1. Lead Generation Presented by EquipmentFX

2. The Lead Management Matrix There are five basic areas to consider:

3. Business Fundamentals Michael Gerber, Founder, E-Myth Worldwide, breaks down business fundamentals to build a world class company into 7 disciplines

4. The Big 7 Leadership Marketing Money Management Lead Generation Lead Conversion Client Fulfillment

5. Focus on Fundamentals Always remember… “Customers are made, not born…”

6. Lead Generation The discipline of a lead generation leader… Give your customers an opportunity to say… “yes” If it’s not selling, then what is it?

7. Reaching Your Target Market The right channels, combined with the right messages, will give you the response you want which is…

8. Researching Your Target Market Interest in your offer, and an ongoing relationship with your company is GOAL #1!

9. Lead Generation Channels Print Broadcast/Electronic Display/Outdoor Direct Response Events/Promotions Publicity/Public Relations Word of Mouth

10. Criteria for Evaluating Channels Objective Criteria: Number of people reached Percentage of market reached Overall cost Cost-per-person reached

11. Criteria for Evaluating Channels Subjective Criteria Fit with your Target Market Fit with your Company Impact Credibility Intimacy

12. Choose YOUR Channels! Don’t let the Channels choose YOU!

13. Typical Channel Responses Everybody else does it this way It was handed to me on a silver platter Shot in the dark I’ve always done it this way

14. Benchmarks for… Selecting and implementing lead generation channels are…

15. Benchmarks to Set… ID appropriate channels Evaluate cost and coverage Evaluate subjective criteria List channels in order of preference Determine your budget Prepare YOUR plan!

16. Lead Conversion Two essential elements of your lead conversion process: Your People Your Path These are the ways you staff your process to sell your stuff!

17. Customary Sales Force Configurations Automated Order Taking Conventional Consultative Inside or external staff

18. Your Selling Message How does your message reach your customers? Telephone Mail Direct Response Print Media Face-to-Face Selling The Internet

19. Universal Lead Conversion Process Engage with your customer or prospect Repeat the emotional message Determine the customers needs Provide a solution Offer the product

20. Lead Processing Once the fundamentals are understood, then… Do your process inquiries so literature is sent out? Within 48-72 hours? Do you send leads to the sales force immediately, electronically?

21. Lead Processing 3. Do you have an electronic fulfillment process in place, with a landing page redirect, from your website? 4. Do you return calls within 30 minutes? 5. Do you first review the lead internally before sending to your field staff?

22. Lead Qualification Do you have an 800# that is staffed professionally? Do you call the people requesting information before sending them to the sales staff? Do you collect and profile information on every prospect?

23. Lead Reporting Does sales management receive monthly reports on the leads generated? Does marketing or management receive promotional effectiveness reports, what works and what doesn’t?

24. Lead Reporting 3. Does senior sales management, factory reps or ownership receive lead reports? 4. Can you prove the value of leads by producing the reports that track a campaign to a sale, gross profit by sales rep?

25. Lead Database Can your database be used for future mailings and offers? Will the prospect profile and lead information be used to evaluate marketing mix elements? Is the “system” a genuine “closed loop” that includes lead performance experience?

26. Sound Complicated? Understanding the basics, having a plan and systematically working toward a solutions will be a big key to profitable sales and efficiency. You CANNOT afford to not do this!

27. In Closing Take time to understand the processes Start slowly Put a plan in place Think long term and execute!