Last weekend I did it again
You know the ski instructor who asks you to take a few children up with you when the chairlift starts, because they can’t go up without an adult?
Well, while I’m climbing I can’t resist… and I quiz them on time tables!
Evil.
But I do it with the best of intentions, to forge future informed customers 😉
So, when they grow up, they’ll be familiar with a few simple rules for making basic business choices.
Please don’t goggle now by saying that “numbers aren’t for me”. Let’s demystify these numbers a little. Numbers are nothing more than disguised messengers. Healthy bearers of business information.
Good spies.
Let’s look at a practical example.
In the last few days I’ve been analysing our “inbound” lead generation, i.e. the people who accessed our website at some point and registered to download something or ask for information.
These are the NUMBERS:
452 leads created, of whom:
193 were unqualified (40% of the total), i.e. they have characteristics for which they cannot become our customers.
259 were qualified (60%), i.e. they could potentially become our customers.
Among the qualified:
48 have become customers (equal to 20% of qualified and about 10% of the total)
82 declined (30% of the qualified and about 20% of the total)
129 did not answer (50% of the qualified and about 30% of the total)
These are on the other hand the business INFORMATION behind those numbers:
For every 10 visitors who land on the website, we can expect that
- 4 out of 10 will be unqualified
- 1 in 10 will become a customer
- 2 out of 10 will say NO
- 3 out of 10 will remain undecided, so it is well worth continuing to cultivate them
Hence the answers to fundamental questions.
For example, how many leads do I have to generate to take 1 order?
10 leads.
Also: if each order brings me 1000 Euro margin, how much can I afford to pay each lead to acquire a customer?
100 Euro.
Few and clear concepts.
It’s enough to know time tables, you don’t need to know how to solve convolution integrals.
Yet many companies do not reflect enough on basic indicators.
By following some trends of the moment, they complicate life with “distracting” indicators that make you lose sight of the ultimate goals of business.
Starting from this, we position ourselves as the first and only lead generation agency able to help customers focus on TRUE business indicators, not on “distracting” ones.
Do you want to grasp Google Analytics data or Facebook pixels to the point of exhaustion …
… or do you prefer to draw a couple of simple key concepts from these technicalities that maybe will help you grow your business?
If you prefer developing your sales instead of the esoteric lucubration of technicians, contact us here:
Long live the simple time tables, down with convolution integrals!
