A few days ago a large marketing software company consultant called.
He was looking for a business-to-business lead generation expert. And wanted to talk.
Something close to 70% of all B-2-B marketing action is lead generation. Of course I'm eliminating entirely image, awareness, positioning and publicity campaigns. And including only sales promotion, marketing, direct marketing and sales efforts in my stats.
So "yes", lead generation IS important.
And for consumer products and services, too. Although not as high a percentage.
Let's continue what we began. The first collection of IDEAS were numbers 1 through 10. Here are numbers 11 through 17.
Idea #11. How you are going to count, to measure needs to be planned ahead.
And with the sales team!
This is NOT an option. Your sales force must know what you are doing, what you expect, they must understand the plan of attack, the benefits to the company - and of course the benefits to themselves.
Make it easy for the sales force to make your lead generation program work. Include them in the planning process.
Idea #12. Most sales reps are not into doing paper work.
Certainly not additional paper work.
Sooo, if you need your team to count, to measure and to report you may need to "merchandise" your program. i.e., sell it to the sales folks.
This means you may find benefit in offering an incentive. Something extra. It can be more commission, it can be a "thing" or some "stuff". What it is is not nearly as important as giving your sales staff a reason to help you measure.
Idea #13. If you have a number of sales offices or distribution locations, how you are going to feed leads to the field needs to be established ... BEFORE the program begins.
Which means before you market you must have a means to get leads from the collection point to the field force.
There are distinct advantages in having leads go directly to the field ... yet, this gives you very little control. There are advantages in having all leads flow through headquarters first. Yet this always slows down response.
Neither system, even when it is electronic in this 21st Century, is good nor bad. Both options need to be evaluated. And then make a decision, with the sales team, before your program is introduced to your marketplace.
Idea #14. In order for your lead generation program to be successful you must think, plan and organize it from your prospects side of the desk. See it as your prospects will see it.
Here are 10 Key Prospect Decision Points ... points your "suspect" will consider before she becomes your "prospect" so you can make her your "customer";
1. Does this package, mail piece, ad, web site, exhibit booth - the message - look interesting?
2. Does it make me want to get involved with this organization?
3. Is the offer a good value for me and my company?
4. How does this offer compare with their competition?
5. Is it easy to get more information or to place an order with these people?
6. Do I "feel" what I order will meet or exceed my expectations?
7. Do I "feel" like I want to do business with these folks?
8. How should I elect to work with these people ... direct, through a rep, over the phone, through the fax or E-mail, by post or their web site?
9. Do continuing contacts made by this firm give me good vibes and a high level of satisfaction?
10. Does this company provide me new ideas ... do they make me a friend?
Idea #15. Readership / Involvement / Commitment ... you must get all 3 from your prospect if you expect to reach your lead generation objectives.
You must get your prospect to read your material. Off your web site, that you send by mail, your sales or trade show handout literature, fax and E-mail messages - whatever it is and however you deliver it - it must first be read.
Your message must be compelling enough to gain involvement. To understand your product, your service, your offer. i.e., you want them to DO something. To take some action ... even a small step in your direction. Anything, yet something.
The third step is Commitment. Saying "yes" to your invitation to become a customer. Anything less than a commitment and you have more work to do.
Idea #16. AIDA - an idea from the early part of the last century. Still applicable today:
Attention ... Interest ... Desire ... Action
Again, if you expect results you have to get the "attention" of your prospect. Next you create "interest" in your offer and your product. Then you "stimulate" a desire to make a move. Last you state both a sound reason AND an emotional urge to "act". Now!
Idea #17. A marvelous quote from author Ted Morgan;
"If you want to succeed in this world you don't have to
much clever than other people; you just have to be
one day earlier than most people."
Mr. Morgan is absolutely right-on. You must get out in the field and make contact. Phone and mail and fax and E-mail and direct mail are all wonderful. Yet nothing, absolutely nothing will every replace 1:1 contact.
Someone out there is waiting for YOU to come and accept their order. Go get it.
For additional ideas on direct marketing, call Ray at +1+928+785-9400 to talk your needs.
Good friend and a true business marketing lead generation expert is Mac McIntosh.
Mac and I are doing seminars together. We'll do one for your company, your association, your organization.
Tell us what your needs are. Mac and I will tailor a day or 2 or more just for you. For details on Mac, see http://www.salesleadexperts.com/.
Or send an e-mail to Mac at Mac@SalesLeadExperts.com.
You can also fax or e-mail Ray. Details at the bottom of this page.