Levelling Up Your Lead-Gen Game

So, you need more leads.

To get more customers - Right?

You've bought some data, tried cold calling, maybe hired an 'expert', and whizzed-up your website.

But you are still living off referrals.

It's a familiar story.

>> Most MSPs cannot generate new business leads consistently <<

Referrals are great - we all love them. But most MSPs are bad at referrals, too.

They have no process and simply wait for passive referrals.

I know what you want: a regular supply of quality leads for you to qualify and take through your pipeline.

These leads should include referrals.

So, let's fix the referrals issue first:

The Rules of Referrals:

• Don't just sit back and wait

You need to 'ask' for a referral.

And you need to ask at a precise moment. For example:

1. After a significant project success
2. As soon as onboarding is complete
3. After you have run your NPS and received a 9 or 10
4. Create a referral scheme

• Reward (don't bribe!) quality referrals - e.g., donating to a charity of their choice.

And before anyone moans about 'paying' for a referral, have you ever stopped to measure the true cost of developing enough leads to turn one into a contracted customer?

Probably not.

￡500 to charity is a lovely, selfless, tax-efficient (!) act - it's also a VERY cheap, high-quality lead.

A referral scheme should be a tight process, not a passive waiting game.

Get this right, and you have created your first, deliberate lead generation process.

Get this wrong, and you will really p1ss your existing customers off. Asking for a referral is a soft skill which should be practiced and practiced until you can do it (well) in your sleep. Charging in like a bull in a lead-gen shop will end in tears.

But your total addressable referral volume is limited - you can only ask at the right time and not too often.

Beyond referrals, how can you generate consistent leads that you can feed into the top of your funnel? And how do you manage that funnel?

Until next time, amigos!

Matt

PS: Stats from a recent, strategic lead gen campaign:

• Targets: 200
• Leads: 35
• Qualified: 25
• Signed New Logos: 6
• Cost: Less than ￡500
• Total ARR: ￡150,000

The campaign took around six months, from the first email to the last customer signing.

Run this twice yearly, and you have 12 new clients and a whole hunk of lovely recurring revenue.

PPS: Originally published in the 19th January 2024 edition of my Friday 'Mastery for MSPs' email. Join 100s of others and sign-up for free at https://www.endgameconsulting.co.uk/newsletter