Written by Sean McPheat |
17 January, 2013
There isn’t much in sales that’s more important than your pipeline generation. Without leads, you’re dead in the water, and in order to take control of the quality of leads coming through, and manage them effectively, you need a quality system that will back you up and keep those leads coming to you.
Here are some tips on how to generate and increase your lead generation:
Quality Referral Systems. These must be robust and offer both you and the customer opportunities for more business
Guaranteeing Orders Through Risk-Reversal. This means there is no-risk on behalf of the client actually agreeing to your proposal. You should offer a money-back promise if the product or service doesn’t do what you say it will. You should be baring the risks, so the customer feels they can trust you and not worry about consequences if there are discrepancies in performance
Long-Term Relationship Benefits. There should be a system in place that recognises when a client gives repeat and long-term orders. The longer they sign up to you, the better the results for them and the easier it is for you to manage.
Proper Use Of Directed Direct Mail. This means your list has to be well-defined and that you have a really good chance of hitting the prospects who are in the market for your products. A one in a thousand response rate is a waste of your and their time
Effective Telemarketing. Your marketing approach should offer real, tangible benefits to the companies you are approaching, rather than just being a cold-call approach that undermines the morale of those making the approaches
Hold Special Events Or Information Sessions. These free-of-charge events should add extra value to all prospects. It allows them to see what you can offer and makes it a no-brainer to deal with you. It also gives you a great list of prospects that you can nurture
Develop A Unique Selling Proposition. You have to differentiate yourself in ways that will be beneficial to your prospects. These do not include quality, warranties, speed of delivery and such-like. All your competitors will offer the same. No, these are tangible benefits that the client will get from you that they can’t get from anyone else
Increase The Perceived Value Of What You Offer. You do this by showing the results you will bring to the client. The more they see how their business will thrive and grow by using you, the better your chances of doing business. Perceived value is what they get as a result over the long-term, not the cheapness of your product up-front
Better Client Education. Here, you become the partner to your client by showing your knowledge of their market and guiding them on how to exploit opportunities that you, with your wider experience and research, have found lurking in the undergrowth. They may be too close to the ground to see the opportunities that you can see from your higher position
Increase Your Sales Skills. You do this by researching the new ideas of what works and what doesn’t in today’s market-place. If you’re still selling in the same way as you did five years ago, you are being left behind by those sales professionals who have adapted to the new markets and what is now required to drive businesses forward
Qualify Leads Up-Front. Not every lead will be worth the time and effort to pursue. Be aware of which clients will benefit most from spending time working on, and utilise that time efficiently
Deliver More Than You Promise. Your clients will expect the level of service that’s in your SLA. It’s only by going beyond that level that you will create excellent ‘moments of truth’, situations that will ‘wow’ them and make them delighted they chose you as a partner
Nurture The Relationships Through Quality Communications. This means sending them articles you find that will benefit them, referring them to customers you find on your travels, expanding the contacts within your company and theirs, and making them aware of new opportunities in new markets. This will prove that you’re not contacting them simply to sell more of your stuff…you genuinely are interested in their business success and want them to make more profits
All of these will help you build the business with current clients and attract new prospects to visit you, because you offer something that others don’t….reasons to be loyal and benefit from the long-term relationships that you can nurture.