Perfect Your Online Sales Lead Generation Process
Author: DavidB.Ascot Total views: 9 Word Count: 633
The biggest constraint to most businesses is attracting the right kind of prospects that can be converted into lifelong clients who make repeat purchases and refer others to you. Therefore it is important to understand how to attract the right kind of clients. Here's an overview of how to set up your high-performance lead generation process on the internet.
Let's look at these four things:
1. Define Your Selling Philosophy
2. Your Lead Definition
3. How Do You Generate Leads?
4. How Do You Test and Track?
Define Your Selling Philosophy
When it comes to defining your selling philosophy, it's not as easy as it sounds. Let's figure it out by asking a few questions. Why are you in business? How do you specifically engage with both prospective customers and those who are already clients? How do you convince these people of the value of what you offer? What's your role as it relates to customers and prospective customers? These can be rather weighty questions, but what this is meant to do is to define your corporate philosophy, why and how you do what you do. This is the driving force behind the execution of your lead generation strategy.
Lead Definition
The next step is to define exactly what a lead is and what it isn't throughout your entire organisation. In a small business situation it seems obvious what constitutes a lead. When you take the time to define in detail what makes a qualified lead, your ability to attract more of them increases.
One of the most common problems is when your sales team is provided with too many non-sales ready leads which saps people's time and lets genuine sales-ready opportunities slip through the cracks.
Set up Your Lead Generation Map
Have a visual "map" that's going to describe everything in your sales process from time you first meet a prospective client to the time you actually make the sale. Dr. Marc Dussault defines this as your "pathway to profits."
Developing an effective lead generation map is one of the key strategic goals of designing an enhanced lead generation process and the more complex the sales process and lead definition the more nodes you need on the map to convert raw "just-looking" visitors into new business.
A typical lead generation map might start with traffic generation, followed by generating an opt-in into a white paper or special report. Next, you could follow-up with automated messages, designed to educate and inform prospects while overcoming common objections and disqualifying non-clients. This is obviously a simple example, and there are many other permutations that can apply.
How Do You Test and Track?
If you run your business on the Internet, you can have the ability to see into the minds of your website visitors as they go through your particular process for lead generation. Minimally, you're going to need to be able to track how your website visitors are visiting you, using web analytics. Google Analytics is great, because it's both powerful and free.
Another thing you'll need to be able to do is to track your expenditures and efforts in marketing, whether they pertain to online methods like e-mail marketing and online advertising, or off-line methods like mass media advertising or print media. You need to track everything on your website; if you don't, you could be losing out on a major leverage source and leaving cash in your wake.
Remember the lead generation process map from a few minutes ago? Well, when you have analytics correctly installed on your site, you can establish benchmarks for all of the nodes on your map, such as opt-in and enquiry rates. Once you have real numbers for all the key points in your process, the next step is to deploy optimisation strategies in the right area at the right time to ramp up your results.
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About the Author
Author: David B. Ascot shares valuable information about online lead generation that you can discover by checking out the expert advice on lead generation strategies.
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