build your own tribeEvery week I receive emails from shysters offering lead generation services. I also talk with clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the seventh of 10 THOUGHTS addressing strategies for maximising qualified enquiries – or genuine […]

build your own tribeEvery week I receive emails from shysters offering lead generation services. I also talk with clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the seventh of 10 THOUGHTS addressing strategies for maximising qualified enquiries – or genuine prospects. I am defining a qualified enquiry – or genuine prospect – as one where there is a better than 50% likelihood of conversion. I recognise that there is usually a sales funnel and acknowledge the importance of minimising time wasted on unqualified enquiries in that funnel. In 2006, Blake Mycoskie launched the footwear brand, Toms, from the living room of his apartment. His goal was to create a for-profit company to give new shoes to children in need. Just ten years later 3.5 million people engaged with the brand for a one-day campaign which…