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Systems: 5 Easy Ways to Build a Steady Stream of Qualified
"Ready to Buy" Prospects to Grow Your Business
How To Generate More Sales And
With Lead Generation Systems
By Matt Hockin
Studies show that the number one issue facing small business
owners today is not having enough qualified prospects. Every
small business owner would like to have more high-quality prospects,
but most either don’t have the time, or just do not have the
In any given industry, there are a myriad of potential lead
sources that can be used to supply your business with
highly-qualified sales leads. Some are very simple and inexpensive
to set-up, others are more involved. Some will give you a trickle of
leads, others will produce a flood.
In this article I’ll cover the best practices for lead generation
that take the least amount of effort. You can choose which
ones you want to use for your own unique business needs.
What would the “ultimate” lead generation
system look like?
A great lead generation system should have the following elements…
- Require little manual effort to effectively run it with the
ability to be put almost entirely on “autopilot.”
- Generates names, addresses, and even email addresses of
people who respond and are interested in knowing more about your
specific product or service.
- People who respond give you permission to contact them and
give your best sales presentation about your specific product or
- Creates a positive relationship of trust and generates a
perception that you are “the” authority in your industry about
your product or service. (Tells your story.)
- Generates predictable results. The system works like a radio
volume control that increases your business when turned up and
maintains your business when turned down.
The Basics of Lead Generation
1) Target Best Buyers
If you look at a financial statement that shows income generated
from all your clients, you’ll find that the “80/20 Rule” is working
within your business. That is, just 20 percent of your clients are
giving you 80 percent of the business and profitability. These are
your “Best Buyers” or “Dream Clients.”
What does this mean to you? It means you should target and
concentrate on these “Best Buyers” first, because this will be the
easiest way to grow your business and profitability. So take a few
minutes now to create a profile of who your most “Dream Client” is.
2) Being Proactive With Your Leads is Your Key to Success
Most companies spend an enormous amount of time, effort, and capital
to get a few people from a big audience to “raise their hand”
(respond) and become a new lead. Yet, most won’t invest the time or
the attention to follow-up in a diligent, timely, and continuous
Every day that a lead goes unattended you are eroding the viability
of that opportunity by a huge amount. They would not have responded
and become a lead if they were not interested in the benefit your
product or service offers.
The key to success with handling leads is to have an aggressive and
proactive system in place, even if it’s a simple as picking up the
phone and calling your lead. Each new lead responded to you because
they were interested, so pounce on each opportunity.
The Top 5 Lead Generation Systems
1) Direct Mail to your Best Buyers
The fastest way to build your business is to target the best
customers with a “laser-focused” approach with direct mail to your
“best buyers.” This strategy alone has helped many businesses
literally double their revenues in just 12 to 18 months (or less).
This disarmingly simple strategy is one of the most effective and
least expensive ways to market and grow your business…
Let me explain how. Every market has what we call: “Best buyers.”
Those are the clients who will buy the most of what it is you offer.
In essence, they are your “dream clients.” So identify and select a
target group who will now hear from you at least once per month.
Most of the people on your list will throw the letter away the first
four or five times that they receive it, but remember that you are
committed to building a great reputation in the market, AND gaining
clients. It’s a numbers game.
The first thing you're going to do is to send them a letter
introducing yourself in giving an offer they cannot refuse. Then,
send something out to these people each and every month, even if
it's only a letter or a flyer offering a free consultation or
service of some kind. Over the next 12 months, these people are
going to hear from you each and every month. And that's how they’ll
go from saying: "I’ve never heard of this company before”, to…
“Who's this company I keep hearing about”, to…
“Oh yeah, I've heard
of (your company)”, to…
“Yes, we buy from them.”
Remember, this easy and inexpensive strategy alone can double your
revenues in just 12 to 18 months (or less). So, do it
NOW, and do it consistently every single month!
2) Buy leads from lead brokers and leads companies
Another great way to generate hot “ready to buy” leads is to
purchase them from lead brokers and lead companies. These company’s
sole focus is to generate leads and them sell them to companies like
you who want a great source of consistent new business.
For example, I have a client who is a very successful life insurance
professional. His main source of business and income comes from
buying leads from the leads companies. Since this is a “numbers
game” with ebbs and flows, he always buys leads from 3 different
sources to keep his leads and sales numbers consistent. In average,
each lead costs about $25 and he closes about 20% of the leads that
he buys. This strategy alone has makes him a top producer that makes
a very nice living for himself and his family.
So, if you don’t currently buy leads, adding this strategy alone can
increase your business by 50-75% or more! It just doesn’t get any
easier than this, so buy leads and grow your business.
3) Buy leads from the Internet Search Engines
One of the most effective online strategies for generating leads is
by attracting targeted traffic to your Website with the
"Pay-Per-Click" Search Engines (PPCSEs). PPCSEs can and should
become an indispensable part of your lead generating arsenal.
PPCSEs allow you to tap into the searches occurring in your industry
and put your site directly in front of customers who are actively
searching for what you're selling. You set your budget, set the
price you are willing to pay for each sales lead, and pay only when
your customers click through to your site. You are guaranteed to
receive "hot prospects" because you only pay for performance –
pre-qualified clicks and visitors.
The 2 best PPCSEs are…
Here is an example of what can be accomplished with PPCSEs. The
owner of a small, highly-profitable software firm has built his
business success almost entirely with only 2 marketing tools.
- Having a Website where he offers a free 30-day trial version of his
- Purchasing traffic from PPCSEs like Google AdWords and Overture.com.
He spends up to $3.50 per click for precisely-targeted keywords and
makes a high return on his investment. In fact, for every dollar he
spends on keywords, he makes $5.00 to $7.00 back. This calculates
out to being approximately a 500-700% return on investment. Not bad!
Studies show that 50% of all purchasing is motivated by advertising.
Advertising is also one of the best tactics for generating leads
that a company can deploy. Plus, it’s also the great way to build
name recognition in the market which can get you publicity, “word of
mouth” advertising, and other great benefits.
Here are a few tips for running an advertising campaign that brings
you a high return on investment…
- Place ads in the most targeted publications that your target market
- Consider inexpensive ads in e-mail newsletters and Web Sites that
your target market reads.
- Use direct response ads - always ask the reader of your ad to
respond for more information by phone, mail or via your Web Site.
- Be proactive. Have a follow-up system in place to get maximum
results from your advertising dollar.
- Use a compelling headline that introduces the biggest benefits your
product or service offers your client.
- Make them an offer that they’d be crazy to refuse so they’ll respond
and become a new long-term client.
Referral marketing is one of the most effective techniques for
creating steady streams of prospects and clients. Plus, according to
a recent Jupiter Media Metrix survey, 70% of Internet users are
compelled to visit new web sites through referrals.
Referral-generated customers are most
cost efficient, profitable,
and loyal source of new business leads you can generate. And, they
tend to buy quicker, negotiate less, buy larger quantities, and
refer more business to you.
I’m sure you get many referrals already, but the best way to get
more referrals is with proactive referral systems that you add to
your marketing and business procedures. You can easily set up these
referral systems that are fool-proof strategies for increasing your
profits. Here are a few tips…
- Give your customers an incentive or additional products or services
in return for referring others to you.
- Use a “Give a Gift” referral system where you invite your clients to
give a free sample of your product or service to others as a gift.
Referral gift certificates are great tools for this.
- Use a “Loss Leader” referral system. Here’s how it works… Advertise
a free sample to get new clients to try out your product or service.
This alone will get you more sales. Plus, you can build a perpetual
referral generator by giving each person who tries your freebie 3 or
more referral gift certificates to give away to their friends and
family. Then, watch your new referral system take off and bring you
a steady flow of new customers!
- Along with your mailed or e-mailed invoices to clients, include
surveys that ask for feedback about how to improve company’s product
or service. Be sure to ask for referrals in the survey as well. This
- Identify and create relationships with non-competitive companies
and people who already serve your target market. Then partner with
them and have them automatically refer you to their database of
clients. Give them an incentive if possible and watch your business
Adding new lead generation systems is the fastest way to build your
business. The 5 I’ve listed in this article take the least amount of
effort and will get you the biggest results in the shortest amount
of time. Now take action and follow through and your business will
Matt Hockin is President of Interactive Marketing, Inc., a small
business marketing consulting company and the editor of the
Interactive Marketing newsletter, one of the Internet’s leading free
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