I am trying to figure out how to deal with our need to develop leads for our logo design/branding company.
What is the best way to hire, train and/or lead a lead generation virtual assistant to develop leads like this? We have three main packages that we are pitching, $595, $795, and $995. So the basic idea is that our lowest priced job is $595, but we are aiming for the $800 mark for the most part.
The $595 package is just the branding and logo development. We offer an up-front phone consultation for all packages. The $995 includes the website.
> IT start-ups
> New companies
> Small business
> Brand overhaul clients
How should we approach the listed markets? Should we be focusing more on just one clear market?
I've been using UW for a few years. It is very useful but you have to be careful. Lot of unreliable people out there. Over the years, I've narrowed a couple of people I keep using. And have excluded others. Few things:
1- It's best to give clear instruction. I tend to build GSheet on what I need, interact a lot of Skype at the beginning
2- If you are searching for mails, do use email verification services. I find that people I work with tend to have a 95% success rate but, at the start, best to be on the safe side rather than burn your mail server (bounce rate need to be low)
3- Focus helps but if you are testing things out, you could use a platform like Reply.io to test out a few verticals and see what works or what doesn't work.
4- It feels your target markets are a bit too generic. Using UW, you'd have too wide a net. There are various ways to narrowing things down, from geos to title to company size or even keyword in company profile. Again, what is possible is to set a filter and share it with UW.
Hope it helps, UW etc... are useful and best in my experience than the products out there. But it is a bit of work (no pain no gain). Happy to set up a call if you see value (am rather new to Clarity so not too sure how it works!). Best, H
I would not advise outsourcing your lead generation. Over the years I have found that most small business owners started a business believing they would focus on the work or idea that sparked the business. However, your job is to bring in the business. You can always outsource the actual work. This does not mean it never makes sense to hire a salesperson but for your business, at this stage, you should handle this internally. There are a number of ways that you can generate leads from thought leadership to inbound marketing. Happy to help you formulate a plan that you can implement.
My Dad always told me... Outsource everything, except you're marking.
The idea being, that you (and other principles) know your company better than anyone you can hire.
If I came in as a consultant to your firm + you asked me the question above, I'd have your get rid of all your other daily activities + you become the expert on...
1) Paid traffic sources.
2) Content page design, where to drive page traffic.
3) Also how to do mass networking, which equates to speaking to live groups... which is hands down, the best way to sell high ticket services you're selling.
You're services fit into the high ticket category with me, because you'll be competing with Fiverr + 99Designs, so you have to compete on quality + then reach people who understand the difference between you + the $5 alternatives.
My suggestion... comb through Clarity + find people who seem to deeply understand marketing + have a speak in a voice (style) which seems to match your style.
Hire several people for conversations + find someone you get along with to service as your guide through this process.
Likely this person will become a permanent fixture working with you. Also likely they will charge a fairly significant fee for their assistance.
You're asking three questions:
1. How to hire an outsourcer to generate leads: If you want someone to do your cold calls for you, you need to be very specific as to the script you provide, and the actions taken before, during and after the call to record and maintain records of all communication. That will probably involve software you'll need to train your VA on. The script depends on the outcome you want from each call. That brings us to the second question.
2. How to approach your market: You'll need at least one call script for each market, and you'll need a clear desired outcome for every one of those markets. A conversion from one of those markets is not going to be the same as a conversion from another, and the average value of a conversion from each market will vary, too. This is something you'll learn as you go, so don't set and forget.
3. Whether your market is the right market: You don't have to narrow it down, but if you feel the need to call so many different types of people about your services, it means you don't feel confident you could make enough money from just one or two. That's an internal issue that needs addressing at some point.
Another tip: make some calls yourself, first. Live what your contractor will be living, hear the objections, the tones of voice. After the contractor starts, listen to some of the calls, and keep making some of those calls regularly. It will help you adjust your script more quickly, and decide more quickly whether your contractor needs to further training or an upgrade.
I've done this for 10 years so I speak from experience.
1. Hire a firm not an individual (overseas) - firms have controls and tools that you ensure your work is done. Workers can "disappear" unexpectedly.
2. Use a screen recorder to narrate and screen share your process.
3. Document in Google that you share with them
4. Establish daily deliverables.
5. Start basic - like find emails before getting into more advanced skills.
6. If you've never done it - don't expect an outsourcer to immediately know or outperform you.
7. Have a daily task sheet for them.
8. Always ask them to check in after doing a % of the project - so it doesn't go off task.
9. Buy great tools for them to use to accomplish the tasks. Don't give them cheap tools and expect them to be an all star.
10. Test any assignment with 2 different outsourcers to establish quality and timing comparisons.
If you want to do this long term, hire a firm not a single outsourcer. It is rule #1 for a reason.
I've done lead gen for branding entities such as yourself.
I would recommend working with multiple lead generation entities, whether that be a firm or an individual, on small scale lead gen projects to test the waters.
Those who do lead gen will be able to hand you a sample of internet mined leads as per your requirements. The lead gen consultant should provide their own lead gen methods and techniques.
Personally, I teach the lead gen technique I use with my clients so they have it for future endeavors. They have other work to do, that's why they outsourced to me in the first place, so this doesn't bother me. If they like my work the first time they will come back.
This is especially true for the three markets you mention that I feel are your best bets - entreprenuers, consultants, and small businesses. I would add to your list internet marketers. So many people out there trying to make money on the 'net.
But remember, there are different ways to segment to a target market on the internet - other ways of defining who and where your target is. You can do this with location and time-based mining techniques.
As far as focus is concerned, I would focus on knowing the type of lead you want - how current you want the lead to be for instance.
If you would like to know more I take calls for questions and I will give you lead gen techniques pertinent to a branding botique such as yours.
These services are 99% made up of bottom feeders -- both vendors and clients. Remember, in life and in business, you get what you paid for. Caveat Emptor.