Got 30 minutes? That’s all it takes to create a lead-generation blueprint, according to author Mike Gospe. In only half an hour, take the time to create a blueprint of a lead-generation activity to ensure that your agency’s goal is clearly defined and there is not only a promise of leads, but quality leads. Your agency can expect great ROI results by thoughtfully planning the next prospecting event, rather than just throwing something together and holding out hope for a great return.

Gospe suggests starting your blueprint by answering the following questions:

• Who is the target audience?
• How do they want to be communicated with?
• What offers do they want/expect from us?
• After they respond to the first activity and offer, what happens next? And what happens after that?
• What happens if they don’t respond?
• How will these activities and offers help qualify these prospects?

As you brainstorm answers to these questions, you and your agency may uncover other potential courses of actions or other potential prospects that had not been taken into account—all within 30 minutes! Gospe put his blueprint plan into action with a team of his clients, which led to even better results than they had previously expected. “Success today requires marketers to apply the discipline of campaign development in order to establish a relevant, timely dialog with the target audience,” he writes. “This is the key to higher conversion rates and even higher customer loyalty.”

Read his article for more insight into his personal experience with lead-generation blueprints, as well graphic examples.

Did you know that over half of advertisers are not satisfied with their agencies and the average agency-client relationship lasts only two years? That’s the word from Michael Gass via his blog Fuel Line. This could be due to agencies forming partnerships with less-than-compatible clients. Gass writes about the importance of finding your agency’s “sweet spot” when prospecting. Just like with a favorite golf club, focusing on sweet-spot prospects can lead to success. Not just will you be finding a client that truly needs your services, but you also will be further building your brand, as opposed to taking on anyone and everyone’s business.

Gass writes that hitting the sweet spot allows your agency to:

Become an expert and leader in your field

• Acquire new business with the least amount of wasted agency energy and resources
• Develop a well-defined set of criteria for identifying clients who want your agency for what it does best
• Experience a stronger win ratio in new business, because the agency is playing to its strengths
• Reach a broader — not narrower — geographical market area
• Have fewer competitors, because there will be fewer agencies who do what you do
• Report better margins, because specialists command premium pricing
• Utilize a business model that increases the agency’s value and relevance to clients

Check out Fuel Line for the rest of the article!

In my last post, I discussed the importance of observing your client or prospect’s office. Noting that the prospect drinks coffee or displays family photos can clue you in to the type of person he or she is, resulting in a better relationship both professionally and personally. But it’s equally important to respect the individual’s personal objects, tastes, and overall space.

Radio Sales Today recently noted a few important things to keep in mind when stepping foot on a prospect or client’s “turf.”

• Always stand to shake hands when seated in the waiting room. Not only are you exhibiting respect, you also are at the level to make eye contact.

• Unless given permission, never lay your briefcase or other belongings on the person’s desk.

• While seated, don’t slump, slouch, or lean. Don’t be stiff, but have a relaxed, upright posture.

This respect of the client or prospect’s space, in addition to the insight gained from observing your surroundings, can help you establish a great rapport that may lead to a sale or continued business.

Despite the ease and comfort of shooting off an email, a personal phone call is still considered the best way to follow up with a prospect after a meeting. As we become more comfortable using less intimate forms of communication, that follow-up call can seem daunting.

Author of “Get Clients NOW!”, C.J. Hayden, offers some ideas on how to quit relegating calls to the bottom of the to-do list and make the connection without cringing. She lists seven steps that prepare you to efficiently, and painlessly, pick up the phone. Ms. Hayden suggests keeping some talking points on hand to help direct the conversation so that you don’t waste any time and get your points across. She also emphasizes the importance of being conversational. In no way should the phone call resemble a speech, but rather a two-way conversation that allows you to learn more about the prospect. Make the exchange enjoyable for the person on the other line, and most likely, he or she won’t be trying to find excuses to hang up.