Online Lead Generation Guide for Home-Based Businesses

Transcription

1 Online Lead Generation Guide for Home-Based Businesses A PresenterNet Publication PresenterNet Page 1

2 Online Lead Generation Guide for Home-Based Businesses Table of Contents Creating Home-Based Business Leads with Online Presentations 3 What s Included in an Online Lead Gen Presentation? 4 How Long is the Narration Script? 4 Creating the Message 5 The Attention Step 5 The Credibility Step 6 The Vision Step 6 The Unique Sales Proposition Step 7 The Closing Step 8 The Successful Sales Process PresenterNet 2

3 Creating Home-Based Business Leads with Online Presentations New sales leads are critical to success for all home-based businesses and creating an inexpensive and easy online presentation is one of the most important tools for ensuring an ongoing opportunity flow. Creating new leads requires short, concise on-demand presentations. Created primarily with PowerPoint. enhanced and delivered by PresenterNet, they are otherwise dramatically different from live sales presentations and Webinars. The following chart compares these two presentation methods: On-Demand Lead Gen Live Presentations Objective Capture prospect info Full info delivery process Average Time 3-4 minutes 30 minutes Number of Slides Narration Pre-recorded, scripted Unscripted live speaker Use of Text Bullets Few or none Whenever needed Animations Constant, flowing graphics Typically with text bullets Detailed Charts Not recommended As needed Presenter style Steady speech, no delays Casual, relaxed pace Audience Attendance Anytime 24 x 7 Scheduled programs On-demand lead generation presentations may be embedded in Web pages or web visitors can access them directly from links to standalone Web addresses. Either way, they perform lead generation more effectively than conventional Web pages or online videos and are especially useful to home-based businesses. Unlike Web pages, on-demand presentations focus viewer attention on a short, concise predesigned business message, delivered by voice, and supported by photos, images, text and music. The narrator speaks in a friendly one-on-one manner and asks a few questions that viewers can quickly answer by clicking, moving sliders or entering a few text characters. These on-demand, interactive presentations enable important data collection such as contact numbers, s and product/service preference. If viewers want more information, the presentation can be structured to collect their contact information for specific requests.. In this way, the on-demand presentation moves visitors from the Web page into the sales funnel. Home-based business owners can access reports at anytime and view or print lists of interested viewers who have entered their contact information. Typical lists include responses by each viewer indicating their degree of interest and special areas that attract them. Presentations like these are inexpensive and easy to create; they don t require a Web professional to post or edit online. Any part can be easily modified or changed by the business owner without technical assistance. This publication provides step-by step information on structuring on-demand lead gen presentations, creating the story and building a presentation PresenterNet 3

4 What s Included in an Online Lead Gen Presentation? An online lead generation presentation, accessed on demand by visitors 24 X 7, offers a short, deliberate story with a single objective: to motivate web visitors to answer a few simple questions and request follow-up, thus turning more web visitors into qualified leads.. An effective presentation for this purpose needs the following five basic steps: 1. An Attention Step an introduction that relates personally to potential prospects 2. A Credibility Step a quick story emphasizing the company s strong history and the uniqueness of its products 3. A Vision Step creating the mental vision or dream that makes prospects want to be part of the company 4. A Unique Sales Proposition Step stressing how easy it is to begin, and projecting potential rewards 5. A Closing Step a call to action for a personal discussion, demonstration or team participation A good narration script can cover all of these steps in a few minutes, with visual information of no more than four or five slides. It is important to keep the viewer s attention for the entire presentation, so it should be no longer than an average person s attention span usually 3-4 minutes, or about the length of a typical YouTube video. To keep the viewer s attention, the presentation must be constantly flowing with images, photos and voice. Background music also helps to keep people focused. Unlike a live presentation in which the slides tell the story and the voice explains the slides, the online lead generation presentation needs a tightly written narrator s script to tell the story and articulate each of the five steps. Each slide must then synchronize with the voice with images, text and photos fading in and out to support the actual words of the narrator. The result feels somewhat like a video, but is more effective because it is interactive and captures prospect information. How Long is the Narration Script? To determine the length of the narration scrip, begin with the desired time limitation for the entire presentation. For example, the presentation might be four minutes long. Since the average rate of speech is 140 words per minute, the script should be approximately 560 words. With five steps and possibly as few as five slides, each step should be narrated in approximately 112 words PresenterNet 4

5 The five basic presentation steps an attention step, a credibility step, a vision step, a unique sales proposition step, and a closing step must be written so that they work together as a contiguous script. Some home-based businesses, especially network marketing businesses, provide long, detailed PowerPoint presentations that may include a few slides that fit these steps. However, the most effective presentations for this purpose emphasize the personality of the sales people. Therefore, slides selected from a general company presentation need to be customized and the script should be created as a personal conversation. The Attention Step: Creating the Message The primary purpose of this step is to engage and hold the viewer s interest. On the example shown below, the speaker doesn t overload the viewer with information. She introduces herself by name and positions the company name. She also tells the viewer that this company offers a great business opportunity with products that have beauty and health benefits. To engage the viewer and strengthen the message, attractive graphics flow to support each statement, with upbeat background music creating the presentation style and mood PresenterNet 5

6 The Credibility Step: To create a feeling of credibility, the speaker briefly explains how the company started and why its basic products are special. Animated graphics flow to support her words, using an attractive model and tropical island imagery. She also states how successful the company is and its standing as one of the industry s largest companies. Finally, she states that these products are marketed entirely by people like you and me. The Vision Step One of the most important objectives of this short powerful presentation is to lead the viewer to personally relate to the message. To meet this need, the next step creates a series of personal dream visions that are likely to appeal to the viewer. While fading in such dreams as a new home, vacations, time for family, etc., the speaker and the imagery imply that existing team members joined to make the same dreams come true. This personalizes the message. To ensure that the viewer forms a mental connection, the speaker pauses to ask a question relative to the potential dreams listed: Which of these is at the top of your list? Please check your number-one dream and click to continue. As illustrated by the following slide, the viewer responds by checking a box onscreen. This helps the viewer to make an emotional connection. At the same time, the system captures the response so that it can be used in a follow-up sales discussion PresenterNet 6

7 The Unique Sales Proposition Step Having positioned the company and the product on a personal level, the speaker explains how the viewer can choose to participate. This is a crucial step that transforms the shared vision into a potential reality. In any presentation of this kind, this is the step where the speaker tells exactly what the viewer can do and describes the potential return in general terms. It must provide just enough detail to guide people who are truly interested to follow up with a detailed discussion. The speaker then shows that there are three different levels of participation, with each successive level delivering greater rewards and requiring greater financial commitment. She doesn t get bogged down in details and only draws the basic outline of how the program works. The message indicates that anyone who joins can choose the level they want, but implies that that they will probably want to make a complete commitment once they have experienced early success. So in a few words the speaker is allaying fears that people will be pushed to do anything they don t want to do. As shown in the following example the speaker also asks for feedback, relative to the viewer s interest level. She asks, How interested are you in learning more about Pacific Isle Naturals? Please tell us by moving the slider on your screen PresenterNet 7

8 The viewer s response is captured so that it can become a useful part of follow-on sales discussions. The Closing Step Concluding the presentation, the speaker thanks the viewer for listening, offering the opportunity for a follow-up contact. In a casual, friendly tone she says, Please enter your information here so we can chat and communicate further. This is the essential call-to-action. As shown on the following example, the slide offers spaces to enter a name, address and phone number. The speaker promises to get in touch. If the viewer responds by entering this information, it is captured in the system database. The system also generates an notification message to the account owner. On receiving the notification, the account owner can view a report that lists all viewers who have entered their contact information. Along with this contact information, the report will include all other viewer responses, such as each person s number one dream, and their level of interest in learning more about the business opportunity PresenterNet 8

9 The Successful Sales Process Sales success for any business requires a dependable process that begins with lead generation. For home-based businesses, lead generation must be low-cost, require as little direct labor as possible and be nearly automatic. A home-based business with only one person to perform all tasks cannot afford a significant advertising campaign, does not have time for cold calling and can t wait for leads to appear randomly. Web sites are valuable tools for attracting visitors and providing general information. But like brochures and ads, they don t create sales by themselves. They do their job by attracting visitors and providing them with a general picture. This job is analogous to a store window. If visitors see exactly what they want they may make a purchase. Usually however, they need someone to offer focused information to get them to the next step. A well executed online lead generation presentation embedded on a Web page fills that need by telling visitors what they want to know. To ensure understanding while creating an emotional connection the narrator tells a conversational story while collecting information that will help the follow-on sales process succeed. In this way, the presentation transforms visitors into sales prospects and enters them into a one-on-one sales process. To view and hear the actual presentation described in this report, please go to PresenterNet 9