Even the most talented and passionate sales team won’t get much success from targeting their sales lead generation at the wrong kind of company or buyer.
Aiming for the right target or customer segment can however be a tricky endeavour, especially if you have the kind of product or service that’s helpful to everyone.
At Blue Donkey, we occasionally receive enquiries for sales lead generation from marketing managers who know their products have wide appeal, because by and large everyone needs one. That’s great news but for targeting purposes, can have mixed blessings. Those marketers need to make decisions about how to reach buyers, and where to put resources, and like most companies, those resources are precious. So what to do?
Market research is a good way to find out who a product or service will be attractive to, and therefore where the sales lead generation activity should focus. It’s also helpful for defining potential spend levels, volume or duration of sales and many other things beside. Market research is usually most effective if it’s outsourced to a specialist like Blue Donkey who understand the rules around market research, and who are able to gently probe potential buyers about the things that are important to them and their organisation.
A specialist outsourced company will also be able to distil the output into a comprehensive report that validates their findings and provides a roadmap for who to target and how. This means marketing managers don’t have to risk their professional reputation by going out on a limb with their sales lead generation decisions.
Pick up the phone
If using an outsourced provider of market research is too expensive, it’s infinitely possible to pick up the phone and do some research yourself. You should never refer to sales lead generation calls as market research, and if the purpose is sales, go right ahead and say so. Taking the trouble to speak with a potential customer about what they need, and how they want to purchase it, could help iron out costly mistakes from the get go.
There are lots of excellent resources around to help marketers understand lead generation marketing and how to find and build the right customer base. Of those we’ve come across, there’s none better than Malcolm McDonald. His work on Key Account Management takes a step-by-step approach to improve the way value is created between an organisation and its most important customers. His books are accessible, excellent and fun
Fast or big
Often your targeting decisions will boil down to the kind of sales and sales lead generation you’re after. Do you want small sales quickly, or are you willing to invest time in building relationships that generate bigger, longer term sales?
A good way to define this might be to ask yourself, do your products or services require a relationship to be built. Examples might include capital equipment, or long term financial service products. Alternatively, do you need faster sales lead generation for a number of lower value sales? This might be appropriate for consumables or components.
Organising your data according to the type and quantity of sales required is a good way of making your sales lead generation leaner. So you can target the higher spenders using disciplines like telemarketing, as this involves intelligent professionals to make calls one by one, so is naturally more expensive. The lower spending quicker turnaround sales could be targeted using social media, or email where the message is drip-fed regularly and could include offers.
If you know exactly what you want to achieve from your sales lead generation telemarketing campaign, it will be easier for you to decide exactly which demographic or segment is most relevant for your call list. Decide if you’re trying to raise brand awareness, or develop existing relationships, think about the needs of the businesses you’re contacting and make sure everyone on your team knows exactly what your goals are.
If you’d like to find out more about choosing the right customer, or if you want to train your team on using databases effectively, we can help. Give us a call today, to speak to one of the expert members of our team – or take a look around our site.