| Veto Power Comes with Lead Quantity |
 We discussed quality leads last week, but it’s still a numbers game. You’ve heard that before, I’m sure. If we can’t get enough people interested and checking us out we can never have
We discussed quality leads last week, but it’s still a numbers game. You’ve heard that before, I’m sure. If we can’t get enough people interested and checking us out we can never have the choice to accept their business. (I remember that back when I was single!) Having some level of quantity is important to culling for quality. If you don’t have enough to create a “cut” you might be stressed to accept everyone and that can cause you to compromise your business values. Strong USP? – If you aren’t positioned stronger than your competition, that can be part of the number problem. If you are getting some leads, but not enough you need to make their choice crystal clear. What exactly is different about you that your clients really want? Please, don’t fall into the “we give great customer service” trap. That’s the most over-used and under-delivered marketing copy out there. USP means unique sales proposition with unique being the operative word. Market Expansion? – You can’t assume that you need to expand to larger markets when the number of leads isn’t satisfactory. The opposite might be true. You might be in too saturated a market and need to specialize even more. Take Realtors. No matter the economy, you can always find boat loads of them. Those that focus in one town or one specific housing development tend to do better. They don’t try to be all things to all people. They become experts in that one section of town. It becomes second nature to those that live there that he is the go-to-guy for their needs. Feasibility – One of the most underutilized tests in business is the feasibility study. You may be so close and un-objective about your product you don’t realize that it’s really not feasible. I get the opportunity to talk with a lot of businesses about their products. About once a month (yes – that often) I talk with someone whose product doesn’t sound like it has a strong enough market. It’s difficult to listen to as the person is usually very excited and sure it will work. These people make my “cut list” as I can’t help them – no one can. If you do not already have a marketing consultant or coach, either call me or find an honest business buddy that will be brutally honest with you. It works best if they are part of your target audience and are not afraid to tell you the truth. So, don’t call Mom for this job! Want to use this article on your website? That's great, but please include the next section beneath it. Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG supports business marketing at all levels from DIY, short-term projects and campaign corrections. You can sign up to receive her Marketing Tips newsletter at www.paulapollock.com
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