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Lead Generation Techniques

This lesson is a part of an audio course Sales Mastery: Unlimited Leads by Eric Lofholm

In this lesson, I want to share several ideas that I'm excited to share with you. Any one of these ideas could create a breakthrough for you. So the first tip is you can find just about anybody you want to prospect online. So we want to research people or companies depending on what kind of lead you're looking for online. And you can do that by doing a simple Google search. Let's say you're looking for chiropractors in San Jose, California. So you can do a Google search under "chiropractors in San Jose, California", and then boom, they would all pop up there. Another way that I've generated leads is by looking in the help, wanted ads in a variety of places. As of this recording, Craigslist is all over the US so I could type in Sacramento, California, and I can go to help.

One in sales and business development. And these are all the people that are advertising help, wanted ad for salespeople. So that's my target market. So Craigslist's next strategy which I talked about in the previous lesson is purchasing leads. And you can do that either through ads, or you can actually go to list brokers. There's an entire industry out there and they specialize in selling you lists of your target market like info USA or similar. And I bought lists of leads before. And in some cases, I might purchase 3,000 leads of businesses that I think might have an interest in sales training. The next idea is we talked about this in the previous lesson, your house list, which is your existing database. You all want to build a house list. And it's a great idea to set a goal for how big you want to build that house list. And you want to nurture the house list. The word nurture in this context means stay in touch systematically through email or direct mail or phone calls or walk-ins or social media. And you can do that with multiple tactics, right? Not just any one of those. You could do all of those. If you want it, you want to nurture your house list. Many of you that are listening to this right now, there's room for you to improve in building your house list, setting a goal for your house list, learning how to use the CRM software, which we've talked about previously, nurturing that houseless. If you do this, this is worth a lot of money to you.

One of my superstar colleagues lives in the community I live in. Her name is Marguerite and Marguerite is a real estate agent. And she sold or did buyer-seller transactions over a hundred transactions a year or more, a hundred or more for 17 years in a row, which is big, big-time production if you're not familiar with real estate. So she helped somebody by herself, home shopped a hundred people. She did a hundred more transactions, 17 years in a row, which is big time volume. So how did she do it? I interviewed her. I said, "Hi, Margaret, how did you do this?" She said, "Well, when I met people, I'd put them into my database, and I'd stay in contact with them, and I'd send them direct mail, or I'd send them email and they would come back and they would do business."

And then they would refer me to their friends. And then I would prospect new business and I put them into the database. Then I'd nurture them with email and direct mail in Marguerite's main way that she created this massive success. It's so simple. She nurtured her database. Your next idea is to add one to five people per day on social media. So on LinkedIn, it would be asking for a connection request on Facebook. It'd be following somebody on Instagram. It would be whatever that's called on Twitter. I think it's following right. And so, one to five a day. And who do you want to add? People that you want to prospect now, not everybody looks at social media like this. Linkedin is viewed as a business social network. Facebook is viewed as a personal social network. Well, guess what I do business on my Facebook all the time.

I will add people with the regularity of people I want to do business with. So I don't just look to do social things on Facebook because you want to fish where the fish are. Your target market is on Facebook and they're on LinkedIn and they're on Instagram. So if you just, I call it the Tortoise and the Hare, slow and steady wins the race, five days a week at one to five people a day on social media. Now, if you want to accelerate it, you could do 1 to 15 a day. Do a little bit on Instagram, a little bit on Facebook, a little bit on LinkedIn. You could accelerate it even more. If you want to build a following on social media, your next golden nugget is called "Follow your money." You pay money to people. You pay money to your chiropractor or your dentist, or the person who tutors your son or daughter in school, your card mechanic, who, whoever cuts your hair.

There are all these people that you pay money to. So follow your money means to put those people in your database and prospect them. Now that strategy does not work in every single industry. To me as a professional sales trainer, some of the people that I pay money to are a good prospect for me. Like the person that helps me buy or sell my house. They're professional salespeople. So I might ask them to introduce me to their broker and then I'll sell to their broker. But the person that cuts my hair probably is not looking for sales training. So in my industry, some of the people I pay money to are good prospects and some aren't in your industry, maybe everybody is, or maybe in your industry as it's specialized, and that's not a good strategy for you. So just think, is that a good strategy or not got a couple more ideas in this lesson? Next idea, go back to your previous clients or customers. These are the people that have already paid you money. One of my favorite business sayings as a buyer is a buyer. If somebody has purchased from you once and they had a good or greater great experience, they'll likely buy from you again and again and again. So go back to the people that have bought from you in the past.

The next technique, build rapport with whoever's in charge of the leads at your company. So one of my clients, his name is John. And at John's company, they have over a hundred salespeople and like any organization at times, they have turnover. So all the accounts that were assigned to somebody who they either were let go or they quit. And let's say they had 30 accounts, and now that salesperson's gone, the sales manager has 30 accounts that he has to do something with. So he's going to evenly divide them. He's going to pick one or two people, whatever the sales manager's going to do with those accounts. So, my client John built a rapport with a sales manager and he told me this story about how there was some turnover. And he got all of these new, awesome accounts because he had rapport with his sales manager. Now years ago, when I used to work for Tony Robbins, my manager Dan was in charge of the lead distribution. And so I always made sure I was in a good relationship with Dan because I wanted to do my best to influence him on giving me those leads. That concludes Lesson 5 and Lesson 6. We're going to go deeper into the POI strategy, a strategy that has generated over a thousand leads for me in my business.

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Eric Lofholm