The role of lead-generation program when properly crafted:
- The primary objective is not to sell a product, but to generate a qualified lead
- The offers you make give the prospect an opportunity to say “Yes”; their affirmations give you permission to communicate with them again.
- When properly created and staged, your offers help you know exactly where the prospect is in the sales process – beginning with the realization of a need to ending with selection of your product and your company.
- The goal of each step in the sales process is take the prospect to the next step – not to cut out steps.
Step 1: Need is normally the problem the prospect has to address. For example, the prospect could realize that their company’s manufacturing plant isn’t large enough to accommodate the increasing number of orders that are now being received.
Step 2: Desire is the prospect’s desire to find a solution (or solutions) that will address the problem they’ve uncovered.
Step 3: The prospect must justify making a change will be worthwhile. For example, if a solution is to expand the size of the manufacturing plant, what assurance do they have the increase in orders will continue? Besides being a financial solution, the solution can also be an emotional one; for example, by expanding the size of the plant, the owner may think that his friends and associates will realize that his or her business is truly successful.
Step 4: The prospect will study various solutions for solving their problem.
Step 5: After taking the first four steps, the prospect must be totally convinced that in making a change, it will be feasible and not adversely affect the company.
Step 6: After closely evaluating each of the five steps, the prospect will be prepared to make a buying decision.
Step 7: After making the decision to buy, the prospect will most likely have decided on the type of product that fulfills and justifies the needed solution (e.g., expand the existing plant with a pre-engineered building versus conventional construction) and then determine the best vendor (e.g., the pre-engineered building manufacturer and its affiliated contractor).
Source: The Lead Generation Handbook by Bernard A. Goldberg, Direct Marketing Publishers
Successful Lead-generation Program case studies:
Case Study No. 1 – How a program designed to produce highly qualified sales leads for the independent contractors affiliated with a large Canadian engineered buildings manufacturer produced enviable results. Read Story
Case Study No. 2 – How a fully-integrated leads-generation program designed to produce qualified sales leads from businesses for the independent domestic dealers a large corporate aircraft manufacturer soared to new heights. Read Story
Case Study No. 4 – How a program developed to generate qualified sales leads, obtain new long-term customers, and ultimately increase the sales of both Bogdon “Reception Sticks” and “Double-Dip Mints became a sweet success. Read Story