Lead Generation Service
A lead generation service can potentially produce a never ending pipeline of high quality leads. With that said, it is not quite as easy as it may sound. People that generate leads for a living know that although there are numerous prospecting tools available for this purpose, the only true way to be successful is to be very consistent and persistent. There are any number of online and offline tools that have been and continue to be very effective. Common knowledge to sales professionals, is that keeping in touch with a data base of likely prospects is the major key to unlocking the vault of superior quality leads. This is good news for technology companies that have targeted the lead generation service industry as their primary customer.
Beginning with the raw demographic information of a target market, sales professionals cull down to the most likely prospects by slicing and dicing the database into various categories for specific products. A short presentation is developed that is targeted for each of the sub-markets or niches. After the first contact is made, that's when the real works begins. Very few people will be motivated to purchase a product on their initial exposure to it. Even fewer people will even look at the product or service if the person doesn't know the seller or the company that the seller represents. So, enter the lead generation service. This entity will nurture, massage, and hold-hands with the prospect until they are "sales ready." Sometimes the techniques involve sending compelling sales letters, promotional brochures, or samples. Other times, a more direct approach is needed such as product demonstrations, free seminars, and hosted social events. "Do ye not know that they which minister about holy things live of the things of the temple? and they which wait at the altar are partakers with the altar? Even so hath the Lord ordained that they which preach the gospel should live of the gospel. (I Corinthians 9:13-14)
Whatever lead generation service techniques or processes are employed, one must remember the basics about marketing. Repeating a clear and consistent message will cement the brand and representative in the memories of potential customers. When the customer is ready to purchase one of three things will happen; either there will be a search for the brand in a directory, a "spontaneous" call will come to the representative on the business card handed to them (at some point in the past), or a simple phone call will be made to "Jen", who has become a familiar person to them through constant and persistent contact. Although these marketing concepts are very simple and most are easy to engage in, timely and consistent contact takes many hours of plugging away diligently. Sales professionals who are super successful will tell you that one thing they do to stay ahead of their competition is to stay in contact with all of their customers and prospects.
Almost 1/4 of quality sales leads from a good lead generation service bring about a sale within six months. Depending upon how much new business a company needs, there is a way to figure out how many leads are required. Starting with current annual sales, multiply it by the percentage of business that is lost. Then, take the sales that are projected for the upcoming period and add to it the additional sales needed to meet sales targets. For example, the current sales for the period are $65,000. At first, it may appear that only an additional $16,250 is needed to meet the new goal for next period. But, wait. There has been no accounting for the 25% business drop off when customers don't return. So instead of increasing sales by $16,250, there will have to be an increase of $32,500 in order to meet the new sales goals. If the average ticket price for a sale is $250 a unit, then approximately 520 qualified sales leads are needed to make sales goals within a 6 month time frame. However, tons of sales people believe that if prospects are not ready to buy right away, these leads are not worth the time to follow them up. A good lead generation service will facilitate the design, development, and a more smooth implementation of sales management processes. Thereby, developing a database of better-qualified leads and stirring up enthusiasm among sales staff to help them close more sales.
While searching for the the right service, getting the appropriate sales professionals in line to work these leads is just as important. The criteria one might use to determine who the successful candidates are may include things like appointment setting ratios, closing ratios, and esthetic congruence with the product or service. Appointment setting is the first step in making the sale. Of course, you must get a good quality lead to begin with. Setting the appointment is the first of a series of "Yeses" that are necessary for success in the sales process. Once the sales person is at the appointment; which may be by telephone, in-person, or over the internet the next step is to make a strong case for purchase. Sometimes, the information given has nothing to do with the quality or even price of the product. A customer may be more interested in service or convenience of use. The lead generation service should be able to get that purchase motivation from the prospect prior to the meeting. The entire package is must be tied with a ribbon. That is to say; the sales professional must project a look and feel that is consistent with the product or service offered.
If all goes well and the sales professional receives accurate and useful information, closing the deal should be a snap. In the sales profession, there is a saying, "Always be closing." Closing a deal means you have the customer's commitment, signature, and agreement to receive the product or service. Closing is in essence, "making the sale." No matter what the business climate or the sales in a certain industry, a good lead generation service is like gold. When everyone else is scrambling to find the right marketing mix, planning more product improvements, and sweating about cost effectiveness, the company with the best sales system will win out every time. The sales system does not have to be a complex process. A simple list of names and phone numbers will suffice for a database. The key is to make the calls. How often and what to say, when you call, has great value here. Wasting a person's time is never a good idea. Giving timely, interesting, and valuable information to a prospect is like planting a seed. Then, you keep going back to water that seed. Eventually, the harvest will come.
Beginning with the raw demographic information of a target market, sales professionals cull down to the most likely prospects by slicing and dicing the database into various categories for specific products. A short presentation is developed that is targeted for each of the sub-markets or niches. After the first contact is made, that's when the real works begins. Very few people will be motivated to purchase a product on their initial exposure to it. Even fewer people will even look at the product or service if the person doesn't know the seller or the company that the seller represents. So, enter the lead generation service. This entity will nurture, massage, and hold-hands with the prospect until they are "sales ready." Sometimes the techniques involve sending compelling sales letters, promotional brochures, or samples. Other times, a more direct approach is needed such as product demonstrations, free seminars, and hosted social events. "Do ye not know that they which minister about holy things live of the things of the temple? and they which wait at the altar are partakers with the altar? Even so hath the Lord ordained that they which preach the gospel should live of the gospel. (I Corinthians 9:13-14)
Whatever lead generation service techniques or processes are employed, one must remember the basics about marketing. Repeating a clear and consistent message will cement the brand and representative in the memories of potential customers. When the customer is ready to purchase one of three things will happen; either there will be a search for the brand in a directory, a "spontaneous" call will come to the representative on the business card handed to them (at some point in the past), or a simple phone call will be made to "Jen", who has become a familiar person to them through constant and persistent contact. Although these marketing concepts are very simple and most are easy to engage in, timely and consistent contact takes many hours of plugging away diligently. Sales professionals who are super successful will tell you that one thing they do to stay ahead of their competition is to stay in contact with all of their customers and prospects.
Almost 1/4 of quality sales leads from a good lead generation service bring about a sale within six months. Depending upon how much new business a company needs, there is a way to figure out how many leads are required. Starting with current annual sales, multiply it by the percentage of business that is lost. Then, take the sales that are projected for the upcoming period and add to it the additional sales needed to meet sales targets. For example, the current sales for the period are $65,000. At first, it may appear that only an additional $16,250 is needed to meet the new goal for next period. But, wait. There has been no accounting for the 25% business drop off when customers don't return. So instead of increasing sales by $16,250, there will have to be an increase of $32,500 in order to meet the new sales goals. If the average ticket price for a sale is $250 a unit, then approximately 520 qualified sales leads are needed to make sales goals within a 6 month time frame. However, tons of sales people believe that if prospects are not ready to buy right away, these leads are not worth the time to follow them up. A good lead generation service will facilitate the design, development, and a more smooth implementation of sales management processes. Thereby, developing a database of better-qualified leads and stirring up enthusiasm among sales staff to help them close more sales.
While searching for the the right service, getting the appropriate sales professionals in line to work these leads is just as important. The criteria one might use to determine who the successful candidates are may include things like appointment setting ratios, closing ratios, and esthetic congruence with the product or service. Appointment setting is the first step in making the sale. Of course, you must get a good quality lead to begin with. Setting the appointment is the first of a series of "Yeses" that are necessary for success in the sales process. Once the sales person is at the appointment; which may be by telephone, in-person, or over the internet the next step is to make a strong case for purchase. Sometimes, the information given has nothing to do with the quality or even price of the product. A customer may be more interested in service or convenience of use. The lead generation service should be able to get that purchase motivation from the prospect prior to the meeting. The entire package is must be tied with a ribbon. That is to say; the sales professional must project a look and feel that is consistent with the product or service offered.
If all goes well and the sales professional receives accurate and useful information, closing the deal should be a snap. In the sales profession, there is a saying, "Always be closing." Closing a deal means you have the customer's commitment, signature, and agreement to receive the product or service. Closing is in essence, "making the sale." No matter what the business climate or the sales in a certain industry, a good lead generation service is like gold. When everyone else is scrambling to find the right marketing mix, planning more product improvements, and sweating about cost effectiveness, the company with the best sales system will win out every time. The sales system does not have to be a complex process. A simple list of names and phone numbers will suffice for a database. The key is to make the calls. How often and what to say, when you call, has great value here. Wasting a person's time is never a good idea. Giving timely, interesting, and valuable information to a prospect is like planting a seed. Then, you keep going back to water that seed. Eventually, the harvest will come.
Lead Generation Service
![]()
Reviewed by Anonymous
on
12:13 PM
Rating:
