Generating leads - More leads - More opportunity - More Sales!

Lead Generation Strategy

Lead Generation is the skill of generating point of contacts from developments in the news, news papers, trade magazines and so forth.

A perfect example of this in action is detailed below

The HSBC lead was a direct result of hearing “HSBC’s (Job role ommitted) – *****” speak at a Chamber of Commerce event. Having then undertaken an internet search it was found that he is at many of these types of events.

This ascertained that clearly he is very confident of himself and also likes being in the limelight. With this in mind, I sent him a letter commending him on how interesting his comments were at the Chamber event.

This pandered to his ego, whilst also introducing our company. I then proceeded to call him every 2 days until I finally got through to him. At which point he passed me over to the **** “(Name Ommitted)”. 4 weeks after following a similar process of calling I finally got through to him and arranged for a meeting at HSBC HQ at Canary Wharf. Meeting complete, with a further meeting at our offices and a tour around (Ommitted) scheduled.

In understanding the methodology of the above, is to understand the concept and fluidity of Lead Farming. It is a fluid and organic way of generating leads and requires a real ability to adapt to a dynamic situation.

Seeing openings and opportunities that an untrained eye would simply pass over.  But in this case the purpose to make contact with a meeting was a convoluted success.

Look at the above example in terms of stages.

1) Establish target (Why them, why their company)
2) Doing the ground work. Find out as much information on the individual as possible, then piece together a profile of the individual based on informed guesswork.
3) Best route in? Letter (if so what angle), phone call then follow up letter (if so what angle).
4) Meeting for success. Push for a meeting
5) Soft Selling nothing. In getting a meeting, do not try sell anything at this initial meeting other than the company! 2 ears, one mouth. The trick is to Listen. Listen. Listen
6) Fishing for “hooks” from the conversation, then invite to our offices
7) At the 2nd meeting use all available hooks to your advantage, seed in throughout the meetings / presentations and answers to all his/her fears and previously asked questions.

1. Establishing a target
We need to get as much regular material in from as many worthy sources (Local papers, national, trade magazines, speaking events, forums, workshops) and so forth. It’s a constant manner, which can  then be furrowed through to establish whether to pursue a given avenue. It’s suggested as a collective we all aim at providing. 

2. Doing the groundwork
So you’ve got a name, you’ve got a company. Now what. Do a Google search ie; “HSBC (Name) (Job Role)” See what comes up. Lots of reading material, clearly this guy likes the sound of his own voice and is a self publicist. Use that as an angle an when getting in. Get into the mindset of your target.

3. Best route in
Taking the above into account think about the individual, think hooks, ****** re, Lehman’s etc when making first contact and if an advantage drop them into the call, letter. Call or letter? Well that depends on the individual and of course the situation. Remember we have some sexy brochures and a wonderful PDF document of our coverage in  (Omitted)  magazine.

4. Meeting for success
Prepare. If its at our office, We’ve wonderful PowerPoint presentations and a   demonstration suite to die for, naturally we can tweak or design a PPT to suit the target. . 

5. Soft Selling nothing.
Remember – All you should be selling at this initial meeting is the company.
Hard sell at this stage at your peril. These people need to feel comfortable with the company before they will even contemplate parting with their money.

6. Fishing for hooks
Look for synergies between what they are after & what we can offer.
If they feel we have nothing to offer you are wasting your time.

7. Hooking them in
Use the hooks to your advantage.
Play on the relationship we can have.
The comparisons / synergies between the companies presented in the right manner can seal the deal.

The whole purpose of this process is to win trust & confidence.
Once you have this you can start selling!

Date: Apr 9 2007 11:07AM
Category: BUSINESS EDITORIAL