Interesting thing about sales people. They always need something. Keeping the sales funnel full is a priority. One of the things that they usually desire are more leads.
And we all desire more leads, right? Continue reading for some valuable sales tips you need to use immediately to help to increase your business.
This article will discuss 3 common lead generation mistakes and what to do instead. How do I know? To confess, I made these very same mistakes when I was in my first marketing manager job running marketing programs for HP in the NJ/NY market. It didn’t take long to establish what I may have done differently and done better. It was amazing to see the improvement in lead generation results after making some easy changes I am hoping these 3 tips help you, too.
istake 1 Laying out cash on marketing activities that don’t produce results. Regularly companies feel that they need to implement certain marketing programs simply because ‘everybody else ‘ in their market is doing them. This could include trade shows, Internet advertising, seminars, etc. While all of these marketing activities ‘could ‘ generate a good ROI for your company, there's no guarantee that they'll generate a good ROI.
What to do instead . Remember this, all marketing activities will generate activity. The question is, will that activity generate interested and qualified leads you can ultimately convert into a client? Look backwards at your previous marketing activities and establish which ones produced the most leads. Then determine how many of those leads actually were changed into clients. Qualify your lead generation activities exactly like you would qualify a prospect. Only invest in those activities that produced a justifiable results. If that is only 1 or 2 sorts of lead generation activities, and you stop doing 10 other ones, that is OK. Apply your fire power where you get a good ROI.
Mistake 2 Expecting marketing activities to generate results without a clear action call. Here’s a trade marketing secret. Pay attention. Ready? Ok, here goes. “If you do not ask your prospect to do something, they will not do anything.” Makes sense, right?
What to do instead . Have a clear goal under consideration when designing your marketing activities. Always have a clear ‘call to action ‘ in your lead generation activities. If you would like an advertisement to generate incoming telephone calls, then close the ad with a ‘call xxx-yyyyy to get more info‘. If you’re giving away some valuable info (white paper, report, etc) at a trade show, only give away part of the answer. Require the prospect to rendezvous with a sales person to get the ‘rest of the story on how it’s possible for you to help them’. You get the idea, right?
M istake 3 Not following along on leads. The largest marketing sin of all times is not following up on leads produced by effective lead generation activities. After all of the energy that went into creating and implementing the marketing activity has been completed and the leads are handed over to the sales team the leads go cold. Why? Because they were not contacted.
What to do instead. A frequent reason that I’ve heard from sales people on why they weren’t ready to follow-up on their leads, is really because that were looking after their existing clients. “Real business, comes before lead follow-up”, they are saying. But , But, time, money and effort was invested to generate the leads and it’s an obligation for sales to follow-up on them.
Ensure there’s a documented and required ‘lead follow-up process’.. Create accountability. Have an obligation that each lead be contacted with in ‘x day’.. Keep track of the follow-up process. Keep a record of the result of the follow-up calls. Make success visible.
In summary, a well thought out lead generation programme and follow-up process makes filling the sales funnel much easier. Rather than a sales person spending their valuable time prospecting for future customers, a good lead generation program gives then ‘warm prospects’. Give these leads the attention they merit and they will reward you with new clients and raised sales.
A great resource for more lead generation systems would be to visit the website PinnacleSelling.com. There you will find a good source of sales tips and sales techniques. These are brought directly to you by Joe Mangano, PinnacleSelling’s Founder and Editor. He is skilled in helping sales folk, sales management and business owners improve their sales performance.