The Continuing Challenge Of Generating Leads
With lead costs in many markets averaging 12 % to 20%, marketing has become a scary proposition. Those attempting drastic "turn around" techniques gamble in developing leads using methods with which they are unfamiliar. The costs are often staggering. Couple this with the companion problem. Most salespeople are spoiled, demanding a quality lead, and in quantities that makes "cherry picking" possible.
An interesting option is the use of canvassing crews. Young, scripted college students working in designated neighborhoods under supervision, receive bonuses for lead production (not sales) - all the while being supervised by a team leader who complements the team goals. This may sound easy in the explanation, yet it requires great structure in both the development and facilitation. There are over 50 components to a sound canvassing program where leads are being developed for 10% or less.
Your marketing plan has to include methods to teach and control self-generated leads, generate more referrals and cultivate lead sources that you experiment with carefully, while working towards a budget which gets your fully loaded marketing costs below 15% in the short-term and closer to 10% in the long run.
You also need to develop the skill set of your lead intake personnel (through scripting) and utilize a confirmation process which increases in-home presentation yet doesn't offend your customer. Effective lead distribution and control requires efficient use and the return of the lead within established time parameters. Your rehashing programs may need updating as well. Leads to whom you could not present or could not sell need to be reworked. Again, the latter requires scripting.
The major ingredient in this hypothesis is how to change the attitude and business plan of management, while developing a new mind-set for salespeople, and at the same time using continued diligence in evaluating budgets and expenditures for leads. It is a plateful for most, a painful transition for many but a workable response to the lead challenge in your business.
Dave Yoho (http://www.DaveYoho.com) is president of one of the oldest, largest and most successful consulting groups in the United States as well as being a dynamic motivational speaker. He has produced numerous recorded series that will help you improve your business. Check out his website (http://www.DaveYoho.com) for more information on how his team can help your company meet or exceed its goals - - or call - - (703) 591-2490.
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