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A major issue for many small business owners is they do not have enough qualified prospects in their sales and marketing pipeline.   Without prospects, there is no one to sell to, and no revenues are created.  It takes time to generate leads, something which the average small business owner is already short of having.

To compound the problem, once a lead is generated, a weak or non-existent follow-up strategy exists.  So, what happens is a once-warm lead is forgotten, and a sale lost.  Meanwhile, the small business owner gets back to generating new leads.  Talk about a merry-go-round and a frustrating experience!  What a small business owner needs is a leads generation solution which takes the least amount of effort, and works. 

Before embarking on a journey of finding new prospects, the first thing to do is choose a target market to direct your prospecting efforts toward.  To do this, look at your customer history, and determine who your Best Buyers are—your Best Buyers are the 20% of your customer base, whom give you 80% of your business. 

Look at this list.  Do these buyers share any common characteristics, such as age, gender, income level, stage of business, type of business, geography, problem, etc?  This buyer has already proven they are attracted to you and your work, so go find more buyers like this!  So, look at your customer history, and write down a profile of your Best Buyers that you will prospect.

Top Lead Generation Systems

Generating leads can be a combination of both offline and online activities.  Following are some of the most effective and best ways I have found to generate solid leads.

Direct Mail

You can start a direct mail campaign using postcards.  Direct mail is not that hard to do, nor as expensive as you may have heard.  This is especially true if you send post cards, and use a targeted approach to your mailings.  Here are some quick tips to help you run your own post card direct mail campaign:

1. Identify a group of 25 to 100 people who will hear from you at least one time per month

2. Send a monthly postcard offering your free gift to get them on your list   3. Have a clear place to send them to, such as your website, to sign up on your list

An alternative approach is to send out one postcard, each week, for four consecutive weeks.  Then begin your monthly mailings.  This approach is called a ‘blast,’, and shortens the amount of time to build name recognition of your brand.

Pay-Per-Click Search Engines

Another approach is to buys leads from Internet search engines, through what is called ‘Pay-Per-Click Search Engines’ (PPCSE).  The two best PPCSEs are Google AdWords at google.com/ads, and Overture at overture.com.  This strategy puts your website directly in front of people who are actively searching for what you are selling.  You only pay for leads when a person clicks on the ad through to your website.  Running a PPCSE campaign isn’t that hard, but there are some tricks to it.  I recommend reading Google AdWords for Dummies to learn more.

Teleseminars

Another way to build leads is to offer free teleseminars to your target market.  Teleseminars are an excellent way to build a relationship and trust with your audience, because they can hear your voice, experience your style, and get to know your personality. 

When planning a teleseminar, be sure you are offering it to a very specific market, and the teleseminar addresses a specific problem your market is struggling with, all-the-while making the seminar content very broad.  In the program, talk about ‘why’ people need to know ‘what’ information you is presenting.  “How’ information is always reserved for your paid-for services. 

When hosting a teleseminar, consider listing with the following services for added exposure and increased sign-ups; teleclass.com, planetteleclass.com, seminarannouncer.com, and cculearning.com. 

Speaking at Live Events

One of my favorite ways to generate leads is to speak at live events, where you can present your signature topic to a group.  Whether you are presenting for free, or for a fee, this is a golden opportunity to collect leads.

An easy way to collect leads is to prepare a flyer that details your ‘irresistible free offer.’  If people attending the event are interested in receiving your free gifts, have them put their business cards in a basket you pass around.  By doing this you’ve easily collected a group of leads!  When you get back to your office, have your assistant add the people to your list, and send them the free gifts they requested.  (If you have a double opt-in service, they will have to opt-in to receive the gifts.  You may want to mention this at the event where you are collecting leads.)

Referrals

Getting leads by referrals is the most cost-efficient, fastest, and most loyal leads you will generate.  People referred to you tend to buy quicker, negotiate less, and refer more business to you.  The key is to have a proactive referral system in place, and not leave this powerful lead generating system to chance. 

Some ways you can generate leads by referral are by simply asking for them before you deliver services to your client, by making this request part of your contract.  You can position this by saying to your client that you guarantee your services, and want them to be 100% pleased.  Being that you expect this to happen, ask them if they are happy with your services, if they will offer you three referrals.  Most people will say “yes” to this request.

You can also build a dynamic ‘Business Referral Network.’  Simply identify 10 occupations that already do business with your target market.  For example, a wedding planner may identify a printer, baker, dress shop, stationary store, etc. as business referral partners.  From each of these occupation groups, identify 10 ten individuals you want to develop relationships.  Doing this will yield you a total of 100 business referral partners (10 occupations x 10 individuals = 100 partners).

These lead generation systems are effective, fast ways to generate leads for your business, and take the least amount of effort to yield startling results.  Try just one method, or try all of them.  Doing them on a consistent basis will help you increase revenues of your business.

Copyright 2009, Bonita Richter

Writing a special report, or “white paper,” as it’s commonly called, is a fantastic strategy for creating leads for your business.

A simple ten to twenty page document that people can request from your website will create a strong desire for people wanting to do business with you. Writing a special report isn’t complicated. In fact, even if you don’t like writing, you can easily and quickly write a report by following these seven tips.

1. State the “Big Problem.”

You’ll get your reader’s attention if you jump right into what their “point of pain” or problem is they’re experiencing. Demonstrate through writing that you:

• Understand the core problem they’re facing
• Care they are having this problem
• Understand how frustrating having this problem is for them

2. What is the cost of this problem?

People respond faster to alleviating problems and pain, than they do to the potential for gain. So, it is imperative in your special report you specifically communicate what this problem is costing them. Perhaps it is they are losing out on money they could be using to fund a desired lifestyle, to live debt-free, pay for their children’s’ college education, etc. Quantify this cost, if you can!

3. Talk about the general solution.

First, start out by giving a “big picture” solution to solving the problem, such as hiring a coach to accelerate achievement of desired results, or implementing a solid, results-oriented marketing strategy.

Second, talk about how people have tried other solutions, have failed, and why. Examples of reasons why could be “programs are too complicated to understand or are incomplete” or “includes too much technical jargon.” Providing the solution in this format sets you up as THE solution to the problem!

4. State your specific solution.

Lay out your method or system to the reader. This section should be a minimum 50% of your entire special report, and is where you briefly communicate your process for solving the problem. Perhaps you have a seven-step marketing system, or a five-step method for attracting the perfect mate.

It is important in this section to tell your reader what you do—but, not how to do it! The “how” is what you want them to pay you for (solving the problem). However, give the reader some tips and strategies they can use to start solving their problem. This helps build a relationship, and their “like and trust” factor with you.

5. Prove your solution works.

Share the results of your solution by sharing case studies of actual clients you’ve worked with previously. A great formula to use to tell a case study is the P.A.R method – Problem, Action, and Result, and works like this:

• State the Problem a client had before they worked with you
• Show the Action your client took, and how the problem was solved.
• Tell the Results the client experienced; quantify results, if you can.

6. State your credibility.

What are your credentials? What is your success story? How did you discover the system or methodology you use? You can include this information in a one-page biography to establish your authority and expertise on the subject.

7. Tell the reader what to do next.

By now, your reader should be aching to work with you, and excited to take the next step. Point the reader in the right direction, and clearly, specifically spell out a call to action. Give them an irresistible offer they can’t refuse, and a time limit for them to take advantage of the offer.

One final tip…make you special report conversational. As you are writing, think about a specific person you would be writing this to, like a friend or person you know. The purpose of your special report is to build a relationship between you, and your lead. This builds their “know, trust, and like” factor with you. Moving them closer to doing business with you!

© 2009, Bonita Richter

Do you feel your business is just “sputtering along,” and not gathering the steam you’d like to fuel it’s growth?

If this is true for you, designing a profitable business model includes some key components and lead generation activities you may be missing.

A business model is simply what activities you do to make money in your business. Missing just one major element jeopardizes the ability of your business to achieve the income results you desire. The good news is a viable, profitable business model isn’t hard to create. I have clients who’ve used the same tips I’m about to share with you to grow their own businesses into multi-6-figure empires.

Following are some quick ideas and tips you can use to compare your current business model and lead generation activities. If you find you have some gaps in your money-making plan, simply apply the following ideas, and you’ll be on your way to creating a better performing business:

Define Your Business Model

• Decide on three core ways you will be paid for your topic, such as through teleseminars, workshops/retreats, and coaching programs.
• Decide what percent of your income will come from each of these three core activities.

Identify Your Signature System

• Create a signature system; be known for something (such as how to help others make more money in their service business, or how to create a brand identity).
• Think about steps you take a client through to achieve a result; this is your signature system.
• What are your clients repeatedly asking for? This could be your new information product.

Create Your Profit Pyramid

• Create a profit pyramid for each product and service your offer; include a minimum three levels, at three different price points.
• Example: the first level will be your free gift, the second level will be an eBook or home study system, and the third level is your “big ticket” item.

Create Your Website, eZine, and Blog

• Be sure you can collect the names and email addresses of people who visit your website. These people are warm leads.
• Start publishing an eZine so you can keep in touch with your prospects, develop a relationship with them, and eventually promote and sell to them.
• Start a blog. Google loves the contemporary nature of blogs, which will help with your Google ranking.
• A blog gives your readers a chance to respond to you, comment and hold conversations with each other, which in turn builds relationships and strengthen the bonds of your “tribe“ or followers.

Build Your List

• Leverage your list-building activities. Think about how you will connect with the most people, with the least effort.
• List-build in any number of ways, which may include; offering free teleseminars; be a guest on other peoples’ teleseminars; offer a free special give-a-way, such as a bundle of your articles, templates, etc.; launch a direct mail campaign; advertise; use Pay-Per-Click campaigns; and get a strong business referral network working for you.
• Also consider public speaking, press releases, and social networking.

Develop Your Customer Service Strategy

• How will you create raving fans? Think about what would delight them, offer it, and reward them for buying your products and services.
• Read Raving Fans: A Revolutionary Approach to Customer Service, by Ken Blanchard and Sheldon Bowles

Use the tips above to increase momentum, and fast-forward you toward creating a profitable business model that’ll help you achieve the income goals you desire. To learn about more tips, templates, and checklists how to create a recipe for marketing success visit www.bonitarichter.com/7-step/.