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Casual Articles - Lead Generation System Secrets of a Lead Generation Coach - Part 2
As a psychologist and career counselor, I have worked with thousands of people over the years who are choosing or changing careers, and who are wondering whether they would really like to be in a particular career. Based on this experience, I believe that most people who want to go into a career they think they’d like do not really explore the questions they need to in order to be sure that it’s the right career for them. Here is a list of 20 questions to find answers to before concluding that a career you think you’d like is really right for you, followed by 9 sources of information for answering these questions: Questions: 1. In general, why do you think you’d “like” this career? 2. Why is going into t
5. Evaluating your Lead Generation System
Remember part 1 - your objectives? Use these as your Key Performance Indicators or mile stones to monitor the effectiveness of your lead generation system and marketing campaign. Here are some indicators you could use to monitor the effectiveness of the system -
No, of new ezine subscribers
No.
I received this inquiry asking how I would assess this Customer-Gone-Wild episode. After I share it with you, I'll affix my answer, which I hope everyone will find useful.Two women came into the store and I greeted them with a smile and a pleasant hello and one "lady" proceeded to tell me what a rotten company (ours) was and how disgusting that the figurines were now being made in Thailand, not England. Said she had over 100 figurines and started saving them over 40 years ago. She never would have started if she had known. It went on for several minutes, no matter how I explained what we have been advised to, she just kept on and on. Telling me I will never convince her that it was wise or a smart move and she raised her voice.At fi
1. Set your objectives
2. Allocate your time and budget
3. Select your marketing approach
4. Test
5. Evaluate
1. Setting Objectives.
The first part of creating your Lead Generation System is to set your objectives. One of the best ways to decide upon what your objectives are going to be, is to do a marketing audit, to identify what has already worked, what hasn't worked, what your marketing achievements have been, identify your disappointments, what you've learned, and what you are going to do differently over the next 12 months.
2. Allocating your time and budget.
The next part of your lead generation system is to decide on a budget and schedule that you dedicate to your marketing. Many people tend to view marketing as an expense instead of an investment, and most businesses know how many sales they need, but very few actually know how many leads they need. Ironically, this is what they're marketing is spent on - generating leads. There is a very useful formula for working this out -
a) What income do you require per week b) What is the profit per sale/transaction you offer c) Divide a) by b) to give you the number of sales you need d) Decide on what your closing ratio has been and is (e.g. 1:2, 1:5, 1:10) e) Multiply c) by d) to determine the number of leads you need f) You will know how much available marketing spend you have, so simply divide that by e) to determine how much per lead you can sensibly afford to spend.
3. Selecting a marketing approach
Your Lead Generation System can utilise a number of methods for generating leads.
So the question is….
Which approach do you use first?
The answer is revealed in part 1 of the process - do what has worked previously for you. If however cashflow is good, and you have calculated your available budget and schedule using the very simple formula outlined in part 2. You may wish to test one or two new approaches on a limited basis, before deciding on which method to "roll out".
4. Testing
Many people have a lead generation system that utilises just one marketing approach…what happens if that channel, tactic, or strategy fails for whatever reason? They have to try a new approach. (Even "Networking" as a channel has lots and lots of indirect and hidden marketing costs that people tend to forget about - train fares, tube fares, taxis, coffees (Lates, mocha and espressos which ever one you choose) , lunches, Beer, chardonnay...it all adds up and drains your cashflow. )
How cost effective (and successful) is your current marketing strategy?
There are 3 fundamental errors people tend to make when testing a new marketing approach.
They focus on what they OFFER the client.
They focus on what they DO for the client
They focus on THEMSELVES - not the client.
Whichever Marketing approach you test, ensure you rigidly stick to this simple formula -
a) Identify your target market and audience - and build a prospective client "profile" b) Ensure you have a list of client problems that you know you can address c) Ensure you know your product or solution that you are offering your clients d) Have a clearly defined pricing strategy to help your casfhlow whilst the bigger deals take time to "land" and "close" e) Have a well articulated message for your target audience that highlights b) and c) above. f) Ensure you have implemented 2) in your Lead Generation System before you begin testing. g) Decide on a marketing tactic - and try it, ideally for a period of 4, 8 or 12 weeks.
5. Evaluating your Lead Generation System
Remember part 1 - your objectives? Use these as your Key Performance Indicators or mile stones to monitor the effectiveness of your lead generation system and marketing campaign. Here are some indicators you could use to monitor the effectiveness of the system -
No, of new ezine subscribers
No.
CeMAP training is the key to the door for a career as a mortgage adviser. But are those doors now closed? Or is there still opportunity for someone who has recently completed their CeMAP training? For anyone looking at the CeMAP qualification for the first time, the answers to these questions are a vital part of the decision making process. After all, why embark on CeMAP training if there is a diminishing chance of a job at the end of the road?These questions have recently been the topics for discussion in the mortgage industry trade magazine Mortgage Introducer. The most compelling information in the article was that the average age of mortgage advisers in the UK is 50 plus. Of course, in this statistic there will be a number of advisers in thei
a) What income do you require per week b) What is the profit per sale/transaction you offer c) Divide a) by b) to give you the number of sales you need d) Decide on what your closing ratio has been and is (e.g. 1:2, 1:5, 1:10) e) Multiply c) by d) to determine the number of leads you need f) You will know how much available marketing spend you have, so simply divide that by e) to determine how much per lead you can sensibly afford to spend.
3. Selecting a marketing approach
Your Lead Generation System can utilise a number of methods for generating leads.
So the question is….
Which approach do you use first?
The answer is revealed in part 1 of the process - do what has worked previously for you. If however cashflow is good, and you have calculated your available budget and schedule using the very simple formula outlined in part 2. You may wish to test one or two new approaches on a limited basis, before deciding on which method to "roll out".
4. Testing
Many people have a lead generation system that utilises just one marketing approach…what happens if that channel, tactic, or strategy fails for whatever reason? They have to try a new approach. (Even "Networking" as a channel has lots and lots of indirect and hidden marketing costs that people tend to forget about - train fares, tube fares, taxis, coffees (Lates, mocha and espressos which ever one you choose) , lunches, Beer, chardonnay...it all adds up and drains your cashflow. )
How cost effective (and successful) is your current marketing strategy?
There are 3 fundamental errors people tend to make when testing a new marketing approach.
They focus on what they OFFER the client.
They focus on what they DO for the client
They focus on THEMSELVES - not the client.
Whichever Marketing approach you test, ensure you rigidly stick to this simple formula -
a) Identify your target market and audience - and build a prospective client "profile" b) Ensure you have a list of client problems that you know you can address c) Ensure you know your product or solution that you are offering your clients d) Have a clearly defined pricing strategy to help your casfhlow whilst the bigger deals take time to "land" and "close" e) Have a well articulated message for your target audience that highlights b) and c) above. f) Ensure you have implemented 2) in your Lead Generation System before you begin testing. g) Decide on a marketing tactic - and try it, ideally for a period of 4, 8 or 12 weeks.
5. Evaluating your Lead Generation System
Remember part 1 - your objectives? Use these as your Key Performance Indicators or mile stones to monitor the effectiveness of your lead generation system and marketing campaign. Here are some indicators you could use to monitor the effectiveness of the system -
No, of new ezine subscribers
No.
What if there were a way to *prove* to any sane employer that you alone were the one to hire?Would learning how to do that interest you? I thought so.I call this the "start-working-before-you-get-hired" job-hunting method. You can learn to do it in the next two minutes. And start getting more job leads today.Begin by understanding that getting hired for a job -- any job -- all boils down to one thing: proof. It's one thing to claim you're the one to hire. Anyone can do that. But can you prove it?According to Nick Corcodilos, author of the best-selling "Ask The Headhunter" (www.asktheheadhunter.com), "To get a hiring manager's attention, you should become an expert in his business, understand the work he needs done, and find o
So the question is….
Which approach do you use first?
The answer is revealed in part 1 of the process - do what has worked previously for you. If however cashflow is good, and you have calculated your available budget and schedule using the very simple formula outlined in part 2. You may wish to test one or two new approaches on a limited basis, before deciding on which method to "roll out".
4. Testing
Many people have a lead generation system that utilises just one marketing approach…what happens if that channel, tactic, or strategy fails for whatever reason? They have to try a new approach. (Even "Networking" as a channel has lots and lots of indirect and hidden marketing costs that people tend to forget about - train fares, tube fares, taxis, coffees (Lates, mocha and espressos which ever one you choose) , lunches, Beer, chardonnay...it all adds up and drains your cashflow. )
How cost effective (and successful) is your current marketing strategy?
There are 3 fundamental errors people tend to make when testing a new marketing approach.
They focus on what they OFFER the client.
They focus on what they DO for the client
They focus on THEMSELVES - not the client.
Whichever Marketing approach you test, ensure you rigidly stick to this simple formula -
a) Identify your target market and audience - and build a prospective client "profile" b) Ensure you have a list of client problems that you know you can address c) Ensure you know your product or solution that you are offering your clients d) Have a clearly defined pricing strategy to help your casfhlow whilst the bigger deals take time to "land" and "close" e) Have a well articulated message for your target audience that highlights b) and c) above. f) Ensure you have implemented 2) in your Lead Generation System before you begin testing. g) Decide on a marketing tactic - and try it, ideally for a period of 4, 8 or 12 weeks.
5. Evaluating your Lead Generation System
Remember part 1 - your objectives? Use these as your Key Performance Indicators or mile stones to monitor the effectiveness of your lead generation system and marketing campaign. Here are some indicators you could use to monitor the effectiveness of the system -
No, of new ezine subscribers
No.
Many people complain that Video and Computer Games are way too violent and that is unfortunate for parents who wish to teach their kids better table manners and to be good in school, which they lack and are not even close. But, perhaps Corporations might be able to help turn the tide. How so you ask?Well consider if you will that Advertising inside Video Games is a good corporate move and in doing so a company like Ford, Pepsi, Starbucks or Wal-Mart might be able to have a little say in the violence levels. Game Makers might need to tone it down a few notches in order to get the Corporate Advertisers and therefore the games can allow free-markets a little self-regulation, rather than allowing government intervention and more rules and regulations
How cost effective (and successful) is your current marketing strategy?
There are 3 fundamental errors people tend to make when testing a new marketing approach.
They focus on what they OFFER the client.
They focus on what they DO for the client
They focus on THEMSELVES - not the client.
Whichever Marketing approach you test, ensure you rigidly stick to this simple formula -
a) Identify your target market and audience - and build a prospective client "profile" b) Ensure you have a list of client problems that you know you can address c) Ensure you know your product or solution that you are offering your clients d) Have a clearly defined pricing strategy to help your casfhlow whilst the bigger deals take time to "land" and "close" e) Have a well articulated message for your target audience that highlights b) and c) above. f) Ensure you have implemented 2) in your Lead Generation System before you begin testing. g) Decide on a marketing tactic - and try it, ideally for a period of 4, 8 or 12 weeks.
5. Evaluating your Lead Generation System
Remember part 1 - your objectives? Use these as your Key Performance Indicators or mile stones to monitor the effectiveness of your lead generation system and marketing campaign. Here are some indicators you could use to monitor the effectiveness of the system -
No, of new ezine subscribers
No.
How many times have you felt extremely frustrated at work? Maybe you feel that everything that you do is worthless, or perhaps you meet obstacles with any kind of initiatives or ideas that you may bring to the table. This article explores these issues and may help in some ways.In any job there are going to be frustrating times, what we need to do is try and analyze what the problem is. Is it really the job that is frustrating you, or is it yourself becoming frustrated. This is an important difference. To often we blame everything apart from ourselves, when actually we are the ones to blame.How can you tell whether you or the job are the problem? You need to take a very good look at yourself, and this may not be easy. Answer truthfully the
5. Evaluating your Lead Generation System
Remember part 1 - your objectives? Use these as your Key Performance Indicators or mile stones to monitor the effectiveness of your lead generation system and marketing campaign. Here are some indicators you could use to monitor the effectiveness of the system -
No, of new ezine subscribers
No. of new signups or downloads for your FREE "teaser" offer
No, of words or square centimetre columns (scc) coverage you got in the press
No of Appointments
No. of business cards collected
No. of referrals
No. of affiliate signups
No. of qualified sales leads
No. of sales
Determine which of the marketing approaches you are using is generating the most progress and business for you. If you are continually using a strategy that Is ineffective - drop it, and test a new approach.
Remember, in a condition of need, when you're short of new business, it is hard to hide that, and when you're "needy" that feeling of neediness, even desperation is apparent, because you are preoccupied with you, and your focus is on you and you tend to talk about what you HAVE, what you can DO, not what the client GETS or NEEDS.
Your prospective clients are preoccupied with themselves, and their problems too, that's why it's important your lead generation system is set up correctly so that it isn't YOU focused and it is client focused.
Setting up a Lead Generation System can and does take time, but once created, can run like a well oiled engine, if the process above is followed. Many self employed service providers who don't have a lead generation system in place for their business very quickly believe that marketing is a waste of time and even begin to doubt whether self employment is actually for them.
A Lead Generation System can and does work, but you have to start thinking differently and then taking consistent action with your new thinking. This new approach can be place you out of your comfort zone, can be perceived as HARD WORK, even frustrating on occasion - but it can pay enormous dividends, and even increase the Life time value of a client by as much as 100 - 500%.
So, stop pushing people away, start attracting new prospective clients in their masses because you have something they want - the promise of a solution that works.
Hope this helps.
Regards
Fraser
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