When I was an agency producer, I wanted leads like I wanted my morning coffee. I craved them and sometimes could not function well without them. The only problem was – most of the leads that came across my desk were a waste of time.
“John – Call my buddy Bob. He needs insurance for his business. 555-1212. He is expecting your call.”
Um, ok. What does Bob need? Is he in-profile? Is he calling every agency in town? Who knows.
So, I would call. Maybe find out he needs insurance because he was cancelled for non-pay or losses. Maybe find out he doesn’t have a business, just an idea that he is researching. Maybe have a great conversation, get a competitive quote, only to find out he won’t leave his current agent. Rarely did a “lead” from someone within my agency or my professional network result in a sale.
Fortunately my sales and marketing methodology has matured over time. I no longer want leads – although I crave coffee more than ever. Now I only pursue prospects in my target profile. I only make warm calls. I only talk to people that have a level of interest in my organization’s solutions and that I know I can help.
How? Highly targeted prospect lists, eMarketing, web seminars and warm calls. No more chasing bad leads – only chasing quality prospects identified through an integrated marketing strategy.
Originally Posted on May 14, 2010 by John Scranton