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One of the great things about referrals is that they’re often free. Katie Kimble (pictured), director of business development at CMIT Solutions of Upper Chesapeake, in Columbia, Md., had other no-cost suggestions for generating leads.
“Business cards are great, but if you’re going to have a business card, it’s best to have a call to action on it,” she said. Her card, for example, contains a QR code pointing people to a website where they can enter to win a prize in exchange for their email address. “I like emails, because if you don’t end up contacting me back, I’m going to drop you my newsletter,” she explained.
Alexander, for his part, is a big fan of artfully crafted LinkedIn pages and websites, which are the first things potential clients see when researching your company. “They’re looking to see what your staff looks like, how big you are, everything about it,” he said, noting that the same goes for potential employees in today’s tight labor market.
Alexander’s biggest piece of advice about sales and marketing, however, is to focus on the former before worrying about the latter. Lead generation campaigns are likely to produce little ROI if you don’t have a thorough, tested, and proven sales process in place to follow up on them.
“Just about every MSP I meet has no sales process,” he said. “If we’re not going spend time to actually think about what has to happen to make sure we maximize every possible lead we get, then why are we going to pour money into marketing efforts and waste most of that opportunity?”
Better to invest some effort first deploying a CRM solution and configuring it to help you contact leads promptly and regularly until they become actual sales prospects, he continued.
“If there’s not a dialed-in process with a lot of automation to it, most of your prospects are dying somewhere in the pipeline long before they get to the [sales] funnel,” Alexander said.
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