Yes You Can! Increase the Demand for Your Services with Tom Poland – 031

You know you need to fill your pipeline. Duh.

But how do you get the right leads, people that will actually buy from you?

Check out my interview with Tom Poland – founder of Leadsology. His stuff rocks – and works!

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Our podcasts are interviews between Justin Krane, Krane Financial Solution’s President, and various professionals, one or more of which are or have been Krane Financial Solutions clients. However, nothing stated within the podcasts should be considered a testimonial or endorsement of Krane Financial Solutions or Justin Krane, and the professionals have not been directly or indirectly compensated for being interviewed.

Our podcasts are interviews between Justin Krane, Krane Financial Solution’s President and various third-party professionals. Noting stated within the podcasts should be considered a testimonial or endorsement of Krane Financial Solutions or Justin Krane, and the professionals have not been directly or indirectly compensated for being interviewed.

Tom Poland is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. These days Tom’s thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client inquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings. Tom’s work has been published in 27 countries and he’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others.

**SCROLL TO THE BOTTOM FOR THE VIDEO!**

Is Your Lead a Real Lead?

- - Some agencies consider gathering a name and an email address as a lead.
  - Tom defines a lead as someone who has booked a call with him and has already gone through seven filters including but not limited to; ability to pay the fee for service, background of services and how client relationships are conducted, and elimination of competitors.
  - You only have to sell yourself if your marketing sucks.
  - By passing seven filters of criteria, not only is the conversion rate better but the clients stay around longer.
  - It is important to ensure leads are inbound, do not go chasing leads.
  - The number one way to generate high quality leads is to give a sampling of your business through the “science of demonstration”, like an online webinar.

Systems for Demand Generation

- - Although the science of Leadsology® can appear simple at a glance, if one part of the system is missing it will not be effective.
  - There are three main systems: 1) How do I get a fresh audience for my webinars every week/month? 2) How do I present to my audience in such a way that I demonstrate my capability? 3) How do I qualify people to make sure I’m only speaking to those that are very likely going to be a good fit working together?
  - The Leadsology system is an implementation system, not a training program. This makes implementing quality lead generation approachable.
  - There is no shortcut to successful marketing efforts, you have to invest long-term and be consistent.
  - 97% of marketing programs fail because the person executing the system doesn’t really want to do it and marketing is outside their natural inclination.

Generalize Marketing or Get Nichey With It

- You have to niche far enough so that when you work with a client it’s incredibly effective, but don’t niche any more than that optimal point.
- A good way to recognize if you are working within the proper niche for you – take note how excited you are to meet with a certain type of professional or industry.
- The more enthusiastic you are about the work, the better performance and results can be.
- If the cost of marketing to your niche is self-liquidating (i.e. bonuses paid out once a conversion is made), your cost of advertising is low and the lifetime value of your client goes up.

Best Quotes:

“So leads are someone who has booked a time in my calendar to talk with me and they’ve been through seven filters or seven qualifications before I get to speak with them. And that includes their ability to pay me what I’m going to charge.” (3:07)

“I call them a demonstration, particularly online meetings. And they are without question the number one way to generate high quality new client inquiries.” (7:37)

“And so we have psychology, which is the science of the study of the mind. We have biology, the scientific study of living species. So what the hell – Leadsology. I wanted to send people a signal that this was a science.” (10:59)

“97% of marketing, if it’s failed is for the one simple and most overlooked reason – and that’s people don’t want to do it.” (23:43)

“In answer to the question of the niche, you’ve got to niche far enough so that when you work with a client it’s incredibly effective, but don’t niche any more.” (27:21)

“Nothing happens in a business until something is sold. So you can’t pay your suppliers. You can’t pay yourself. You can’t put money into R and D. You can’t test new advertising or whatever…bad idea anyway…but you can’t do any of that. Nothing happens in a business until something is sold, but nothing is sold until the lead is generated.” (32:14)