This FREE report reveals how to generate quality prospects for your business or organization.

1. How To Generate Quality Prospects
By Kennard Brown, MBA
How Companies Generate Leads
LEADS
Every business must have a constant flow of leads to survive. What are leads? Leads are people that
have expressed interest in your service or product. Another name for leads is Prospects. Many people
confuse leads with suspects. Suspects are people that may be interested in your service or product. Yet,
you have not contacted these suspects to see if they are interested. A major part of any type of market
research is to locate suspects that have a high probability of being interested in your service or product.
GENERATING LEADS
Well, how do companies usually generate leads? Companies generate leads using different
medium. Mediums are sources where companies advertise. According to Coen’s 2009 US Ad Spend by
Medium, the following are the most popular media (plural for mediums) in reference to spending:
 Direct Mail ($58.43 billion)
 Broadcast TV ($40.51 billion – network, spot, syndicated)
 Newspaper ($31.61 billion)
 Cable TV ($21.65 billion)
 Radio ($16.46 billion)
 Yellow Pages ($13.2 billion)
 Consumer magazine ($12.05 billion)
 Internet ($11.94 billion)
 Other ($52.85 billion)
According to Business Insider, TV spending up to 2012 will increase to over $200 billion dollars followed
by direct mail spending at $150 billion dollars.
Direct mail is the medium that companies spend the most advertising dollars. Companies prefer
contacting suspects and prospects remotely & directly. Yet, integrating direct mail with other low cost
mediums (Telemarketing and Internet) that are designed to get the suspect or prospect to respond will
ultimately increase sales and lower advertising expenses. Direct marketing & copywriting expert Bob Bly
in his excellent book The Complete Idiot's Guide to Direct Marketing (pg. 4) states:

2. "Direct Marketing is any type of marketing that seeks some sort of reply from the reader, typically by
phone, mail, e-mail, or fax. Direct marketing print materials usually have response coupons or reply cards
you can use to request more information or order the product. Direct marketing TV and radio
commercials typically use toll-free 800 numbers (and nowadays, 900 numbers as well). Many encourage
prospects to respond via e-mail or visit a website."
Please complete our Prospect Generation No-Charge Consultation form so that we can develop a cost
effective direct marketing program for your organization.
How To Develop An Effective Marketing Plan
Developing a marketing plan is not really hard when you know how. The following is based on REAL
WORLD experience NOT theory.
RESIDUAL INCOME & HIGH PROFIT PER SALE
You need to generate income two ways for your business to survive:
 Residual Income
 High Profit per Sale
Residual income is income that is generated every month. You make the sale once and the business or
individual that you sold buys your service every month. If you're looking to increase sales for your
business, then you must offer a service or product that will produce residual monthly income.
Examples of Monthly Residual Income:
 Utility (Telephone, Gas, Electric) Service
 Insurance
 Financing (Cars, Real Estate & Credit Cards)
 Groceries
 Any consumable product that has to be replaced monthly
 Online subscription services
 Any monthly service
 Vital marketing services like telemarketing and direct mail
The great thing about offering a service or highly consumable product that generates monthly residual
income is that the more people that you sell, then the more money you will generate. This is why many
companies on the Fortune 500 list sell highly consumable products or services.
If you don't desire to sell a service or product that produces consistent, monthly residual income, then you
must sell a product or service that generates a very high profit.
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3. Example: You are a marketing consultant and you survive by producing just 4 sales per year. Your cost
of sales is only $1,000 per sale. Yet, each sale is $25,000. So, your profit is $24,000 every three months
for a total of $96,000 before taxes per year.
Examples of High Profit Per Sale Income:
 Consulting
 Information Technology Service for Businesses
 Professional Speaker Service
 Any service or product that is high priced and has a very low cost of sales
If you have to make a lot of sales per month to just break even, then your business is in danger of being
eliminated.
THE FOUR AREAS OF CONCENTRATION FOR AN EFFECTIVE MARKETING PLAN
According to 7 Steps To Freedom II by Benjamin D. Suarez (1994) pg. 2-6, these are the four areas of
concentration for an effective marketing plan:
(1) Demand For Product: What kind of service/product do you plan to sell and market and is there a
GREAT demand for it?
(2) Effectiveness Of The Sales Promotion: What type of marketing message and materials will you use
to promote your service/product?
Please understand that your marketing message is different for each service/product that you offer. If you
are going to utilize a marketing message that is working successfully for another service/product, then
you must test the application of the message toward the new service/product before considering to
regularly use it. Don't assume that it will work for the new service/product. If a marketing message is
successful for one of your services or products, then don't permanently change the message. Test the
new message. If the new message is more effective, then use it.
(3) Quality Of The Prospect: Who is your ideal customer for your service/product?
(4) Efficiency Of The Medium To Reach Prospect: What type of medium will you use and is it
efficient?
The answers to the above questions will produce a marketing plan for your business. Of course, you will
need to charge a profitable price.
Please complete our Prospect Generation No-Charge Consultation form so that we can develop a cost
effective direct marketing program for your organization.
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4. TARGET MARKET
Realize that everyone will not buy your product or service. This is why you need to find out WHO will
have a high probability of buying your product or service. One of the most important things that you must
discover is the target market of your product or service. Try to picture target marketing like playing a
game of darts. Your goal is to hit the bulls eye with your product or service. Visualize hitting the bull's-
eye and a lot of money spills out of the bull's-eye. This is how you should approach each product or
service that you plan to sell. Lots of money should spill out because you are offering a valuable service or
product that is in demand.
Target market information for consumers usually is the following:
 Gender
 Age
 Income
 Location
 Buying patterns
Click Nielsen to find out what marketers know about you and the people that live around you! When you
get to the website, just input your zip code. You can also utilize this information to prepare for a
consumer-marketing program.
Target market information for businesses usually is the following:
 Annual Revenue or Sales
 Number of Employees
 Location/Geography
 Decision maker (C-level Executive or Middle Managers)
 Type of Business
The size of businesses:
 Very small (1 to 19 employees)
 Small (20 to 99 employees)
 Medium (100-499 employees)
 Large (500+)
Analyzing your own customer database for consistent buying patterns and characteristics can produce
target market information for consumers & businesses. Companies like Nielsen can do this for you.
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5. If you're just starting out or you are diversifying, then you must find out the target market of any
service/product that you desire to sell by asking companies that sell similar services/products or by
conducting industry research.
RESOURCES TO HELP YOU DEVELOP A MARKETING PLAN
 Ultimate Business Planner - SBA recommended business plan software
 Hoover's Online - Industry & Business Information
 Plunkett Research, LTD. - Industry & Business Information
 U.S. Census Bureau - Industry & Business Markets
 Polk City Directories - Local Market Concentration
 SRDS - Leading provider of media rates and data for the advertising industry
FORMULA FOR INCREASING YOUR SALES
The concept of the following formula is from The 17 Principles Of Personal Achievement by Napoleon Hill
(1997) pg. 75:
Q1 + Q2 + MA = INCREASE OR DECREASE IN SALES
Q1 = Quality of service or product rendered
Q2 = Quantity of service or product rendered
MA = The Mental Attitude in which it is rendered
If you increase the quality, quantity and positive mental attitude associated with your product or service
rendered, then sales will increase.
THE IMPORTANCE OF GIVING SOMETHING OF VALUE TO YOUR PROSPECTS, CUSTOMERS AND
EMPLOYEES
This FREE report is an example of giving something of value. We could easily charge for this
information. To be TRULY successful in your business, you must show that you care about your
prospects, customers and employees by giving something of value for FREE. One way successful
businesses do this is by offering advertising specialties. The promotional product advertising industry is a
$19 billion dollar industry and many companies annually invest to have their logos imprinted on watches,
jackets, shirts, hats, bags, calendars . . . etc. You should utilize these promotional products to build
loyalty, improve employee performance & company image, attract customers, revive inactive accounts
and generate new prospects.
For more information on using promotional products for your business, please complete the following
online forms based on your needs:
 Promotional Product No-Charge Consultation
 Promotional Product Company Store Program Services
Please complete our Prospect Generation No-Charge Consultation form so that we can develop a cost
effective direct marketing program for your organization.
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6. Internet Marketing
Companies are interested in generating leads of people who are actively searching for a need. SEO &
social media marketing are perfect for attracting people who are searching for solutions over the Internet.
I offer via National Positions a program called Internet Marketing 3.0 which is a complete 3 step Internet
marketing program designed to make your business' website dominate the market through the effective
integration of:
 Search Engine Optimization, for your keywords, content, and linking.
 Name Branding and all aspects of Social Media such as social profiles, social bookmarks, and
blogs both on and off site, press releases, article submissions, videos and video optimization,
FaceBook, Twitter and more. Search engine spiders are constantly crawling off site content and
social media has become extremely important in garnering rankings.
 Conversion Booster, which increases the sales revenue conversion rate of your website traffic
without increasing your advertising budget. Until recently only the large companies with massive
budgets had the resources to perform multivariate and split testing. Today with National
Conversion Booster and Google Website Optimizer, companies of all sizes can boost their
conversion rates. Companies can see their conversion rates increase by 100%, 200% or even
300%.
If you are open to it, I would like to offer you a free no charge consultation and analysis of your website,
and how National Positions can benefit your business. It is an educational experience.
Based on my 21 years of sales & marketing experience, the best way to generate only hot or warm
prospects is the following:
1. Referrals
2. Internet marketing (this involves SEO & Social Media marketing, Pay-Per-Click, using White
Papers, E-mail Campaigns and Online Videos)
3. Postcard marketing designed to motivate prospects to go to your website and/or call your
business
4. Direct mail sales letter designed to motivate prospects to go to your website and/or call your
business
When people contact your business they are usually looking to invest in a product or service. The four
above marketing techniques are designed to influence a prospect to contact the company. It is wise to
utilize and combine all four marketing techniques to help lower the sales cycle.
B2B Telemarketing
Telemarketing is the ability to contact decision makers via phone and influence them to consider buying
your service or product. Telemarketing is generating prospects over the telephone and Telesales is
generating prospects and closing the sale over the phone.
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7. Telemarketing is used by companies that desire hot, warm and cold prospects (any prospects-anyone
who is interested in a service or product regardless of length of sales cycle). They are not concerned
about a long sales cycle. In most cases, you will have a longer sales cycle by using telemarketing-most
people you contact are not ready to buy right now (hot prospect) or soon (warm prospect)-there is not a
sense of urgency. Telemarketing still is a good way to generate prospects who are interested in your
service or product if you don't mind long sales cycles. It is also a good way to follow up after using
referral, Internet, postcard and direct mail sales letter marketing techniques.
Business-to-Business (B2B) telemarketing is a cost efficient medium for advertising. Consider that many
long distance companies offer unlimited calling packages. Ultimately, this will save any company
THOUSANDS OF DOLLARS by utilizing telemarketing as a lead generation medium. According to Get
Clients Now! (1999) by C.J. Hayden pg. 9-19, the most effective marketing strategies for service
businesses are:
 Direct Contact and Follow Up
 Networking and Referral Building
B2B telemarketing is PERFECT for direct contact. Many companies are utilizing telemarketing to cost
effectively generate quality prospects.
 According to Telesales (2003) by Steve Schiffman pg. 41 and 48, the average telesales/sales
ratio is 20 conversations with decision makers = 5 prospects = 1 sale (20:5:1).
 EVERY SALE MUST BE REPLACED BY 5 ADDITIONAL PROSPECTS
 80% of sales are made on the 5th to 12th conversation with the same prospect (National
Association of Sales Executives)
 Best time to call is between 9:00 am to 10:00 am to reach someone for conversation (American
Telesales Association)
Dial Spins
It is very important to make enough dials per hour so that you can speak to a sufficient number of
decision makers. According to the Advertising Manager's Handbook Second Edition by Bob Bly
(pg. 365), the average dial spin metrics are presented in the following tables.
Businesses telemarketing dial spins
Dial spins per hour 20 to 40
Completed decision maker presentations per hour 5 to 9
In reference to B2B telemarketing: The larger the company (500 and more employees)-the more difficult
it is to get in contact with a decision maker. In the Fortune 500 world of B2B Telemarketing, voice mail is
a very popular method of communication for cold calls. Kennard L. Brown can develop a solution
customized for your company that will give you the ability to effectively & successfully contact Fortune 500
company decision makers.
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8. Consumer telemarketing dial spins
Dial spins per hour 40 to 60
Completed decision maker presentations per hour 9 to 15
Marketing Tools for Your Business
Click on the images below for more information on the following innovative marketing tools for your
business:
© 2012 Kennard L. Brown
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