| |
| |
|
Sales Management Information | Mommy Home Jobs |
|
|
|
14 Top Lead Generation Tactics
According to former Harvard Business School professor David Maister, typical marketing practices are not only inapplicable for professional service firms, but they may be dangerously wrong. Often professional service firm principals tell me they are frustrated with the quality of their marketing materials, they are concerned with their firm's low profile or they feel pressure because their efforts are not generating enough new client leads. Are any of these issues for you? Many professionals do not know there is a body of knowledge about what does and does not work in marketing professional services. A review of the marketing recommendations of Maister, Robert Bly, Alan Weiss and other experts reveals a recurring theme of what does and does not work in professional service firm marketing. My own 20 years of practical experience in marketing professional service firms supports these findings. The best marketing for professional service firms is educational in nature. Here are the top 14 tactics that work, in order from the least to the most effective: The inadequate seven 14. Cold calling -- This should be done by a business development person, never a principal. Nothing says "trust me" like a cold call. A better approach is what I call warm calling, which is following up with seminar invitations. 13. CD-Rom or video brochures -- These can be great lead conversion tools, but they cost too much for lead generation. Instead, stick the videos on your Web site. 12. Printed brochures -- Again, don't spend too much money up front to generate leads. Instead, create these as PDF files that Adobe Acrobat can read, and place them on your Web site. 11. Sponsorship of cultural/sports events -- Being title sponsor of the right event can have an impact, but it is not the best use of lead generation dollars. 10. Advertising -- Isn't it ironic that none of the great advertising agencies built their clientele by advertising? However, if you specialize in an industry and they publish directories, it is always good to have your firm included. 9. Direct mail -- This is the traditional direct mail of a letter and a printed piece, like a response card. Some accountants and financial planners have used this cost effectively, maybe offering a complimentary consultation (there is a much better form of direct mail; see tactic No. 1). 8. Publicity -- While getting your name in the newspaper and trade journals is a cost-effective way to increase awareness about your firm, it doesn't always translate into leads. The magnificent seven 7. Paid ballroom seminars -- Rent out the ballroom at the local Marriott or Hilton and charge for an all-day or half-day seminar. Participants should take away a substantial packet of good information from your firm (and a good meal, too). 6. E-Newsletters -- This is the water drip torture school of marketing and the opposite of Spam. By signing up for your newsletter lists, prospects are telling you that they are interested in what you have to say but not ready for a relationship now. These people should receive valuable how-to information and event invitations from you on a monthly basis until they decide to opt-out of the list. 5. Networking and trade shows -- An excellent way to gather business cards and ask for permission to include them on your e-newsletter list. 4. Community and association involvement -- Everyone likes to do business with people they know, like and trust. You need to get involved and "circulate to percolate," as one Ohio State University professor used to say. 3. How-to articles in client-oriented press -- Better than any brochure is the how-to article that appears in a publication that your target clients read. 2. How-to speeches at client industry meetings -- People want to hire experts, and an expert by definition is someone who is invited to speak. Actively seek out forums to speak and list past and future speaking dates on your Web site. 1. Free or low-cost small-scale seminars -- The best proactive tactic you can employ is to regularly invite prospects by mail and e-mail to small seminars or group consultations. If your prospects are spread out geographically, you can do these briefings via the Internet (Webinars) or the telephone using a bridge line (teleseminars). These can't be 90-minute commercials. You need to present valuable information about how to solve the problems that your prospects are facing, and then a little mention about your services. Henry DeVries is a marketing coach and writer specializing in lead generation for professional service firms. An adjunct marketing professor at UCSD since 1984, he is the author of "Self Marketing Secrets" and the recently published "Client Seduction." Visit http://www.newclientmarketing.com or e-mail questions to henry@newclientmarketing.com. © 2005 Henry DeVries, All rights reserved. You are free to use this material in whole or in part in pint, on a web site or in an email newsletter, as long as you include complete attribution, including live web site link. Please also notify me where the material will appear. The attribution should read: "By Henry DeVries of the New Client Marketing Institute. Please visit Henry's web site at http://www.newclientmarketing.com for additional marketing articles and resources on marketing for professional service businesses."
MORE RESOURCES:
Sales Management Award Finalists Demonstrate Excellence in Building and ... - PR Web (press release)
Google News |
|
|
|
RELATED ARTICLES
Sales & Marketing Plan Strategies Design and Implementation of a new Sales & Marketing campaign must be carefully thought through from the beginning. What message do you want to send about your company, products, and services? What are the anticipated results? What is the execution strategy? What is the cost ratio versus expected return?These are just a few of the questions that run through our minds in the early stages of planning. 6 Steps to Avoid Losing Summer Sales It's a fact - the online world dies down in the summer time. Kids are out of school, families are on vacation, there's fairs to attend to, and many are just spending too much time outside to be online. Outsourcing the Sales Function Small to medium companies that want to increase sales or profits and find it is possible to outsource sales should - do it! At this point most business owners and executives either become overwhelmed with doubt or fear.Here's what we hear: "We can't give up control of sales, that's too risky. How to Beat the 80/20 Rule in Sales Performance -- Part 1 Business executives and sales managers frequently bemoan "80/20" performance on their sales teams, where approximately 80 percent of sales are produced by approximately 20 percent of salespeople. Why do salespeople perform so differently? What is it about top sales performers that enables them to achieve such vastly superior results?Certainly there are some sales skills that anyone can learn. Sales Pipeline Forecasting Is There A Better Way? To put it mildly most companies sales forecasting just isn't delivering, a staggering 90% of the deals do not close as forecasted even when the close probability is 75% or over. Even more astonishing is that 54% of forecasted deals are lost to competitors or to a no decision. Run a Productive Business From Your Car-Office The way we do business has changed dramatically over the past 10 years. More products and services are now being offered outside traditional premises. Leadership Lessons for Sales Managers Leadership, like class, is hard to define, but easy to spot.Someone once defined management as "the effective coordination of the efforts of the individuals in a group to accomplish that stated objectives of the organization. Profitable Relationships: Is It Amateur Hour or King of the Hill? "We're in the relationship business?.. How to Organize a Seminar or an Event Seminars and events have always been implemented as a holistic experience to participants. Thus, organizing an event requires extensive planning and preparation with most work implemented at least a few months before the actual event. Overcoming Sales Objections for Small Business Networks Do you need help overcoming sales objections? Do you sell computer networks, or other IT-related products and services to small businesses? This article provides tips and hints so you can be overcoming the most common sales objections heard when selling networks to small business prospects, customers, and clients.The problem generally begins when you start talking about a network upgrade. The ACCOUNTABILITY Challenge for Today's Business Management In today's 24/7 driven business word, accountability is becoming a more critical issue for every business owner, manager, executive and salesperson. The challenge is to realize that accountability is just not a single issue, but an issue with many supporting elements. Five Steps to Maximize Success in Targeting For Growth Targeting is the process of selecting high potential customer accounts to receive intense sales focus. Goal setting translates that high potential into achievable numeric objectives, i. 3 Steps To Getting A Sales Meeting The best way to get a new customer is to clearly identify who you want to do business with and then get in front of them. They can then see what you look like, possibly see what your product looks like and also examine any data or statistics you might have. Raise Concern About Sales Competition, Not About Yourself As you are reading this sales article, read very carefully. Because I wouldn't want you to think of a pig right now. How to Beat the 80/20 Rule in Sales Performance -- Part 2 Another key reason why companies suffer from 80/20 performance is their processes for hiring, training and managing salespeople rely almost entirely upon subjective information. Think about it: What are resumes? They are an individual's subjective portrayal of their capabilities and experiences. It's Time For A Sales Management Revolution Are you dog tired because of the way you manage your sales team? Many managers tell me that they cannot see a way out of traditional sales management methods that keep them working like dogs, including focusing strictly on revenue goals, staying late, traveling up to three weeks a month, tightly controlling teams, and constantly reacting to emergencies. There has to be a better way. Sales Competence Isn't About Quota Performance! Compounding the problem are two myths regarding measures of competency in sales.Myth#1: Quota performance does not equate to sales competency - A salesperson's quota is usually determined by management. How You Can Raise Your Business Earnings By 50% With An Age-Old Magic Truth Imagine increasing your business earnings by 30, 40, or 50%. And this just by putting into use a fundamental truth of life. The Surest Way to Boost Sales If you have a small business and you are looking to boost your sales and make the public aware of your business, how do you going about doing this? There is one sure way that I know to boost sales and create awareness. It may not be sexy, but it WORKS!The best way to "start" marketing any business is to develop a marketing plan. Determining Sales Fit; the Key Growth Process for Your Business Help your organization grow by assessing the right indicators in individuals slated for revenue-generating positions within your company. "Growth Talent", such as sales, account executive, consultant, sales engineer, or other individuals responsible for top-line revenue growth.
|
| Mommy Home Jobs | Mommy Matters | index | site map |
| Copyright © MommyHomeJobs.com |
