The Advanced Selling Podcast: Building Your Everyday Leads System Episode Release Date: May 12, 2025
In the "Building Your Everyday Leads System" episode of The Advanced Selling Podcast, hosts Bill Caskey and Bryan Neale delve into innovative strategies for consistently generating B2B sales leads. This detailed discussion emphasizes shifting from traditional labor-intensive prospecting methods to leveraging automated systems that ensure a steady stream of potential clients. Below is a comprehensive summary of the key points, insights, and actionable strategies discussed during the episode.
Introduction to Everyday Leads
Bryan Neale introduces the central theme of the episode: Everyday Leads, a mechanism designed to generate business opportunities continuously, around the clock. He explains that this system shifts the focus from sporadic prospecting efforts to a consistent, automated approach that maintains a robust sales funnel.
Bryan Neale (05:51):
"Everyday Leads is a mechanism to generate interest opportunities, business to business leads on a continual basis. So not just when you need new business but all the time, 24, seven, every day."
The Challenge of Traditional Prospecting
Bryan and Bill Caskey discuss the common issue sales professionals face: the depletion of the sales funnel after intense closing periods. They highlight how traditional methods rely heavily on manual prospecting, which often leads to an empty pipeline when sales teams focus solely on closing deals.
Bill Caskey (06:52):
"Those people who finished really strong in the first quarter have no Funnel left for Q2. What a great idea to have a system or mechanism or process that's doing that for me on my behalf while I'm focused on closing what I need to close."
Shifting from Labor to Leverage
The hosts emphasize the necessity of transitioning from labor-intensive prospecting to leveraging automated systems. They argue that while labor (e.g., cold calling, manual outreach) has been the traditional approach, it is neither sustainable nor efficient for maintaining a continuous lead flow.
Bryan Neale (07:04):
"We've always thrown labor at things. Labor, labor, Labor. More this SDRs BDRS FDRS FDR. But this mechanism sits in between sales and marketing. It is not only marketing and it's not only sales, but it's both."
Implementing the Everyday Leads System
The episode outlines a strategic approach to building an Everyday Leads system, emphasizing the importance of mindset and systematic processes. The hosts break down the implementation into actionable steps:
1. Mental Shift: From Labor to Systems
- Bill Caskey (09:56):
"If I'm a sales and I do a podcast that doesn't feel like I'm doing my job."
- The mindset must transition from viewing prospecting as additional labor to recognizing it as an integral, systematized part of sales strategy.
2. Taking the First Step: The First Domino
- Bryan Neale (14:11):
"The first domino of this would just be sketch it out."
- Initiate the process by outlining the system’s framework, whether it’s starting a podcast, creating a webinar, or another lead-generating tool.
3. Utilizing Digital Platforms
- Implement digital tools like automated webinars that present valuable content to prospects in exchange for their contact information, thereby generating qualified leads without direct sales intervention.
Bryan Neale (15:29):
"It comes from our emphasis on labor on sales labor as the remedy for empty funnels."
4. Stacking Efforts: Integrating Networking with Digital Outreach
- Combine traditional networking with digital lead generation. For instance, Bryan suggests that before meeting a connector, share a valuable video or presentation that clearly communicates your value proposition, making subsequent introductions more natural and effective.
Bill Caskey (18:49):
"Stacking. Love stacking."
Building and Leveraging Connector Networks
A significant portion of the discussion focuses on the importance of establishing and maintaining a list of connectors—individuals who have existing relationships with your ideal clients. Regularly engaging with these connectors ensures a continuous flow of warm leads.
Bill Caskey (18:35):
"If you're listening to this podcast, you understand what I just said, but you don't have a list of the 20 people written down by name."
Key Strategies:
- Maintain a List of 20 Connectors: Regularly engage with these connectors through scheduled meetings.
- Request Introductions: Actively seek introductions to potential leads during these interactions to build a robust sales funnel organically.
- Avoid Awkward Outreach: By maintaining regular contact, requesting introductions becomes a natural extension of the relationship rather than a forced effort.
Leveraging Content for Lead Generation
Bryan Neale underscores the value of creating high-quality content that addresses industry trends and common problems faced by the target audience. This content serves as a magnet, attracting prospects by offering immediate value and establishing authority.
Bryan Neale (15:29):
"It's only 3%. Well, but the sales team didn't have to do anything to get that."
Implementation Tips:
- Create Valuable Presentations/Webinars: Develop content that resonates with your audience’s pain points and offers actionable solutions.
- Optimize Engagement: Analyze viewer behavior to refine content length and format for maximum engagement and conversion.
The Power of Systems Over Manual Effort
Drawing a parallel to physical training, Bill and Bryan illustrate how building a sales system is akin to weight training: it may not provide immediate visible results, but over time, it builds a strong foundation that supports sustained success.
Bill Caskey (12:17):
"This is like building sales. It requires a shift in mentality because early on I was, when I ran a whole bunch long ago."
Conclusion and Future Directions
The episode concludes with a reaffirmation of the benefits of adopting an Everyday Leads system. By integrating automated lead generation with strategic networking and content creation, sales professionals can maintain a healthy sales funnel with less manual effort, allowing them to focus on high-value activities like closing deals.
Bryan Neale (20:21):
"Think about that as you go through your week here about, you know, could you create a situation where you have something out there working for you on a daily basis all the time while you're doing."
Future Topics: The hosts hint at exploring promotional strategies for Everyday Leads in future episodes, ensuring the system's effectiveness is maximized through targeted outreach.
Key Takeaways:
- Automate Lead Generation: Implement systems that continuously generate leads, reducing reliance on manual prospecting.
- Shift Your Mindset: Transition from viewing prospecting as additional labor to integrating it as a systemic part of your sales strategy.
- Engage Connectors: Build and maintain relationships with connectors who can introduce you to potential leads.
- Create Valuable Content: Develop content that addresses your audience’s needs and positions you as an authority in your field.
- Take Incremental Steps: Begin with manageable actions to build your lead generation system, ensuring sustainability and consistency.
By adopting the Everyday Leads system, sales professionals can enhance their efficiency, maintain a consistent pipeline of qualified leads, and ultimately achieve greater success with less manual effort.