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There's a reason why Marketing and Sales programs perform so poorly today, and why it's so hard to get ahead.

It's because the system is designed for you to fail.

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"Lead Generation: The Missing Link between Marketing and Sales"

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Why Read "Lead Generation: The Missing Link between Marketing and Sales"?

"Lead Generation" was written to help you understand exactly how to develop a profitable and effective go-to-market strategy...

  • No matter what you're selling
  • No matter who you sell to
  • No matter what media you use
  • No matter how large or small your business is
  • No matter what channels you sell through
  • And no matter what your competitive environment is

So you can meet - and then exceed - your goals for sales, market share and profitability.


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About the Book

"Lead Generation" is divided into 11 main sections

Section Chapter(s) Pages Description
1. Introduction 1-4 58 The Introduction provides an overview of the challenges facing many businesses that are trying to grow. It then introduces the "Lead Generation Paradigm" and the idea that how to design and execute an effective Cold Call can serve as a model for developing and implementing any more effective marketing or sales strategy.
2. Persuasion 5 60 This section describes how decisions - particularly purchase decisions - are made, and how to influence them.
3. Building Your Pre-Requisites 6-7 88 Marketing and Sales programs need to be built on a clear and solid Value Proposition. This section provides detailed instructions on how to articulate an effective Value Proposition from Case Histories, Needs Analyses, Applications Analyses, and EVC Modelling.
4. Program Management 8 65 This section explains how to set up and manage a Marketing and Sales program that has meaningful accountability built in.
5. Designing Your Cold Call 9-10 42 This section describes how to spec a Cold Call (or any marketing or sales tactic) so that it will be effective in getting attention, stimulating interest, creating desire, and getting the prospect to take an action designed to move the sales process forward.
6. Questioning Techniques 11 164 This section goes into detail about how to ask good questions that are designed to uncover needs, build value, increase willingness-to-pay and create urgency.
7. Extra Credit Techniques 12 21 This section covers topics such as sending information, getting past gatekeepers, overcoming objections, leaving voice mails, and preventing no-shows that support the core lead generation function.
8. Summary, Checkpointing the Revolution 13-15 34 This section summarizes and reinforces what we've learned so far, contrasting it to methods that typically don't work.
9. Building Your Core Components 16 8 This section explains how to package the assets created earlier so they can be used in other programs such as Social Media, advertising, Trade Shows, content, SEM, Websites, Direct Mail, PPC, retail, networking, etc.
10. Applications of the Lead Generation Paradigm 17 36 This section describes how to apply the Lead Generation Paradigm, and the assets created and packaged above, to any Marketing or Sales tactic (e.g. Social Media, advertising, Trade Shows, content, SEM, Websites, Direct Mail, PPC, retail, networking, etc.,) in order to generate Qualified Sales Leads that make through the Sales Funnel quickly, profitably and successfully.
11. Epilog 18-19 6 This summary ties everything back together, and answers any remaining questions you might have.

About the Book

"Lead Generation" is divided into 11 main sections

Section 1: Introduction
Chapters: 1-4
Pages: 58
Description:
The Introduction provides an overview of the challenges facing many businesses that are trying to grow. It then introduces the "Lead Generation Paradigm" and the idea that how to design and execute an effective Cold Call can serve as a model for developing and implementing any more effective marketing or sales strategy.
.
Section 2: Persuasion
Chapter: 5
Pages: 60
Description:
This section describes how decisions - particularly purchase decisions - are made, and how to influence them.
.
Section 3: Building Your Pre-Requisites
Chapters: 6-7
Pages: 88
Description:
Marketing and Sales programs need to be built on a clear and solid Value Proposition. This section provides detailed instructions on how to articulate an effective Value Proposition from Case Histories, Needs Analyses, Applications Analyses, and EVC Modelling.
.
Section 4: Program Management
Chapter: 8
Pages: 65
Description:
This section explains how to set up and manage a Marketing and Sales program that has meaningful accountability built in.
.
Section 5: Designing Your Cold Call
Chapters: 9-10
Pages: 42
Description:
This section describes how to spec a Cold Call (or any marketing or sales tactic) so that it will be effective in getting attention, stimulating interest, creating desire, and getting the prospect to take an action designed to move the sales process forward.
.
Section 6: Questioning Techniques
Chapter: 11
Pages: 164
Description:
This section goes into detail about how to ask good questions that are designed to uncover needs, build value, increase willingness-to-pay and create urgency.
.
Section 7: Extra Credit Techniques
Chapter: 12
Pages: 21
Description:
This section covers topics such as sending information, getting past gatekeepers, overcoming objections, leaving voice mails, and preventing no-shows that support the core lead generation function.
.
Section 8: Summary, Checkpointing the Revolution
Chapters: 13-15
Pages: 34
Description:
This section summarizes and reinforces what we've learned so far, contrasting it to methods that typically don't work.
.
Section 9: Building Your Core Components
Chapter: 16
Pages: 8
Description:
This section explains how to package the assets created earlier so they can be used in other programs such as Social Media, advertising, Trade Shows, content, SEM, Websites, Direct Mail, PPC, retail, networking, etc.
.
Section 10: Applications of the Lead Generation Paradigm
Chapter: 17
Pages: 36
Description:
This section describes how to apply the Lead Generation Paradigm, and the assets created and packaged above, to any Marketing or Sales tactic (e.g. Social Media, advertising, Trade Shows, content, SEM, Websites, Direct Mail, PPC, retail, networking, etc.,) in order to generate Qualified Sales Leads that make through the Sales Funnel quickly, profitably and successfully.
.
Section11: Epilog
Chapters: 18-19
Pages: 6
Description:
This summary ties everything back together, and answers any remaining questions you might have.


Lead Generation Is All about Closing the Gap
between "Where You Are" and "Where You Want to Be"



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=

Read "Lead Generation", Learn Cold Calling

Learn Cold Calling, Sell Anything

"Lead Generation" will teach you everything you need to know in order to make more effective Cold Calls and Sales Calls, and implement more effective Marketing programs, including:

  • How to write an effective script
  • How to develop a successful Marketing strategy
  • How to design an efficient work plan
  • How to get past gatekeepers
  • How to reach decision makers
  • How to establish rapport and credibility
  • How to stimulate initial interest
  • How to convert initial interest into true interest
  • How to uncover needs
  • How to build value
  • How to create urgency
  • How to set appointments that stick
  • How to overcome objections
  • How to manage the decision process
  • How to get in the door
  • How to create more compelling content
  • How to manage your CRM
  • How to build a Sales Funnel
  • How to manage a territory
  • How to build value
  • How to follow-up
  • How to accelerate the decision process
  • How to generate Qualified Sales Leads
  • How to write effective emails
  • How to connect better to prospects
  • How to design a work plan
  • How to win a price war
  • How to get calls and VMs returned
  • How to shorten your Sell Cycle
  • How to unhook competition
  • How to close
  • How to increase upsells and resells
  • ...and more.

In other words, "Lead Generation" will teach you everything you need to know in order to design and implement any Marketing program, and sell anything to anybody!


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Why Use "Cold Calling" as a Model?


"Lead Generation" uses Cold Calling as an example to show how to develop any effective Marketing or Sales strategy. The reason is that, when it comes to Sales and Marketing, Cold Calling is arguably the most comprehensive skill to master. It requires the ability to get people's attention, and quickly establish credibility and rapport with people who are almost always disinterested and often antagonistic. It requires empathy, tenacity and the ability to ask good questions. And it requires good listening skills, as well as a thorough understanding of the product, its applications, its underlying needs, its market, and its benefits.

Done correctly though, Cold Calling is one of the most effective, and cost-effective, tactics available. And so, if you understand what goes into making a good Cold Call, you can do just about anything else in Marketing or Sales successfully.

The problem, of course, is that many people don't like to do it, usually because of the rejection associated with not being able to do it well. But the fact remains that, if you can design and execute an effective Cold Call, then the very same skills and assets that enable you to make an effective Cold Call can easily be applied to any Marketing or Sales strategy.

And so this book serves two needs.

  • First, if you want to learn how to make more effective Cold Calls or sales calls, "Lead Generation" will teach you everything you need to know in order to do it, and do it well.

  • Second, if you want to be able to develop and implement any other marketing or sales program, "Lead Generation" will show you how to adapt its "how to" for making a good cold call to virtually any other Marketing Mix element or Sales tactic you care to use.

In other words, "Lead Generation" contains everything you need to know in order to be successful in Marketing or Sales.


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About the "Lead Generation Paradigm"


Lead Generation isn't something you bolt onto a failing marketing program to save it


And it isn't something you do to qualify unqualified leads

It's a strategy that guides your Marketing and Sales programs - so they actually deliver profitable revenue!

The Lead Generation Paradigm
Contrary to popular belief, Lead Generation isn't a band-aid you can put on a failing Marketing program to stop it from bleeding out. And it isn't a way to turn otherwise bad leads into good ones. Lead Generation is a high-level strategy that guides and controls your Marketing and Sales plans - so they work, work well, and work together.

The High-Level View
An effective Lead Generation strategy is built on an understanding of customer needs, your company's competitive position in the market, and its Value Proposition in the eyes of its prospects. From there you can create virtually any Marketing and Sales initiatives - but this time they're going to work!

Continuous Process Improvement
The Lead Generation paradigm not only enables you to grow your sales and market share, but it enables you to take your business to the next level and beyond - no matter how the competition responds.

Accountability
One of the many things that makes a Lead Generation strategy unique is that it creates meaningful Accountability. Other approaches virtually guarantee finger-pointing between Marketing and Sales. But a Lead Generation strategy insures that everyone sings from the same sheet of music. So you get the results you need, at a cost you can afford.

ABOUT THE AUTHOR

Jeff Josephson is the founder and CEO of LeadGen.com, for over 30 years a leader in Marketing and Sales. Jeff and his team have generated over $4 billion in new sales for their clients, through both time-tested and innovative new techniques. This is Jeff's second book, which focuses on the specific steps needed to develop an effective strategy for growing sales, no matter what business you're in.



Lead Generation: The Missing Link between Marketing and Sales

Read an excerpt here.

View the Table of Contents here.

Watch the video series here.


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