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A coaching client that I have been working with lately illustrates an important point about Marketing. He happens to work for a mortgage company the lesson is about the Opportunity Cost of having a single source of sales leads. Let me tell you the story.

First Authentic J.T. Miller Jersey , before we get to that principle. It turns out that he works like crazy and so does everybody else in his office on a single marketing outreach program.

It is a list that they have bought from a list broker and then they have four people in the back who are doing telemarketing where they cold call mortgage holders to see if they want to refinance.

It turns out that they have to churns this list all day long to produce only a very few leads and the leads basically are very cold. His conversion rate on leads that come in from the telemarketers is one in a hundred. And remember, their conversion rate on their cold calls is probably another one or two or three in a hundred.

So they are sorting through a thousand leads for a single mortgage and it is basically making everybody just barely enough money to get by.

Here is the trap that they are caught in: Everybody churns this one system just to get by. They can't slow down even the littlest bit to do a little strategic planning - because they are all working as hard as they can just to keep their heads above water.

And that brings up the concept of Opportunity Cost. When you are doing an activity in your business, and your time and energy are occupied Authentic Christopher Tanev Jersey , there are certain other things that you can't be doing.

What if the opportunity you are pursuing right now is not the best one? What if you simply changed your marketing tactics to produce higher quality leads and got three times as many sales without having to work as hard? Oh, that is painful when you are working a system that is just barely scraping by.

So, here is one of the things I would suggest you do just as a general scheme of your business:

If you are not marketing in at least three major and significantly different ways to your clients; take some time - a couple of hours this week - and set some time aside to brainstorm other ways you can market other than the one you are using right now. Having at least three distinct lead sources is critical to get you the kind of leads that you need to make the sales that you want - without having to struggle all the time.

As you see different types of marketing outreach produce different levels of results Authentic Oscar Fantenberg Jersey , you will be able to prioritize. You will be able to focus more on the leads with the highest conversion rate. AND always keep three lead generators going.

That way you know you have at least three different alternatives that you can devote your time and energy to. AND you can prioritize between them because you measure them all, right?

You must measure every thing you do in your marketing. Only by measuring your results can you decide which way to prioritize and how to tweak them.

So, that is a quick Jay Beagle Jersey , real-life story, of the crushing opportunity cost of having a single (marginal) lead generation source.

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