Tuesday, June 28, 2011

It’s Really In The Outbound

How many emails, how many sales calls do I get by online web guys, SEO experts, get 2000 leads on line in a day people? Every week they hit me with their offers of more and more leads. It is wonderful to be loved. Now I admit my web site is nothing to write home about but it is getting the job done, people are finding it, reading it and some are reacting and even becoming clients. And as much as these wonderful people want to help they don’t seem to understand that in some categories with the help of landing pages I come up #1. Include that with my #1 status in a local search and well . . .

But hold on a second, let’s look at this a moment. Seems these we will make you #1 on Google guys are doing, can it be, OUTBOUND MARKETING. Oh MY Gosh, say it ain’t so! They are selling me “inbound marketing”, using “outbound marketing” techniques.

Don’t get me wrong here; I don’t want to be misunderstood. Having a marketing strategy of being found is good and being 1st on a Google search is a beautiful thing but it just does not create enough volume. We, you and I, need a certain number of leads which can then be converted into a certain number of sales to stay in business. Inbound leads only make up a small percentage of those needed prospects.

To get it done you need to implement two key elements, predictive prospecting and an outbound marketing plan.

When you need to find who would buy from you. You can find names but who out of the 1000’s of names you can collect are real prospects? Here is my way of finding top prospects, the same way I do it for my clients. I ask them to tell me 2 different things. 1st who are their top 10 customers. 2nd what kind of work is most profitable for them to do. If you can tell me that I can compile a list of the best possible prospects that will fit your business. Once you have this list of golden leads you are already down the path of easier closes because you know this kind of prospect and you already know you can help them with what you are now doing. Be lazy my friend.

The 2nd part is you need to go out and get proactive about prospecting, which is why many companies call us. It can be telemarketing, cold calling, direct mail, email blasts, but it is about pushing, yes pushing yourself in front to the prospect to talk to them, let them know you exist to help them in your specialty. Do it right you will find this the fastest way to find selling opportunities. Unless you are lucky most people do things and buy from the same companies they have worked with before. As Muhammad Ali once said, “You Got To Beat The Champ”. To beat him you have to go after him, not just trade online punches.

A special mention here of Social Media needs to be made. Singularly it is an important channel for you to be working. If you are paying attention to your 3 F’s (friends, followers, fans) you can send out targeted messages and get instant feedback which you respond to. Remember Social Media Marketing is about being social and that means you need to be there to socialize and become a known factor in your area of expertise, the expert in your field. It your listening your 3F’s will tell you everything you need to know to sell them.

Larson Notes & Satire: Be lazy my friends. Outbound Marketing is becoming a lost art. Sales people and even marketing professionals want to take the easy road to lead gen and prospecting, but the easy road is not the lazy way to do it. I strongly urge you to be proactive with both your inbound and your outbound marketing / sales work. Get 1st page in Google, twitter your way to the top, find your Facebook fan feeding frenzy that is all fine and wonderful but take a hint if you want to be “found” you need to be seen and the best way that I know of is in outbound sales and marketing. Don’t wait from them. Even if your 1st page Google, if they don’t search they won’t find you.

Create a balanced sustainable attack for long term success. Together inbound/outbound marketing can deliver you the best and most leads possible. Be lazy, stay lazy my friends.

Remember our 3 new programs for 2011
1st is our Virtual Sales Manager Program.
2nd our Sales Function Outsourcing Program
3rd our Virtual Business Consulting Program

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better


P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

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