Well, what if you are a startup or you want to go after new customers? What techniques will work for you? I’ve developed a very low cost what he calls Lead Generation Machine. The idea is, if you can perfect a simple process that will help you find and close just one new customer, then you can repeat this over and over, like a cookie cutter, to get as many new customers as you want.
The Lead Generation Machine works on the principle that one of anything does not work. That in today’s Opt Out World, 4-8 contacts are required for you to even get on somebody’s radar screen.
Again, the elements of the Lead Generation Machine are very low cost. Some letters, some emails, some faxes, and some elbow grease. The key is the process. What do I do first? Then what do I do second? And so on.
Start with determining what is your Sweet Spot. This is the best balance between size of the deal, and sales cycle length. Low cost items can be sold quickly. Higher priced items usually take longer to sell. Where is the medium balance point between these? Figure this out for your company – and you will have the key to optimize sales for the year.
Then you must determine your Best Message for your Sweet Spot. For example, when you buy a ¼” drill – you are not buying the drill – but the HOLE. Think about that. Apply this to YOUR Sweet Spot product or service. What is it that you REALLY are selling?
For example, a printer REALLY sells results. The company is getting a piece printed with the anticipation that this will help them get some result. What is the result they want? How can you, with your expertise in your field, help get a better result? Can you see how this shifts the entire sales messaging away from you and your product and service – to WHAT you can do for your customer. WHAT impact could that have on the customer’s business? This is what you are selling.
Once you have the Best Messaging – you need a good Target List. You can get this at your local business library, often for no cost. When you are looking – ask – what companies would benefit most from my Best Message for my Sweet Spot Product/Service? These will be your Best Targets.
When you call – go high. Ask for the CEO. They worry about it all – and if they are interested – they will usually pass it down. But as you know – it is much easier to go down than up in any company.
Present your product as a way other executives have solved some particular problem or challenge that you know this CEO is facing. You are only calling to share with him/her how this was done. This is a low stress, easy, and very effective first contact script
Follow up with a call, an email, a letter, or a fax – every 3 business days. Continue this for at least 6 contacts. If they are not interested – ask if this is no forever, or just no for right now. 99% it will be they are too busy now. Recyle these.
Work on this. Keep records. Use that feedback to make the process better. Once you have it down – now you can repeat it as often as you need. You now have your Lead Machine.
Most companies get a 20% hit rate. That is – they will present proposals to 1 in every 5 pre-selected prospects they start into this process. How well you close depends on other factors.
The key to making any of these simple, proven, very low cost sales growth processes work is to commit to doing them. Pick one – commit to spending ½ hour every day working on it. After just a few weeks, you will be surprised how far up the mountain you have already climbed. “You won’t get a first down every day. Some days you might get sacked. But keep driving. Move the ball forward. “If it’s going to be – it’s up to me. Drive your own sales” advises Frank.
Now to help motivate you – pick 2 or more Benefits For You from this list:
I want to get more sales to provide a cash flow and profit cushion
I want those extra sales to be consistent – not spotty
I want to get a higher Return on My Investment of my time and money that I spend to make my business grow
I want to know how to get my sales people to perform better – at a higher level more consistently
I want to be able to worry less – and to sleep better
I want to have more options – that higher sales with higher profits will afford me
I want to know that I can control the growth I want – when I want it
If you pick 2 that most resonate with you – write them down and put them where you can see them every day – these will help to remind you to just do a little bit EVERY DAY.
You can do this.
Good Selling!!