Lead generation can mean getting people to respond to a CTA (call to action) by subscribing to an email list, ordering a whitepaper or free ebook, or attending a free webinar. There isn't much engagement at that point, however, other than the initial point of contact, and the company often knows nothing about these people other than the information that has been supplied.
I prefer lead generation that is more personal, face-to-face, and intentional.
When we contact someone from our circle of contacts or meet someone specific that we intend to speak with - regardless of how the initial approach occurs and whether they are someone we already know or a complete stranger - we can begin to grow that contact into a sales lead. After the initial introduction or conversation, we can determine their level of interest in what we offer and find out about a planned or pending decision they or someone they know might have.
We have already engaged this person, know specifically who they are, and have had a conversation with them - quite different from the online connections.
Not everyone we know, meet, or speak with this way will turn into a purchaser or even a serious candidate for what we offer. Still, we will have begun a relationship that can lead to referrals and positive WOMM in our marketplace or online - even when no sales ever result.
It's this intentional lead generation - also know as prospecting or farming - that really forms the heart of an effective pipeline.
Whether based on people we already know - and expanding to people that they know - or people we are meeting for the first time, this personal contact - by phone, in-person, or in writing - is the hallmark of an effective lead generation program and one that will pay consistent dividends. Also it's not based on having hundreds or thousands of names to be effective.
I have written several books on lead generation, including:
"Using Your Network: Making New Home Sales With People You Already Know"
"Making New Friends: Connecting With Strangers To Make More New Home Sales"
"Utilizing Your Contacts: More Realty Listings & Sales With People You Already Know"
"Expanding Your Sphere: Connecting With Strangers For More Realty Listings & Sales"
"Mining Your Database: Making More Sales Through People You Already Know"
"Filling Your Funnel: Building Your Business By Reaching Out To Strangers"
I encourage this type of direct, intentional lead generation for anyone who wants to be in control of their business development. If you need some direction, pointers, or places to get started, I can help.
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Visit my website or go to "Aging In Place Insider" for additional sales tips, insights, and commentary on aging in place solutions and services. © Steve Hoffacker.
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