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Sales Leads
Hello,We have launched our service 6 months back. The target market is entrepreneurs and small business owners who would like to make their business sound professional. Everyone does! - How do I go about reaching them?- We have lately hired few telecallers who can broadcast abour our services to the target market. How do everyone here get sales leads and how effective is it? Are there any alternatives to expensive infousa? Each lead is ~16.25c. Are leads so expensive when the conversion ratio is only 1%? Any alternatives?Thanks.
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pretty sure all of us on these boards have limited budgets. The goal should be
to squeeze the life out of every marketing dollar you have so that you get the
most bang for your buck.
Regarding your point on A, the answer is that there are a lot of other ways to
collect leads besides renting them from a broker. I listed some ideas in my
previous post. I am not saying one way is better than the other, but I am
saying that there may be a more effective and less expensive alternative to
InfoUSA. It is going to require you to invest some time and energy into
experimenting with how the quality of leads generated in different ways.
One thing that you may want to consider is to narrow down your focus more than
just "entrepreneurs and small business owners who would like to make their
business sound professional". This is a very, very broad category that
encompasses many specific industries. It is a huge giant that probably won`t
feel the effects of the pebbles you are throwing at him.
However, if you narrow down your focus, and you can do this either by vertical
industry or geographic location, then the target becomes much smaller and your
pebbles now become rocks they can feel.
In thinking about how you can shrink the giant down to something you can
effectively take on, you should narrow your marketing focus to a specific
vertical market. In doing this you need to think about what vertical industries
place a premium on sounding professional, and since you have settled on
telemarketing you need to think about what types of business you will have
success contacting over the telephone. For example, using these two
considerations I might decide that law firms place a premium on their
professional image and they do a lot of telephone communication. So I choose law
firms as my vertical market.
What I just did was narrowed my focus from 5.7 million
small businesses to roughly 400,000 lawyers (I could not find specific numbers
on small law firms in America). Now you need to get to know this particular
market and what works with them so that you can better refine your sales
process to accommodate and address their needs specifically. If done right this
should increase your conversation rates as well.
I would even go one step further. Due to budget constraints you are still
probably dealing with a good sized giant with a couple hundred thousand
prospects nationwide. Narrow your focus even more by targeting only small law
firms in your state. Once again you have now gone from tens of thousands of law
firms to probably more like a couple thousand, where your marketing efforts are
going to have even more of an impact.
You can adjust this strategy accordingly, in order to get the right numbers.
Once you have figured it out I highly recommend a multi-faceted marketing
approach to your audience rather than just telemarketing. But I will leave that
for a different book!