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Sales Lead Generation
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Sales Lead GenerationFor nomads, the most characteristic ability is to constantly be in the hunt of new leads, which can lead to a swarming behavior and makes the sales lead generation strategy similar to that of barbarian armies, so to speak. In that sense, customers are actually scared of the service provider, since they are never sure when they would be given low priority because the firm would be too busy looking for new business. Alternately, the lead generation process can also be similar to an authoritarian dominion. Firms have claimed certain area as their own and wouldn’t leave nor bear the thought of competition eating into their share. Thus, they try to manipulate the market environment into what seems like and artificial caricature of itself.

Both nomads as well as settlers have their own formula for inflicting permanent damage via haphazard lead generation. This is certainly counter intuitive if the intent is for the lead generation strategy to stay alive, so to speak. And it will stay alive because one allows the marketing environment to live on. One does not remain aggressive in marketing and consider long term effects of meeting with prospects. However, one also needs to constantly replenish the leads funnel so as to remain competitive, and adapt to a mix of the aggressive nomad and the persevering settler.

 

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Generating leads is one of the most important and constantly recurring processes for any kind of organization. Whether it is a fledgling enterprise or a big shot firm. The approaches to sales lead generation are also a very important aspect with regards to how successful the strategy would be. Essentially, there are two approaches – nomad or settler.

The nomad approach is all about collecting new leads at all times. And once the prospects have turned customers, move on to new ones. This is basically a very aggressive strategy wherein the focus is not on retaining present customers, but in constantly looking for new ones. Companies that follow this approach would always be on the lookout, and would also have their positioning in a way that makes them visible to more and more new customers. On the other hand, the settler approach is the exact opposite, i.e., it talks about customer retention, making customers more reliable and more dependent on the service provider. True, there’s also the bit about getting new leads, but the focus is on making them repeat customers. There’s no guideline as such regarding which of these approaches works better, and we shall explore more about this in the next post.

 

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Coming to the final point, Time. When one makes contact with a prospect, it’s important to know when they are planning to make a buy. This could be anywhere close to 2 weeks to 6 months to even 1 year. True, one might not always have so much time at hand; after all, there are targets to meet! However, nothing can be achieved out of pursuing a prospect that does not have a need at that time. The best that can be done is to park the lead for future purposes. And just as mentioned in the previous posts, keeping in contact is of utmost importance.

So that’s it! These are the aspects one needs to know while doing effective sales lead generation using BANT, the universally accepted means of converting prospects into hot leads. That said, it’s also necessary to know whether or not a lead is worth pursuing, so to speak. Time is of essence in the B2B world, and one can only do so much if they are running in the wrong direction. And while these principles include both sales and marketing which are essentially different aspects of business, but in today’s world where a holistic approach works best, both these departments need to work together to achieve the objective.

 

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Continuing from the previous post…

The reason why it’s so important to get in touch with someone who has the power to make decisions (or is in contact with the decision making authorities) is because results would only come if one impresses the right people. There’s no point talking to someone who can’t really do much to help one’s cause (make a purchase or award a contract), or worse, someone who is not even from the relevant field. Hence, one must ensure at the beginning that the point of contact within the organization can serve the purpose or not.

‘Need’ is the next point, and refers to getting in touch with a firm when it needs a particular product or service. This might not always be the easiest things to do, considering that gauging the interest level of the prospect is quite a task. Nonetheless, it’s very important to strike when the iron is hot, so to speak, since there’s no point otherwise. In many contexts, ‘need’ is related to ‘budget’, since not only does the prospect need to actually have a requirement, it should also have the capacity to pay up, in colloquial terms.

 

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As mentioned in the previous post, it’s important that the company one is talking to regarding the product must have the capacity to purchase, i.e., the budget. However, just because the company does not have the capacity to spend at the moment of discussion does not mean that it can’t serve the purpose of being a lead for the future. The fact of the matter is that over the shortest period of time, the company’s revenue could multiply, or there could be a change in policies, or some other prevailing circumstance that suddenly swings the case back in favor of the firm selling the product or service. A very important aspect of sales lead generation is to always keep one’s eyes and ears open for recent developments and never write off a prospect.

Coming to the next point – authority. One can’t just rest on the laurels of the fact that a prospect with the required budget is on their list. It’s also important to understand that the person who is being contacted in the prospect firm should himself/herself have the authority to make a decision, or at least be in direct contact with the decision making authorities.

 

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Of late, the concept of BANT has found many takers in the corporate world, for the simple reason that it is one of the most effective means of qualifying new prospects gathered via numerous sales lead generation channels. This acronym stands for Budget, Authority, Need and Time. Even though this is a very traditional concept, its relevance is still pretty accurate for nearly all kinds of leads. And even though it does not help in measuring the interest levels of the prospect with regards to making a purchase, it does help in gauging his/her capacity to make a purchase.

The first point is Budget. Before doing any kind of business transition talks with a prospect, it’s important to know whether or not they have the capacity to pay for the product or service being offered. Quite obviously, a startup enterprise would not be able to afford comprehensive, full-fledged services, unless they are backed by a massively wealthy VC. Which is why special packages are crafted for different needs. However, sometimes even these packages are on the more expensive side for firms. So, it’s necessary to know that the company one is talking to has the budget to actually make the purchase.

More in the next post…

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There are many firms that resort to telemarketing for sales lead generation, for the simple reason that it is a more personalized approach and works really well in terms of gauging the interest level of the other person. However, there are certain tactics that enhance the value proposition of this exercise and help in getting better results. The first among these is obviously to procure a good quality calling list, for the simple reason that it’s the foundation of the entire activity. Next up is a good quality script that factors in all the possible responses. Often, it so happens that an executive is caught unawares when the script does not have a response for the prospect’s response. This must be avoided at all costs.

There are many successful sales lead generation executives who believe that conversations are better when the other person is in front of you. While that can’t happen in case of telemarketing, executives can certainly do the next best thing by placing a mirror in front of them, so that the mind gets an impression of talking to the other person. And lastly, having a robust infrastructure in place is of utmost importance! After all, human effort can only go so far without the assistance of machines.

 

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Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

There’s a lot of emphasis being placed upon webinars and their importance for sales lead generation. Even though it might seem like and indirect means of getting business for an organization, some of the leading management gurus of our times have repeatedly spoken at length about how webinars are a critical part of the overall marketing strategy. Essentially, they are a great means of storytelling, which present case studies and the capabilities of the organization in a better manner. The plain whitepapers with different colored fonts just doesn’t do the trick any more, but videos and attractive animated graphics are, and will be for a long time, a sure-shot winner.

Also, contrary to popular belief, webinars and SEO are in fact very closely related, and if the latter is not included while promoting the webinar, the organization is missing out on something. To get the most out of a webinar, one needs to basically use every weapon in the arsenal, i.e., every promotional channel. Here, SEO doesn’t just mean articles, meta tags, etc., but includes a comprehensive list comprising YouTube, SlideShare, Facebook, email, blogging and Twitter. This holistic approach helps companies get the maximum leverage from the internet.

More in the next post…

 

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Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

Continuing on the previous post…

Obstacles:  If the prospect could get anywhere he/she wanted to be, you wouldn’t be needed in the first place. However, something is clearly preventing them from reaching their objective, and therein lays the opportunity. This could be anything from lack of knowledge, resources, expertise, or a combination of all three. Essentially, it’s about lack of information, in any manner whatsoever. Here, information is just about anything that is preventing the prospect from reaching the objective. If you can help them overcome their obstacles and reach their objective, your sales lead generation efforts will bear fruit like anything!

The (driving) force: If you can identify what is the driving force behind your prospect’s current situation, you have a winner on your hands! The basic premise of this concept is to ask questions like ‘if this problem was solved, how would it benefit your business?’ or ‘if I give you a solution that takes care of all your concerns, how would that affect your workflow?’ This gives you an edge over competition, since now you know what is the prospect’s pain point, and you can dedicate your efforts towards resolving the same, making your proposition the best choice!

 

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Sales Lead Generation : Continuing on the last post, following are more pointers to be kept in mind in order to ensure targeted sales:
Knowing their fears: Organizations consist of people, and people have fears. Regardless of the size of an enterprise, the management would have their set of un-utopian situations which they would do anything to avoid from materializing. This is a great potential entry point for a sales pitch. If you know what can get the alarm bells ringing in your consumer’s mind, you can have them hooked right from the word ‘go’.

Sales Lead Generation

Positioning: You must have heard this term a zillion times, but this is not about how or where you will place your product – it’s about where will your customers be positioned with regards to their interest, i.e., the kind of websites they browse, the kind of books they read, etc. This may seem like a long shot to many, but it’s not that hard, even if one is targeting the crème de la crème of the market. It’s just about knowing your customer, which is certainly an imperative requirement for a salesperson.
Problem areas: Products and services are essentially developed to solve problems. So, if you can identify what is bothering your target market at the very moment you want to sell your product, you will come home a winner, and secure phenomenally in the sales lead generation department!
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