Lead Generation


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Lead Generation

  1. 1. Lead Generation<br />Presented by EquipmentFX<br />
  2. 2. The Lead Management Matrix<br />There are five basic areas to consider:<br />
  3. 3. Business Fundamentals<br />Michael Gerber, Founder, E-Myth Worldwide, breaks down business fundamentals to build a world class company into 7 disciplines<br />
  4. 4. The Big 7<br />Leadership<br />Marketing<br />Money<br />Management<br />Lead Generation<br />Lead Conversion<br />Client Fulfillment<br />
  5. 5. Focus on Fundamentals<br />Always remember… <br />“Customers are made, not born…”<br />
  6. 6. Lead Generation<br />The discipline of a lead generation leader…<br />Give your customers an opportunity to say… “yes”<br />If it’s not selling, then what is it?<br />
  7. 7. Reaching Your Target Market<br />The right channels, combined with the right messages, will give you the response you want which is…<br />
  8. 8. Researching Your Target Market<br />Interest in your offer, and an ongoing relationship with your company is GOAL #1!<br />
  9. 9. Lead Generation Channels<br />Print<br />Broadcast/Electronic<br />Display/Outdoor<br />Direct Response<br />Events/Promotions<br />Publicity/Public Relations<br />Word of Mouth<br />
  10. 10. Criteria for Evaluating Channels<br />Objective Criteria:<br />Number of people reached<br />Percentage of market reached<br />Overall cost<br />Cost-per-person reached<br />
  11. 11. Criteria for Evaluating Channels<br />Subjective Criteria<br />Fit with your Target Market<br />Fit with your Company<br />Impact<br />Credibility<br />Intimacy<br />
  12. 12. Choose YOUR Channels!<br />Don’t let the Channels choose YOU!<br />
  13. 13. Typical Channel Responses<br />Everybody else does it this way<br />It was handed to me on a silver platter<br />Shot in the dark<br />I’ve always done it this way<br />
  14. 14. Benchmarks for…<br />Selecting and implementing lead generation channels are…<br />
  15. 15. Benchmarks to Set…<br />ID appropriate channels<br />Evaluate cost and coverage<br />Evaluate subjective criteria<br />List channels in order of preference<br />Determine your budget<br />Prepare YOUR plan!<br />
  16. 16. Lead Conversion<br />Two essential elements of your lead conversion process:<br />Your People<br />Your Path<br />These are the ways you staff your process to sell your stuff!<br />
  17. 17. Customary Sales Force Configurations<br />Automated<br />Order Taking<br />Conventional<br />Consultative<br />Inside or external staff<br />
  18. 18. Your Selling Message<br />How does your message reach your customers?<br />Telephone<br />Mail<br />Direct Response Print Media<br />Face-to-Face Selling<br />The Internet<br />
  19. 19. Universal Lead Conversion Process<br />Engage with your customer or prospect<br />Repeat the emotional message<br />Determine the customers needs<br />Provide a solution<br />Offer the product<br />
  20. 20. Lead Processing<br />Once the fundamentals are understood, then…<br />Do your process inquiries so literature is sent out? Within 48-72 hours?<br />Do you send leads to the sales force immediately, electronically?<br />
  21. 21. Lead Processing<br />3. Do you have an electronic fulfillment process in place, with a landing page redirect, from your website?<br />4. Do you return calls within 30 minutes?<br />5. Do you first review the lead internally before sending to your field staff?<br />
  22. 22. Lead Qualification<br />Do you have an 800# that is staffed professionally?<br />Do you call the people requesting information before sending them to the sales staff?<br />Do you collect and profile information on every prospect?<br />
  23. 23. Lead Reporting<br />Does sales management receive monthly reports on the leads generated?<br />Does marketing or management receive promotional effectiveness reports, what works and what doesn’t?<br />
  24. 24. Lead Reporting<br />3. Does senior sales management, factory reps or ownership receive lead reports?<br />4. Can you prove the value of leads by producing the reports that track a campaign to a sale, gross profit by sales rep?<br />
  25. 25. Lead Database<br />Can your database be used for future mailings and offers?<br />Will the prospect profile and lead information be used to evaluate marketing mix elements?<br />Is the “system” a genuine “closed loop” that includes lead performance experience?<br />
  26. 26. Sound Complicated?<br />Understanding the basics, having a plan and systematically working toward a solutions will be a big key to profitable sales and efficiency.<br />You CANNOT afford to not do this!<br />
  27. 27. In Closing<br />Take time to understand the processes<br />Start slowly<br />Put a plan in place<br />Think long term and execute!<br />