex Sale" by Brian Carroll, CEO InTouch, Inc ... McGraw Hill 2006.
Lead Generation Book
=====================
Wednesday, June 24, 2009
Small Business Resource For Lead Generation
DNAVertical is an affordable lead generation program for small business. You provide them a with calling list based on your target customer criteria, you provide them with the elevator pitch and they provide you with approximately 50 outbound sales calls per day.
As they call, their goal is to set appointments and provide warm leads for follow up by your team. When an appointment is made or a warm lead is generated they will send you the contact information, and a recording of the actual original call so you can prepare for the follow up.
If the prospects are interested or ask them to send more information, they build an email list that you can then market to after the fact on a regular basis. It is a one-two punch that works nicely. They provide you with weekly call results in Excel format.
They work month to month as long as you are satisfied. If you are not satisfied after 30 days with the results .... you can discontinue the contract no questions asked. There are no set up fees or long term contracts.
On the average this program is generating 2-5 solid sales leads per week and about 5-10 new emails a day. In the matter of a month a small business could have appx. 100 warm leads to email market to once or twice a month and about 2-5 qualified prospects per week to give a follow up call to by appointment. The close ratio for the lead generated typically depends on the quality of the list you provide and the ability of your internal team to close a lead. The primary benefit to you is that your team can focus on selling instead of cold-calling.
For more information go to .... Lead Generation For Small Business
As they call, their goal is to set appointments and provide warm leads for follow up by your team. When an appointment is made or a warm lead is generated they will send you the contact information, and a recording of the actual original call so you can prepare for the follow up.
If the prospects are interested or ask them to send more information, they build an email list that you can then market to after the fact on a regular basis. It is a one-two punch that works nicely. They provide you with weekly call results in Excel format.
They work month to month as long as you are satisfied. If you are not satisfied after 30 days with the results .... you can discontinue the contract no questions asked. There are no set up fees or long term contracts.
On the average this program is generating 2-5 solid sales leads per week and about 5-10 new emails a day. In the matter of a month a small business could have appx. 100 warm leads to email market to once or twice a month and about 2-5 qualified prospects per week to give a follow up call to by appointment. The close ratio for the lead generated typically depends on the quality of the list you provide and the ability of your internal team to close a lead. The primary benefit to you is that your team can focus on selling instead of cold-calling.
For more information go to .... Lead Generation For Small Business
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