When you start up your business, the chances are that you have a few potential customers and you have hopefully identified a good customer base that you can tap into. As you become more established, you will develop regular customers and your business will start to set down firm roots. But for most business owners, standing still isn’t an option and you’ll want continuous growth. One sure-fire way to achieve this is by successful lead generation.
So, what exactly is lead generation? Essentially it’s identifying potential customers for your sales team to approach and hopefully convert into successful sales. Firstly it’s vital that you get your sales team on board with your ideas and invite them to submit some of their own. Giving your sales team a set-in-stone lead generation strategy will often be met with lack of cooperation. Asking them to get involved with shaping your strategy together means that you’ll not only be working towards a common goal, but they will also feel inspired and motivated in their work.
Speak to your sales force about what they think will convert a casual interest into a definite sale. From here, you can work on your process. For example, are you planning to send out literature and follow-up material? Will your team be making telephone calls in response to quick queries? It’s also a good idea to think of what you can offer to turn your leads into sales. A free sample is one consideration perhaps or a complimentary gift with the first purchase. An even better alternative is to use the services of an IT lead generating company and make use of their expertise.
Don’t be tempted to ask your potential leads for too much personal information as this is likely to do nothing more than put them off. Whilst it’s appealing to you to get as much out of them as you can, they will start to feel pressurised and are more likely to back off. Ask for what you need and no more; you can always get more details later, preferably after you’ve made the sale.
You also need to make sure you have a comprehensive logging system to track absolutely every enquiry and response. You’ll be amazed at how helpful this is as a tool for discovering more about your customers’ behaviour. You will be able to see everything from the first contact with them to the first sale and everything in between, helping you to build up a good picture of how you converted the lead.
Remember, every lead and conversion should be about giving you a good return on your investment, so you need to make sure that you aren’t spending beyond your budget on conversions; they should be enhancing your profits, not the other way around.
Finally, you need to monitor and review on a regular basis. Once your programme is established, it’s a good idea to assess it every now and then to make sure it’s still operating smoothly.
About the Author
Morgan Hope has worked in a sales environment for more than 20 years. He regularly shares his expertise through articles and blogs that explain the importance of using an IT lead generating company.