Look At Google's Sales Team
a glimpse of a typical sales meeting between Google and one of its larger clients.
The meeting with mutual fund company Vanguard offers an interesing insight and
shows how aggressive...
My neighbor - a lovely man I've known, and have had social contact with for years
- is the COO of one of the world's largest companies. He's read my books, is familiar
with my concepts, and is a fan. But we've not talked shop due to our social connection...
What is a Buying Decision?
Sounds like a simple question, right? Sounds like all prospects have to do is
to see they've got a problem, find a good solution (your product, hopefully),
and plunk their money down....
Six Lead Generation Challenges For The Complex Sale In 2006
Based on our research, I think companies with complex sale will face the following six lead generation challenges in 2006:
1. Fewer sales opportunities unless your top of mind: Although the deal value of each sale is high, there will be simply fewer opportunities as compared to more...
Hot New Lead Generation Strategy: Thinking
I finally caught up on a long overdue "to read" pile on my desk.
Each year, there's always hot new lead generation and marketing tactics that get a media attention. Based on the recent headlines, it appears the on-line lead generation (search, RSS, podcasts, etc.) will continue to be hot topics in 2006. I say, go ahead explore them but above all - think first.
I wince a bit at the implied "everyone's doing it, so you should too" message portrayed by media pundits. I'm writing this post because I know some of you are using certain lead generation tactics because someone else told you or implied you should be doing it. But is what you're doing going to help you confidently find leads, win new customers and increase revenue?
When it comes to the nuances of the complex sale, wisdom is rarely gleaned from the headlines. As simple as it seems, thinking effectively is vital to developing solid lead generation strategy. Our mindsets ultimately influence our strategic choices. Investing in lead generation means you are proactively initiating a relationship with a potential customer.
Think relationships. Good lead generation identifies, initiates, and nurtures
relationships with the right people, until they are sales-ready leads. Lead generation
is a conversation, a dialogue; it is not a series of campaigns. Again, companies
don't buy; people do. This mindset can open up a whole new set of possibilities.
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Think multimodal. For strength and stability, a table requires all four legs.
To lose one is to become less sound, less secure. So too with lead generation.
Do you rely on a minimum of tactics, maybe to save a dollar? Or do you proceed
with a strong and stable
Think about your value proposition. Is your lead generation strategy tailored, relevant and meaningful to each person involved in the buying process? It is important to note, too, that thinking in terms of multiple modalities for lead generation allows marketing and sales to retrofit revised messaging whenever knowledge about the prospect's position in the buying process is updated.
Think critically. Think white space. Not copying your competition. What worked yesterday doesn't necessarily today or tomorrow. Frequently, lead generation programs don't allow for contingency plans. Or adequate feedback mechanisms that would foretell the need or opportunity for alteration in the first place. If a tactic fails to deliver, be ready to modify it or replace it.
Again, I encourage you to resist the temptation to follow the crowd that's reacting to each hot new lead generation tactic. Rather, think critically about your unique situation and what make senses for your organization. Focus on developing the optimal mindset first, then strategies, and finally tactics. Think.
Brian Carroll is the CEO
of InTouch Inc. InTouch is a 50-person
company focused on delivering effective lead generation solutions for "the complex
Brian authors the very interesting B2B
Lead Generation Blog which focuses on B2B lead generation, sales leads, and
marketing for the complex sale.