Brand Strategy. Brand Energy.
The key to successfully implementing any Lead Generation system is to discover the balance between too much and too little in other words quantity vs. quality. Prospects will only schedule a “are we a fit” call very judicially. Finding that elusive ‘sweet spot’ where the planets align and the angels sing is challenging at best, screwing it up is easy, Knowing some of the basics is instrumental in understanding which way to go with any marketing campaign decisions. Larson & Associates offers valuable advice and powerful assistance in understanding and implementing your important marketing strategies, building your brand and making success your new normal!
Generating real sales leads is essential in developing a market base for your product or service. Today we explore three tried & true methods for building the up sale and marketing your success; the venerable ‘go-to’ direct mail, its digital cousins target email marketing or email blast and teleprospecting.
Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters. Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients.
What's the advantage? Unlike other forms of advertising, in which you're never sure just who's getting your message, direct mail lets you communicate one-on-one with your target audience. That allows you to control who receives your message, when it's delivered, what's in the envelope and how many people you reach.
Email marketing is the targeting of consumers through electronic mail (email). Often associated with data mining, email marketing can be used to impact consumers in a variety of ways. In general, email marketing is a more evolved, digital form of traditional direct mail marketing. In a typical email marketing scenario, an organization builds an email list to reach or inform established and prospective customers. An email list may be complemented by a marketing database that allows for customization, data mining, precise targeting or other purposes. However, ubiquitous and unsolicited email, also known as spam, has made it difficult for ethical email marketers. Most email and Internet service providers (ISP) have significant filters to block spam, so getting legitimate messages across is easier said than done. Given this, email marketing has evolved into a specialized niche in digital marketing.
Teleprospecting is a complex function which uses a business-to-business selling practice. The point of the teleprospector’s job is to qualify a potential opportunity. In layman’s terms, teleprospectors, or inside sales reps, determine if a company is the right fit for their product.
Ideally, teleprospectors know who to call because marketing has strategically amassed a targeted list of business who potentially want or need the product being sold. Teleprospecting consists of some cold calling, but mostly warm calling, where the prospect already expects a call and is open for discussion. An effective call process includes multiple “touches” to key decision-makers and strategic assessment of the target businesses. It also usually includes setting up a meeting or call with an outside sales executive and a key decision maker for later in the week, or later in the year, to circle back at a more appropriate time in their buying cycle.
Despite the misleading name, teleprospectors aren’t only using the telephone; they’re also using email and in some cases direct mail to drive prospects to interact before engaging them in a telephone call.
Now that we can begin to appreciate the inner workings of these strategic marketing elements there are a few things to consider about your potential clients & customers list before you begin…
In any raw, unfiltered list of potential company prospects, on average, at least…
• 3 are actively looking for a solution to the problem that you can solve
• 7 are willing to hear about what you have to offer to reduce their ‘pain’
• 30 have no idea if your product or services is relevant to their business
• 30 are not aware that they may even have a need for your product or services.
At Larson & Associates, we cannot predict guaranteed trends, deal in ‘sure-fire’ methodologies or peddle winning insider tricks to tell you what will and will not work 100% of the time. No one can. What we can tell you is this, that statistically when you hit people with your message in multiple formats, at multiple times in quick, consistent succession that you will increase your odds of success and lower your risk of ever crossing over the line and becoming a pest and earning a place on the ‘no-call list’.
So the question now is, are you looking for tools that just create lead activity? Or are you in the market for a system that works for you, building leads and generating possibilities?
At Larson & Associates, we offer two primary platforms for building that system. Two options for creating real sales leads utilizing the three methodologies whose effectiveness speaks for themselves.
These two lead generation platforms are a place to begin or to build upon established successes:
Platform Plan A
Plan A combines the basic effectiveness of digital direct email marketing and the comprehensive coverage and immediacy of telemarketing. It’s a quick and effective basic solution. When you need good results and you need them now this plan can provide 4 times the results in lead generation that cold-call alone.
Platform Plan B
Plan B combines the basic effectiveness of email marketing and the immediacy of telemarketing and encompasses the personalized global reach of the venerable marketing veteran of direct mailing. When you’re after the best results and looking for long-term, comprehensive solutions then the established reliability of the trifecta of marketing power is your call. Providing upwards of 15 times, or close to 50%, of all possible successful ‘hits’ in a given prospect list.
Using fundamental approaches of marketing principles these plans can help you capitalize on our experience and years of insight. With all of the moving parts involved in modern marketing strategies lead generation is a basic yet vital element of market success.
Like the Swiss watchmaker, Larson & Associates assembles the finest parts of your business with the most effective and functional elements of marketing principle to keep your business running smoothly and on time.
If you want to find out how we can do this for you today, contact or call us at 847-991-1294