Purposeful Conversations
There is great opportunity in conversation. The message you need delivered and the information you want gathered can easily be included in the same carefully crafted, purposeful conversation. When you get it right prospects willingly provide the marketing and sales information you require in order to prioritize and manage them through your sales pipeline.
Good sales reps come equipped with a built-in disposition to Sell, Sell, Sell! That’s an essential characteristic for a successful sales career. Nevertheless, there is a time to sell and a time to have a well-planned, well thought-out, purposeful conversation with a prospect, and lead generation is that time. Then, when the prospect is sales ready your rep will be armed with the information he requires in order to Sell, Sell, Sell!
Your lead generating message needs to accomplish at least six things:
You need an initiating activity, specifically designed to get past the attack receptionist to the appropriate decision maker.
The first conversation with the decision maker has two primary objectives. Does this business use the products and services you sell? If so, how is this individual involved in the decision making process? Do it right and you’ll obtain the information you need.
If the prospect is qualified, continue the conversation by gathering information that will enable you to prioritize this company’s economic value to your business.
Next, determine the prospect’s purchase plans. If the prospect isn’t planning to buy in the short term, he will in the long term. With qualified prospects, it isn’t a question of will they buy; it is a question of when.
Determine the prospect’s willingness to consider you as a source/supplier.
Enter the information you gathered into your database. Based on your sales process define your next step and schedule a follow up date.
Follow up!