How to sell lead generation for the big $$$!

by 228 replies
Hey guys!

I keep getting messages about what I am doing these days, and how my business is going. People keep asking about sales scripts and how I generate clients.

So that's why I've written this post. To explain exactly how to generate clients for lead generation, who're prepared to pay you the big bucks. And by that, I mean a minimum $2,000/month. (All of which is profit!)

When you're selling websites, SEO and other "commodity" products and services, it's hard work. You've got to make a lot of calls, speak to a lot of people, face a lot of rejection. The business model simply isn’t leveraged for success. Sure when you’re making $0, the idea of selling 3 websites and making $3,000 is amazing!

But after a while, it wears off. All of a sudden you’re stuck constantly chasing for clients who will only make you a few thousand. The business model needs leverage.

However on the other hand, selling lead generation (basically selling them customers) is the easiest service you will ever sell. Every business needs more customers. They don’t need a website.

It’s the difference between selling someone fruit, and selling them “look 10 years younger”. Which one of those do you think is more desirable?

When you’re selling lead generation the sales pretty much close themselves. You will quickly reach the level where you’ve got 10 clients and don’t even want anymore.

If a business makes $2,000 a sale, and you’re offering to get them 5+ sales a month, they would be STUPID not to pay you $2,000 a month to do that.

Selling websites, seo, hosting and reputation management is an incredibly unleveraged business model. Selling customers and lead generation makes sales simple, fast and easy.

Now let’s get one thing straight here about what lead generation actually is!

Lead generation is NOT building a website, ranking it in Google and then selling off the leads later. This is a popular model to follow here on the forum, but it only leads to trouble and frustration.

1. You’re doing a heck of a lot of work before being paid. You’re building sites and trying to rank them before you ever see a dollar. You MUST be paid up front. You set the rules in your business, and smart business rules means being paid up front.
2. You have zero control over SEO. You’re putting your business in the hands of Google. They’re making it harder and harder to manipulate the search engines. If you build a business off SEO, you can have your income shut down to zero in the space of 24 hours. Google changes their algorithm, and you’re income disappears.
3. You can’t control the exact amount of leads that are coming through. If you’re offering lead gen you need to be in control simple as that. Otherwise you’re in for a stressful situation.

So, if that’s what NOT to do, what should you do?

Implement basic marketing!

OMG! Who would have thought?

Haha. Yes. Implement basic marketing skills. Turn advertising into leads. Spend money on advertising, and generate leads. Leads that are coming to you or your customer asking for help. Read hot leads.

The type of advertising that you can get the biggest win right now is on Facebook. Facebook PPC.

So here’s essentially what the lead generation is:

• Figure out who you’re target market is
• Create an irresistible offer. (Free report, free consult etc)
• Send traffic from Facebook to offer
• Collect their details
• You now have a lead

It really is that simple. Simple marketing 101.

IF you’re in the business of selling websites, whether you like it or not you’re in the marketing business. So you can either avoid the elephant in the room, or you can just finally learn proper marketing.

So how do we package this up and sell it to customers?

What you’re selling is the “management” of their marketing and lead generation.

You put in place a Facebook marketing system that generates new leads on a consistent basis every week.

Here’s what I’ve recently put on a recent proposal that was accepted:

(note, this is just part of the proposal)

_____________________
For all options there is a management fee of $2,460/month + GST.
This investment covers the cost of all marketing efforts, collateral and set-up; excluding ad spend.

The recommended ad-spend is anywhere between $850-$2,750/month depending on how many leads you want to generate.

1. The Goal of option #1 is to generate 8-12 new leads a month resulting in an estimated $14,000-$120,000 extra revenue. The ad spend for option 1, is $850/month.

2. The Goal of option #2 is to generate 18-22 new leads a month resulting in an estimated $43,000-$215,000 extra revenue. The ad spend for option 2, is $1800/month.

3. The Goal of option #3 is to generate 28-32 new leads a month resulting in an estimated $60,000-$290,000 extra revenue. The ad spend for option 3, is $2750/month.

_____________________________

Can you see what I’ve done there?

I’ve linked the ad spend had been directly linked to the revenue outcome.

This makes it such a simple, easy choice. “Oh crap, I can make $50,000! That’s easily worth a few grand a month”

So what’s the sales process to sell this?

Well first of all, if you can generate some leads of your own, it makes it a lot easier. But if that isn’t an option, here’s what to do:

__________________________________________

1. Call businesses and build desire in what you do
a. Find out their pain points
b. Show them a way to get their goals
c. Illustrate how much money they could make
d. Tell them that in order to put together a solid plan, they must fill out a questionnaire

2. Make them fill out a questionnaire and email it back. This is a barrier for entry

3. Using all the info they’ve given you, put together an irresistible proposal for your services.

4. Send them the proposal, and call them the next day. The offer is SO valuable they will not turn it down.


If you follow that, you will find it 1000x easier to sell high level, residual services than you do selling websites and SEO.

I changed my business over from selling things and websites, and within 6 months I was making over $20,000 residual every month from 10 clients.

Obviously it’s hard to include everything in 1 post without making it go ridiculously long. But if you’ve got specific questions I might put together another post answering them later 

Thanks guys!

James
#offline marketing #$$$ #big #generation #lead #lead generation #local business marketing #offline #sales #sell
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  • Profile picture of the author yixar
    I've seriously been rolling this same business model around on my tongue for a couple weeks and have been searching on here to find someone, anyone who shares my sentiments. Its great to find a kindred spirit and what timing! I decided on Sunday, to start making my calls tomorrow. This thread has really helped to put me in the zone.

    Keep at it James!

    Rahel
  • Profile picture of the author g2biz
    Dude this makes so much sense! Thanks as a newbie I greatly appreciate this info as I've been spraining my brain how to break the ice!!!
  • Profile picture of the author Dizain
    Great info thank you so much
  • Profile picture of the author mjbmedia
    Hell yeh James

    I have a couple of guys who go out and open up the relationship, mainly touting SEO as that's what they've always done, now though they are in with me, they can offer the works, total marketing solutions, they're no longer pigeon holing the prospects but openly talking with them and offering lead generation, conversion optimisation, client monetisation (OK they don't call them that to the clients of course).

    They get the interest, then I take over and show the business owner the true potential of their business, how much money they are leaving on the table by only running the marketing that they are currently doing (whatever it is it's never as much as they could be doing)
    A few simple questions like 'where do the majority of your clients come from' (as in paper ads, SEO, etc) , whats your best selling and whats your most profitable product (hardly ever known and even more rarely the same product), simple questions that they are kind of embarrassed to have to say 'I don't know' to , but I don't make them feel bad, why should they know they're not marketing genii, they're business owners who know tonnes about their industry, not about mine.
    It excites them that someone is finally in tune with them, not trying to smash them into a hole that they don't fit into by pushing SEO onto them, but instead creating a integrated marketing strategy around their business and it's future growth plans and aims.
    Signature

    Mike

    • Profile picture of the author s62731
      Originally Posted by mjbmedia View Post

      It excites them that someone is finally in tune with them, not trying to smash them into a hole that they don't fit into by pushing SEO onto them, but instead creating a integrated marketing strategy around their business and it's future growth plans and aims.
      Haha yeah exactly, I couldn't agree more.

      Most business owners I speak to these days have very dim views of SEO people and even web designers.

      "This SEO guy promised be first page of google and nothing happened"

      or

      "The guy is STILL halfway through my website and it hasn't been finished. It started 3 months ago!"

      So by being completely different. By positioning myself in a completely different segment of the market to those guys, I can avoid all the negative connotations that they bring.

      Also, if someone has to choose between first page of Google OR 15 hot leads every month... I know what they're going to choose
  • Profile picture of the author AussieT
    Great post

    Do you only use Facebook ads to generate the leads for clients?
    • Profile picture of the author s62731
      Originally Posted by AussieT View Post

      Great post

      Do you only use Facebook ads to generate the leads for clients?
      Hey AussieT,

      There are 3 forms of Ads I use.

      FB Marketing 90% of the time.

      Google adwords maybe 5% of the time.

      Linked in about 3% of the time.

      Setting up JV's 2% of the time.

      But right now pretty much every business can get huge results from Facebook.
  • Profile picture of the author kochtgr
    Nice post but how can you guarantee that these leads translates to clients? I don't want to sound negative but turning a lead to a client is not that simple and it's a different thing when you sale leads than promising real clients. What are your thoughs on that?
    • Profile picture of the author s62731
      Originally Posted by kochtgr View Post

      Nice post but how can you guarantee that these leads translates to clients? I don't want to sound negative but turning a lead to a client is not that simple and it's a different thing when you sale leads than promising real clients. What are your thoughs on that?
      You're right. That's why I don't guarantee clients. I barely guarantee leads. I give an estimation, but I frame it around customers. That's a skill all on it's own.

      At the end of the day, I can't guarantee that they no how to sell. I am not the one on the other end of their calls making sure they close.

      That's their job.

      But in saying that, I know what the average close rates are in different industries. So that's what I work with.

      These clients want to see confidence. They CRAVE confidence and leadership when they're spending money on marketing and advertising. SO I give it to them.

      I also lock my clients into 6 month agreements. They get a trial month first (fully paid of course), to test it out before they have to commit. That makes them feel at ease.

      My guarantee is that if they don't generate at-least 1 client/customer in the first month I will give them a refund. That also makes them feel at ease.
  • Profile picture of the author Rus Sells
    Have you tested mobile PPC yet?

    Oh also I recently read that many small businesses are wasting up to 25% of their PPC ad spends each month.

    AI REALLY agree with what you said here:

    So by being completely different. By positioning myself in a completely different segment of the market to those guys, I can avoid all the negative connotations that they bring.
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    • Profile picture of the author Greg guitar
      Originally Posted by Rus Sells View Post

      Oh also I recently read that many small businesses are wasting up to 25% of their PPC ad spends each month.
      I believe it's more like 75-95%. Most of them just send the clicks to their regular website. They spend a ton of money on clicks, and then expect the website to get the phone ringing without using a landing page or a clear call to action; in other words they have no actual PPC campaign. Instead they are squandering PPC money on simply getting more visits to a site which does a poor job of lead gen, and might not even connect to the message in the ad. Changing that alone could make you the hero.
  • Profile picture of the author kochtgr
    ok but if that's the case there are many lead generation services offering 1 lead per $10-15 so how the leads generated by facebook would be better than any other leads in the market?
    • Profile picture of the author s62731
      Originally Posted by Rus Sells View Post

      Have you tested mobile PPC yet?

      Oh also I recently read that many small businesses are wasting up to 25% of their PPC ad spends each month.

      AI REALLY agree with what you said here:
      Yes I have done some stuff with mobile traffic. A lot of the pages I create work fine on mobile traffic. However*... On facebook there is an option to only display ad's to people on wifi networks.

      When people are at home or sitting down they're way more likely to be engaged. When they're out on the go, they have too many distractions.

      Originally Posted by kochtgr View Post

      ok but if that's the case there are many lead generation services offering 1 lead per $10-15 so how the leads generated by facebook would be better than any other leads in the market?
      Well my friend, those are not the sort of leads I offer.

      The leads I offer know exactly who the company is, know who will be calling them, and are ASKING for the company to call them.

      That is a completely different thing to those $10-$15 leads you're talking about. Those cheap leads are just database crap.

      Its a completely different service. You're comparing apples to a pile of rocks in the garden.
  • Profile picture of the author Instagage
    Incredible amount of valuable information. Thank you so much for posting.
  • Profile picture of the author trader909
    Banned
    what are you charging for option 1,2,3?

    The recommended ad-spend is anywhere between $850-$2,750/month depending on how many leads you want to generate.

    1. The Goal of option #1 is to generate 8-12 new leads a month resulting in an estimated $14,000-$120,000 extra revenue. The ad spend for option 1, is $850/month.

    2. The Goal of option #2 is to generate 18-22 new leads a month resulting in an estimated $43,000-$215,000 extra revenue. The ad spend for option 2, is $1800/month.

    3. The Goal of option #3 is to generate 28-32 new leads a month resulting in an estimated $60,000-$290,000 extra revenue. The ad spend for option 3, is $2750/month.
  • Profile picture of the author s62731
    "For all options there is a management fee of $2,460/month + GST.
    This investment covers the cost of all marketing efforts, collateral and set-up; excluding ad spend."

    That is for this particular client. The average amount changes depending on the difficulty and size of campaign. I have a client all the way up on $10,000/month!
    • Profile picture of the author JRoon
      Does this work for local businesses such as HVAC, electricians, etc. I've found running ads on FB can be tough for those niches...
    • Profile picture of the author shockwave
      Facebook Marketing huh? Maybe I missed it, but did you mention what industries you're working in? Is it local marketing or nationwide?
  • Profile picture of the author DS Marketing
    James -- awesome post! In terms of getting the leads for your clients, do you do the work yourself or do you have a team that handles that piece of the business?
  • Profile picture of the author s62731
    Hey Guys,

    So a few things:

    I don't generally work with plumbers and roofers and such. However I DID get an amazing result for a concreter. He averages about $4,000 per job, and got him 4 jobs in the first month. He was wrapped.

    And YES you can easily get them work using Facebook. But they key is to turn it from an event based service, into a service you an sell anyone at anytime. Read this article by Dan Kennedy: http://www.dankennedywebsite.com/lesson6.htm

    However it's pretty easy to target people who might be renovating and stuff. But you can also drive PPC traffic from Adwords aswell.

    Some other clients I work with:
    Dentist
    Real Estate
    Property Developers
    Speakers, coaches, consultants
    Financial Planner
    Concreter
    High rise window cleaning.

    I don't target tradie type businesses, but at the end of the day marketing works for each and every business. There is no "my business is different". You put an irresistible offer in front of your target market. Simple as that.
    • Profile picture of the author mjbmedia
      Originally Posted by s62731 View Post

      Hey Guys,

      Read this article by Dan Kennedy: http://www.dankennedywebsite.com/lesson6.htm
      in typical DK fashion , he tells the story well but regretfully doesn't explain why he chooses to open the first 'normal' letter mailed direct from the plumber, nor the follow ups, what makes him decide to open them when in his own words, mail is opened over the trash bin , unless (and I am guessing this is the case but it was missed off the story which it shouldn't have been, but I am also wondering how many people are switched on enough to have even wondered/noticed) the mailing said 'from Al your 'mates' favourite plumber' or something.
      Signature

      Mike

    • Profile picture of the author Darrin Bentley
      Originally Posted by s62731 View Post

      Hey Guys,

      So a few things:

      I don't generally work with plumbers and roofers and such. However I DID get an amazing result for a concreter. He averages about $4,000 per job, and got him 4 jobs in the first month. He was wrapped.

      And YES you can easily get them work using Facebook. But they key is to turn it from an event based service, into a service you an sell anyone at anytime. Read this article by Dan Kennedy: http://www.dankennedywebsite.com/lesson6.htm

      However it's pretty easy to target people who might be renovating and stuff. But you can also drive PPC traffic from Adwords aswell.

      Some other clients I work with:
      Dentist
      Real Estate
      Property Developers
      Speakers, coaches, consultants
      Financial Planner
      Concreter
      High rise window cleaning.

      I don't target tradie type businesses, but at the end of the day marketing works for each and every business. There is no "my business is different". You put an irresistible offer in front of your target market. Simple as that.
      While this sounds good in theory (and I'm sure success may be possible with this method), I think it's a LOT more difficult to implement let alone turn into a successful business model. I understand you have to target specific business's (preferably ones that have a potential budget to hire you for lead gen), but what about areas that just don't have those kinds of businesses?

      Example: I'm in a rural area with very few businesses that would have that kind of advertising/marketing budget. So for a "local" business model, this just wouldn't make sense.

      Now, assuming I DID have a multitude of business's in my area that would support this type of business, your idea to "geo" target via FB PPC ad's to get people (targeted leads) into YOUR sales funnel just doesn't seem to make sense.

      Can you give a few examples of "irresistible offers" you might use on some of the businesses you mentioned above? Please understand I'm not trying to be negative, just trying to see how this could work. Thanks.
  • Profile picture of the author zoro
    Some great info here, thanks for sharing.

    Question: If you're using FB ppc ads, are you sending the clicks to your clients landing page or to your own?
    • Profile picture of the author warscout11
      Great information here and thank you for sharing! I think the biggest hurdles for me would be:

      1. How do you deal with the question of references with your clients when you're first starting out? Will they trust giving you $3k up front without references? I know you offer a money back guarantee, but still. Would you recommend starting out by online advertising to attract clients into your funnel? Or start locally in person?

      2. Generating the leads via Facebook. I know you posted the Dan Kennedy link but it's still not clear to me how to effectively create an ad, landing page, and an effective approach to attract qualified traffic and generate leads. Everything here makes excellent sense to me except for a step by step method for generating the leads. Can you elaborate on this at all? Or recommend further reading or a course on this?

      I appreciate any help you can give, and I just downloaded your report.
    • Profile picture of the author warscout11
      [DELETED]
    • Profile picture of the author warscout11
      Originally Posted by zoro View Post

      Some great info here, thanks for sharing.

      Question: If you're using FB ppc ads, are you sending the clicks to your clients landing page or to your own?
      I think it's his own funnel. Once in the funnel, he sends a free report and follow up emails. Eventually he emails the lead an opportunity to have a free consult with the client, thus potentially generating the client a sale.
  • Profile picture of the author internetmarketer1
    I think this is a great idea with superb simplicity. I have done this in a certain similar way, but I would recommend doing anything else you can to change it up to help make it easier on you since there are other avenues to generate leads aside from FB.
  • Profile picture of the author vndnbrgj
    Thanks for the info James.
    That's a nice site you got there too.
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  • Profile picture of the author ken5000
    Wow! I just had a call with James. it was one of the most valuable calls I've ever had! It was a life changing moment for me. Highly recommended!
    • Profile picture of the author s62731
      Originally Posted by ken5000 View Post

      Wow! I just had a call with James. it was one of the most valuable calls I've ever had! It was a life changing moment for me. Highly recommended!
      Haha more than happy to help Ken

      Originally Posted by vndnbrgj View Post

      Thanks for the info James.
      That's a nice site you got there too.
      Thanks mate.

      Originally Posted by internetmarketer1 View Post

      I think this is a great idea with superb simplicity. I have done this in a certain similar way, but I would recommend doing anything else you can to change it up to help make it easier on you since there are other avenues to generate leads aside from FB.
      Hey mate, thanks for the comment. However I disagree about the "easier than Facebook" thing. Right now, Facebook is like Google back in 2004.

      It's sitting right there for the taking. I get email leads for between $3-$10, and phone leads for $20-80 depending on the niche. In-fact one of my business parters filled a property seminar for as little as $14 a head. Using Facebook.

      Now I would be VERY surprised if I was seeing anyone get better results than that.
    • Profile picture of the author Vid Yo
      Originally Posted by ken5000 View Post

      Wow! I just had a call with James. it was one of the most valuable calls I've ever had! It was a life changing moment for me. Highly recommended!
      Hi James, I signed up to have a call with you. After seeing this post, I'm even more anxious to speak with you than I already was!

      When can I expect a call? (Btw, I sent you a pm a few days ago.)
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  • Profile picture of the author trader909
    Banned
    true this is..

    SEO "superstars" cold calling to sell their offers...oh the irony of it all.
    “Hey, if you want more customers coming into your business I can help!
    Except I can’t do it for myself. That is why I am cold calling people out of the
    yellow pages.”
    It’s quite ridiculous isn’t it?
  • Profile picture of the author chersern
    Hi James,

    Have read your report. Great stuff! Some questions:

    1. How do estimate the revenue potential? I was talking to a financial planner and we do not know how to put a number to that.

    2. Do you have one lead generation website for each target market? i.e. one for lawyers, one for planners, etc.?

    3. Can we give the same lead to two different companies? or is it exclusive for each.

    4. Ad spend would differ across different industries. Lawyers more expensive than plumbers. Would that be correct? How do we estimate the cost? CPC?

    5. What details do you collect? Just contact details or more to qualify the lead?

    Have signed up and waiting to join your network!

    Cheers,
    John
    • Profile picture of the author repstein
      I really liked the $240k report I downloaded. I have these same questions... the biggest one is how to estimate the number of clicks needed to generate a single opt-in, and the number of opt-ins to generate a consultation for the client.

      Also, how do you develop a freebie info product for the client? Let's say it's a plumber- I don't know much about plumbing beyond using a plunger.

      Originally Posted by chersern View Post

      Hi James,

      Have read your report. Great stuff! Some questions:

      1. How do estimate the revenue potential? I was talking to a financial planner and we do not know how to put a number to that.

      2. Do you have one lead generation website for each target market? i.e. one for lawyers, one for planners, etc.?

      3. Can we give the same lead to two different companies? or is it exclusive for each.

      4. Ad spend would differ across different industries. Lawyers more expensive than plumbers. Would that be correct? How do we estimate the cost? CPC?

      5. What details do you collect? Just contact details or more to qualify the lead?

      Have signed up and waiting to join your network!

      Cheers,
      John
  • Profile picture of the author trader909
    Banned
    And if you charge $2k month for xx leads...surely only about 50% of that is profit?
    • Profile picture of the author BillyParadise
      Originally Posted by trader909 View Post

      And if you charge $2k month for xx leads...surely only about 50% of that is profit?
      I guess you missed the management fee part.

      This strategy is brilliant.

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