The Top 10 lead generation mistakes by professional services. By John Doerr

Here's a list of things to do:

1) Pick a niche service or market - I recommend micro/small clients because they don't need you. That comes from the E-Myth and spending money targetting a small market is lazer beam marketing and you'll need to spend less to be noticed.

2) Understand and use Direct Response Marketing - the only person that cares about your logo is you. But, if you want to be relevant and different you may benefit from a re-brand before you start. Will Jones & Co do anything for you? Consider a new business completely!

3) Stop being so tight and get your cheque book out. If you can win £1,000 new client with a cost of 50% that twice as good as buying a block of fees - you can reduce the cost with referrals from remarkable customer service but understand remarkable means worth making a remark about! So, improve your customer service before winning new work.

4) Act like a business - appoint a sales and marketing director and give them a budget and targets. If they mess up sack them. If you are the sales and marketing director make sure you have time and money and targets are realistic.

5) Develop you lead nurturing systems and sales skill before starting your marketing.

6) Use Permission Based Marketing - book available from Seth Godin. Maybe write a free guide or have a micro site like www.stinkybooks.co.uk.

7) Get multiple online and offline strategies working together - for example use direct mail, telemarketing, blogs (online magazine), ewires and Webinars.

8) Develop a managememt system before you start.

9) Use best practice methodology - test and refine.

10) Plan in detail before you start - you should have a "lost sales" letter ready before you attend a meeting.

Good luck

Bob
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