Funny thing about sales people. They usually need something. Keeping the sales funnel full is a concern. One of the things that they usually need are far more leads.
And we all need more leads, right? Keep on reading for some valuable sales tips you can 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 admit, I made these very same blunders when I was in my first marketing manager job running marketing programs for HP in the NJ/NY market. It didn't take very long to determine what I may have done differently and done better. It was wonderful to see the improvement in lead generation results after making some straightforward changes I hope these 3 tips help you, too.
istake 1 Spending money on marketing activities that don't produce results. Regularly corporations believe that they need to execute certain marketing programs just because 'everybody else ' in their market is doing them. This can include trade shows, net advertising, conventions, etc. While all of these marketing activities 'could ' generate a good ROI for your company, there isn't any guarantee that they'll generate a good ROI.
What to do instead . Remember this, all marketing activities will generate activity. The issue is, will that activity generate interested and qualified leads you can ultimately convert into a customer? Look back at your prior marketing activities and determine which ones produced the most leads. Then define what number of those leads really were changed into customers. Qualify your lead generation activities just like you would qualify a prospect. Only invest in those activities that produced a justifiable results. If that's only one or two kinds of lead generation activities, and you stop doing 10 other ones, that is OK. Concentrate your fire power where you get a good ROI.
Mistake 2 Expecting marketing activities to produce results without a clear call to action. Here's a trade marketing secret. Pay attention. Ready? Ok, here goes. "If you don't 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 planning your marketing activities. Always have a clear 'call to action ' in your lead generation activities. If you'd like an advert to generate incoming telephone calls, then close the ad with a 'call xxx-yyyyy for more information'. If you are giving away some useful information (white paper, report, etc) at a trade show, only give away part of the solution.. Require the prospect to rendezvous with a sales rep to get the 'rest of the answer on how you can help them'. You get the point, right?
M istake 3 Not following up on leads. The biggest selling sin of all times is not following up on leads produced by effective lead generation activities. After all the energy that went into creating and implementing the marketing activity has been finished and the leads are handed over to the salesforce the leads go cold. Why? Because they were not contacted.
What to do instead. A typical reason that I have heard from sales folk on why they weren't in a position to follow-up on their leads, is perhaps because that were looking after their current customers. "Real business, comes before lead follow-up", they are saying. But , But, time, money and effort was invested to generate the leads and it is an obligation for sales to follow-up on them.
Ensure there's a documented and required 'lead follow-up process'.. Create responsibility. Have a duty that every lead be contacted with in 'x day'.. Keep an eye on the follow-up process. Keep an eye on the result of the follow-up calls. Make success visible.
In summing up, a well thought out lead generation program and follow-up process makes filling the sales funnel much easier. Rather than a sales person spending their time prospecting for potential customers, an effective lead generation program gives then 'warm prospects'. Give these leads the attention they deserve and they'll reward you with new clients and increased sales.
And we all need more leads, right? Keep on reading for some valuable sales tips you can 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 admit, I made these very same blunders when I was in my first marketing manager job running marketing programs for HP in the NJ/NY market. It didn't take very long to determine what I may have done differently and done better. It was wonderful to see the improvement in lead generation results after making some straightforward changes I hope these 3 tips help you, too.
istake 1 Spending money on marketing activities that don't produce results. Regularly corporations believe that they need to execute certain marketing programs just because 'everybody else ' in their market is doing them. This can include trade shows, net advertising, conventions, etc. While all of these marketing activities 'could ' generate a good ROI for your company, there isn't any guarantee that they'll generate a good ROI.
What to do instead . Remember this, all marketing activities will generate activity. The issue is, will that activity generate interested and qualified leads you can ultimately convert into a customer? Look back at your prior marketing activities and determine which ones produced the most leads. Then define what number of those leads really were changed into customers. Qualify your lead generation activities just like you would qualify a prospect. Only invest in those activities that produced a justifiable results. If that's only one or two kinds of lead generation activities, and you stop doing 10 other ones, that is OK. Concentrate your fire power where you get a good ROI.
Mistake 2 Expecting marketing activities to produce results without a clear call to action. Here's a trade marketing secret. Pay attention. Ready? Ok, here goes. "If you don't 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 planning your marketing activities. Always have a clear 'call to action ' in your lead generation activities. If you'd like an advert to generate incoming telephone calls, then close the ad with a 'call xxx-yyyyy for more information'. If you are giving away some useful information (white paper, report, etc) at a trade show, only give away part of the solution.. Require the prospect to rendezvous with a sales rep to get the 'rest of the answer on how you can help them'. You get the point, right?
M istake 3 Not following up on leads. The biggest selling sin of all times is not following up on leads produced by effective lead generation activities. After all the energy that went into creating and implementing the marketing activity has been finished and the leads are handed over to the salesforce the leads go cold. Why? Because they were not contacted.
What to do instead. A typical reason that I have heard from sales folk on why they weren't in a position to follow-up on their leads, is perhaps because that were looking after their current customers. "Real business, comes before lead follow-up", they are saying. But , But, time, money and effort was invested to generate the leads and it is an obligation for sales to follow-up on them.
Ensure there's a documented and required 'lead follow-up process'.. Create responsibility. Have a duty that every lead be contacted with in 'x day'.. Keep an eye on the follow-up process. Keep an eye on the result of the follow-up calls. Make success visible.
In summing up, a well thought out lead generation program and follow-up process makes filling the sales funnel much easier. Rather than a sales person spending their time prospecting for potential customers, an effective lead generation program gives then 'warm prospects'. Give these leads the attention they deserve and they'll reward you with new clients and increased sales.
About the Author:
A good resource for more lead generation strategies would be to visit the site PinnacleSelling.com. There you will find a rich source of sales tips and sales methods. These are brought to you by Joe Mangano, PinnacleSelling's Founder and Editor. He concentrates on helping sales folk, sales management and business owners improve their sales performance.
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