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Perfect Your Online Sales Lead Generation Process

Aug 21, 2008
The biggest constraint to most businesses is attracting the right kind of prospects that can be converted into lifelong clients who make repeat purchases and refer others to you. Therefore it is important to understand how to attract the right kind of clients. Here's an overview of how to set up your high-performance lead generation process on the internet.

We'll look at:

1. Your Selling Philosophy

2. Determine a Lead Definition

3. How Do You Generate Leads?

4. How Do You Test and Track?

Define Your Selling Philosophy
When it comes to defining your selling philosophy, it's not as easy as it sounds. Let's figure it out by asking a few questions. Why are you in business? How do you specifically engage with both prospective customers and those who are already clients? How do you convince these people of the value of what you offer? What's your role as it relates to customers and prospective customers? These can be rather weighty questions, but what this is meant to do is to define your corporate philosophy, why and how you do what you do. This is the driving force behind the execution of your lead generation strategy.

Determine a Lead Definition
Now, let's talk about what a lead is and isn't within your organisation. It might seem obvious to you what a lead is, but it's not quite that simple. You need to take the time to define in detail what a qualified lead is; if you do this, you're going to be able to attract more of them.

One of the more common shortfalls of not having a specific definition is that you spend too much time on prospective customers who just aren't ready to become true customers, thus wasting valuable time that could be spent on those prospective customers who truly are ready for a sale.

Set up Your Lead Generation Map
Have a visual "map" that's going to describe everything in your sales process from time you first meet a prospective client to the time you actually make the sale. Dr. Marc Dussault defines this as your "pathway to profits."

You need an effective lead generation map if you want to design and enhance a lead generation process. The more complex the sales process you have and the more complex your lead definition, the more components are going to be needed on the map to convert those who are just visiting into actual customers.

For example, your lead generation map might begin with your process to traffic generation, followed by tracking an opt in with a white paper or special report. Then, you could move on to automated messages, which can be designed to inform and educate prospects even as you overcome any objections for prospective clients and weed out those who are not likely to complete a sale. This is quite a simple example, of course, and many other situations can apply.

Test and Track
Because you're on the Internet, you have a previously impossible ability to "read" the minds of your website visitors as they go through your particular process for lead generation. Minimally, of course, you'll need the ability to track your website visitors in detail, using web analytics. A good tool for this is Google Analytics, because it's free and powerful.

Secondly, being able to track your marketing efforts and expenditures, whether it's online advertising, email marketing, or off-line methods like print or mass media advertising. If you're not tracking everything on your website, you're throwing away a huge source of leverage and leaving cash on the table.

If you remember our brief discussion about the lead generation process map, take note that analytics is going to help you turn this into a true business tool. With analytics correctly installed on your site, you can set goals for yourself for all major areas on your map, such as inquiry or opt in rates. Once you have actual numbers for all the key points on your map, next you'll need to be able to put into play optimisation strategies in the right areas at the right times, so as to gain the results you want.
About the Author
About the author: David B. Ascot shares valuable information about online lead generation that you can discover by checking out the consultant's advice on lead generation strategies.
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