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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:

    John holds four degrees (law, hotel management, literature & computer science, and theater), two decades of technical education, and has twenty years of extensive work experience in the fields of real estate property valuation, mortgage finance, and home sales. John is the founder and Broker-Owner of Coleman Tanner Realty 🏡 in Florida. As a writer, John has been self-publishing books since 2012. His latest nonfiction book, The Entrefluential Broker, is a DIY guide to launching your own real estate brokerage business. John’s forthcoming book, STR Conversions, will inform real estate investors of how to quadruple their rental income via his new “hotel hacking” strategy. He plans on taking his lessons to online and offline speaking stages to share his tactics with investors in the second half of 2022. To discuss speaking engagements and workshops, interested parties can send inquiries to John’s assistant, John Paul, at TELbookings@gmail.com. In addition to writing, John has a love for filmmaking that began while studying theater at Miami-Dade College in 1994. Most recently, he completed the 14-Day Filmmaker Academy by contemporary tv commercial experts, Paul Xavier and Anthony Gallo. 🎥 John plans on overseeing the shooting of in-house “reality tv” videos for his real estate practice, Coleman Tanner Realty. 🎬 John also aspires to executive produce independent films that will be a hybrid of the film noir + murder mystery genre and something new, futuristic, and aesthetically appealing to modern day film enthusiasts (think, anime in real life meets Sherlock Holmes). 🌹John also enjoys romantic comedies and Hallmark dramas (he wrote a romantic novella titled Faithfully, available on Amazon under the pen name of Jack Morgan) - so stay tuned for romance films as well. When he’s not 🖥 online studying film production, AirBnB, real estate, online marketing, or watching movies and his favorite TV shows on Netflix or the tube 📺 for inspiration, 🎼 John also enjoys playing the guitar 🎸 and piano 🎹 in his free time. John is also learning Tai Chi and White Tiger QiGong on the tube, and was a former Judo student while attending FIU.

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