Stuck in an Lead Gen Efficiency Jam
More is not better. Work smarter, not harder. Phrases like this exist because Lead Gen inefficiency is a sickness that can become a habit to your or in your office. It represents a fear of not working for a better solution. Efficiency ought to be on your radar in most everything you do.
There was a study done a while back that was covered in Harvard Business Review that looked at the efficiency of choice and options. In particular it focused on grocery stores to illustrate how humans interact with options.
“It all began with jam. In 2000, psychologists Sheena Iyengar and Mark Lepper published a remarkable study. On one day, shoppers at an upscale food market saw a display table with 24 varieties of gourmet jam. Those who sampled the spreads received a coupon for $1 off any jam. On another day, shoppers saw a similar table, except that only six varieties of the jam were on display. The large display attracted more interest than the small one. But when the time came to purchase, people who saw the large display were one-tenth as likely to buy as people who saw the small display.”
Efficiency is awesome. Revaluate lives by this keep it simple stupid montra to an extreme. We could provide the millions of data points that are used over a year about the purchases, searches, and life event trigger trail data that each prospect in your database has amassed. This would be totally useless, and overload even the most savvy CMOs. Instead we boil all that data down into a single, actionable score. Simplicity creates efficiency. Put artificial intelligence and software to work in order to make lead gen and transactions easier to obtain
And I feel like most professional people think this way. But not all.
I was reminded of this when I opened my mail this week. I received a Fedex sized envelope with 13 pages (some double sided) with hand written notes, questions and highlighted sections… all with the call to action of “give my assistant a call”.
Presumably they sent this to many, many homes in my hood… wow.
So ill ask you – does this method work? To what extent? Do you really ned 13 pages of hand written notes? There must be a better way.
Even if this person were to use Revaluate data to slim down the list by 95% prior to sending the letters – there is STILL a ton of work involved.
Let’s look at more efficient ways to do lead gen, and save a tree or two along the way.