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The Rule to Successful Lead Generation? Break the Rules

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The Rule to Successful Lead Generation? Break the Rules
September 26, 2014

  By Michelle Amodio, TMCnet Contributor

So you need some leads. There’s a lot of literature out there on how to obtain leads and sell effectively. There are “rules” that a lot of pros go by, to ensure their sales efforts are nothing but successful. Rules like engagement, lead nurturing, lead scoring, and handing the sales off. But as some believe, rules were made to be broken, and in this instance, that’s not necessarily a bad thing.

Business2Community says you should throw out the rule book to get a better handle on lead generation. Sure, a lot of the tried and true methods still work, but we’re in a new era. Prospective clients are more tech savvy, so they may need a little bit more from you in order for you to get noticed. What was once a taboo is now something sales people should do regularly, and that is get personal. While professional and personal lines exist for a reason, sometimes it’s okay to cross the line. Why? It can help build trust, and customers like that. Any good relationship is built on a foundation of trust, so throw away the red tape and eschew gray areas. A business lunch with personal flair is okay.

Perhaps the death knell to good sales leads is getting comfortable, or really, lazy. When things become too mainstream, too much like a process, both the sales rep and the customer can feel it. It’s boring. Keep things exciting, and go outside of your comfort zone. Don’t be afraid. Take marketing campaigns to the next level, which brings us to our next point: don’t always buy into the social media hype.

Right now a lot of social media pros are telling everyone to have a presence on every network. That simply isn’t true. Find the one that works for you and your prospective leads and do that one really well instead of overwhelming yourself with all of the channels out there. You may very well end up missing a lead or, worse, ignoring problems from others. Keep it simple.

Lead generation is the discipline of proactively creating, nurturing and discovering interest among prospective buyers for the solutions you offer, but sometimes getting leads isn’t a process that needs to be played by a specific set of rules. Be different, step outside of the box. This will result in significantly improved campaign performance and will also differentiate you from your competitors.


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