Lead Generation to your Business

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By - 24 April 2008
Billions of dollars from business-to-business marketing budgets are spent each year on sales lead generation. Something I’ve seen over and over is that many of my clients originally believed that marketing and lead generation is supposed to bring “as many people through the door” as possible. Developing an abundant supply of targeted referrals is the number one lead generation system used by top sales people.

A more effective small business lead generation machine, one that generates the greatest return on investment, is best created through the blending of targeted advertising, consistent public relations and a systematic approach to referrals. I’m going to show you the easiest, quickest and most effective method to grow your business, using word of mouth or referrals. Follow the steps of this lead generation system and you’re on your way to creating an abundance of new target clients and becoming a Master of Referrals.

Organizing your leads and all the information surrounding them will not only lead to a more effective sales campaign it will also increase the time you have creating prospects and selling to your new prospective clients. If, as is frequently the case, the sales department is also responsible for generating their own leads, I’ve frequently seen sales people that are excellent at prospects generation but couldn’t close a deal if their job depended on it, and it does. If there are two different groups responsible for generating prospects and sales, and if marketing success (advertising, lead generation) seems extraordinarily high, while the sales close ratio is way down then the chances are that the marketing efforts are not qualifying the leads.

Again, sales, marketing and management need to agree on the definition of each term, as this will help you avoid confusion later during qualified prospects. If qualified lead in a business-to-business marketing-for-leads program is to succeed, marketing, sales and corporate management must share a unified definition of qualified sales leads. Here is an example of what a well-linked sales lead management process might look like: Research industry, company, decision-makers, and current business situation.

Set up a clearly defined, well-linked sales process, and then use prospects management systems to automate, track, distribute, and report on the results. When ever you contact a potential client, use your lead management tool to keep track of the details of your conversations. A good lead management system allows business owners to organize and streamline the process of converting potential customers into clients.

Successful referral lead generation starts when a marketer or business owner adopts a new mindset about referrals, recognizing the sales potential available through a warm market. If running a prospects generation team is not your core business, the real and intangible costs of doing so may be the most decisive expense of all. An outsourcing partnership with a 'good' lead and appointment setting supplier is more effective at getting the quality and quantity of leads you need and in the long run costs considerably less than doing it in house.

The good news is that you are not guilty of wasting your company's sales prospects investments. Here I’ve found for sales generation that have turned hundreds of sales people into 6-figure sales people. If you want to know more about how to generate target leads to your business, make sure you click the link at resource box below.

About the Author

George Butler
Raj Aryan has varied interest in the field of business. In particular, he has a keen interest in SME's and the challenges these businesses face. He has written numerous articles about small business.