How to Create a High Quality, Targeted Lead-Generation Machine

Lead-generation is one of the steps in the sales process many businesses struggle with. Here are some effective and not-so-effective ways to pull prospects into your business.

List brokers are helpful but not all brokers are created equal. Not all lists are equal.

Some brokers sell information that is not useful.  They give you what you ask for but it’s old and out of date.  Or they may sell you information for which they are paid the highest commission from the company that actually owns the list.

There are three types of lists
1. Compiled lists – based on attributes (Demographics like age, zip code, marital status, mortgage amount). These are the least expensive but they are also the least responsive.

2. Response lists – purchasers of similar services/products. These lists include actual buyers.  If you’ve ever purchased products from a catalog, you’ve probably noticed that you started receiving catalogs from other, similar companies. Someone sold your name because you demonstrated that you spend money in certain areas. It indicates you’re likely to do it again.

These lists are more responsive to related offers and therefore are more expensive to buy.

The downside with these types of lists is that they are generally sold as one-time-mailing lists. The brokers embed a few “test” people with addresses that secretly go to them. So if you try to use the lists again, the brokers will know and likely charge you a penalty.

3. House lists
The best list is one you have compiled from your own customers, prospects, certain contacts in your social networks, visitors to your website.

The key here is that you must COLLECT these contacts and compile them into a list so you can follow up with them.  It’s rare that people plunk down a substantial amount of money on your table the very first time they encounter you.

However, When you cultivate the relationship by consistently offering value and staying top of mind, they are more likely to purchase from you rather than your competition when they are ready.

This is where the machine kicks in.
1. Drive traffic to your website or blog. Use SEO or create organic (FREE) traffic through article and video marketing.

2. Have a COMPELLING way to collect the contact information from your visitors.

3. Create an automated follow-up system for these visitors as well as people you’ve met through other venues (so long as they’ve agreed)

4. Use your follow up system to build credibility, trust and create relationship with them. Then periodically and over time, introduce them to and give them opportunities to buy from you.

When you automate your process, you’ll create a lead generation machine.  When you focus on creating value with those leads, helping them solve problems and demonstrating your expertise, you’ll be able to convert your leads into sales.

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