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Chapter 14
Turn Prospects into Clients
and Clients into Partners with an
Advanced Education System
In this chapter, I’m moving the Duct Tape Marketing system away
from lead generation, the basic work of generating contacts and
referrals, and toward the ultimate goal—lead conversion or sales.
Be forewarned, however, that my approach to sales is much dif-
ferent from anything you might read about in one of the dozens of
books that focus on teaching you the tricks of the sales trade. If you’ve
jumped to this chapter in hopes of finding some killer closing tech-
niques, you’re bound to be disappointed. I refer to this portion of
the system as lead conversion for a reason. If you’ve done everything
I’ve outlined to this point to generate your leads, then selling them
is unnecessary—they’re already sold. The only job left is completing
their education and getting agreement on the terms of their purchase
or working expectations.
Effective Marketing Eliminates the Need for Selling
Confusion on this issue will always exist. That’s why so many com-
panies have marketing departments and sales departments. The only
reason you need both is because the marketing department is doing
such a lousy job differentiating the business and products, and the
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