However,
there are only two ways to get lists of prospects:
1 - Obtain an existing list of businesses.
2 - Generate your own list from inbound enquiries.
The second category (inbound enquiries) contains by far the "hottest"
prospects. Because they have already responded to your marketing message
and contacted you, they are more likely to continue into your sales
process. But sometimes it can take a while to achieve a suitable volume
of inbound enquiries. Advertising to create inbound enquiries can
be expensive, and if the marketing budget is thin this can slow the
process.
So the first category gives you more control over the timing of your
contact, and is often less costly. If you have a list you can proactively
contact them now to get the sales process underway.
Like most firms, your business may serve clients across a number of
industries. However it's often a good idea to focus marketing activities
on a specific industry. You can even run the same tactic at the same
time, but with a slight ‘twist', to make it suitable for different
industry groups.
An example:
You run a marketing services firm and you have clients in both the
graphic design industry and the business coaching industry. Both these
sectors are also on your prospect "hit list" - you want more of them.
To create interest you could run an advertisement in which you offer
an information sheet to prospects. For your prospects in the graphic
design industry you may produce an information sheet called "Proven
marketing tactics for Graphic Designers". For your prospects in the
coaching industry you would write another info sheet and call it "How
Business Coaches can attract more clients". It's the same tactic customised
for very different industry sectors.
But you still need to identify prospects to whom you can send the
information sheets.
There are a number of sources you can readily access from which you
can either create your own list of prospects (for direct mail or telephone
contact purposes) or generate interest via advertising.
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These sources include:
General business lists prepared by media outlets. For
example in Australia this type of list includes www.brw.com.au/lists.aspx
and www.qbr.com.au/bookoflists/
Industry-based lists. These are sometimes available through
industry associations, business networking groups, Chambers of Commerce
etc. Personal networking and research can also be used to identify
potential clients by industry type.
Professional list brokers. Check for details and currency
of list. List criteria often include fields that might help you
- e.g. number of employees, turnover, location.
Web sites for exhibitions and trade shows within your
chosen industry sectors. To find industry events, look for links/ad's
in industry journals. Or do a web search for industry name and terms
like - trade show, exhibition, conference etc. Also check major
venues as they usually have a list of upcoming trade shows and conferences.
For example, the Sydney Convention and Exhibition Centre web site
shows all upcoming events (www.scec.com.au).
Just follow the What's Happening link on their home page to access
the list of events. Then follow links back to the organisers web
site for a full listing of exhibitors. Bingo!
Industry newsletters and professional journals (State-based
or National). Due to the targeted nature of readership advertising
in these publications can be very cost effective. Use direct-response
style ad's in these journals to generate inbound enquiries and create
your own list of interested prospects.
Whichever sources you use it's imperative to plan your initial contact
with a focus on what the next step will be. Do you want to send the
prospect information? Will you need to schedule a meeting with decision
makers? Will you need to provide "proof" of your services by way of
testimonials or references? Will you need to follow up in 3 weeks
time?
About the Author:
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy
that specialises in marketing for service businesses. He helps clients
to improve their marketing tactics, attract more clients, and increase
revenue. For additional marketing resources, including Stuart's popular
monthly newsletter, visit his web site at www.marketingnous.com.au
Read this newsletter at:
http://www.MarketingNewz.com/2004/0630.html |
|
| From
the Forum: |
| Your
Top 5 |
| I'm sure we'd all like to get clients more often
and more consistently. We've all read articles about theories
of what works and what doesn't. What I would like to know is
for your web design business, what have been consistently your
Top 5 ways to aquire new clients and projects? Community database,
SEO, newsletter, email campaigns, cold calling, chamber of commerce,
and more?
|
 |
By
Stuart Ayling