Recent Articles

Sales Through Storytelling
Sell skills, values and experience with short, powerful success stories that showcase your skills, experience and...

How To Develop A First Class Sales Team
Pick up a typical report and what words do you find? Verbs like analyse, forecast, plan, assess and schedule, are used in pursuit of organisations that are efficient...

Questions to Help You Close?
Knowing all you can about the client's decision process can give you an edge in winning the business. Let's look at questions to ask.

Sales Recovery: How to Manage a Sale Going Wrong
Do you know the difference between which prospect you'll close and which one you'll lose?

Why Most B2B Sites Fail to Convert Sales Leads
Do you have your web site's good content under lock and key? I've written numerous times that you're wasting...

Sales Using The Law Of Expectancy
Studies in persuasion technology show that what you expect tends to be realized. I call this the Law of Expectation, which is also one of the tenants of sales.

Unique Selling Proposition: USP for Success
Business management is a topic that receives books and lecture circuits worth of discussion.


09.07.06


Lead Generation Conundrums

By Andrew Goodman

Our client list over at Page Zero is varied. One of the ways we can most consistently add value is in custom work driving paid search traffic and helping with site design and copywriting for "complex" sales, such as B2B campaigns with long sales cycles.

The question is, when designing the website, planning the sales strategy, and tweaking landing pages, how *exactly* should one go about it?

The debates can be endless, and it's good to have principles in hand rather than simply falling back on the "just test it" mantra (which does make sense too).

One approach to getting prospects to trust you (and to offer contact info), of course, is to offer a white paper. Again, though -- how to produce it, what tone do you take, how to promote it?

I remember when I produced an ebook (not exactly a white paper, because I charge for it and it doesn't offer some of the things that white papers do) I was so thankful I could fall back on a resource from someone who'd done it before (in particular, Marcia Yudkin).

Wanna wallet stuffed with $10,000?
SalesGenius™.

Now, I'm thankful again! In the midst of some of these B2B conundrums, I recently read Writing White Papers, by enterprise "B2B" marketing expert Michael Stelzner. The book is amazingly comprehensive, covering every aspect of producing and marketing white papers.

I particularly like the stipulations as to tone; he explains today's sophisticated enterprise customer wants you to sell to them without being "salesy." No one minds an intelligent latent sales pitch. But that means paying attention to how much you offer in return for the leads you seek.

Anyway, back to our website design and testing conundrums, I'm looking forward to tapping Mike for ongoing tips to augment our own expertise... expertise he demonstrates in this timely post on his blog, comparing white papers to a "demo" in the world of gaming. Give interested prospects enough to "play with," and they'll give up their contact info.

It goes without saying that being extra forthright about how much email contact they'll receive, in what form, is a big part of the mix. Disclose your intentions fully, and don't mislead prospects, in order to avoid a bad rap in the industry.

It's perhaps not coincidental that this type of thinking has found its way into Google's assessments of Landing Page Quality for AdWords ranking purposes... not all "users" are created equal, but the kind of respect accorded to high-end business customers is also worth offering to B2C customers too.

About the Author:
Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns. In 1999 Andrew co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis.

About SalesNewz
SalesNewz is a collection of articles, commentary and news designed to provide our subscribers with the tools and information needed to develop and maintain good sales practices. Business success starts with sales.

SalesNewz is brought to you by:

WebProNews.com Jayde.com
MarketingNewz.com SalesNewz.com
CareerNewz.com InvestNewz.com
eCommNewz.com WebsiteNotes.com
AdvertisingDay.com ManagerNewz.com
SearchNewz.com CRMNewz.com

-- SalesNewz is an iEntry, Inc. publication --
iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509
2006 iEntry, Inc. All Rights Reserved | Privacy Policy | Legal | Contact

archives | advertising info | news headlines | free newsletters | comments/feedback | submit article


SalesNewz Home Page About Article Archive News Downloads WebProWorld Forums Jayde iEntry Advertise Contact WebProWorld Forum Business Success Starts With Sales SalesNewz News Archives About Us Feedback