I overhead an interesting conversation on the way out of LeadsCon last week.  Not that we make a point to eavesdrop or anything like that. There just was no choice since the conversation occurred over a taxi cab CB radio.  Yes.  Vegas.  Taxi cabs.  Interesting conversations.

The taxi drivers were talking amongst themselves on their radios, sharing ideas on where the hot places for fares would be in town on the evening.  “The game at UNLV lasts about two hours,” said one driver.  “There is a steady stream of fares now at the airport,” said another.  “Thanks for the heads up.  I’m heading over now,” responded a cabbie.

The constant communication of questions, ideas, tips, among peers caught my ear for a couple of reasons:

1. It’s Vegas.  Aren’t there tons of places for hot fares?
2. Its cab drivers.  There are best practices and ideas for cab drivers?!
3. Vegas + Taxi = Homogeneous service

This got me thinking about our leads business.  In a market where there exists lots of opportunity, competition, and where products are essentially the same, those who can communicate and differentiate have the better chance for sustainability.  Cab drivers included.

Even on the heels of LeadsCon, a conference where everyone wants to talk about their cool take on life, we continue to be amazed at how little people actually communicate and talk about where the best fares are.  Sales people talk but ask few questions.  Business principles signal but don’t get down to brass tax.  Take for instance the break out sessions at the conference.  There was very little substance, or data presented on what actually is working where.

If there’s any big take away from our cab ride and trip to Vegas, it’s that we all win together when we share and are resourceful with one another.  What may make a good generator of leads, may not make a good provider of leads.  What works when scoring leads for auto finance, may not work when scoring mortgage leads.  Yet when we recognize what we’re good at as individuals and how more value can be appropriated across all points within a chain everybody wins, specifically the end user.

Hello March 2010.  We look forward to the remainder of the year.

- Tom

Tom Feary is General Manager for Interactive Financial Marketing Group.

Tom is IFMG's General Manager. When he's not noodling through honest spreadsheets, he's at home with his wife, two girls, and BBQ. Comment on his posts and he'll share a recipe. You can follow him on Twitter @tomfeary.