Posts

5 Reasons Why Lead Generation Should Be Your Priority

Put your business in a more strategic place for your prospects.

]1 Put your business in a more strategic place for your prospects.

Do you want to be the business that interrupts people with cold calls while they relax at home? Do you want to be the business that knocks on people’s doors and hands out brochures that end up in the trash? Do you want to be the business that speaks to an uninterested audience who responds with impatience and anxiousness to leave? No? That’s what we thought.

no-calls

This is why it’s important to learn about lead generation. And why it should be a priority for your marketing and sales. In a nutshell, lead generation is THE PROCESS of attracting and converting the right prospects and getting them in touch with you.

Lead generation often uses digital channels and is continually evolving. It changes based on shifting trends of online and social media techniques. Lead generation addresses the modern consumer who is 1) constantly bombarded by information, 2) does his/her own research before purchasing and 3) is aware that they can gain something before purchasing your product or service.

“Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person. So businesses must make sure that they build their digital presence.”

~ marketo.com/lead-generation/

This only stresses the importance of having a solid lead generation strategy. Lead generation will help you capture the interest of prospective buyers and not only increase your sales but make it a more efficient process for everyone involved.

This chart from Marketo demonstrates the difference of traditional marketing from then to now.

transformation-of-marketing

By showing an interest in your business, it becomes more natural for the prospect to turn from stranger to customer. As you can see in the diagram below, converting visitors to leads is a key point in the journey to having satisfied customers.

The Lead Generation Process

The Lead Generation Process

How does it work?

The most effective lead generation process begins with a landing page where a visitor (you guessed it) lands for a distinct purpose.

The landing page provides RELEVANT information, most effectively through some form of interactive content like a calculator, quiz or a test. This not only engages the visitor but sparks a curiosity, if not a desire to learn more about the product or service.

To access more information, the visitor is then led to a form where he or she provides his or her contact details and sometimes, more specific information about what he or she is looking for.

So now that we are clear with what lead generation is, it’s time to point out WHY it is important for your business.

#1. It Saves Time and Increases Profit Since you are already talking to targeted and interested prospects, the sales process is easier and more efficient. Additionally, tailored conversations based on the information you have gathered equips your sales, which leads to a better batting average and consequently, more closed sales.

#2. It Contributes to a Positive ROI “Since it is a marketing technique, lead generation contributes to a better Return on Investment. You pay only for the leads received and hence have a greater chance of squaring your ROI.” ~ xenoxglobal.com

#3. It Allows Instant Adjustment and Improvement Contrary to traditional marketing methods where your brand’s message is locked to it’s medium (such as print or TV), working with a digital medium allows you to tweak your message or approach based on your learnings from the market. Edit the copy on your page in a few seconds, install a more specific calculator in minutes, change your sales dialogue based on the filled-up forms you have been receiving. Lead generation allows you to be flexible and opens up opportunities to improve immediately.

#4. It Was Built For The Modern Consumer As mentioned earlier, the buying process has changed. The modern and empowered buyer/shopper is who you have to attract and traditional marketing techniques just don’t cut it anymore. Lead generation is your way of adapting to and capturing the market.

#5. It Creates Better Client Relationships Think about it. They found you. You did not interrupt them with a call while they were busy. You did not hold their attention hostage with sales talk. Instead, they willingly sought you out and gave you their information. In return, (through your landing page and interactive content) they got more helpful information that they needed or wanted even before purchasing anything. That already puts YOU in a good position and THEM in an interested state of mind, which if you ask us, sounds like a much, much better way to start.


Like this article? Send us a Tweet or share it with your peers!

Sales Habits Mistakes for Finance Banking

Finance and Banking – Habits That Prevent You From Closing More Sales

Being a sales manager is a juggling act. More so when you work for the finance or bank industry. The deluge of information that you are expected to absorb, the long hours on the phone, the back and forth between clients, not to mention having to maintain that chipper and expert attitude all day. There’s obviously a lot of things to handle. But if you are not closing as many sales as you expect, then take note, because you may be falling short in some of these areas.

1) Not Qualifying

You do not want to waste your time with unqualified leads. We know this isn’t only just the sales department’s responsibility as we’ve discussed in a previous post. Double check your company’s lead scoring techniques and work closely with your marketing team to give your own department a better and more efficient use of your time and skills.

2) Not Establishing Enough Trust and Rapport

Too often we fall into practiced and (honestly) dry sales tactics that clients see through. Remember that buying decisions are primarily emotional. Which means a potential client’s feeling of whether or not he or she likes you will greatly determine your success. A natural, spontaneous and genuine vibe is what potential clients will respond too. Throw away some of your practiced lines and really listen and respond to what your lead is asking. You want them to feel like you care for them and are not just there to make a sale.

3) Talking Too Much

Some sales people think that demonstrating their know-how will earn a client’s trust. While knowledge of the industry will be much appreciated and expected, don’t overwhelm your lead or chatter until they get to the point of boredom or annoyance. Attention span is precious. Keep your information sleek and concise.

Sales people talk too much sometimes.

Slow down, no one’s doing a word count.

4). Not Communicating Your Value Effectively.

The client needs to know your business’s value to them. How are you demonstrating this?

Take a look at this advise from Jill Konrath on increasing your closing ratio:

“Know your impact. Make sure you’re clearly able to articulate the business value of your offering. You should ensure that you’re talking about key business drivers such as reduced operating costs, increase sales conversation rates or improved efficient. Adding metrics makes your message even more impactful.”

In the world of banking or finance of course, metrics/numbers talk. Once your client’s needs are evident, you can fine tune your presentation to meet their specific needs and preferences. On top of slides and portfolios, we suggest exploring interactive tools that will help you demonstrate these to your leads. Using interactive tools like an ROI calculator also greatly increases a lead’s emotional response to the discussion because of its dynamic nature.

roi-calculator-sample

On top of slides and portfolios, we suggest exploring interactive tools that will help you demonstrate these to your leads. Using interactive tools like an ROI calculator also greatly increases a lead’s emotional response to the discussion because of its dynamic nature.

Not closing a sale is like missing a slam dunk.

Just when you thought you had it… what happened?

5) Not Fully Understanding Your Lead’s Pace

We are talking about their timing and priorities, not yours. This includes their process for evaluation, selection and a number of other factors. This is where your patience is needed most. You don’t want to be too assertive.

“Objections usually evidence that the seller has made mistakes by pushing before trust and value has been established and without the necessary understanding of their timing, priorities and processes.” ~ Tony J. Hughes

You’ve established a rapport and have created a great and convincing presentation. Allow your potential customer time to ponder and get insight and discuss with other decision makers if there are any. Most saless experts will tell you, as much as talking is key in selling, so if knowing when to shut up.