March 1

A lead generation fable for sales

Lead Generation


Imagine you are sales rep stranded in a desert.  There is no civilization visible and worse still, you have no food or water.

After three days of walking, you are cramping up – overcome with exhaustion and dehydration.  The wind beats fine sand against your exposed face and neck.

“One more sand dune,” you say, while you climb up over the hump.  Suddenly, your legs collapse and you roll down the other side of the dune.

You awake with blurred vision and try to wipe the sand away from your stinging eyes.  As you turn your head, you notice the sun is setting and in the distance… another mirage.  Covered in hot sand you almost give up hope.

You have gone for nearly four days without water.  Your mind is hazy… so you focus hard again – nothing.  As the sun drops further the shadow changes. Wait – could that be a palm tree?

Using your last burst of energy you pull yourself up and stagger towards the oasis.  There’s got to be water there!

You lean against the nearest palm tree and see a small muddy bed with some water floating on top.  You drink it up and believe you have never tasted anything so wonderful – water – water – water!

How much sweeter the water would have been without the presence of camel dung. Yuck!

Lead Generation Moral:

Give thirsty sales people – dirty water and they will gladly drink but if they are not thirsty – they will spit it out.

Sales people’s discriminating taste depends largely on if they are thirsty or not.  If they are satiated (busy closing a big deal) then you can almost bet that even clean water (qualified leads) will be ignored.  If salespeople are dehydrated – they will likely pursue poor opportunities (sometimes even if your leads are bad) – they’ll still want more.

To optimize lead generation ROI – marketers must strive to give thirsty salespeople only filtered water (qualified leads) that has been treated with reverse osmosis filtering (a universal lead definition).

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About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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