Service vs Consulting Mindset: Key Sales Strategies

Once you know which audiences most values your offerings (see Who Should I Target module), it’s now time to create a list of possible lead sources:

Your Network	This is normally the starting point for most people. Caution: This lead source will run dry quickly. Don’t rely on it too long. Also, your network often buys more quickly and is often not a true reflection of the real sales cycle.
LinkedIn	LinkedIn & other business-related social media tools are very valuable but only help to generate real leads if you work it. There are a few buckets here: -Update to date and historical profile – both personal and professional. -Building connections -Joining and participating in relevant industry groups -Posting, commenting, sharing, etc.. Basically, be active. Caution: It’s easy to spend all day on LinkedIn or forget to do it at all. Try blocking 2 recurring time slots in your calendar per week.
Referrals	There are 2 ways of securing a referral – one is to wait for it to come to you organically and the other is asking for one. Obviously, asking for a referral is the option you have control over. Just ask. Ideally name a person or company you’d like the intro to. Once your customer has a referral for you, ask them simply to send an “e-Intro” to both parties (Bob meet Bill; Bill meet Bob). Then you do the rest. It’s the least amount of work for them.
Industry Groups & Associations	Joining key group & associations – industry or audience specific – can be very valuable if it houses the right audience & you work it. Go to the events (trade shows, conferences, networking, social, etc..) and be active to get known in that “community”. Goal at events: To briefly meet as many people as you can (as well as a 2^nd priority to reconnect with people you know). Think of it as “speed dating”. Then prioritize who you want to follow up with and when. It’s not deep discussion about their needs or your solution. It’s a social chat to discuss if there is any reason to chat further. If yes, tell them that. And follow up. Speaking: Getting speaking opportunities is a fantastic way of networking fast. Caution: If you are not comfortable cold networking (talking to strangers), this is NOT the forum for you. Don’t waste your night eating veggies & dip in the corner.
Marketing Leads	These are leads that come from any marketing efforts and initiatives by your company. Examples include trade show exhibiting, incoming phone inquiries, web leads, print or online advertising, mail or email blasts, conferences, etc… Of course, these are the leads everyone wants because they come to you “warm”. Tip: Because these people asked to be contacted, you can & should be more assertive in your follow up. Don’t play the email or phone chase. Email the lead with a specific date & time you plan to call them (see The Power of Assumption module).
Online RFP Sources	Depending on your industry, there may be RFP sites where companies post RFP requests. Websites like Merx & Biddingo for example (both are for the construction industry). Caution: Often these sites do NOT allow you to talk directly with the companies … only allowing you to submit your bid either directly or through the website. While each industry is different, our general philosophy is that without the opportunity to present your “face” to the potential customer, your odds of winning are often low (either lowest price wins OR the customer is likely going to remain with the incumbent).
Cold Prospecting	For many, this is the one lead source we dread the most. The first question is … where am I going to get a contact list? Options include having your company invest in a database (e.g. zoominfo), accessing the lists from the associations you joined, walking trade shows, using social media (LinkedIn), doing online research, etc… The next question is … how should I approach them? There are only 3 options here: -cold call -cold email -cold visit What’s the right option? While it depends on your industry (for example, cold visits don’t apply when selling outside of a local territory), the general rule is variety is best. REMEMBER: When cold prospecting, if you can name drop or find a point of personal or business connection, the email approach is best.