Best Practices for Business to Business Services & Lead Generation
Have you ever received a business mailing in which your name was spelled incorrectly? Or where the company name or address was incorrect? Worse yet, were you ever forwarded office mail for a person who’s been gone for four years? Bad for business? You bet!
Most “leads” generated by marketing are typically not highly regarded by salespeople and rarely receive follow-up. Most salespeople perceive that marketing inquiries are not qualified (which can be true!). The problem is that, although some leads are immediately qualified (normally 20-30%) and could eventually turn into sales, you just don’t know which ones are the “gold.” Although some inquiries represent potential short-term opportunities as “low-hanging fruit,” most of them are longer-term prospects. Yet salespeople mainly focus on the short-term opportunities to meet monthly/quarterly sales quotas and earn fast commissions. If leads are passed to sales that are longer-term opportunities, they will probably be neglected and, worse yet, lost to competitors.
We’ve all heard the phrase “nothing happens until someone sells something.” In the world of sales, and particularly in the complex business-to-business (B2B) sales environment, nothing can be sold until the “appropriate” sales appointment is set with the correct executive level decision-maker.