A sales lead here and there is always welcome, but businesses aiming for significant growth depend upon a steady funnel of leads. This is especially true when considering that, as entrepreneur Andrew Gazdecki points out, “While every lead doesn’t always become a sale, every sale starts as a lead.”
If your company is seeing only occasional success with sales leads, it’s time to change things up and work toward a reliable and steady stream of leads. Here are several ways to make this objective happen:
1. Make prospecting a team event. There’s something about doing things as a team that gets salespeople revved up and more successful at generating leads. Look at having a structured day in the office when the sales staff can do phone prospecting as a team event. This offers opportunities for individuals to learn from one another. Also, sales managers can leverage this collective time for valuable training tips and team development.
2. Focus on offering content of value. Offering content simply for the sake of content is unlikely to generate the results you seek. Like everyone else online, prospects want information that benefits them, addresses their pain points and illuminates opportunities for growth. You’ll gain more leads when what you offer is heavy on content and light on selling.
3. Capture information by inviting people to download free content. Whether it’s a white paper, e-book or other type of valuable content, request that prospective customers complete a simple form to benefit from this content. “The digital product should relate to your paid offerings in such a way that those who download them are likely to be interested in your other services,” notes business writer Annie Pilon.
4. Host a webinar of interest to prospects. You have knowledge to share, both about your business in particular and your industry in general. Identify topics for webinars that prospective customers will find helpful, then get people to sign up via social media and advertising. Leads will come out of the information they provide upon registering for the webinar.
5. Be sure your website captures every potential lead. All of your efforts to attract interest will fall by the wayside if your website isn’t configured to capture potential leads. Every page should be easy to navigate, with an intriguing call to action and registration forms that are easy to fill out. Ask for specific information that lands prospects in your sales pipeline.
6. Take part in Twitter chats. Right now, people are chatting on Twitter about topics related either to your business or your industry in general. Get your sales team involved in these Twitter chats, as a way to build relationships that naturally blossom into leads.
7. Explore partnership opportunities with other businesses. Every industry includes businesses that offer complementary services to one another. Rather than view such a business as a hated competitor, look for ways to forge partnerships that result in the creation of appealing “bundles” to prospects. New leads will grow out of a joint offering that features additional value and savings to your target audience.
With some ingenuity and focused teamwork, your team can develop a consistent flow of prospects that boosts sales and strengthens relationships with both existing and new prospects.
By Brian O’Neil and Sales Empowerment Group has helped the fastest growing, most innovative businesses and Fortune 500 with sales consulting, sales recruiting, sales training, inside sales and a unique program called “The Interim VP of Sales Program.” Brian is also the author of three books available on Amazon.