I  authored this document when I was a General/Sales Manager.  There are things every business can do every day to generate leads.  Those things don’t have to cost a lot (or any money).  You just have to do these things diligently, and you can stay successfully and productively busy in nearly any organization, and in any economy.

These were designed for a sales organization that was in a construction industry, but they can be adapted and applied to nearly every type of business that sells products or services.

I will tackle one item per blog for the next 10 blogs.  (You will see I am a big fan of Top 10 lists.

“Estimator’s Top 10 Guide For When You Are Short of Leads Any Day”, by Allen Beck, AKOR Services

1.  Follow up on existing leads.

This seems amazingly simple, but you would be amazed at how many salesmen do a quote or estimate for a customer, and when they don’t meet with immediate success, they simply move on to the next opportunity.  I have seen it time and time again that persistence and diligence are what wins jobs for salesmen.

I am also continually amazed when “professional” salesmen do not follow up with their leads.  That might mean not even showing up for an appointment, or it might mean not following up with an estimate or proposal.  It could mean giving up too early, thinking that “the juice is not worth the squeeze”. That could be because in some way the estimator pre-judged the client. All of these situations are very bad and are not the mark of a “sales professional”.

When you just need to stay in touch with a lead or potential client, here are some good topics to discuss with them without threatening them:

• “How is the current job progressing?  Has it been awarded yet?”  This demonstates that you are interested in the customer and their project.
• “Are you having any current problems or questions about moving forward with the project?  Any questions that I can answer for you”  Ask open-ended questions.
• Take this opportunity to always exceed the customer’s expectations and they will remember you.

If you are a contractor, is there a yard sign promoting your business in their front yard?   There should be (if your client will allow it).  That provides credibility for your salesman and your business with your client’s neighbors and will likely bring you more business if you are doing a good job.  If you don’t have yard signs, or they are not appropriate for your business, then hang “door hangers” in neighborhoods where you are working.  If you get the opportunity to talk to another client, tell them you have just provided your products or services to one of your neighbors, using that credibility, and see if there is any way you can help the new client.  Be careful though.  Check your neighborhood groups or local regulations because some neighborhoods ban these activities.  One more word on this.  IF they have a “No soliciting sign”, respect that person’s privacy.  Do not knock on their door.  But I have never gotten in trouble for leaving a door hanger on the door WITHOUT knocking or disturbing the tenants.

When you complete your job or sell your product or service, always provide exceptional customer care and make sure your client knows how the products work or are familiar with it’s operation.  This will separate you from your competition.

If you have a contract with your client, make sure you reread your contract and you have fulfilled the terms of the contract.  If you haven’t, get busy and do so.  Always do what is required by the contract, but do so in a professional and friendly manner that will exceed your client’s expectation whenever possible.

After everything is done, ask your client for referrals.  Never underestimate the power of referrals from your satisfied clients.  Have them do so in writing if possible.  Testimonies are powerful to potential new clients.  Use them.

All of this sounds a whole lot like Sales Management doesn’t it?  How is this “Marketing?”

Here are a couple of answers.

Never miss an opportunity to follow up with a client that you haven’t been in contact with for a while.  It’s a fact that if you want to keep clients, you should stay in touch with them 4 times per year.  Even if they have already purchased, you have the opportunity to find out why you weren’t sucessful, to request constructive criticism to refine your sales techniques, and if you are really good, you can request a referral from the client for another client that they know might be in need of your products/services.

Realize that Marketing comes in a lot of different forms, as you have already seen.  Always remember that being successful is a matter of solving your client’s need, not just telling them about who you are and why you are so great.  They really don’t care.  They want their problems solved, for a good value, and quickly with little fuss or disturbance on their part.

Follow up with old, new and potential clients, teach them how you will solve their problems for them, and you will be successful.