Want to ensure that you’re able to generate leads effectively and efficiently? Then be sure to heed the following advice from the Wellesley Hills Group:

1. Don’t be content with just “getting your name out there.”
Advertising should be specific, demonstrating what you can offer your customer. Don’t blow your budget barraging the world with your company’s name, out of reasonable context.

2. Don’t send direct mail or email without a valuable offer.
If you send mail to your clients, make sure your correspondence offers them something of value, like special offers, useful information, or seminars. Junk mail is just junk mail.

3. Don’t rely on only one tactic.
Your best bet is to build a website, offer informational downloads, follow leads up with a phone call, send newsletters, and so on and so on. Don’t just send a blanket email to everyone in your database and leave it at that.

4. Don’t drop leads.
Remember that most business buyers don’t buy right away. Follow up, follow up, and follow up. Be patient and nurture leads, and eventually, they may become customers.

5. Don’t skip the measurement.
How can you know if a method of lead generation works if you don’t measure it? Stick with a head-generation tactic for a while and check your metrics on it before deciding to keep it or ditch it.

6. Don’t over-rely on junior people or on rainmakers.
There are some things you can’t delegate. Senior team members will need to stand alongside juniors when pursuing some leads, and “big gun” marketing firms or “rainmakers” won’t usually just “do the job for you.”

The bottom line? Those who control the company are ultimately responsible for lead generation and follow-through, too.

[tags]lead generation, follow-through, sales leads, generate leads[/tags]

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This entry was posted on Sunday, February 10th, 2008 at 4:31 pm and is filed under Marketing Strategy, Tactics and Techniques. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.