lead generation/pipeline building campaign
Part 1: So what's a lead? |
More smart activity, more quality, permission-based conversations, more sales!
Sales is a numbers game. The more people I speak to, the more opportunities I find. Of course, I have to fish in the right pond, or all that activity might not amount to much. It is for that reason I spend time researching my market; to be sure I am speaking to the right people. Now, the kind of bait to use... :)
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Part 2: Lead generation the old fashioned way with a twist |
Part 3: Lead generation using internet marketing and social networking |
Add rocket fuel to your sales efforts...
Do you have a product or service that needs some new life? More leads, better pipeline... more action? Then let's chat. Watch the video above and if it rings any bells call me at +1-716-771-2899. And by the way, if you're not sure about what you need, check out the information presented at sales & distribution guidance; it's great food for thought, if I do say so myself.
Note: If you're interested in lead generation and business development, partnering all the way to a sales closing, please visit my business development section; if you're not sure where you fall, zap me a note and let's discuss it at no cost to you.
One of the most interesting and high impact activities I do is develop strong, high level, relationships for my clients that create strong sales pipelines. This is especially important for companies with products that are complex and disruptive. If you are working with a technology platform, product or service that will force your prospects to stop and think about how they do things now, then a lead generation strategy is a good first step to keep the pipeline full and dynamic.
A very important point: you are the expert in your technology and its applications! I am conversant and well-versed enough to know what to ask and listen for, but one of the most important ways to shorten the sales cycle is to deliver accurate information fast. So we work together on moving the new prospect forward.
This work consists of several stages:
This is what I need to understand regarding the client:
If your company is a start-up, and/or your technology product is evolutionary, it will take time to develop a sales track of consistent growth. Some call this a missionary sale. Even if you sell a 'me-too' product, acceptance as a long term player in the market does not happen overnight, although there are ways to shorten this cycle. The first part is up to you: have a good product with real expectations clearly defined, and then come up with an offer to the market that is crystal clear.
My #1 Rule: only retain me for this service if you have a working CRM (customer relationship manager... and I don't mean Excel!), if you don't use a CRM, let's discuss it, because you are missing follow-ups and opportunities.
My #2 Rule: if you have a CRM, that's great! I will be sending information I collect to my main client contact and he/she will input to their CRM... I have found this to be easier for both parties.
Note: If you're interested in lead generation and business development, partnering all the way to a sales closing, please visit my business development section; if you're not sure where you fall, zap me a note and let's discuss it at no cost to you.
One of the most interesting and high impact activities I do is develop strong, high level, relationships for my clients that create strong sales pipelines. This is especially important for companies with products that are complex and disruptive. If you are working with a technology platform, product or service that will force your prospects to stop and think about how they do things now, then a lead generation strategy is a good first step to keep the pipeline full and dynamic.
A very important point: you are the expert in your technology and its applications! I am conversant and well-versed enough to know what to ask and listen for, but one of the most important ways to shorten the sales cycle is to deliver accurate information fast. So we work together on moving the new prospect forward.
This work consists of several stages:
- Create a Target Company Profile (TCP); this will give a solid direction as to the kind of target company to research and contact. A first contact is made after understanding why this target company could benefit from the client's offering
- Research target companies (who are the companies and people I will make contact with?)
- Probe industry contacts using social networking such as LinkedIn and BioCrowd to create relationships, build credibility and form links to target companies. This is the heart of my strategy as I will be networking my way into these accounts
- Use several other forms of contact including cold phone calls, video marketing and direct mail to build awareness
- Although most contacts will be cold calls, if my networking is on track, I will have developed an 'inside track' through a direct contact or referral using methods outlined above
- Contact/qualify people in target companies (this is the most difficult and important step... getting through to the right person in an organization). The size and/or complexity of a company (even with a referral) will determine the speed of entry. Of course, the more compelling your company/product/service is, the faster I get in to qualify.
- Regardless of first-contact attempts, if the target company matches our TCP especially well, I will execute a series of follow-up tactics to keep this company on the radar.
- Set follow-up dates for contacted companies who are long term prospects (they may not be interested or ready today).
- Introduce qualified prospects to client to begin relationship; continue qualifying technically, financially (do they have the funding to move forward) and politically (is the introduction of this offering creating tension within the prospect's organization; such as outsource vs. keep it inside or automated technology vs manual labor intensive).
- Once a lead is generated (the individual has expressed interest in beginning a conversation) the client will take over the account and drive it forward.
- If the client does not have the bandwidth/expertise to follow through and close accounts, I can continue to close; you can learn more in my business development section. Let me know if you'd like to discuss.
This is what I need to understand regarding the client:
- How well does the client know the market? (often, client companies understand their product/service offering very well but not their TCP... this will go a long way to understanding the reality behind client expectations)
- Client expectations (clients have varied expectations depending on how much experience they have with their own offering, marketplace, past work with consultants, and pressure they are under from their BOD)
- Available client marketing collateral (what materials do you, the client, have that I can use for my contacts?)
- Available and competent client main contact (who is the person in the client organization who knows the science and its applications within the world of the TCP, has good language skills and is available for new contact conversations?)
If your company is a start-up, and/or your technology product is evolutionary, it will take time to develop a sales track of consistent growth. Some call this a missionary sale. Even if you sell a 'me-too' product, acceptance as a long term player in the market does not happen overnight, although there are ways to shorten this cycle. The first part is up to you: have a good product with real expectations clearly defined, and then come up with an offer to the market that is crystal clear.
My #1 Rule: only retain me for this service if you have a working CRM (customer relationship manager... and I don't mean Excel!), if you don't use a CRM, let's discuss it, because you are missing follow-ups and opportunities.
My #2 Rule: if you have a CRM, that's great! I will be sending information I collect to my main client contact and he/she will input to their CRM... I have found this to be easier for both parties.
lead generation/pipeline building campaign
- Fee structure is a daily rate
- Lead generation/pipeline building campaign uses a combination of legacy sales and internet marketing techniques. It can be for products that are new, possibly because it is a replacement that is faster, cheaper, better... or for a complex, difficult sale such as contract manufacturing or clinical development technologies. It can also be for products that have been on the market for a while but need a serious injection of caffeine ;)
- Lead generation/pipeline building campaign projects can be from a minimum of 6 months to several years
- Typical projects are 2-8 days per month