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Life Health > Running Your Business > Marketing and Lead Generation

The no-fail lead-generation system

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Most advisors struggle to find enough leads/prospects because they don’t have or follow a complete step-by-step lead system.

They tend to try a little of this, then a little of that and if it doesn’t give them the immediate results they are looking for, they try something else. They never completely follow through on the entire process. 

Here is a simple lead-generation system that never fails.

1. Create a contact list

A contact list is essential to efficient prospecting.

To make your list, write down everyone you know. Everyone! Not just because they may become your client, but because they can also provide you with referrals. (This is not a “project 100″ where you beat them all over their head for an appointment.) Start with this memory jogger to list everyone you know:

  • Relatives: aunts, uncles, brothers, sisters, cousins, parents, grandparents
  • Who is my: accountant, dentist, lawyer, optometrist, pharmacist, physician, chiropractor, stock broker
  • Who sold me my: appliances, car/tires, clothes, furniture, TV/stereo, house
  • Who do I do business with: bank teller, carpenter, plumber, electrician, notary public, contractor, editor, printer, realtor, secretary, surgeon, art instructor, fashion model, lab technician, music teacher, office manager, barber/hairdresser
  • I know someone who: lives next door, teaches my kids, was my best man, goes bowling with me, is my former boss, was my teacher, repaired my TV, cuts my grass, painted my house, owns my apartment, is in a social organization with me, is in my book club, dry cleans my clothes, hung my wallpaper, sells me gasoline, cleans my house, etc.

This should generate at least 50 names of people you can drip on with an initial letter, your newsletter, and then invite to your free educational workshop. Remember, most people are uncomfortable meeting ‘one on one’ with a salesperson. However, people ARE looking for information/help on how to improve their financial situation (not products) and are more receptive to attending an educational workshop

2. Send everyone a letter

Start the process by sending everyone on your list your heartfelt letter. This letter should include three or four problems people are facing and how you are helping them solve those problems. Send 25 letters per week. Then follow up with your monthly newsletter. 

3. Follow up with an invitation

A week later, call each of them to ask questions and talk about the key points on the letter, to set an appointment. If they don’t agree to an appointment, a few weeks later send them an invitation to your next educational workshop.

This low-key, nonthreatening approach works and opens many doors. The people we work with are setting appointments with 70 – 90 percent of their workshop attendees.

What next

If you’ve tried all these steps without success, try adjusting your sales talk to address solutions to problems rather than products. (Photo: iStock)

4. Ask for referrals

At the end of the workshop or client meeting, ask each attendee what they thought. Then ask them who they think may benefit from the information you provided and that you should invite to your next event or send your newsletter to.

Following this complete step-by-step system, advisors are consistently setting three to five new appointments per week and closing a minimum of one sale per week for between $2,000 and $7,000 of commission. And they are earning $150,000 to $350,000 per year.

But I’ve tried all that

Are you thinking, “I’ve tried sending newsletters, offering workshops and asking for referrals without much success?”

The most common reason why you didn’t have the success you wanted is because you were selling products, investment returns or a sales concept. People are NOT looking for a salesperson, nor do they normally recommend salespeople.  They want real help solving their problems.

The second reason you might not have had success is you gave up to soon and didn’t complete the entire process!

However, if you were able to set appointments, but didn’t close sales, (or made a few small sales) the primary reason is because you didn’t do a good job of fact-finding. You didn’t help the prospect to see and understand the problems they are facing now and in the future, so they wanted to set better priorities and wanted to solve their problems.

Wouldn’t it be nice to work 40 hours or less a week, because you only need three to five new appointments per week, instead of the typical 15 to 20 appointments per week people tell you that you need?

Imagine having more fun and being able to spend more time with your family and friends, because you’re working with the ideal prospects in your local community instead of wasting your time and money chasing your high-cost, low-quality leads all over your county and state.

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