Since my last post and a couple of comments happened, I’ll scribble my basic lead gen/followup methodology down. This changes all the time, and it’s the part of what I do that’s grinding/belly to belly/phone banging based. That part gets me 35-45% of my business. Another 35-45% comes from referrals/social media. Roughly 10% is “pure” PPC/internet marketing stuff.
There are fuzzy lines everywhere–how do you categorize someone that was referred in by Greg Swann? What of the person that opted in 16 months ago to a different product? Anyway.
The excuse to call: I am resuming my webinars that teach my bareknuckle brand of internet marketing/salesmanship. I invite people to these, for free. They are low key, soft selling events that have what I know. At the end, I simply offer to “do it for your business for X.” These have done well for me in the past, and will do well for me again. Twice a month is about as much as I can handle, and still be “on.” I generally invite people here, or offer up one of my other contacts as a way to connect. “I have 1500 people on my fb….feel free to ask for an introduction to anyone.”
GenuineChris Axiom: My efficiency at cold calling literally doubled when I stopped allowing anyone to try and buy on the first call. “Oh, you’re a lead? Great, gotta go, call ya later.” “Almost leads” talk your ear off on the initial call, but they never buy. People that buy do so quickly.
The Next Part of The Equation- Your Goal: Your goal is not to convince a singular person to do ANYTHING on the first call. I don’t set appointments. I don’t troubleshoot. I only wish to identify need. If they have a need for us, THEY WILL SAY SO. “Do you have anything broken about your $thing_you_sell?” You’re working the list. “Hey, we’ll see if I can help–mind if I call you back this afternoon?” Why are you doing this?
Because you want to work your list. Getting through your list is where the value is. You have a lead. Act like you’ve been in the endzone before. You’ve got someone to call back. (There are scripts for this). Your goal is to get through your list. Contact 20 people, 3 need something. Call the 3 back later and put them in a different (e.g. no longer cold calling) category.
Another thing: When you don’t oversell on the first call, you keep control of the relationship and they don’t treat you as a beggar. You’re asking for zilch. You’re not one of those Google Bot Monkeys that calls from the 425 area codes 3x daily, you’re the real deal.
My Facebook is 1500 people. Try to hit 2x yearly. 750/half = 375/quarter. 60 working days in an average quarter. 6.25 contacts/day. That’s enough for any friggin’ agent to sell 30 homes. And you don’t have to harass, you’re just lookin’ for info. No biggie, just info. You’re cool and calm and it’s not a big deal, and you’re patently NOT selling.
I call people in about the following order:
- People that Express an immediate need: Search.Twitter.Com “Know anyone + keywords,” “Need+ keywords, Recommend + keywords, help me +keywords” produces 4-5 good leads daily.
- Friends/business contacts: I call people who know me. Like in the above paragraph.
- Targeted Likely: For PC, political consultants are golden. For FRB, it’s social media coaches. Looking for killer “one-to-many” relationships. These folks can send 2-3 sites/quarterly and I have several performing like clockwork. Those are my “best customers,” generally.
Now, I do this in excel, and an assistant dumps everything into HEAP, firing the appropriate activity series. I don’t do this because it distracts me. I am only to be using the spreadsheet with callto links& skpye.
More methodology: I have my FB contacts in an excel spreadsheet. Of my 1506 contacts, 1191 have phone #’s listed, and we have phone #’s on another 100+. This brings the calls/month down. I separate the FB tabs, and I got it started over a month by adding a letter of the alphabet each day. Icky work, to be sure, but it was done once. I average 50 randoms/monthly, so they get CRM’d a little more aggressively (those that I add, I don’t send an autoresponder to).
That’s the system. More complex than necessary. I have more complexity than this, but I’m draining my systems of complexity. I want to be selling 3 hours a day. We will get there.