The Lead Ladder - Marcus Schaller

• Hardcover: 144 pages
• Publisher: McGraw-Hill; 1 edition (August 25, 2006)
• Language: English
• ISBN-10: 0071479090
• ISBN-13: 978-0071479097
• Product Dimensions: 8.3 x 5.4 x 0.7 inches 

This is a very short and easy book to read. It summarises the necessary details and guides the reader on a step by step journey in building leads. The content is cast in a way that it follows a salesman who has failed in his sale business and is starting to build it from scratch with the help of a friend.

The Lead Ladder is characterised by a pyramid shape where the base forms the reach, then leads, then one-to-one consultations then to clients. At every step higher, the number drops and the service is more personalized and differentiated. Schaller advises to 'work backwards' in determining the number of clients needed then calculating the size of your reach. This determines the type strategy in collecting leads.

It is important to focus on a particular niche or market as well so that your marketing message is not lost on the reach. The message must be focused enough to answer any potential clients' questions or needs.

Managing leads database is critical and followup is a must. Being consistent will win you clients as different clients move up the ladder at different speeds.