I found this subject while trolling through the B2B Lead Generation Blog by Brian Carroll and I agree with his process so I am using it and adding some of my own comments.
Sales people often lack the support of a dedicated marketing team that is able to execute lead generation programs on their behalf. This is particularity true in small companies. Even some small companies that do have ‘lead generation’ teams do not use them the way they are traditionally intended. In dual sales groups like these lead generation is supposed to be the group going through the database and calling into cold or warm leads to gain additional information and discover interest in your product or service.
Because of this Sales people have to do more than just close deals, the must pick up the phone or hit the streets to gather their own new prospects. This is never an easy task, but for most seasoned sales people this should not be new either. not the greatest part of the job, but you are in sales and you make the big bucks, so suck it up and prospect. If you follow a process to gather and engage prospects, the job can become easier and maybe even fun.
Be consistent – Remember the fable about the tortoise and the hare? Dig your well before you’re thirsty. No matter how busy you are, be sure to make time to do personal lead generation activities especially, if you don’t have a marketing team supporting you.
1. Build an ideal customer profile – This is a subject taught in Miller Heiman sales Training. Focus your energy on leads that best fit your ideal customer profile. Both the companies and the individuals you covet as customers. Your company should know who falls in this category based on current customers and their marketplace. What separates your best and worst customers? What are their attributes and demographics? What organizations/associations do they belong to?
2. Talk to your best customers – How much do you really know about your customers? A simple phone call can generate plenty of useful information as well as make the customer feel appreciated. Ask your customers why they chose to work with you? Is that the same reason they keep doing business with you? How has working with you helped their business? Would they refer you to other people? Use this information to refine your message to identify more leads just like your best customers. Once you understand why clients chose your products or service you can tailor your message around the needs you solve.
3. Build your personal prospecting engine – Leverage these activities by communicating with your prospects, customers, networks and alliance partners in a consistent manner by using traditional direct marketing methods such as direct mail, phone calls, personal publicity, and email campaigns.
4. Develop a lead generation calendar – Map out your activities for each month and then really follow it! And don’t just make irrelevant pitches more often! Create a plan to add value every time you touch your future customers with relevant ideas, content and resources.
5. Act like a good financial manager – Your lead generation efforts should include a portfolio of tactics that you apply consistently over time. You’re not in it for the big hit. You’re investing in planting seeds that will eventually grow into relationships.
6. Define your goals for lead generation – Be clear on what you want. Do you want 200 more leads in your database? Do you want to generate $600K in new business in revenue this year? Do you want to add 26 new customers this quarter?
7. Rigorously qualify – Every sales opportunity to make sure they fit your ideal client/customer profile before you starts to develop a proposal or agree to do work.
8. Be consistent – Remember the fable about the tortoise and the hare? Dig your well before you’re thirsty. No matter how busy you are, be sure to make time to do personal lead generation activities especially, if you don’t have a marketing team supporting you.
9. Develop a lead nurturing plan – While you may generate leads from your initial campaign, you will generate more by following up with additional touches just be sure that are meaningful and relevant to your audience.
10. Develop and maintain your own database – Even the best lists are not 100% accurate. During the planning phase you should make sure your list fits your ideal customer profile. Also, don’t create the biggest database possible. Instead, seek to create the most relevant database possible which contains the right companies and contacts that influence the buying decision. In the beginning, you won’t have all the data you need. Be patient and you’ll build the opportunity profile over time.
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