Lead Generation

Presented by EquipmentFX

The Lead Management Matrix

There are five basic areas to consider:

Fundamentals Processing Qualification

Reporting Database

Business Fundamentals

Michael Gerber, Founder, E-Myth Worldwide, breaks down business fundamentals to build a world class

company into 7 disciplines

The Big 7

Leadership Marketing Money Management Lead Generation Lead Conversion Client Fulfillment

Focus on FundamentalsAlways remember…

“Customers are made, not born…”

Lead Generation

The discipline of a lead generation leader…

Give your customers an opportunity to say… “yes”

If it’s not selling, then what is it?

Reaching Your Target Market

The right channels, combined with the right messages, will give you the response you want which is…

Researching Your Target Market

Interest in your offer, and an ongoing relationship with your

company is GOAL #1!

Lead Generation Channels Print Broadcast/Electronic Display/Outdoor Direct Response Events/Promotions Publicity/Public Relations Word of Mouth

Criteria for Evaluating Channels

Objective Criteria:

Number of people reached Percentage of market reached Overall cost Cost-per-person reached

Criteria for Evaluating Channels

Subjective Criteria

Fit with your Target Market Fit with your Company Impact Credibility Intimacy

Choose YOUR Channels!

Don’t let the Channels choose YOU!

Typical Channel Responses Everybody else does it this way

It was handed to me on a silver platter

Shot in the dark

I’ve always done it this way

Benchmarks for…

Selecting and implementing lead generation channels are…

Benchmarks to Set…

ID appropriate channels Evaluate cost and coverage Evaluate subjective criteria List channels in order of preference Determine your budget Prepare YOUR plan!

Lead Conversion

Two essential elements of your lead conversion process:

Your People

Your Path

These are the ways you staff your process to sell your stuff!

Customary Sales Force Configurations

1. Automated

2. Order Taking

3. Conventional

4. Consultative

5. Inside or external staff

Your Selling Message

How does your message reach your customers?

1. Telephone

2. Mail

3. Direct Response Print Media

4. Face-to-Face Selling

5. The Internet

Universal Lead Conversion Process

Engage with your customer or prospect Repeat the emotional message Determine the customers needs Provide a solution Offer the product

Lead Processing

Once the fundamentals are understood, then…

1. Do your process inquiries so literature is sent out? Within 48-72 hours?

2. Do you send leads to the sales force immediately, electronically?

Lead Processing

3. Do you have an electronic fulfillment process in place, with a landing page redirect, from your website?

4. Do you return calls within 30 minutes?

5. Do you first review the lead internally before sending to your field staff?

Lead Qualification

1. Do you have an 800# that is staffed professionally?

2. Do you call the people requesting information before sending them to the sales staff?

3. Do you collect and profile information on every prospect?

Lead Reporting

1. Does sales management receive monthly reports on the leads generated?

2. Does marketing or management receive promotional effectiveness reports, what works and what doesn’t?

Lead Reporting

3. Does senior sales management, factory reps or ownership receive lead reports?

4. Can you prove the value of leads by producing the reports that track a campaign to a sale, gross profit by sales rep?

Lead Database

1. Can your database be used for future mailings and offers?

2. Will the prospect profile and lead information be used to evaluate marketing mix elements?

3. Is the “system” a genuine “closed loop” that includes lead performance experience?

Sound Complicated?

Understanding the basics, having a plan and systematically working toward a

solutions will be a big key to profitable sales and efficiency.

You CANNOT afford to not do this!

In Closing

Take time to understand the processes

Start slowly

Put a plan in place

Think long term and execute!