Generating Leads For Your Business

A ‘lead’ is the essential first step to any sale. Whether a telephone call, e-mail or website enquiry seeking a brochure, more information or technical help; without leads, you will have no sales.

Some of these will come to you automatically as your business grows but, if your business is to reach its full potential (and you are to get the best price for it when you come to sell your business), you need to put in place a ‘machine’ that routinely generates leads for your business.

Generating leads can be done in many ways but this article explores two potential lead generation sources: Networking and Telemarketing.

Both can be very effective – and the mistake is often to expect immediate results when both benefit from a consistent and persistent approach.

Networking
In the case of networking, you will only get the desired results when you approach it with the right attitude and apply the following principles of good
business networking:

  • Be pro-active and build your network,
  • Not reactive and hoping that people will come to you
  • Stretch yourself outside your comfort zones
  • Be patient yet persistent
  • Choose the right type of clients for you
  • Make the first move
  • Create the right impression from the start
  • Use an interesting introduction
  •  Spend more time listening than talking
  • Follow up your contacts after the event
  • See ‘giving’ as the key to networking

Networking groups are springing up far and wide to help business with their lead generation. Be an effective networker and therefore one of the business owners to benefit.

Telemarketing
Equally, with telemarketing, it takes the right approach to find success.
The fact is that not many really know how to deliver a successful telemarketing campaign. But telemarketing is like any other approach to lead generation.
It is actually quite simple and, if you take the time to get the basics right,
you can reap the rewards of increased business and improved understanding of your market.

Here is my 10-point plan for telemarketing success:
1. Objectives
Define your objectives and understand what can be achieved
2. Target
Segment your market and know whom you want to focus on. Develop as good a list of targets from your existing database then supplement it by buying a list. These are surprisingly inexpensive and can often target your potential customers very precisely.
3. Proposition
Develop a proposition tailored to the segment(s) you’re targeting – this is
NOT your generic corporate proposition.
4. Collateral
Ensure you have collateral that is relevant available to support the campaign – this may or may not be your existing marketing collateral.
5. Mailing
Decide if your calling campaign will benefit from being supported by a mailing piece or e-mailer, or if you want to move straight to the calling phase.
6. The Golden Rule
Make sure your caller(s) is/are sufficiently long in the tooth to understand the business issues that face your contacts. This is just as important as understanding your own proposition – before we listen to someone telling us
what they have to sell we want to feel they understand our needs.

7. Briefing
Write a detailed briefing document covering every aspect of the proposition, your company’s background and – CRUCIALLY – the objectives you believe you can realistically achieve.

8. Preparation
Ensure your caller(s) is/are properly briefed, understand the objectives and
have copies of the briefing document and all of the collateral that will be
required.

9. Feedback
Once calling begins ensure you are in regular contact with the caller(s) and
are aware of the feedback they are receiving. If you’re not getting the results you
need you should be ready to react by changing the parameters of the
programme at an early stage.
10. Report
When the calling campaign is complete, ensure that a final report is prepared
highlighting the actual performance against the objectives set out in the
brief and detailing lessons learned and recommendations for future actions.

OK, now I’m going to let all that sing in for a day or two.  If you want to talk to me about any of the points above please email me at martin.parry@mgba.co.uk and please do have have a look at our website

Next we will be looking at the process of turning these hard earned sales leads into real, profitable business. Click here for the link to my article on converting leads into valuable business

Source Information for this article. MGBA

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1 Response to “Generating Leads For Your Business”


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