Archives For list building

1-hc-book-ad-3-0aDoes Your Website Generate Meetings?

Is There Something on Your Home Page To Draw Me In?

And once in, will I move to paying status quickly, with a clear path to higher margin services?

I’ve been writing this month about value propositions and attracting new leads. Most of the reseller and MSP sites I visit don’t actually advertise anything. There’s no conversion process in place.

However, some offer a FREE ASSESSMENT or sign-up for their e-newsletter.   Does that work?

In an post (earlier this month) I showed how these types of initial offerings, offer little value. Few qualified buyers want another electronic newsletter, especially prior to building a relationship with you.

At first contact, there are a number of hurdles to clear before you start offering assessments and newsletters. (note: I like hard-copy newsletters once the relationship is established, even if they are not yet buyers).

But, for a moment, let’s pretend they do…(want your newsletter or assessment the moment they hit your homepage – an unlikely scenario).

What Happens When Someone Signs Up?

Pretend for a moment that someone would actually subscribe to your newsletter without knowing you (The other question is, would they actually read it?)…

So they visit your website through an organic search. They are looking for a new MSP provider; their current one just isn’t cutting it. Do you know they’ve been to your website?Is there anything there to capture this potential buyer’s name?

At this point they fill out your newsletter request form (but this probably doesn’t happen in real life). Are you notified now? Do you then make a call? Are they ready to buy your high-ticket item (full blown managed services)?canstockphoto40335869

Maybe. And if your team is on the ball you’ll might land a competitive quote (where price is the primary determining factor. But I’m getting ahead here…).

So last week  I tested this (you know, the newsletter sign up). My company name is SVLC. Someone who doesn’t know me would still see my name as a lead. During my research, I hit several MSP sites and subscribed to their newsletters  just to see what would happen. This is called FUNNEL HACKING.

Funnel hacking in simply looking to see what happens when you click on someone’s lead magnet. You could go pretty deep here. If they actually have some automation in the form such as up-sells and email response, you would try different options to see where they take you…and what emails you receive back.

Nothing…I didn’t get a single call or email. In fact, I didn’t even get an existing copy of their newsletter (email or hardcopy). The funnels were one step – Sign Up. Perhaps their newsletter will come out next month, but I’m not holding my breath.

Any web-surfer was only interested in that moment. A month later they’ve forgotten you.

I have no idea where my name went????? Will I ever get a call?

Great Lead Generation Takes The Prospect Through, Overcoming a Series of Hurdles

When I say hurdles, I don’t mean you’re setting up hurdles. I mean you are clearing the sales hurdles that already exist. Competition, objections, etc.

You don’t need to create more. There are plenty of roadblocks before you ever begin. Enter Nurturing Campaigns.

Cold traffic must be warmed before it can be qualified. I was talking to a guy just yesterday on a coaching call. He’s making tons of calls, having some good conversations (but mostly with IT directors). As I listened, it became obvious that, despite lots of calls, he’s only getting through to a few (that’s the be expected); however, he has very few meetings. Completely predictable.

He also has at least one lead magnet, but no real funnel to speak of. If someone happens to download his white paper (poor choice for a lead magnet in this market), he gets their name and makes a call. Rarely does it lead to a meeting.

Nurture and Ascension – The Key To Warming Traffic and Clearing Hurdles

So what should follow your lead magnet (I recommend this not be your email newsletter sign-up form – see Getting More Leads for some better options)?

I like webinars here. But something has to happen to begin the education process. When someone downloads an ebook, the chances of them actually reading it is low.  Yet they downloaded it, probably to scratch an itch of some kind. They’re trying to do something…

Sometimes a series of short emails that point the reader back to specific sections in the ebook can help. For instance, “I know you’re busy, but be sure to check out the One Big Mistake Every Business Is Making as They Move to The Cloud…it’s on page 4). Another strategy is the webinar…offering them an immediate way to get the information they need, without actually reading.

Here’s the funny thing. People will download your ebook faster than they’ll sign up for your webinar (speaking of cold traffic); however, they’ll sign up for the webinar if you offer it to them right after downloading the book. Strange, isn’t it?

And now that Everwebinar technology exists, there’s no reason to NOT do them. You can be running a webinar twice a week without ever touching it! But DON’T create one just yet.

You need a presentation designed to convert first (Note: The House & the Cloud Presentation is converting nearly 100% of the time when I speak at lunch & learns – you can get it here for just $1.00).

Once you have your high-conversion message in hand, start presenting live (by webinar) until you have perfected your pitch. The day you hit it out of the park is the day you can take your session recording over to your new Everwebinar application.

Amateurs Focus On The Front End

The front end is your low value offer…I see too many MSP providers trying to sell the big ticket item on day one. The other sin is an unwillingness to invest in the lead magnet (i.e. not willing to send hard copy or pay for an eBook that really works.)

So sales people are left to make tons of cold calls (as though it doesn’t cost the company money) to save a few marketing dollars: foolish thinking. The e-newsletter sign up and the free assessment (on your website) are really no better…

The focus should be on backend high-ticket items, with an understanding that lead generation requires investment. The cost per client acquisition is a number you determine by looking at marketing dollars spent in comparison to closed business (over a quarter for instance).

When I sell my book for $1, it costs me at least $10 – probably more when you consider the investments in funnel and webinar software products, shipping, and printing of the book. Too many people set stringent limits on their marketing budget, rather than looking at Marketing ROI.

If it’s costing me $10/book, but the entire marketing funnel is break even, at least I’m getting names for free. This is a whole lot better than buying a list…and the names are arguably better.

And if I know where to get traffic, my list may be growing exponentially over the quarter. Next, it’s time to look at ways to ascend that new prospect up the value ladder.

Stop focusing on every front end dollar. Instead, create a path from low cost/low value, to high profit/high value, with the steps necessary to clear the hurdles along the way (price objections, etc.).

Copyright 2017, David Stelzl

 

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Do You Have a Solid List to Sell To?

Not Having a Great Prospecting List Just Might Be The End of Your Business Success…

If not, this one weakness may be the thing that keeps you from hitting or exceeding your 2017 goals. This post is my first post of the New Year, so let’s kick this year off with a plan to 10X the business you’re in!

13 Years ago I started my company (Stelzl Visionary Learning Concepts) using a list handed to me by a security product manufacturer. 250 names of companies that would benefit from my offering, if only I could reach them.

I was excited…

After all, lists are expensive and often filled with misinformation. My newly acquired list was clean, up-to-date, and accurate. One problem… I didn’t (at the time) know what to do with it. I emailed each prospect. I also tried calling…I took a great list of names and  turned it into sales resistors.  Now what????

Not one turned into business (at least initially). I was approaching sales like a junior sales rep, not a marketer. I was doing what most sales people do – calling repeatedly (pestering people I don’t know) to get them to buy something.

Business was slow, but I learned a valuable lesson. My friend’s list wasn’t my list.

If you want to sell more, you need one of two things. An organic list of traffic you own, or a way to convert a cold list (or cold traffic) to a list you own. In both cases you need a list you own  But I’m getting ahead of myself….

New Year, New You, New Way To Sell

Conversion: Building a List of Qualified Leads You CAN Sell To

There are four kinds of  traffic (think of each name on your list as “traffic”).  They are:

  1. Traffic you don’t own of control
  2. Traffic you control
  3. Traffic you own
  4. Traffic you used to own (which is like traffic you control but different)

What you want is traffic you OWN…so stop cold calling and start list building…

You’re in sales. And the more traffic you own, the more people you can direct down paths that lead to solutions, and profitable business. It’s win/win. And a win turns a profit. But without the conversion process, you’ll just be cold calling…

The other two types of traffic are made up of people you MUST convert to traffic you own (if you plan on growing your business this year).

Traffic You Own is The Best Traffic To Have – So Let’s Start Here…

Let’s take look at traffic you own. I love owned traffic…this is my personal list. A list I have nurtured and pruned for over ten years, with thousands of names on it.

These are the people  who have opted in to my mailing list or marketing process.

Perhaps they’ve bought something, they’ve downloaded a special report, or attended a live event. They know me by name, and have opted to give me their name and email or phone contact information. Do you have a list like this? If so, how big is it. More importantly, is it growing each month?

If you have a compelling value proposition, and you have nurtured your followers, chances are most of them will eventually do business with you in some form or another.

The key is nurturing, educating, and offering relevant solutions along the way.  Fail to nurture your group, and your tribe will fall into the abyss. Every neglected name eventually becomes  “traffic you used to own”.

In 2007 I taught classes for Cisco direct sales reps around the world. I collected hundreds of names. But lacking the automation necessary, I failed to keep up with each individual.

Occasionally I would send out an email blast but more often than not I would get “Unsubscribes” and complaints about spam. People who had once opted-in for more information and training updates had forgotten me. That’s my fault, not theirs.

Bottom line, you want more traffic you own, and you need a way to keep up with each potential buyer, farming like you would a crop of high-margin, grass-fed beef.

Then There’s Traffic You Control – Another Group I Love

You control traffic when a person subscribes to your blog, Likes your Facebook page, or follows you on Twitter.

When I do a joint venture webinar with Ingram Micro or Speak at the Avnet Partner Summit, I am in front of traffic I don’t own but can control.

In my recent Ingram Micro sessions I converted 90% of my “Controlled Traffic” to “Owned Traffic” using a simple opt-in strategy…and a conversion strategy is exactly what you need if you want to own more traffic.

Notice here that Traffic You Control is highly valuable, and the conversion metrics can be extremely high…

Using lead magnets (such as a video or special report) work well. In my recent 90% conversion event, I used a Text Msg Opt-In to a summary video of my session. It worked like magic…

Over the years I’ve tried all kinds of conversion methods, including handing out cards and brochures, passing around a newsletter sign-up list , and back-of-the-room book sales. Back-of-the-room usually converts about 20%. Following up cards converts 2%.

At an event years ago I offered a free onsite coaching session following my breakout. The conversion was low, but the business I closed was easy and extremely profitable. Some of those clients have been with me for over ten years now.

But the Text Msg Opt-In has by far been the most effective (I’m using FixMyFunnel to convert these leads).

During reseller Lunch & Learn events I doing something similar to convert. The attendee is converted from controlled or uncontrolled (which we will get to in a minute) to owned through a hardcopy letter campaign (Yes, you heard me right – hardcopy snail mail sales letters).

The event itself is an up-sell campaign delivered to controlled traffic. Our conversion with owned traffic at live events is nearly 100%. Notice that we needed to convert them from controlled and uncontrolled to owned before the up-sell could take place. So we are going from hardcopy letter, to event, to assessment…and on to MSP contract.

Finally There’s Traffic You Don’t Control – Not As Good, But Good To Have, If You Can Convert

Even though my new list was clean, the names on that list were uncontrolled traffic. They didn’t know me, had not visited my site, and had not been referred to me. My list was no different than an expensive magazine mail list.

Other examples include Social Media sites like Facebook or Google+. LinkedIn searches, guest blog traffic, youtube channel views, and organic traffic to your website offer more examples.

Converting uncontrolled traffic is similar to controlled traffic. You need a lead magnet.

Right now my oldest son is looking at various sales positions as a next step in his career. We were talking the other day about prospecting and I pointed out that finding traffic and converting it is the place to start. If you’re employer hands you a list of 300 names to call on, that last thing you want to do is start cold calling them to set up an introductory meeting.

Doing so will likely chase those people away. Better to find a lead-magnet they’ll want, and get them to opt-in. Do exactly what I did at the Ingram Micro event. Offer content and a way to get more. Then, once converted, create an ascension path just like the one I created at the Ingram Micro event and target that 90% conversion rate.

Coming later this month, I’ll be discussing how to build effective lead magnets and conversion strategies that will both build your list and create ascension to higher margin solutions you offer.  Stay tuned and feel free to post questions right here…

© 2017, David Stelzl

P.S. Transformation is here – that means security opportunities abound…are you ready?