Lead Generation 101铅生成101

Notification of Funds Received 通知收到的资金
Do you just wish you had emails like that in your inbox everyday?你只希望你的电子邮件一样，在您的收件匣日常生活？ Well, now you finally can!那么，现在您终于可以！ I can't reveal too much but I can show you the page:我不能透露太多，但我可以告诉你的网页：

Article source: http://www.eonlinelead.com/ . 文章来源： http://www.eonlinelead.com/ 。 Used with author's permission. 用作者的许可。

Part seven of a series on Turnaround Tactics七个部分的一系列策略上的转变

Once you get your streamlined sales force up to speed, it's going to need more people to talk to.一旦您获得精简销售队伍加速，这将需要更多的人交谈。

You already have a lead generation program in place.您已经拥有一个导致代计划到位。 But is it working?但是，它的工作？ Is it sufficient?这是足够了吗？ Probably not, otherwise you wouldn't be reading an article called "turnaround tactics."大概不会，否则，你不会读的一篇文章所谓的“好转的战术。 ” So you have to stoke the lead machine.所以，你必须斯托克带头机器。

Step one is to decide what a lead is worth to you, so you can know what to spend on getting one.第一步是决定什么是导致值得向你，这样你就可以知道该怎么花差距。 Do you know the lifetime value of your typical customer?你知道终身价值的典型客户？ Do this calculating for revenue and profit: add the initial sale plus all subsequent add upsells, resells, back-end products, over the entire life of your customer.做到这一点计算的收入和利润：添加最初的销售加上后来所有新增upsells ，转售，后端产品，在整个生命你的客户。 Average this across your customer base, and voila - lifetime customer value.平均这个在您的客户群，并voila -终生客户价值。 Your fist sale may be $50,000, but with service alone over five years that figure will double.您的拳头出售可能是$ 50000 ，但服务仅在5年内这一数字将增加一倍。 Throw in an upgrade, and two further product sales down the road, plus some consulting fees - the number could exceed $250,000.扔在一个升级，另外两个产品销售的道路，加上一些咨询费-人数可能会超过$ 2 50000。 But don't use these estimates - do the math and find out.但是，不要使用这些估计数字-这样做的数学和找到答案。

You also need to know your conversion ratios.您还需要知道你的转换率。 How many suspects make a lead, how many leads make a new customer, and so on.有多少人作领导，有多少领导作出新的客户，等等。 Break down your conversion ratios by lead source, as your customers from referrals will typically convert better than public speaking leads, which will convert better than trade show leads, and so on.打破你的转换率由铅源，因为您的客户推介通常会转换优于导致公众演讲，这将转换优于导致贸易展，等等。

Combine cost per lead and conversion ratios and you know what the cost of acquiring a new customer is.联合收割机成本领先和转换比率和你知道的成本获得了新客户。 Which tells you how much you can spend to get that customer, as well as which lead sources are most efficient.这告诉你多少你也可以花获得客户，以及导致来源是最有效的。 Now you know what to do more of, and what programs to kill off.现在你知道该怎么做更多的，哪些程序扼杀。

It's time to add new programs.现在是时候加入新的节目。

In truth, there are a fairly limited number of ways to get new leads.事实上，有相当数量有限的方式获得新的线索。 The typical-and generally effective methods include:典型和普遍有效的方法包括：

* referrals programs; *推荐程序;

* endorsement programs; *认可程序;

* direct mail; *直接邮寄;

* direct email; *直接的电子邮件;

* web site promotion (both search engine and pay-per-click); *网站推广（包括搜索引擎，每次点击付费） ;

* advertising (all forms: print, radio, TV, web, email, billboard, skywriting, you name it); *广告（所有形式：报刊，电台，电视，网络，电子邮件，广告牌，空中文字，你将它命名） ;

* telemarketing; *电话;

* by-lined articles, editorials and other press mentions; *由内衬文章，社论和其他媒体提到;

* public seminars, conference and association public speaking; *公开讲座，会议和协会公开演讲;

* trade shows; *贸易展览;

* lead swapping; *领先交换;

* couponing; *优惠券;

* directory listings; and, *目录列表，以及

* joint ventures and strategic alliances. *合资企业和战略联盟。

Of course there are other more exotic ways to generate leads, and I'm sure you can come up with your own.当然，还有其他更奇特的方式来产生线索，我敢肯定，你可以拿出你自己的。

In addition to the programs you already have in place, your next move will be to start testing new systems.除了你的程序已经到位，你的下一步将开始测试新系统。 Some of the fastest ways to generate leads are based on your existing relationships: affiliates, strategic alliances, endorsement programs and referral programs.有些的最快的办法产生线索是根据您现有的关系：子公司，战略联盟，认可程序和转诊程序。 I would try these first.我想这些第一次尝试。 And if you are a good public speaker, I'd look to get out in front of your target market with a smart message.如果你是一个很好的公众发言，我想看看摆脱前您的目标市场，一个聪明的讯息。 Now that you've honed your selling proposition, this should be easy.现在，你已经练就你的销售主张，这应该是容易的。

Pick two programs and track very carefully.选择这两个计划和跟踪非常仔细。 If one work wells and cost-effectively, increase your resources for this program.如果一个工作井和成本效益，增加您的资源用于这一计划。 If they don't perform, kill them quickly and try another approach.如果他们不执行，杀死他们迅速和尝试其他的办法。

(c) Copyright Paul Lemberg. （ c ）版权所有保罗伦贝尔。 All rights reserved保留所有权利

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