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

by s62731 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
    Banned
    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.
    • 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.

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