Building an effective lead generation program is kind of like baking a cake. There are certain ingredients that are absolutely necessary. You can tweak the recipe a little here and there adding your own special touches as long as you include the main components.
Over the next few months, I want to offer you a ‘recipe’ for building an effective lead gen program. It’s an eight-step checklist. Any one of the eight steps is as important as the others. Fold all eight ingredients into your plan, and you’ll be on your way to getting the kind of results you really want.
Your Demand Generation Mindset
The first item on the checklist is tackling your mindset. Instead of trying to sell someone, try helping someone buy. Take a more consultative approach. It is an approach to selling in which customer needs are used as the basis for the sales dialogue.
Lead generation should be a series of conversations, not campaigns. Make sure that relevance drives the on-going dialogue which could take place over a rather long period of time.
How you sell and market tells people how you will likely serve them
You have one chance to make a first impression. Your prospects are thinking how you’re selling me, is how you’re going to serve me. And, believe me, your prospects will read you pretty fast. If your focus is on winning the sale and not on how you can help, you are going to get tuned out.
- Do your homework and show your prospects that you understand their industry as well as their challenges and that you aren’t treating them as one and done.
- Provide detailed instructions or advice on which solution best meets their needs.
- Make sure the prospect receives value from the interaction.
You’ll become a trusted advisor rather than just the salesperson from the next trendy company. Prospects are going to turn to someone they trust when they need a solution. Having a past based on relevant, informative conversations will build trust and put you in a position to help them buy.
Once you’ve got your mindset right, you’ll need to get your sales and marketing departments on the same team. I’ll discuss tips to get them on track in the next installment.
In the meantime, tell me what challenges you have faced (or will face) when trying to change the mindset of your company. I look forward to hearing from you.
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