Lead Generation

Joe Pici and Dawn Pici

Course Topics

• A Model of Human Behavior:

How to Approach
• Value Propositions: What to Say
• Lead Generation Cycle:
When to Approach
Course Topics

• A Model of Human Behavior:

How to Approach
• Value Propositions: What to Say
• Lead Generation Cycle:
When to Approach
 Pace
Fast Paced Slow Paced
Optimistic Cautious
Energetic Concerned
Involved Reluctant
Decisive Contemplative
Enthusiastic Discerning
Task Priority People
• Process • Feelings
• Organization • Relationships
• Function • Caring
• Program • Sharing
• Plans • Emotions
• Project • Friendships
Body Language
Direct Interactive
• Steady Eye Contact • Animated expressions
• Big Gestures • Much Body Movement
• Quick Movements • Often Distracted
• Leans Forward • Energetic
• Points • Charming, Personable

Calculating Steady
• Few Facial Expressions • Intermittent Eye Contact
• Controlled Gestures • Wears Subdued Colors
• Faultless Grooming • Gentle Gestures
• Non-emotional • Exhibits Patience
• Formal, Conservative • Polite and Non-Confrontational
Vocal Tones
Direct
• Talks more than listens
• Blunt and to the point
• High volume, fast speech
• Makes strong statements
• Uses forceful tones
Calculating
• Fact oriented
• Asks pertinent questions
• Monotone
• Uses “thinking” words
• Likes speech to be precise
Interactive
• Dramatic
• Tells stories, anecdotes
• Much inflection
• Shares personal feelings
• High volume, fast speech
Steady
• Prefers Listening
• Lower volume, slower rate
• Last one to speak
• Stops quickly if interrupted
• Warm, conversational tones
 Classification Exercise:
You and Your Customer
Direct Interactive

IBO IBO

CUSTOMER CUSTOMER

Calculating Steady

IBO IBO

CUSTOMER CUSTOMER
Course Topics

• A Model of Human Behavior:

How to Approach
• Value Propositions: What to Say
• Lead Generation Cycle:
When to Approach
Value Propositions

Are CLEAR, SIMPLE statements of the tangible

RESULTS a customer gets from using your
products or services. They are focused on
OUTCOMES and stress the business VALUE
of your offering.
 What do You Say?

Professionals Amateurs

• Benefits • Features
• Solutions • Quality
• Results • Title
The Client’s Perspective

The perspective client is not interested in

what YOU DO.
They are interested in what problem you
can solve for them or their company.
 Two Typical Approaches

Yellow Pages Approach Catalog Approach

• I sell • We have
• I install • Fast Service
• I own • Office supplies

What you DO Your Offerings

Hints to be Remembered

Hint #1 – Don’t emphasize yourself or your offerings

Hint #2 – Solve your client’s problem
Hint #3 – Keep it short
Hint #4 – Get to the point
Hint #5 – Find the “pain” and ease it
Hint #6 – Choose words that will connect, not confuse
Outcomes and Results-oriented

Talk outcomes not products and services.

Tie results to critical business issues.

Tie results to personal issues.

Listen for Customer Needs and
Pains
• Overwhelmed by Holiday Shopping
• Confusion over “Good Nutrition”
• Doesn’t have time to “eat right”
• Wants to slow down aging process
• Looking for extra income
• Struggling with stagnant business
Three Approaches

• Pain-centered – Uses a pain the person can

relate to.
• Benefits-centered – Uses a benefit the
person would desire.
• Question-centered – Qualifies the need of
the person.
Pain-centered Approach

I/We work with/help

(target market)

who are (verb) with

(problem).
Pain-centered Example

Sponsoring
• “I work with people who are struggling to meet
their monthly bills.”
Product
• “I help realtors in a down market create ongoing
referrals.”
Benefits-centered Approach

I/We work with/help

(target market)
who want to
(what they want)
Benefits-centered Example

Sponsoring
• “I help people set-up secondary incomes.”
Product
• “I help people who want better health, cut
through the nutritional maze.”
Question-centered Approach

If I/we could show you a way to

(put an end to pain)
and
(create benefit),
would that be worth 15 minutes of your time?
Question-centered Example

Sponsoring
• “If I could show you a way to increase your
annual income on a part time basis, would that
be worth 15 minutes of your time?”
Product
• “Would it be worth 45 minutes of your time to
show you how to recapture a more youthful
appearance?”
Course Topics

• A Model of Human Behavior:

How to Approach
• Value Propositions: What to Say
• Lead Generation Cycle: When
to Approach
Lead Generation Cycle
Lead Generation Cycle
Lead Generation Cycle

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Lead Generation Cycle
Lead Generation Cycle
Lead Generation Cycle