Referrals
WebsitesNetworking
Pre-qualified leads
Exhibitions(expos)
Marketing activities to generate enquiries
Directory Entries
Webinars
Seminars
Genuine, pre-qualified leads
Referrals from existing customers
There are many ways of generating your own leads
Friends and colleagues
Walk the mile…
People whose details you already have, will already have given permission for you to
contact them - this is called
Explicit Permission
Implicit permission is where someone hasn’t specifically given permission to be contacted, but
they haven’t specifically said they don’t want to be contacted either.
The Pareto Principle (also known as
the 80/20 Rule) says that – as a general rule of
thumb ...
(Wilfredo Pareto, Italian economist 1848 – 1923)
80% of your
sales/results come from
20% of your
customers/efforts, so look for this type of customer !
80% Results20% Effort
The next question to ask is whether this
typical customer , is actually who you want or not. If
they’re not, what you’ve been doing so far is looking for the
wrong kind of customer.
• Attitudes• Expectations
• Environment• Economic• Legal• Social• Cultural• Ecologic
• Benchmarking• Volume of sales (units, $)• Number of competitors• Market share• Leader• Strategies of the leader• technology
This is the qualitative section that you will
investigate WITH YOUR CLIENTS
This is what you will find in the
secondary databases