Generating quality leads

Every salesman will tell you that generating leads is in their view, the main purpose of marketing.

When companies approach us for our services, they usually ask if we do prospect generation and in the same breath ask us how we do it, as if it were some magic formula, as if we could generate leads in a few days …

Our answer to that is: It’s methodological.

What are your goals?

You have to read between the lines. These companies mainly want to generate a larger amount of prospects relative to their current situation. But before talking about quantity, you have to talk about the characteristics and quality of these leads; about what makes them a good prospect.

Also, how many leads per month, per semester, per year do you need to achieve your goals, to attain your sales and opportunity objectives?

4 key questions

To be effective at prospect generation, you have to answer these four fundamental questions:

1. What market or market segment is your offer for? How big is the segment? How is its network of intermediaries structured? Are there any obstacles to getting in? What are the key success factors? What is the market perception of your offer and those of your competitors?
2. Who are your potential buyers and what is their buying cycle? What motivates their purchases and what unmet needs do they have? How can you reach them effectively? Through what online and traditional channels, and with what value proposition?
3. Who are your competitors and where do they come from (strategic business area, region)? How does their marketing, sales, services and product development perform? What are their strategies, their strengths? Do they have notoriety?
4. Are you launching you offer into a technologically, economically, sociologically and legally prosperous environment?

Once you analyse the answers to these 4 questions, then you can develop strategy and tactics to generate leads.

Generating quality prospects

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