Making the "A" List - The "A" List is for Sales Leaders
People always want to know how to get on the “A” list so that they will be invited to a particular party or event. “A” list people are the most valuable people; they are the biggest donors, create the best event dynamics, people who you want to do business with or become part of their social circle. Some may be people that you hold dear to you. Creating this list you need to look at the pool of people you know and the people you want to know, then entice them with something that they can’t refuse. This works both in the social and business landscape. Creating an “A” list in business helps define where your business is going and how to market to the list. First you will need to pull that list together.
Who is going to make the cut for your list?
Pulling this list together is as simple as defining which people/companies you want to see your company engaged in business.
- Leaders in the industry
- Up and Comers
- Companies that you have worked with in the past
- Companies that you are currently working with
- Competitors Clients
- Influencers (could be a golf pro that knows prospective prospects)
Forming the list will take time. You may have names that come to you right away. You will be able to pull from your CRM. Then you will need to research and think a little outside the box. Outsourcing is an option and may be able to help you identify leaders, up and comers, influencers and competitors clients. This option will let you stay focused on selling and growing your business.
Once you have your “A” list, segment it to make sure you are directing a message that will appeal to each group. The golf pro may not be interested about new accounting software – but may be interested in attending an event that you are hosting to gain new clients. Your competitors’ clients may be hesitant about switching firms but if you offer something that they are currently not receiving or if they become unhappy – they will not need to look far – because you have been there the whole time.
If you don’t have an “A” List – it is time to create one. Industry leaders have one (may be called something different) but this is how they are able to sell and market to the different segments.
Fresh, Stale or Frozen Leads?
Which categories do your most current set of leads fall into? How are you converting each type into opportunity?
Leads can typically be divided into three groups: fresh, stale and frozen, with the ultimate goal of converting them from lead to opportunity to sale. A plan of action should be created for each lead category, on how you will transition them from a lead to a sale. Let’s look at each of the categories and define where your leads may fall and then look at a simplified plan of action.
The point is to pull out your last 6 months of leads, categorize them and create a plan on how you are going to convert them into sales; you also need to decide on how you are going to prioritize them. Using the sales team and their expertise, you may want to give each team member a lead category based upon their sales skills. If your sales team is set up geographically, have the team members start working on the frozen and fresh leads first. Stale leads can always be outsourced. Most of the leg work has already been done on frozen leads which should shorten the sales process. Categorize, plan, prioritize and take action.
How Are You Going to Grab Your Prospect's Attention?
Reviewing the headlines this week there was Charlie Sheen and his hotel rampage, Ozzy Osbourne who is set to write a health column for Rolling Stone, and then there is – big surprise – Mariah Carey who is pregnant. Chances are – your company is not going to have breaking news that will shove these to the back burner. In the world that we live in, it is harder to create awareness about our businesses.
We may have pipe dreams of Howard Stern raving about our company on the air or Oprah telling her viewers that she uses our services. But, the reality is – this is just a pipe dream. The best company in the world will find it hard to compete with such attention grabbing headlines.
What is a company to do? Do not sit idly waiting for a prospect to discover you! Post a blog, join Facebook or LinkedIn – great. But, nothing is better than pounding on the doors. That is how you get attention. How do you bang on the doors if you are located in Iowa and you need to bang on the doors in New York, California, Texas and Washington? Outsource a company that can do it for you.
We, here at EAS LeadGen, have been banging on door for our clients for years – and quite successfully. With great skill and professionalism, the LeadGen team has not only been “knocking on doors” but we skillfully have been setting appointments for our clients with prospects. The value that we provide by not only generating leads, but since we are speaking to your targets everyday – we are finding out what they think and know about your company. We are also able to confirm correct and viable decision makers so other direct marketing efforts, like direct mail, can further your prospecting and dollars and are not wasted.
So – how are you going to grab your business prospects’ attention?