Pro-active Sales Lead Generation
Traditionally marketing budgets have been allocated to the re-active programmes such as advertising, trade shows with a call to action resulting in requests for product or service information and price quotations. In most cases prospects will already have a need since they are contacting you for more information
Consider Testing a Pro-active Programme:
This involves targeting prospects and making contact without knowing whether they have any need.
Does Your Salesforce Lack Confidence in Sales Leads?
If so the reason is simply that in the past they have been given partially or poorly qualified sales leads and see no point in wasting their time going through a list of suspects rather than properly qualified sales leads.
This issue can be addressed through a structured methodology as outline below. This will ensure that all lead are graded to ensure that the salesforce only receive qualified leads
A Structured Methodology:
This should involve the following stages:
- Research and profile the target list to screen out prospects that could not have a need based on certain demographics (Too small, too large, no possible use for your product or service)
- Verify that you are targeting the correct decision maker
- Speak to the decision maker to re-verify the profile and qualify they have a possible need for your offering
- Obtain a definite outcome
- Classify the outcome situation into one of the following
Category |
Description |
Average Ratios out of 100 |
Cold Lead |
Wrong profile, no need |
36 |
Potential Lead |
Right profile, Happy with current situation, no immediate interest |
34 |
Future Lead |
Right profile, may be looking at this in future, asked for call-back in future |
20 |
Warm Lead |
Right profile, possible interest, open to an exploratory phone call |
8 |
Hot Lead |
Right profile, definite interest, asked for a meeting to progress |
2 |
Case Study
Client: A Healthcare Service Provider
The project involved contacting businesses to offer an employee healthcare service to HR decision makers. The results of the project were as follows:
- 73 decision makers spoken to
- 25 appointments scheduled
- 23 future leads
- 12 wrong profile organisation
- 13 refusals or no interest
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