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Sales Leads That Turn Into Sales Generating sales leads is a relatively simple undertaking. Getting qualified leads that have the potential of turning into sales is often quite another matter, particularly in a major sales situation. There was a time when offering an executive a premium (sometimes referred to as a cleverly-disguised "bribe") not only got you in the door, but gave you a better-than-even chance of getting the order as well. This doesn't happen much anymore. Major corporate customers have rules, established buying processes and committees whose members each have an agenda...usually including justifying their recommendations. So what's the answer? Actually, the same as it always should have been. The best way to obtain a lead that's going to turn into a sale is to address the problem your product or service solves and offer information that advances the sale by setting the stage for the ultimate presentation and proposal. A meaningful premium that relates to the overall sale will add momentum to your sales effort. If you use a premium that is off the target of your sales goal, the resulting disconnect will hurt your potential for closing the sale. The planning process starts with knowing who your likely customers are, what they are capable of buying from you and what they (think they) want. What is the financial impact of their purchase on their company? Next, you must decide what their concerns and questions are and begin to address them in stages...one step at a time. Lead generation programs are one of our specialties. One thing that sets us apart is that our planning process includes close consultation with a client company's sales force. After all, if they're going to be asked to follow up on the leads, doesn't it stand to reason that they should have an active voice in determining what the offer should be and how it is made? Give us a call to discuss conducting a value-based analysis of your sales lead development needs. We'll share our creative formula with you...one that has its origins in ancient oriental philosophy. |
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