May 17th, 2013
Generating financial sales leads can be just as complicated and even a bit bureaucratic as financial planning, accounting, or any other money-related process. People do not just simply sit around making random calls or sending random emails. In fact, if you have ever outsourced for your sales leads, you will find that the process demands a lot of control and a lot of management.
May 3rd, 2013
If you find the title a bit ominous, rest assured that even the best lead generation companies do not always meet the expectations of their clients due to factors outside their control. They are however well within your own if you know when to act fast enough. Do not think your lead generation services are completely off the hook though as there are also things they can do to help.
February 21st, 2013
Before you take the reigns and start executing your own financial lead generation campaign, you must first realize one thing: the importance of proper assistance. Why? Because everybody needs a little help every now and then, especially financial services firms that seek to increase their sales.
August 29th, 2012
A challenge you will always face in telemarketing (and in fact, any form of marketing in general) is being careful with what you pitch. In financial planning services, one the biggest mistakes you can make is marketing bad advice.
If you need a reminder of how important it is to refrain from such bad telemarketing practices, you need only read this brief slideshow from Time Moneyland. The slideshow is a top ten list of financial advice that people shouldn’t follow. Here are just two excerpts from notable slides that can have clear applications when marketing B2B financial planning.
“Use a Debt-Settlement Company”
“Debt-settlement firms make an appealing pitch: Contract with us and we’ll chop your debts for you. Just funnel monthly payments to them instead of your creditors and they’ll battle the banks on your behalf, they promise.”
As you can see in the rest of the slide, this is a mistake and you need to avoid making similar lies. Honesty is the best policy and you do not want to attract your financial leads with false promises. Business owners (especially more experienced ones) are not likely to buy them anyways. And again, this doesn’t just apply to your telemarketing message. Check the rest of your marketing materials (website, direct mail letters, email templates etc.) and re-evaluate the message that you’re sending. Is it just as outlandish as the one mentioned in the slide? If it is, time to change it.
“Take Investment Advice from Friends”
“‘Any ‘investment’ a friend or family member recommends that could possibly earn the money back is likely way too risky to get involved in — and possibly not legal,’ says Cristy Cash, director of counseling at the Consumer Credit Counseling Service of Central Oklahoma.”
Chances are, you may have already given the same advice to your clients! However, don’t think this just applies to financial planning. Turning this the other way around, you shouldn’t be too eager to encourage your own clients to pitch for you. The message can either get easily distorted or the word might just spread to more well-informed market influencers who will easily point out flaws that you’re still in the midst of eliminating. While it should be a call to keep improving, you should be wary about the negative impact such information will have on your market.
In either case, make sure your telemarketers don’t send the wrong message. You need to attract and convince prospects but it should never be at the expense of integrity. The loss of that integrity could only result in the following consequences:
- Loss of Trust – Losing trust among your B2B customers has got to be one of the most painful experiences for any business. It’s what’s been driving their loyalty towards your services and confidence in your advice. Nothing is worth losing that.
- Ill Reputation – Having a bad reputation in the market will divert its entire attention away from your business. And given the popularity of social media and the wealth of information on the internet, the effects of bad reputation can spread faster than you think (even in B2B).
- Decline in Sales – With fewer market interest, there are fewer leads. With fewer leads, there are fewer sales. It’s not that complicated to understand why and how it could only get worse.
No good business would desire any of the three outcomes. Consider what message is being sent via marketing and be careful with what you pitch!
May 10th, 2012
Now whether they’re email marketing leads, telemarketing leads, or website leads, your insurance company needs to make sure that these leads have enough interest to sit things through with your sales team and have a high chance of coming out with a sale. Of course, there are cases when a sales team would still like a good deal of involvement in influencing the outcome. However, that doesn’t mean that even those efforts can’t be boosted by a qualification process.
One good type of such a process is through converting your insurance leads into set appointments. Here are two ways that an appointment can tie down a potential client’s attention strictly on you:
- There’s a time and place – Decision makers are often busy and no matter what communication tool you use for marketing, they can’t spend so much time on the other end of it. Setting the time and place to learn more gives them an obligation to put you in their schedule.
- The prospect of more information – As with number one, there’s only so much you can give away on a phone. Telling them what matters up front though will get them more interested in learning the finer details of your offer.
On the chances that you’re already struggling as it is just getting the information for leads alone, that’s not a problem either. There’s more than one lead generation company out there that you can outsource and comes with the additional service of setting appointments from those leads.