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The Internet is the great business equalizer. Small companies can have as big or bigger impact than a big company. Your size is very hard to detect. Unfortunately, this has been leveraged by spammers and scam artists. Incidents of Internet and financial services fraud are almost a daily headline.

Naturally this creates fear and anxiousness in trusting a financial service company operating online. The fortunate thing is that it is not reducing the number of finance leads and Web inquiries. However, it can make it hard to convert these Web customers.

Here are 7 simple things you can do to build credibility and trust online.

1. Professional Website - Regardless of the type of finance lead you are talking to they’re going to check out your website. You need to be presenting a professional image.

There is a reason that brick and mortar banks are often big and opulent structures–they’re giving their customers a sense of strength and stability.

Your website should be doing the same thing for your online customers.

2. About Us - I’m amazed at how many financial websites are missing this fundamental trust builder. Let your customers know who you are and why you want to help them. Without this you look like the latest anonymous scoundrel ready to fleece them.

3. Contact Us - Like the About Us page this is a page to build trust and credibility. Don’t miss the real point of this page–they want to make sure you’re real, not necessarily write you a letter. Therefore, the most important part of the page is a physical address. Especially for a finance company, people want the feeling that there is brick and mortar behind their transaction, even if it is in a different state.

4. Associations and Certifications - I have mixed opinions on this topic. Professional associations and certificates have long been the strong trust-builders–third party endorsements. However, more recently they have become centerpieces of scams and frauds. Fraudsters have often scammed their way into or created their own credentials and littered their websites with "trust me" badges.

My recommendation is to keep it simple. Pick one or two strong organizations that consumers can identify, like the Better Business Bureau or a highly visible industry association like TASC. This will make your certification and membership more credible. The other nice thing about the bigger organizations is that they typically have a very active PR and lobbying effort–giving you lots of mainstream press to point your customers to for legitimacy.

5. Testimonials - Good old fashioned customer endorsements are probably one of the best trust enhancers. Even if the customers don’t know these happy customers they get a sense that you are doing your job.

One of the new opportunities to put some real juice behind testimonials are videos. The old quotes and first names trick is one thing, but real people talking about their experience on video is a whole new level.

6. Education - Teaching is the new selling. Especially as financial products get more and more complex. Being the resource for consumers is a surefire way to get the sale.

Education is a simple way to implement lead nurturing for your online customers. These Internet customer naturally are shoppers and researchers. If every time they research a topic you are the source then you win.

7. Trust Building - At the end of the day, getting online customers over fear of your Internet-based approach is all about trust building. You need to assemble a process and resources that methodically build that mountain of trust for your business.

Have you ever purchased Internet leads? If you haven’t it may be because you didn’t think they were available for your business’ product or service. Take a look at some of the lead types that are available to you. Chances are there is a lead type to support your business. And you will probably be surprised at how they will out-perform some of those old marketing methods (i.e., Yellow Pages, newspaper, restaurant menus) that are sucking down your marketing dollars with no return.

Debt Leads

The debt business is one with a very long sales and return cycle. That means to stay in business you need a steady flow of prospects and clients that need your help to fix their debt problems. Internet debt leads are the best way to consistently fill your sales pipeline. They also have the added value of actually showing intent to take action on their debt problem by submitting contact information.

Loan Modification Leads

There are lots of homeowners in trouble. The collapse of the housing market and the crunch being placed on borrowers is widespread. And there is relief. However, that relief is complex and hard to for an individual homeowner to research. Therefore, most of these borrowers are turning to the Internet and asking for help. Internet loan modification lead providers are capturing those inquires. Loan modification leads are a great marketing short-cut to find these borrowers in need.

Refinance Leads

Believe it or not some people still have equity in their homes and can refinance their mortgage. And with great mortgage rates they are refinancing by the thousands. These requests are efficiently captured and turned into leads for sale.

These same leads are often good loan modification leads as well. Many of these requests to refinance existing mortgages are frustrated by declining home values or loss of income. Consequently, those not qualified to refinance make great prospects for loan modification.

Mortgage Leads

The mortgage lead market is probably one of the most mature. These leads are expertly generated and continue to increase in quality. And with mortgage rates still at historic lows you are sure to have as many prospects as you want to call every month.

Insurance Leads

Insurance is another well developed lead market. What’s more there are a large number of niche products that are supported by Internet insurance leads: life insurance, health insurance, auto insurance, and many more.

Auto Warranty Leads

This is one you might not have heard of–auto warranties. With Americans hanging on to their cars longer in this economic downturn there is significant opportunity in auto warranty leads. Consumers are turning to the Internet to learn how to extend their auto warranties and reduce their growing auto maintenance expenses.

Cash for Gold Leads

Another hot Internet lead type brought on by the failing economy is turning gold into cash. These leads are starting to fill the inventories of many lead providers because consumers need cash to put food on the table, pay their utilities, and keep that car running. As with anything else these consumers are turning to the Internet to find help.

Consumers are turning to the Internet more than ever for products and services. Fortunately, lead providers and aged lead brokers are helping you capture this interest more efficiently. No need to invest in web designers and lead generation experts. You can just buy the final product–on a per prospect basis.

Is there a specific lead type that you need for your business? Give me a call and I can help you find a steady flow of sales prospects for your business.

Most of our organizations in the mortgage and debt industry have gotten smaller. Even insurance and other financial services are trying to do more with less. We’re all looking for more cost efficient ways to do things we need for our businesses. One of those big things are marketing. After all, if we’re not getting the word out it’s unlikely we are selling.

Here are a few reasons buying Internet financial leads might be a smart option for your marketing dollars.

1. No one opens the Yellow Pages anymore - When was the last time you opened the Yellow Pages to find a business or service? Even to find the local pizza joint? Then why are you still buying ads in the local Yellow Pages or even the online version.

Stop wasting your money!

2. No one reads the local newspaper anymore - I don’t want to sound like a broken record, but no one reads the newspaper anymore either. They probably read the online version–if that. So why are you paying for that ad in the newspaper? Have you tracked a sale to that ad in the last six months?

Stop wasting your money!

3. Everyone goes to the Internet for deals - Now lets get serious about our precious few marketing dollars. Where do people go to find a mortgage, fix their debt problem, or get better insurance? Right, the Internet. So why aren’t your marketing dollars going there?

4. Internet marketing is hard - I bet I can guess why you aren’t investing in Internet marketing–it’s hard. You’re right, it is hard and complex. I wouldn’t advise most small businesses to jump into the Internet lead generation business. However, lucky for you there are experts that are willing to only charge you for actual prospects–financial leads. No need to pour money into website design, copywriting, pay-per-click, and SEO. You simply pay for people that want financial products and services.

5. Internet financial leads are hand raisers - Best of all, these financial leads are hand raisers. Unlike lists you might have purchased in the past or dialing through the phone book, you are getting people that actually submitted their telephone number and said, "call me!"

So, why are you wasting your marketing dollars on things you know don’t work anymore? Give buying Internet financial lead a try.

Buying Internet leads is a simple way to get expert marketing on a per leads basis. You buy individual customers who have raised their hands to be contacted, short-cutting the whole recruiting and hiring nightmare. In addition, if the marketing isn’t working for your sales you can immediately cut the expense and find leads that do.

This is one of the big advantages to buying leads. You have the flexibility to immediately control the quality of the prospects flowing into your sales pipelines. Meanwhile, you are being as efficient as possible with your marketing dollars.

Unfortunately, many mortgage, debt, and insurance businesses are intimidated by the process of buying Internet leads. Let’s take away some of the mystery and give you some tips.

First Focus on Your Business

The most important part of lead buying is your business. You need to know what you need in your sales pipeline–very specifically. Take some time and profile your ideal customer. What types of products do prospects normally buy from you? Then try to identify key characteristics: location, loan amounts, policy type, debt amount. With this little bit of thought you will filter a better lead from your lead provider.

Do a Little Research

There are lots of fly-by-night lead providers out there. A little research will save you money. Check the better business bureau, do some Internet searches, and ask some friends in the business.

This small amount of research on lead buying will certainly give you some tips on what to look for in a lead provider, how to steer clear of bad lead providers, and maybe even some ideas on pricing.

Evaluate Different Leads

There are a whole range of different types of leads. Not only are there Internet leads for a variety of products, like: mortgage leads, loan modification leads, insurance leads, and debt leads. There are a variety of categories of each of these, like: long form leads, short form leads, aged leads, telemarketing leads, hot transfer leads.

Each of these various lead types has a specific fit for different organizations. You have to decide which of these leads is going to do the best in your business.

Try Some Lead Providers

All lead providers are not made in the same image. You should try a variety of them. If you have the resources I suggest at least trying one or more real-time lead provider and a reputable aged lead provider. This way you can purchase a significant amount of leads, but also manage your costs. It also gives you an opportunity to gauge quality with multiple inputs.

In certain markets you will be surprised how aged leads (at a lower price point) might actually outperform real-time leads.

Measure the Performance

In all cases, measure! You will need to track what your leads are doing and ensure your investment is worth it. If leads don’t convert–whether it is your fault or the lead providers–you are hemorrhaging marketing dollars.

If you are measuring your performance with the leads you buy you can make adjustments or share your findings with the lead provider to fix the issue. Without metrics you are flying blind and probably wasting money.

Get Consistent

Finally, you need to find a consistent process for Internet lead buying. You need to find the right kind and volume of leads. Then buy them at a steady pace. Stopping and starting lead buying is a guaranteed why to make you revenue unpredictable. Even if you buy less at a time, but have a steady order once a month you will create a nice predictable sales revenue picture.

Hopefully, these guidelines have made your lead buying a little simpler. If you have any questions–call me.

Buying Internet leads is an efficient way to pump up sales and reduce marketing cost. Lead buying is a great source of high quality, high intent prospects. Lead buying also gives you consistency in the flow of prospects into your sales pipeline. However, to really maximize the benefit you need to get ready.

Be Ready to Call Your Leads

First and foremost commit yourself and your team to doing lots of calling. People are harder and harder to reach by phone. However, when you buy leads you know you are getting people that have interest, have provided their contact information, and are expecting a return call.

The more you call, the more success you will have buying leads.

Be Ready to Email Your Leads

Like the telephone, email needs to be a critical part of your sales process. Be ready with your emails and approaches. I also suggest that you invest in automating email campaigns with auto-responders or a good CRM system with this integrated.

Be Ready to Talk to Your Leads

Obviously you need to talk to these prospects at some time, so be ready. The best way is to create sales scripts and practice your sales pitch. Learn to open, introduce the product, overcome objections, and close.

Be Ready to Follow-up on Your Leads

No lead ever closes on the first attempt. So be ready to follow-up. Make follow-up a methodical part of your sales process. Create a system of reminders and ticklers that will alert you to follow-up. Your leads will be impressed and you will close more deals.

Be Mentally Ready to Succeed

Finally, and probably most importantly be ready to succeed. Most of the people I see failing with Internet lead buying were beat before they started. Their attitude beats them before the first call.

Buying Internet leads is a great way to jump start your sales team. Your sales team gets a consistent flow of new prospects and you are likely to save a lot of money on marketing. After all generating lead online is a fine art, which can be very expensive–especially if your marketing guy is learning on your dime.

Even with eager prospects handed to you like gifts, if you’re not prepared you will be less successful. Here are 5 important steps to getting your sales organization prepared to succeed with buying and working Internet leads.

Sales Script

Purchased financial leads are much different than your typical referral leads. These are not leads from a personal relationship or referred by a past client. They’re unique, but not necessarily better or worse–just different.

The best way to handle this difference is to get your team ready with a carefully thought out sales script. Spend time training your team to introduce the call (reminding them of their Internet submission), focusing a customer on the phone, and taking control of the sales process.

Call Every Lead

If you want to succeed with Internet lead buys you have to do a lot of calling. And at a minimum you need to call every lead.

Remember these people inquired online. They asked for a call and they had some intent to buy. If you don’t call them you certainly aren’t going to convert. Don’t buy leads for sales people that are afraid to pick up the phone.

Email Campaigns

Keep in mind that these customers applied online and probably like to do business online. Therefore email is often the best way to manage much of the initial contact. Unfortunately, this can be really taxing on your sales team. However, if you set up well thought out email campaigns you can automate much of this initial contact and sort out the best prospects.

Never Lose a Lead

This is the biggest mistake I see with clients. They simply lose the leads. If you want to really be successful in converting the Internet leads you buy you need to get them in a centralized system. This can be a custom database or CRM system.

Always Follow-up

People are busy. Their attention is often hard to get. That means you need to work hard at raising your presence on their radar. Your sales process needs to not only include diligent attempts to make initial contact, but also a good tickler system to stay top of mind. Getting to a deal with financial leads means good follow-up and follow-through.

Get your sales team ready for your lead buying with these simple steps and you will convert more Internet leads into loyal customers.

What is your number one job as a mortgage broker or debt settlement counselor?

Build confidence in the customer.

Sales is Creating Confident Buyers

Does that sound weird to you? It shouldn’t because it is the most critical skill a sales person must possess.

You are not there to sell them something. You are not there to spill out a bunch of numbers and options. Your only job is to give customers the information and education they need to be confident buyers.

Confidence Start with You

Creating confidence in your prospective clients has to start with you. You need to have confidence in your opening, your knowledge of the product options, and your recommendations.

That confidence needs to show up in your voice and your face-to-face meetings. You need to be professional and even in your delivery. You need to be attentive to questions. You need to be direct and authoritative in you answers.

Ask Questions to Build Confidence

Most importantly ask questions of your prospects to make sure you are communicating. This process is much like a teacher in a classroom. You need to occasionally pause from the pitch to get feedback. This feedback can come from asking if there are any questions or giving a little quiz.

The purpose is to see if they are still paying attention, they are grasping what you are telling them, and most importantly proving to themselves that they understand. This understanding will give them the confidence to make the decision to move forward or discuss it with their spouse.

In either case moving the discussion to a closing.

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The current recession is making debt settlement leads look more like a common phone book. It seems that nearly everyone is in need of some credit or debt management assistance. That means those debt leads you are buying are increasingly valuable if you have a good marketing plan.

Turning Debt Leads Into Clients

A marketing plan? You thought you outsourced marketing when you bought those aged debt settlement leads. Wrong. You bought customers with intent and need, but they responded to someone else’s marketing.

The smart debt settlement company embraces that customer interest as an opportunity. However, they know that it won’t stick without a little work. You need to make a personal effort to make that client really yours.

Introduce them to your debt settlement company, give them confidence that you will be responsive, and build a trusting relationship that assures them you are here to help.

Marketing Debt Solutions

One of the quickest ways to convert aged debt leads into viable prospects is to turn the marketing back on. Chances are these clients were either dropped or have been ignored for some extended period of time. That means you need to re-engage them.

I think the best approach is to start a value-based education email campaign. This means you need to start by introducing yourself and the company. And offering them educational content with no strings attached.

Here are a few examples:

• Free tips on credit repair, maybe even attach a short e-book
• A getting started guide on negotiating with creditors
• Brief outline on organizing your total debt picture

These no-obligation educational content pieces are powerful marketing tools. They will help your prospective debt clients gain confidence in getting help and will drive them to you with questions.

Taking the Long View on Sales

As you all know debt settlement solutions are typically long processes. People in debt trouble have been beaten down, are often in denial, and rarely believe there is hope. That is why it is critical to take the long view on each of these leads, which means working in volume and automating your marketing.

This is certain to bring a steady flow of conversions into you pipeline and maximize the people you can help free from suffocating debt burdens.

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There is a distinct difference between leads and a list of names. I call a list of names and numbers suspects. Data providers often mislead clients into believing that they are getting leads when they get these too good to be true prices on thousands of leads.

Make Sure You Have Leads

The fact is that a lead implies that the consumer has taken some intentional action on an offer. That may be calling an 800 number, requesting over phone to be transferred, making an email or contact form inquiry, or opting into an email campaign. Short of that you have a list of names.

Regardless of what type of lead data you are buying, you need to move each of them to a viable lead. Develop a sales process that assumes all your contacts are simply data until you make contact and convert them into “your” personal leads.

Turning Suspects into Leads

Here is the simple sales process I recommend:

1. Load all new data into a “suspect” email campaign
2. Power dial all new data with an intro message and phone number verification
3. Invalid emails and phone numbers are cleaned out of the suspect list
4. Positive responses to emails and phone calls get bumped up to leads

Now you can go into sales mode on these leads. All of the verified data now needs to make it’s way into your lead management software or CRM system.

Notice this initial process can easily be accomplished in-house or even outsourced–potentially keeping you focused on sales.

Turning Leads into Sales

With good clean leads in your database it is time to begin moving them towards a sale. I recommend again using a combination of email campaigns and regular calling.

Your emails should focus on education and market updates. These will give your customers confidence and build trust. It also allows for your calls to be more about touching base, checking for questions, building a relationship, and hopefully closing a deal.
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We have all heard the infamous sales mantra–ABC, Always Be Closing. But what about Openings? This is the essential question Anthony Iannarino, of The Sales Blog asks, what’s more important the opener or the closer?

Closers are Charging Hard, Maybe Too Hard

Often the ABC persona will run customers hard into the ground. That means lots of rejections, which is a natural part of sales. However, is it possible you are shoving off good prospects because of your aggressive approach?

A good sales person is more about keeping customer on track than shoving them into a purchase. Buyers remorse can be a damaging result and certainly doesn’t encourage referrals.

Openers are Starting a Relationship

The good thing about practicing your opening is it gets a good conversation underway. I have always believed that good conversations are the heart and soul of sales performance.

People love to talk and more often than not about themselves. This is a marvelous opportunity for sales people. Customers talking about themselves is filling your ears with angles to encourage them to buy.

Focusing on being a good opener is likely to increase your conversion and your overall batting average

But, You Still Need to Get the Job Done

Just remember though–In the end you still need to get the deal. That means pushing a little, at the right moment, with the right pressure to get the deal done.

Perfect that opening and then learn the art of closing.

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