Prioritize Your Leads and Increase Your Close Ratio

Prioritize Leads

You know, there are always going to be a fair number of people kicking the tires on your website, right? Not everybody closes and becomes a lead. It is just a fact. So what we have to think about is how we can improve the amount of time spent with quality prospects.

Prioritizing our sales calls and our time is critical, and one of the things that you can learn by talking with the sales people is that some prospects are not ready to buy, and there are some important qualifying questions that will show immediately whether the caller is worth prioritizing at that point.

A Little Education and Information

You can tell right away that they’re just very preliminary, they’re doing a little bit of research, they are not really sure. That’s an ideal client for an e-series, where perhaps each installment directs them to a YouTube video that educates them. Somebody who is in the very preliminary stages and is just trying to gain information, that person wants education. They want information.

They are not yet asking buying questions. Further, with all the technology – auto responders, video, emails, and white paper reports – a significant chunk of that education can be done automatically over a period of time without draining or requiring a sales team to commit their resources.…

The Curse of Unfocused Thinking

squirrel_2790142b

I don’t know about you, but I always feel disorganized and unfocused if I don’t have an actual physical representation or a note that I can see to remind me of what I’m working on, or what I have to do. Many times I need a non-digital prompting or it’s forgotten.

You know how it is… some other priority comes into view and the first project stays half finished. The cumulative effect of these half-projects is very disturbing and can make your brain spin around in circles because there is absolutely too much to do. Or at least that’s the feeling you get.

So what happens there is, your brain pops from one thing to the next thing, to the next thing, to the next thing, and then in an effort to gain an immediate sense of accomplishing at least one thing, you start doing something that’s less important.

Narrow It Down

In the same way, it’s possible to make lead generation a bigger challenge then it really is. I often meet clients who have visitors coming to their website, having found their company through a variety of highly targeted key words, but the site is missing a critical ingredient. Simplicity.…

The 4 Pillars of Effective Lead Generation

4 Pillars Lead Generation

Pillar #1:

Business Bottlenecks — Five Simple Ways to Improve the Quality of your Leads

Most of us can remember sitting in the back seat of the family car on a vacation trip with our parents, watching the billboards go by on the highway. Ten miles to Playland, eight miles to go, just six more miles to Playland…

As you started to count down the signs, you got more and more excited about visiting a place you’d never even heard of before. You thought, gosh, this place has got to be amazing. And when you arrived there, you realized nobody would ever drive there as a destination. It was nothing more than maybe a restaurant or a couple of fast food places, some amusement rides, and of course gift shops to take your money.

That was your first lesson about the power of advertising — repeating something over and over again builds interest. They even had billboards after you’ve passed their location, asking you to turn around! Those were the days when the advertiser didn’t really care about the quality of your visit, or whether you would be a repeat visitor. But they sure knew how to lead you right to their business!…

Phone Leads: How to Increase Inbound Phone Calls

More Calls

You’re going to want to track phone numbers. Why? So much with the Internet today centers around email. People are heavily focused on email because it’s an outstanding platform. But for higher-priced sales, my customers notice a huge difference in prospects who call on the phone. They’re more interested. They want answers now. They don’t want to fill out a form and wait. Getting those customers to a telephone is critical.

The Immediacy of Phone Leads

It’s important to make sure you match the mode of communication with the type of leads you’re pursuing. Forms and emails are popular on the Internet, and it’s very easy for people to just put a form in front of potential customers. However, certain types of leads really don’t fit a form.

Let’s assume you’re house shopping and you go on the Internet. You find a house you like, you read about it, and it looks really good. Now, would you want to fill out a form and maybe get a call back tomorrow while you’re at work, or sometime next week?

No, you want to know more about it now. If you fill out a form you never know how quickly somebody is going to get back to you.…

6 Key Elements of a Killer Offer Page

speical offer

Driving traffic to your offer page is absolutely critical; this is where the rubber meets the road. You can do all kinds of clever things to get your leads to that money-making junction, but if you fail to create a message that reaches out of the screen and grabs them where it counts…better do your homework and start again.

There are six key components of an effective offer page:

1. The Offer

This can be a double-edged sword, as many marketers will tell you. If you make an offer that is too attractive, like a trip to Hawaii, or a couple of free plane tickets or $10,000, what ends up happening is that you get loads of unqualified prospects, people who are simply responding for the offer.

Now if you’ve got an extremely attractive offering that’s very, very broad – that your sales people are trying to sell – you can sometimes make these leads work. But in most cases for strategic lead generators, what you want is an offering that can be digitally deployed. If you can instantly deliver your offering to that person, great! People want things now; getting their hands on something now is very compelling.

Webinars are a great offering.…

Marketing R&D and Its Critical Role in a Power Lead Gen System

Market Research

When they asked Thomas Edison about the many failures he endured while trying to invent the light bulb, he replied:

“I did not fail. I just found 10,000 ways that didn’t work.”

That’s pretty well what Marketing R&D is all about. It’s not a term that many people use. But it’s the terminology that I use because I want people to understand that just like investing in research and development for science, we have to do research with our marketing. We have to test.

The results you get back are extremely valuable to your organization’s marketing efforts. And too often people view failed marketing campaigns as an excuse to say something doesn’t work. Well, we did some pay-per-click advertising, but we didn’t get a lot of sales from it, so it doesn’t work for us. We did some email advertising, but that didn’t work. I challenge that. I think it’s healthier to look at it as an investment in marketing R&D. Because you will almost always learn something from a campaign.

They’re Sending You a Message

If you’re looking for it — if you see the clues, or if you can see some patterns — you’ll learn something. Almost always, you will have a bright spot in the campaign.…

Are We Experiencing a B2B Content Bubble?

Can you imagine standing on a podium with an audience that you don’t know and a big microphone in front of you – and having nothing to say? Or reading out a two-liner weather forecast for the day, telling your audience you had an office party yesterday afternoon for your receptionist, and asking if anyone would like to see pictures of the cake?

That’s not me, you say, I wouldn’t do that. Those items may be important to a few people (20 years of loyal service is important to your receptionist and your company), but not to everybody.

The Facebook “Microphone”

Now consider a Facebook page, or other social network presence. At over 600 million active daily users, Facebook is one of the biggest microphones there is. The same principle applies: for speaking into any social media ‘microphone’, you need to have something pertinent or interesting to say to people who are there to hear it. If not, your time and effort should be applied elsewhere.

So why then do so many businesses feel compelled to communicate via Facebook, Twitter, Tumblr or other sites, irrespectively of whether they have information to relate that will interest their audience? And not to only grab the microphone, but to do so on a weekly or even daily basis?…

Do You Know Your REAL Target?

I was speaking with a client and dear friend yesterday about creating a system to generate more leads and business.

As I often do, I apply the TONE system.  TONE stands for Target, Offer, Nurture, Exposure and it it’s a great acronym to keep in mind when developing a business building campaign.

So naturally we started talking about his target.  He went on to tell me the type of businesses he wanted to work with and gave me tips and insights about their psychology.  It was all very interesting and I took some great notes.

However, I followed up with the question, where does most of your business come from now?

His response: “Referrals from other attorneys.”

Wow.

So I asked him… “Isn’t that then your target?  I mean, if that’s working well now then why don’t you seek ways to multiply that and facilitate more referrals?”

I think it’s common to disregard where our business comes from today in favor of where it could come from tomorrow.

Don’t get me wrong, I’m all about seeking opportunity… but why so often do people ignore what’s working now?  Has it been maximized?  Can it be increased?

What if we did a campaign to invite more referrals?  What if we focused on the key reasons other attorneys refer business business, distill that down to a compelling and informative nurture sequence and use it to find more referrers?…

Final Cover Design

After much back and forth and contemplation… we have the final cover for The Art of Lead Generation.

  • Simple
  • Clean
  • Classic

The Art of Lead Generation – Cover Design…

Welcome to my new unfinished blog.  It should be shaping up here over the next week.  However for now I can see no better way of sharing my new book cover design and gathering feedback.

I really wanted something strong, classic and that played on a theme.  I noticed that one thing I talk about more than anything else is the theme of “steps” in lead generation.  Lead generation is little more than creating a series of deliberate steps that build interest and confidence with your audience so when they contact you, they like you and are more receptive to doing business with you.

Finding the right way to communicate this has been a challenge so I’m going to invite feedback.

What do you think of the following?  Feel free to add comments below about which you like and what you might suggest.

#1 Jason Sketch…

The image above is what I provided as direction for the book cover.

#1B Jason Sketch

Here’s a variation with a different layout.  Still lots of white space, but moving the rocks over and offsetting them with the subhead makes it more balanced.  Some styling of the bottom of the book around the author area could help fill it out.  Not 100% sold on the shade of green… want to convey growth.…