March 21st, 2013
Sales leads are assets, no matter what form they take or how they are delivered. They are still objects in a sense that they are used by your accounting services to identify potential clients. And like many products, they can be local or imported. However, this will not be about which is better actually. In fact, what is more important is that your sales leads are qualified no matter where they are from.
October 10th, 2012
Normally, many businesses big and small will take as many sales leads they can get their hands on. But instead of looking at how many leads, do you care to check how many hands? When you are so willing to receive as many leads that you can take, have you ever double-checked the fine print of that question?
Business Leads Can Be Excessive
It is very understandable that you want to open your accounting service to as many business clients as possible but never ignore that last word: possible. If you have so many quality, accounting leads but do not have the possibility of pursuing them all, then you you would have wasted a substantial amount of the money you invested in marketing and lead generation.
At Inc.com, Langley Steinert writes about his own experience about handling more than what you can take. He also recommends a more reasonable alternative:
“Both at my former company TripAdvisor as well as my current company Car Gurus, we have a saying: follow the 80/20 rule, technically known as the Pareto principle. The Pareto principle tells us that 20 percent of the inputs account for 80 percent of the results. You have to cut through the noise, figure out what tasks represent the 20 percent with the greatest leverage and focus on those tasks. Find those projects that make a big impact and ignore EVERYTHING else.”
You can apply the Pareto principle to your own business in several ways:
- Controlling the amount of leads – First off, you can apply it by limiting yourself only to leads that you can immediately serve. This controls the amount you spend on marketing as well as maintaining the sales for each successful appointment. A goal is only too high or too low for your marketers if they deem their results too much beyond the capacities of your salespeople and your services.
Related Content: Sales Leads – The Dangers Of Data Overload
- Focusing on the tasks that matter – Some might protest and say that some business processes are still critical despite having a lower priority. You have explained this extensively when demonstrating the need for accounting services. You have seen this reasoning also deployed by marketers and lead generators. How can you focus on the tasks that produce the 80% when that description still covers a wide range of processes that you cannot do? Answer: you outsource it. Focus on what really drives the quality of your business while leaving it up to a provider to worry about your accounting sales leads.
- Expect customers and prospects to adopt this principle – By ‘expect’, it does not mean presume. Rather, both your marketers and salespeople engage with the understanding that your market only cares about the bottom-line. Asides from money, life in the business world costs people plenty of time. Do not waste that time and get straight to the point. Cut down on information that is not relevant to a prospect’s problems and focus only on a proposal or a solution that works best.
Related Content: Be Up Front In Lead Generation Just As You Are Up Front With Financial Planning
Never look for an excuse to do everything when you just simply cannot. Despite how many entrepreneurs and gurus call people to stay optimistic, this is where a bit of healthy realism should play in. Do not take too many leads beyond what you can handle. And if you cannot let go of a particular process (e.g. telemarketing services) then at least outsource to save up on your focus!