If you’re reading this article, you probably need to sell something to someone! We’re going to look at some effective rules for sales lead generation techniques, and review some equally common misconceptions.
Rule number one: one size does not fit all. What works for some businesses will not work for others, and creating a lead development strategy that works for you is the only way to generate the sales pipeline. So, how do successful businesses do it?
Rule number two: Find out what your competition are doing. Are they going to trade shows? Spending money on magazine campaigns? Paying for excellent SEO? If it’s working for them, the chances are it could work for you as well. A good tactic here is to note what they’re not doing: if your largest competitor isn’t spending money on prime time TV slots, a reasonable assumption might be that you won’t see a huge return on this either.
Rule number three: Provide company contact details on every single webpage, flyer or piece of information that your company produces. Nothing turns a customer off faster than having to look up your contact details.
Rule number four: become interesting. Generate interesting content. Write articles about how you’re the most fascinating sink plunger company that ever existed. Create shareable infographics. Go to conferences about sink plungers. Become an industry expert: when there’s been a huge sink plunger-related disaster, who do they want on the TV news? This helps you become both more searchable, and authoritative – both of which are great for leads.
Rule number five: Use LinkedIn. It’s a huge, ready-made network of professionals that has a leads-to-sales conversion rate almost three times better than Twitter and Facebook. This tends to be a better option for B2B sales than, say, sink plungers, however.
Rule number six: The best examples of success are the ones you share. Your case studies are a golden opportunity to demonstrate to new customers that you can solve problems, deal with a wide variety of clients and business needs, and - most importantly - deliver. Case Study Ninja is your online shop window. And the more you use it, the stronger your offering becomes. Which business will a customer choose: the one with three success stories, or a hundred?
Rule number seven: Know your customer. You know who doesn’t need sink plungers? Astronauts. Don’t try and market to them. Most of the rest of the developed world, however, probably does, so try and pitch it somewhere between “people in space”, and “people who don’t own sinks”. Maybe narrow it down a bit.
Rule number eight: there are no rules! When generating sales leads, there are only guidelines, and we’ve looked at a few in this article. We can all think of exceptions to these rules, but the chances of your company being an exception are fairly low. You think you’re the only ones selling sink plungers?
If you have any great tips, make sure to put them in your case studies. “We discovered a secret online community of sink plunger obsessives!” Do pilots to save money. If something isn’t working, stop doing it – avoid the sunk cost fallacy. And remember: make a plan. Without a plan, you’re just doing things and hoping that they work. Good luck!