is a solid lead worth $22 to you?
by jassen bowman
tax resolution systems
the job of your lead generation program is to find people who want to communicate with you, want information about the services you offer, and are at some minimal level interested in the kind of work you do.
more on tax resolution: process communications efficiently | measure your business metrics | checklists for tax resolution sales | overcome objections in 7 steps | how to reactivate lost clients | don’t ignore your existing leads | the importance of goals and affirmations
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most leads will not immediately turn into prospects, and thus require nurturing over time. the purpose of your lead followup touch program is to build rapport with these leads, and move them toward scheduling a consultation (thus becoming a prospect).
the most important aspect of a touch program is frequency. the more frequently you contact a lead, the more likely they are to contact you once they decide to secure representation. the cost of touch programs is extremely low, and is the most valuable investment you can make in your business.
a proper touch program involves a minimum of one contact per week. these touches should be via a mix of different media (phone, fax, email, direct mail, etc.).
do not rely strictly on email as a cost-saving mechanism.
when choosing your touch elements, consider the following:
- am i providing value to this person?
- am i providing clear directions on how they can hire me?
- am i giving them clear instructions in how to refer me new business?
- do they want to continue to hear from me?
- what tax, accounting, finance, business or service information would be relevant to them or someone they know?
potential touch program elements
choose items that will be of value and interest to your target market.
- tax tip emails
- holiday cards
- jumbo article postcards
- special reports
- monthly client/prospect newsletter
- business, finance, investing, accounting tips by email, postcard, letter, fax
- calendars
- telephone calls
- photocopies of relevant articles from newspapers/magazines
- statistics – irs soi data, collections stats, etc.
note: social media contacts are not marketing touches unless you have a direct way to verify that the lead saw or interacted with the social media touch.
sample annual touch program
monthly printed and mailed newsletter – 12 touches
quarterly special report mailing – 4 touches
biweekly email tax tip – 26 touches
followup phone calls – every other day during first two weeks after initial contact, monthly thereafter – approximately 17 contacts
total: 59 touches
approximate annual investment: $22 per lead