Page 250 - Duct Tape Marketing

Turn Prospects into Clients and Clients into Partners with an Advanced Education System

sales department has to hit the streets and do the educating for them.
That’s why selling can be such a tough job.

With the Duct Tape Marketing system in place, the focus moves
away from selling and toward educating prospects that have already
expressed an interest in your business and, more important, your
unique approach.

But, just as I have presented a set of systematic steps to apply to
every aspect of your marketing to this point, I want to start the expla-
nation of the lead conversion process with that same key point. This
is a system; it’s not a technique.

What Happens When the Phone Actually Rings?

A System That Works
So you’ve managed to make the phone ring. It’s a hot prospect on

the other end—now what? It’s amazing how few small business own-
ers consider this question.

There’s no question that certain people are more naturally suited
to the role of lead conversion than others. But we’re not talking about
certain people; we’re talking about you and your business. What I
want to introduce in this chapter is a system that will allow almost
anyone to succeed, even with average lead-conversion skills.

Maybe you’re a gifted presenter, but does that mean that everyone
in your organization is? What if you could take the most successful
salesperson in your organization and successfully duplicate her?

The Duct Tape Marketing lead conversion system relies on three
distinct components:

1. Discovery
In discovery, the central goal is to discover if a prospect actu-

ally fits your ideal target market. If you’ve done a good job in your

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