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How to Acquire More Leads

Written by: Donald F. Pooley

Article Overview: The most effective prospecting techniques were revealed in the August 1st, 2002, issue of TIP (see http://www.eTIP.ca/) that resulted from a survey of financial advisors earning over $200,000 annually.

How to Acquire More Leads

The most effective prospecting techniques were revealed in the August 1st, 2002, issue of TIP (see http://www.eTIP.ca/) that resulted from a survey of financial advisors earning over $200,000 annually. Here's how they rated the following techniques: Referrals from clients, and non-clients...............100.0% Contacting clients by phone, or in person............. 69.6% Seminars, teaching classes............................ 60.9% Speeches, talks to civic, trade, and select audiences. 60.9% Participation in organizations composed of clients.... 56.5% Printed newsletter, mailed or hand-delivered.......... 47.8% Electronic newsletter, faxed, e-mailed, or on website. 43.5% Writing articles for newspapers, magazines, or books.. 43.5% Professional public relations......................... 34.8% Cold e-mailing, faxing, or mailing brochures, etc..... 26.1% Working with the media................................ 21.7% Cold calling, by phone, or in person.................. 17.4% Website focusing on you, and your business............ 17.4% Directory listings.................................... 8.7% Advertising in newspapers, magazines.................. 4.3% To improve your prospecting reallocate time or money that you’ve been spending on techniques in the lower part of the list to those you have yet to try in the upper part. The easiest one to add is a newsletter. Start by buying one where you can print or email it to clients, and prospects. Then ask clients you’ve been sending it to for referrals. In the first issue to these referrals include a note that says “Bill Smith told me you’d find my newsletter useful”. To maximize referrals work in a niche market. If you deal mainly with dentists, for example, they know other dentists to whom they can refer you as someone who specializes in advising dentists. Your seminars, speeches, newsletters, etc. can also target their needs. Successful prospecting is an ongoing regular process. It’s the raw material, the ore, from which sales are made. So make prospecting your primary daily activity.

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