1. L = List of names &
2. E= Email addresses
3. A = Addresses to mail
4. D = Digits to dial
5. S = Segmentation for distribution
Lead cultivation does not start with what to do, or even how to do it. Lead cultivation must start with understanding why. In fact, every decision we make must start with why.
Why do you need a lead’s name, phone number, email (Facebook contact) or mailing address?
Why must the lead’s info make it into the correct CRM database or spreadsheet?
Why should they set an appointment with you?
Why should they meet with you?
Why should everyone with a problem get your solution?
Why are your products superior?
Why are you a great solution?
Why is your company A great company?
Why should they make the decision right now and not 2 months from now?
Being self-disciplined to search out leads daily is the key to success. Most sales pros put the emphasis (All their focus) on the opportunity in front of them. While this is important, our attention should be focused on filling our sales pipeline with leads.
It is counterintuitive, but the most successful sales pros in the country focus on filling their pipeline. Filling their own marketing funnel. Taking 100% responsibility for their marketing funnel and remaining disciplined to the habit of lead generation and prospecting daily.
Discipline is understanding structure and following the rules. Leaders obey the rules and are able to enforce the rules. Successful leaders are able to inspire others to do the same. To Obey What is Right
How can I find over a list with over 100 HOT leads today?
Repurchase leads- Pull a list from the CRM system of those at the end of their buying cycle. It starts with current customers who are at the end of the product's life cycle and at the start of the buying cycle. For our organization really great leads people who have had their hearing aids for 3 years or more.
Missed sales lead – Pull a list from the CRM system of all your qualified leads that you have presented to but not sold. Test Loss No Sales. These are hot leads. Many of the leads that were once motived to meet with you for one reason or another. This list is easy to prospect from.
Recently purchased – Pull a list from the CRM system of customers who recently purchased. They are likely to be happy with your service and most likely to know someone who needs an appointment. This maybe your 24 – 48-hour callbacks. Or people out of their trial period. During the call, you need to ask for referrals, but the list is still a hot, hotlist.
Competitive leads - Pull a list from the CRM system of those have identified as competitive product users. Competitive product users are hot leads because you know they are likely qualified buyers.
Affinity group leads - a group of people linked by a common interest or purpose. This might be someone who goes to a specific church, retirement groups, networking groups, senior living organizations, senior citizen centers, fitness centers or any other senior-focused group.
Your cell phone - Pull out your cell phone. Go to your contacts. How many numbers are in your cell phone? I’ll bet it is a lot. More than 100? Now, I understand that not every one of these names are potential buyers of our product. Everyone on that phone knows someone who is a potential prospect.
Your social media contacts – Pull up Facebook. Go to your friend's list. How many contacts are in your Facebook friends list? I’ll be it is a lot. More than 100? Now, I understand that not every one of these names are potential buyers of our product. Not everyone is someone who runs a club or a group you could speak to, or could help you set up a table screening event. Everyone in that phone knows someone who is a potential prospect.
How should I categorize my leads?
You should categorize your leads in three ways:
1. Hot Lead – Prospect who is likely to book an appointment
2. Warm Lead – Potential to refer you a lead or prospect
3. Cold Lead- Anyone with a name, phone number, email, or
How should I organize my leads?
You should organize your leads with a spreadsheet or google sheet. You should have the following information on your spreadsheet.
Name, phone number, email address, mailing address, type of lead (Current, Competitive, Prospect) and category (Hot, Warm, Cold)? By having this info on your spreadsheet, it helps you know what message you need to deliver when you start prospecting. All of this information should be entered into the CRM system.
What is the difference between a lead and a prospect?
A lead becomes a prospect once you have spoken with them and have determined if there is a reason for an appointment. According to Google, a prospect is a person regarded as a potential customer, client, etc. A sales lead refers to the data that identifies an entity as a potential buyer of a product or service. Businesses gain access to sales leads through advertising, trade shows, direct mailings, third parties, and other marketing efforts.
In a nutshell, a lead is the data. A prospect is determined after speaking with the person. Marketing to a lead is considered prospecting if you are attempting to set an appointment.
What is lead cultivation
Lead cultivation or nurturing is the process of establishing a relationship with a lead and keeping in contact with that lead as they move from cold to warm, and warm to hot. The cultivation or nurturing is what moves a lead through the decision process to becoming a prospect.
For instance, sending an email with education to a lead is nurturing a cold lead to a warm lead. This referral partner may become a warm lead when they reach out to you for themselves.
What can I do to contact and cultivate my leads?
You can do a number of things to reach out to your leads. Send a letter, email, call or direct message via Facebook. The more data you have for your leads, the more ways you can contact your leads.