Focus on Sales: Leading the Way

he concept of a leads club is fairly simple: members meet on a regular basis, make a concerted effort to bring leads to others in the group, all in an effort to mutually increase business.

By networking you facilitate opportunities for others and help achieve their goals, and in return, they support you. Leads clubs facilitate opening additional channels of revenue by realizing new business connections and clientele. You can also initiate new business lead generation through referrals and promotion and discover hidden connections to build and strengthen partnerships. You’ll also share ideas and solve business problems with network members.

Most leads clubs are similar in that they allow only one person per profession into the particular group. For example, only one pest control professional would be allowed in a chapter. Some groups meet monthly, while others meet more often but all groups strongly encourage regular attendance. Some require membership dues to cover costs.

Leads groups can become a prime source of referrals for members. If a real estate agent sells a home and the buyer asks for the name of a good termite inspector, the agent can provide the name of his or her leads club members. (There can be two people representing the same industry if they have a different focus.)

Because it produces tangible results, meeting attendance is typically high since members realize that if they miss a meeting, they are passing up sales leads or similar opportunities.

THE GROUP’S STRUCTURE. At a typical meeting, a member presents a 10-minute infomercial about his or her business and the service it provides. Other members have the opportunity to present a one-minute commercial, plus everyone can bring literature to put on a networking table. Most meetings last about 75 minutes and have a structured agenda.

Some groups require that their members visit another member’s place of business once a month. They draw names to see who goes where, then report at the next meeting. Because providing leads is not hit-or-miss exercise, participants are required to really get to know each other.

MAKING THE MOST OF IT. The networking formula may sound easy, but it doesn’t work for everyone. Network-ers should only join organizations that interest them. And, they cannot afford to be pushy. Those who take but don’t give back are quickly ostracized. The obvious opportunist is quickly shunned. Jo Mittiga, executive director of Leads Club/Georgia region, said, "Networking groups are really about being surrounded by friends who can help each other. It’s not just about gaining leads; it’s about developing relationships, building camaraderie, and sharing ideas in addition to referrals and leads."

Here are some tips to help increase your chances of success with lead clubs:

• Develop your 30-second commercial so you are prepared to express exactly the problems that your company solves. Learn to explain what you do in a way that leaves the person remembering you. Reveal something interesting about yourself and/or your business. Marketing consultant and speaker, Fred Berns, says "…an individual typically remembers only one thing about another person several months after a chance meeting." Be sure the one thing people remember about you is your name and self-introduction.

• If it’s your turn to present a 10-minute infomercial, be creative in your presentation. Use props, show and tell, stories or any other attention-getters. That way, you will be foremost in the minds of the members when they or someone they know needs pest control.

• Attend all meetings. It may seem to take more time than it’s worth, but by attending all meetings, you’ll develop relationships with group members.

• Be on time or slightly early to allow for more networking time.

• Get to know all the other members, especially new members. Remember that the purpose is to give leads as well as receive them.

• Be aware of what others on your networking list can provide and freely refer potential clients to those in your network.

• Always carry business cards.

• Learn to remember names of those you meet by making a mental association between the person’s face and name. Repeat the person’s name when you meet to reinforce it in your mind.

• When accepting a business card, always write notes on the back of it to help you remember the person when you follow up after the event.

WHAT ABOUT PEST CONTROL? Noel Buckingham, Buckingham Pest Control Inc., Eureka, Mo., says, "I am a member of BNI here in St. Louis. I have found it to be the single largest source of new clients. Nothing beats a good word of mouth referral. I like BNI so much I’m getting ready to put one of my techs in another chapter."

Jonathan Sargent of GPM Pest Management in Greenville, S.C., says, "We belong to the Executive Association of Greater Greenville in Greenville, S.C., and it has been fantastic. There are probably 30 or so members, and we have around 75 percent of them for at least one service, most of them have both termite and pest with us."

Other pest management company owners say that networking at Chamber meetings and other community meetings are as valuable as formal leads groups. Many times leads groups are most beneficial to companies just getting started.

The secret for a successful leads group experience is being active and giving leads as well as receiving them.