Introduction. Step One. Step Two Step Three Step Four Step Five Step Six Step Seven Step Eight Step Nine Step Ten Step Eleven Step Twelve

Step two

List procurement and decision maker confirmation
 

Now that we have identified the specific demographic traits of your best prospects you need to buy your marketing list. These lists can be purchased from many list companies. One suggestion is to buy from a company that does regular direct contact updating of their lists. You need to have confidence that every prospect on the list meet your criteria. So confirm that they update and go ahead and purchase the list.

Right after you receive your prospect list the first thing you will do is make a quick contact to all of the companies on the list to find out who the decision maker is. This way you will know that your information is getting into the correct hands. You will also want to know the best way to reach the decision maker. Do they have a direct extension, and do they accept email or fax?  Also ask for the email address and fax number.

In step three we are going to talk about contacting the prospect by mail before you make your direct call to offer your products or services. The mailer will let the prospect know that you will be in touch. Mail, if not used correctly, is very expensive and wasteful. If you send the information to a non decision maker can you expect a positive response? With the most current information your mail campaign has the highest chance success.

I know a lot of representatives believe that lead generation is just a numbers game, with this system it is a scientific numbers game. We will be calculated in our every move. Take the time to fill in the following formula to determine the exact effort you will need to accomplish to reach your earning goals.

Read the explanation below and fill in your projections:

1. _____ mailers

2. _____ contacts

3. _____ confirmed appointments

4. _____ presentations

5.     1     close

For explanation sake I will describe the formula backward from our goal, a closed sale.

5. The number of closes for this exercise is one.

4. You know your current closing ratio. So how many presentations does it take to get a closed sale?

3. How many confirmed appointments do you need to get the number of presentations it will take to get a close?  

2. How many contacts will it take to get the confirmed appointments you will need?

1. And finally take whatever the number in line 2 and multiply it by 133% and that will tell you how many pieces you will have to mail to start your the campaign to generate a single close.

So now reverse the explanation and figure how many mailers you will need to send to get the number of contacts you will need, to get the number of confirmed appointments, to get the number of presentations that you need to close a sale.

So complete the formula with your current closing ratio and the average number of contacts you need to set an appointment and then track your actual numbers carefully. From your initial projections you will be able to track your activities from the very beginning to see where you are exceeding expectations and where you may need more work. A mentor of mine once told me, "Results do not come from what you expect, they come from what you inspect". What he meant was if you track your income earning activities, inspect, you will be able to adjust for success. If you just work on what you expect you never really know what works and what doesn't. We want you to know exactly what is working and what isn't because these will be the keys to your success. 

One more tip before we move on. You need to set your goals. These goals include your expectation from the above formula. They include the income you are striving to reach, information you want to gather about each prospect, lead generation ratio (how many qualified leads from how many contacts), sales close ratio (how many closes from how many sales presentations), and referrals per sale. Set these goals now so that you will know what you are striving for and adjust your goals as you go along to be realistic and to push you to exceed your vision. Also after you figure out how much you will earn from each average closed sale then you can figure how many sales it will take to reach your earning goals.

Summary:  Know exactly who the decision maker is and prepare your goals for success.