There’s no silver bullet when it comes to lead generation; ask 100 advisors what technique works for them, and you’ll likely get 100 different answers. With this in mind, we reached out to 50 of the best and brightest minds we know to find out what lead gen strategies they’ll be employing in the year ahead. They delivered, with tips that give guidance on how to perfect your digital strategy, when to ask for referrals from existing clients and how to turn a casual meet-and-greet into a prospecting opportunity. Check back every day this week for ten more tips to help you meet your sales goals in 2014.
50. Create a marketing to-do list.
Though every agency has time and budget constraints, you can make the most of your marketing and lead generation efforts with this simple to-do list. Make sure the following are true:
1. Your website is updated and current (with SEO best practices).
2. Your agency value proposition is clearly displayed and understood.
3. You have a prominent call to action (above the fold) on your agency website.
4. You have a professional and consistent e-marketing program.
5. You have a quality prospect list with timelines.
6. Your agency makes more than 500 outbound calls per producer per month to targeted prospects.
7. You have a social media initiative in place.
8. You’ve rehearsed your elevator, telephone and voicemail pitch.
9. You have an efficient (and documented) lead-handling process.
10. Your e-collateral is branded and updated.
—Alan Blume, author, founder and CEO of Start Up Selling Inc.
49. Get the right introduction.
Often, when we ask our clients to come up with names of people they know for referrals, they don’t know who is a really strong prospect for us or all of our capabilities. We have put them on the spot by asking them to come up with great referrals for us with only seconds to think about it.
Not surprisingly, most of the referrals we get — usually nothing more than a name and phone number — prove to be no more qualified than if we had pulled them randomly out of a the phonebook. In short, they are time-wasters.
Instead of asking a weak question such as “Who do you know who might be able to use my products or services?” try doing the hard work of finding out who your client actually knows and then asking for a direct introduction to that particular person.
—Paul McCord, best-selling author, speaker, owner McCord and Associates
48. Use the Internet to generate leads.
Given that the Internet is such a consumer research mecca, it is essential that you find ways to engage prospects and make a good first impression. Here are two quick things that can help you achieve your online goals:
1. Do webinars and promote them on your website.Webinars are an awesome lead-generation strategy. You not only build thought leadership, but also acquire a strong list of leads. After your webinars, aim to network and build stronger relationships with those who attend.
2.Emphasize your level of expertise.What makes you a credible, reliable and sought-after advisor? Who currently works with you? Where has your content been featured? What books have you written? Have you been on radio shows or television? Make sure all your credentials are visible and prominent on your website and that your bios are on social media.