July 20

Lead generation after the sale is made

Lead Generation


Many sales professionals practice what could be called, “drive by selling.” Once the deal is done, these professional hunters have already shifted their focus to getting their next prey.

I think this article from Business Day, is relevant to anyone who has a complex sale. It reminds us that the first YES is just the start of the sales process not the end.. Share this article with your sales leaders and see what they think.

Smart sales professionals don’t stop once the deal is done they start

2 Key Learning’s

1. Stay involved longer after the sale is made so you can build the critical relationships with other key influencers inside your customer’s company. This not only increases the odds of successful engagement/implementation but also insulates you company from competition.

2. Include your clients in your lead nurturing programs. Most corporate executives know this truth, “how you sell me indicates how you will serve me.”

Share of Wallet

Finally, a key metric to that I use to measure growth from existing customers/clients is, “share of wallet.” For example, many companies base their budgets on some percentage of revenue. So if their revenue declines while their expenditures to your company remains the same… you’ve just increased your share of wallet. A good sign! Better still they increase their expenditures (to your company) as they grow because you’ve helped them be more successful.

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.

  1. I like to think of helping a company in three ways. 1. Helping to find their “real” business pain. 2. Finding your services and or products that can solve or help solve their problems 3. Most importantly, not waiting until after the sale, but even in the early exploratory stages, adding some “outer ring” value (think of three circles – business pain, your services, then the outer ring of added value) – where you bring ideas, referrals, and solutions that you do not charge for. This is the added value that can make customers for life. Great blog!

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