Posted in Uncategorized

7 Rules for Professional Services Lead Generation

Image source: Pinterest
  • Growing a service firm’s revenue starts with positioning yourself to generate, nurture, and convert leads. Here’s 7 Rules to guide you:
    1. Plan for outcomes and ROI.
    2. Offer value in marketing and selling that will resonate with buyers and differentiate your firm.
    3. Create and leverage offers and experiences like thought leadership in the form of books, white papers, seminars, speeches, and other tactics.
    4. Use the right lead generation tactics for your firm.
    5. Sustain lead generation and lead nurturing efforts.
    6. Measure, test, and improve your lead generation and nurturing efforts.
    7. Build your brand through lead generation.

    Source: Professional Services Marketing by Mike Schultz & John E. Doerr

    Planning your lead generation marketing begins with the end in mind (Dr. Stephen Covey), and in this case you should consider how many leads you expect to receive for your dollar spend. Are you hitting your return on investment benchmark?

    Your firm can offer value in the form of free initial consultations, low-cost services, or free information that should benefit your prospective clients.

    Provide deliverables that identify a problem and solution for your prospects, while elevating your status as an expert in the minds of your audience.

    Not all lead generation is equal. Some methods are better suited for your industry. Figure out what works, then scale up or down your inertia to match your firm’s capacities to serve your conversions well – better yet, superbly.

    Don’t drop the ball! – metaphorically speaking. Keep your marketing efforts running on auto-pilot so that you aren’t on a rollercoaster of ups and downs in business development.

    Run A/B tests to maximize your lead generation, conduct quality assurance surveys among your audience to improve your nurturing efforts, and check in on your ROI frequency.

    Strive to increase your firm’s recognition as the “go-to” firm in your niche/geographic region. Not only are you striving to achieve Top of Mind Awareness (TOMA), but you want to create an insatiable desire within your audience so that they crave to work with you.

    Lastly, convert your leads to buyers.

    When your buyers are very, very satisfied with your service, they’ll become racing fans who love to tell others about their experiences working with you, which is the best type of lead generation of all – clients for life! (And referrals!)

    Author:

    Bio: Entrepreneur | Speaker | Author | Instructor I am a modern day polymer, a nuevo "Renaissance Man." It is impossible for me to stick to any one thing when I am fascinated by the riches of the world (and I don't mean money), but I'm not interested in being labeled a "Jack of all trades." I have thoughtfully chosen to focus my energy on a few trades: military service (from ages 17 to 27), performing arts (acting, in both film and theatre, and music), entrepreneurship (real estate sales, mortgage finance, and appraising), education (K thru 12 and online real estate course creation and instruction), law, writing (I have published a few books, from pedagogy to romance, to network marketing (my present work-in-progress), and speaking (so far I have had the privilege of being an alumni guest speaker at two university events. Current Status: I am the Broker|Owner of Coleman Tanner Realty in Florida, as well as the Executive Director and Chief Legal Officer of REX Cinema Productions, based in Jacksonville, Florida. History: These are some of the titles I have/had in my life journey: Student, Actor, Musician, Drama Club Director, Author, Content Creator, Soldier, Sailor, Sales Associate, Store Manager, Appraiser, Real Estate Broker, Mortgage Broker, Attorney (non-licensed), Teacher, Dept. Chair, Executive Director, CEO, Father, Son, Brother, Cousin, and Nephew. Personality: I am purpose-driven. I love most people (despise some, though I try to mask it and eliminate it from my being.) My favorite color is blue, my favorite number is 3, and my favorite music is smooth jazz. I like cigars, bourbon (Jack Daniels) and scotch (12 year, single malt), wine (mostly red) and craft beer (mostly from Belgium and Germany). I LOVE to travel. Future Aspirations: When I grow up, I'd love to own a yacht so that I can more off the coasts of CinqueTerre, Italy and Marseilles, France, a luxe condo in downtown Miami, and a small Tuscan Villa on the water in Ponte Vedra Beach (or maybe Fernandina Beach, Sea Island, St. Simon's Island, or Jeckyl Island - pretty much somewhere in north Florida so my family and I can enjoy sitting by the fire pit outdoors while enjoying a good glass of wine, baked Brie, Manchego cheese, and prosciutto, and engage in excellent conversations.

    Leave a Reply

    Fill in your details below or click an icon to log in:

    WordPress.com Logo

    You are commenting using your WordPress.com account. Log Out /  Change )

    Google photo

    You are commenting using your Google account. Log Out /  Change )

    Twitter picture

    You are commenting using your Twitter account. Log Out /  Change )

    Facebook photo

    You are commenting using your Facebook account. Log Out /  Change )

    Connecting to %s

    This site uses Akismet to reduce spam. Learn how your comment data is processed.