I looked into the door of my daughter’s room last week. Just after she goes back to her mom’s from the weekend, I enjoy just looking at the space she’s occupied and trying to recreate what she enjoyed most over the weekend. On the floor was a jigsaw puzzle - half finished. And propped against the wall was the box top to the puzzle. With the picture of what the finished product would look like.

So why does a 12 year old know to look at a picture of the finished puzzle before she starts putting things together while adults who are building entire businesses take a completely reactive approach and try to patch their business together decision by decision, purchase by purchase, campaign by campaign?

Doesn’t make sense, does it?Do you have a Step by Step plan for how you are going to build your business this year? Do you have the ability to test at every stage of your marketing and sales process exactly what’s going right and what you need to be working on?

Without a ‘picture of the puzzle’ laid out in front of you, your profit pursuit can be completely reactive - constantly looking for the next pretty ‘piece of the puzzle’. Unfortunately, that piece of the puzzle doesn’t fit into what you’re doing and you start trying to make your finished product look like it fits the piece you’ve just acquired.

One of the reasons that people have such a quick return on investment with my consulting and events is that we don’t focus on any particular piece of the marketing puzzle as the answer to the entire plan.

Profitability is about more than Webinars, Squeeze Pages, Audio on Your Site and any other puzzle piece that is sold. All of these are powerful components to a marketing plan. But to buy one of these pieces and try to build a business around it is like trying to buy a puzzle piece and hope that the rest of the puzzle manifests.

So - how do you focus on the end goal (Profitability) and determine what needs to be done. Well, a successful sales and marketing plan advances four overall strategies to achieve the end result.

Lead Collection - You need to have a common place to collect leads (Squeeze Page and/or 24 Hour Recorded Message). Also, you need a marketing plan specifically to sell the ‘Initial Offer’ or ‘Free Offer’ that occurs on that page. This is your primary customer facing offer.

Lead Seduction - Once someone responds to your ‘Free’ offer, you need a strategy and system (mailing, autoresponders) to increase the level of Desire, Passion, and Focus toward obtaining the Desired Outcome. You want this to be all they think about

Lead Selection- Among your growing list, Demand WILL exceed supply, but who do you invest your time with? The Lead Selection ‘TRIGGERS’ determine who is MOST Qualified and who Values your outcome the most so that your Conversion time can be the most effective possible.

Lead Conversion – One on one ‘PAIN Diagnosis’ where you find out individually what it is costing your Prospect to do without your services and then offer the Solution

Lead Attraction - Once you know what your profitability is and you plug the MASSIVE holes that inevitably exist if you’ve never paid attention to the collection, qualification and conversion process - THEN you send Traffic to your Site.

Many people who fill out their ‘Biggest Sales Challenge’ when they register on my various websites are looking for the shiny puzzle piece of More Leads. But without the other pieces to complete it, they just run leads through a sieve without any chance at massive profits. And then they are looking for more leads again because without any way to profit from them, more leads just aren’t enough.But when you map out the entire process above and put the actions that you do into that step-by-step plan, your profitability puzzle becomes a little easier to put together. It makes sense to throw out some pieces you’ve been holding on to. And others fit into place when you see how they should be applied.Let’s Review the Steps…

First is Creating a POWERFUL OFFER!

* What do your Clients give up by not working with you?
* Base your Offer on their Outcome, not your Input.

Then, Each Step Sells ONLY the Next Step

* Lead Collection System Sells… Giving Name and Email
* Lead Seduction System Sells… Reading More – Intensifies Desire, Passion and Focus.
* Lead Selection System Sells… Identifying Interest for More Intimate Information… Investing at the Next Level
* Lead Conversion System Sells… FINAL SALE

Put Lead Attraction System in Place…

Grow the Business Predictably by Raising the EFFICIENCY of the Lead Conversion System and the VOLUME of the Lead Attraction System.

This entry was posted on Thursday, December 20th, 2007 at 3:15 am and is filed under Lead Attraction, Lead Collection, Lead Conversion, Lead Seduction, Lead Selection. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.