Keeping leads in your
pipeline is the only way to ensure that you will continue to grow your
business Leads don’t happen automatically; you must create them. Here are the
top dozen ways to generate your leads.
1. Join a networking group. Local business networking or lead
groups are plentiful. Choose a group that encourages one-on-one exchanges where
you can develop relationships over time. Don’t expect to do business directly
with members of the group; instead, educate members about what you do so that
they can refer people to you (and vice versa).
2. Join an association. Local chambers of commerce, professional
associations and other groups offer opportunities to network as well. Again,
relationships that take time to develop may not necessarily translate into
immediate leads but can contribute to lead generation down the road.
Join an association’s committee, volunteer to be a speaker or
help organize an event to create a close working relationship with other
members.
3. Make cold calls. You can approach prospective customers by
telephone or, if you’re bold and the situation is appropriate, in person.
Either way, you not only generate leads, but help to develop your sales
techniques.
4. Develop strategic alliances. Depending on the type of
business you’re in, you may mesh well with another type of business for the
purpose of cross-referrals. For example, accountants may refer clients to
bankers and vice versa. In some cases, referrals may proceed only in one
direction; develop a number of alliances so that referrals come your way.
5. Generate referrals. Obtain the names of prospective customers
from your existing customer base. Offer incentives, if necessary, to solicit
referral information (e.g., cash back with each referral that becomes a
customer). Also seek referrals through family, friends and other business
associates.
Ask for referrals by those who may have no interest in your business. For example, if a prospect turns you down, salvage the experience by
asking for a referral to someone who might have a need for your product or
service.
6. Host seminars. Instead of speaking a dozen or more in one
place. Offer information through a seminar – this is a valued service to people
and showcases your expertise. Build attendance by inviting existing customers
and having them bring new faces. Leave your commercial for the end of your
presentation – keep it brief so as not to distract from the
presentation you've jest completed. Ask orally or through a written
handout whether attendees have an interest in hearing from you after the seminar
so you can follow up effectively.
7. Be a guest speaker. Local business associations and
charitable organizations are always looking to fill their event schedule with
speakers. Offer to talk to members on a topic that can highlight your
expertise. Speaking leads to visibility in your community.
8. Host a special event. Hold an after-hours wine-and-cheese
party for your customers. Have them bring their friends (your new prospects).
9. Become a community volunteer. Join a local organization that
has nothing to do with business – the volunteer ambulance corps, Mothers against
Drunk Driving (MADD) or the PTA. Again, the aim is not only to support the
local organization or cause but to become visible and develop relationships.
This activity may not produce immediate sales leads, but you’ll be supporting
an important cause and over time you will gain new relationships that will help
your business.
10. Send direct mail. A mail campaign need not be a massive
undertaking costing thousands of dollars. You can adopt a limited program in
which you send out five or 10 pieces each week. The key in your program is to
target your prospects and then follow up with a telephone call. By having a
direct mail piece precede your call, you’ve warmed up a prospect – you can
refer to the piece and ask the prospect if he or she’s had a chance to read it
and has any questions.
11. Use trade shows. Trade shows provide a venue for obtaining a
large number of leads in a short amount of time. Whether you have a booth or
table at the show or ware a visitor, you can exchange business cards with
others at the show.
Write key information on the back of each business card to help
you remember something about each person.
12. Observe the three-foot rule. Whenever you are with three
feet of someone, be prepared to give your 30-second commercial about who you
are and what you do. Introduce yourself, state the name of your business and
give a brief explanation of what your company can do for a customer.
Using the three-foot
rule turns waiting time into productive time when you’re standing in line at
the post office, bank or another location.
