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 Income-Planning Worksheet Advanced tip: Permission Marketing Warm Calling Advanced tip: ABCs of Prospects Broker tip: Add Rehab to Your Business Prospecting Buyers Call-Ins Advanced tip: Use Personal Assistants for Prospecting Advanced tip: Public Speaking Community Involvement Prospecting in Print Tracking Prospecting Results Advanced tip: Lead Analysis Quiz: Prospecting Bright Ideas: Prospecting Code of Ethics: Prospecting More Resources: Prospecting |
TRACKING PROSPECTING RESULTS Tracking helps you understand which prospecting methods have been most productive. 1. Set up a database of prospects.
Source. Cold call, personal contact, call in, Web site. Use codes here for easier entry, but be consistent.
Quality of lead. Ready to buy, interested in learning more, and so on. Use number or letter codes. If others enter information, code leads for them first.
Date lead was added and date of last contact. This helps you pull up contacts that have not been called recently. It also helps determine which leads are inactive.
Address
Brief description of architecture Number of bedrooms Number of baths Approximate size of lot
2. Code all direct mail materials with an unobtrusive letter or number. 3. Using the coding you have established, determine response rates to various promotions and sources of clients. A good response to direct mail is usually 2 percent to 3 percent. Cold calling should yield a 4 percent response rate. 4. Ask all callers where they heard about you. Ask source questions near the end of your conversation, then thank people for their help in tracking your marketing efforts. TIP: Asking callers where they heard about you is harder than it sounds. Be sure to get specifics, not just “We saw a sign.” Try to probe prospects’ memory about the true source(s) of the response. For example, did they receive a postcard, which in turn, made them think of walking into your office? 5. Re-evaluate your marketing program two to three times a year and make adjustments based on the prospecting techniques that are yielding the best results. TIP: Another good method for evaluating the success of your marketing efforts is a survey to determine name recognition in your market. Use online surveys to evaluate online marketing; mailed or phone surveys for traditional direct mail efforts. TIP: Have your Web designer set up a simple lead collection form for prospects responding via e-mail. Ask no more than five questions to help increase response. For the Advanced Salesperson Number of responses is only the first step in lead analysis.
Great Prospecting Ideas and Resources, next page > |
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