Lead generation

The wall most established businesses hit is not the product. It is twenty years of good work and no systematic idea of who to call next. One guest had three months of building behind him before he asked anybody whether the thing was worth selling, which is the normal order and the expensive one.

What comes out of a session

“I was thinking that actually I should focus on sales today, because this is something that we actually have never really done.”

Istvan David, whose studio had been running since 2006

A business owner whose company has been doing digital and light art since 2006 finished with a researched list of companies who might want projection mapping, and a picture of what his market actually looks like that he did not have that morning.

The number that settles it

The sharpest session on this subject spent three hours on something that had taken three months to build, and what decided it was not the code. Winning one customer through German search advertising came out at about two and a half thousand dollars, against a subscription that would need two and a half years to pay that back. Anybody can ask for that sum before they build. Almost nobody does.

So ask it early: what does one customer cost to get, and how long do they have to stay before that is paid off. An agent can price the advertising, the competitors and the going rate in an afternoon. Sometimes the answer is that the list was never the problem.

What it costs

The agent’s time. There is no list to buy, which is the point: a bought list is somebody else’s guess about your business, and it is the same list your competitors bought.

What this is not

An outreach machine. What comes out is a list with reasoning attached to each name. Somebody still has to make the call, and it is going to be you.