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Please consider this free-reprint article written by:
Larry Klein
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Article Title: How To Create And Work Your Leads For Super
Profits
Author: Larry Klein
Word Count: 775
Article URL: http://www.isnare.com/?aid=84588&ca=Marketing
Format: 64cpl
Author's Email Address: lk[at]nfcom.com (replace [at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=84588
================== ARTICLE START ==================
There�s a formula to make lead prospecting work and here it is.
1. Make an offer to your prospect that matches their agenda.
Whether you use email, direct mail, newspaper advertising, it
doesn�t matter. The goal is to put something in front of our
prospect that matches their concern and not your concern.
Here�s an example. If you want to have a prospect respond for
your offer for mutual fund selection, you don�t send a mailing
�Get my mutual fund selection system for only $99.� Such an
offer is about YOUR agenda. Here�s the offer that matches their
agenda, �Six Tactics that Financial Institutions Don�t Want You
to Know About Selecting the Right Mutual Funds on Your Own�Get
your free copy now.�
2. Once your prospect responds (requests the free booklet or
report), you send it. DO NOT contact the prospect until you
have delivered the promised item. Print your photo, your name,
credentials on the front cover and have your biography (well
written to illustrate your expertise) in the back. Make sure
you have plenty of unbiased non-sales content in the report. If
you send an item that is effectively a sales pitch, the prospect
won�t want to talk with you. People don�t want to talk with
sales people. That�s why the item must be 100% informative,
educational and add value to the prospect�s agenda.
3. After you send the item, you contact the prospect (whether
it be by phone or a follow up mail piece). Let�s say it�s by
phone and your objective is to sell something on the phone or
sell an appointment. For example, you sell mutual funds and you
want to meet this prospect. Your call is about their concerns
and the only way you will know their concerns is to ask. So the
goal of this call is not to state how brilliant you are or how
great your mutual fund choices are. The goal is to find the
prospect�s hot button that will motivate them to action.
4. Once you�ve identified the prospect�s hot button, you ask
them how important it would be to solve this issue�what�s the
payoff. When they tell you, ask them to explain further. In
other words, get them to �taste� the payoff. Now here�s where
mediocre sellers screw this up. They blurt out �well I can help
you with that!!!� Now, you�re just another sales person,
drooling at the thought that you have a motivated prospect. But
the master does not volunteer a solution. The master asks �would
you like to see how other people like yourself solve this
problem?� Because people are addicted voyeurs, they will
absolutely want to find out how others solve their financial
dilemmas. You can then volunteer to meet and show them examples
of other person�s solutions.
5. You have now maintained your position as a consultant and
not a sales person. You have controlled your urge to talk about
what you want to sell and you have remained focused on the
prospect�s objective. You now have a lead that�s a real
prospect. You can now see why most lead systems don�t work
Let�s explore what you�re probably doing now to generate and
follow up on leads.
First, the lead probably did not respond to anything. They are
merely a name that supposedly meets some criteria. This is not
a lead, it�s a suspect. Leads are people that respond to some
marketing effort. They raise their hand (i.e. respond) and
indicate interest. So if you don�t have a strong marketing
message up front to get prospects to indicate interest, you�re
already sunk
Next, you probably call that person to solicit an appointment.
But you�ve got no credibility with them. You have failed to
establish your expertise. You must first show them why you�re
credible. And there is no better credibility than to be an
author (or to have printed materials personalized with your
name and photo and the prospect assumes you�re the author).
Last, you probably contact prospects and tell them about your
�stuff.� You don�t ask them enough questions or even seem to
care about them. Since they responded to your marketing, you
assume they are a buyer so you jump into your pitch. You
immediately establish yourself as another hack they don�t want
to talk to.
Is it now clear why it takes 200 leads to make one or two
sales?
About The Author: http://www.financial-speaker.com is an expert
in lead generation and marketing for financial advisors. You can
learn how he uses the Internet to create a constant flow of
http://www.insurance-lead.ws
Please use the HTML version of this article at:
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================== ARTICLE END ==================
For more free-reprint articles by Larry Klein please visit:
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