Whether you're using a notebook with
index cards or a sophisticated sales
software program, developing and
contacting qualified leads is one of the
primary building blocks of successful
selling. If your leads dry up, so will your sales.
Some standard lead development systems such as advertising, direct marketing or trade show exhibits work well. Add to these, networking, checking newspaper listings and following trade journals, and you can begin to build a solid all-around lead generation procedure. A systematic pattern for generating new leads assures future closings and eliminates one of the major causes of selling slumps.
Some of your best leads will be those that you generate at a trade show. Your coworkers have already informed them about your company's products and services. Contact these prospects while the iron's still hot! Don't waste the chance of losing interested potential customers.
Keep up with the available written sources of current information. For example, the real estate section of a newspaper is "must" reading for any sales professional. You can find out about new firms in the area. Read local newspapers and trade journals for vital information on promotions and job changes, company developments and new technology. A newly promoted executive may have lots of new ideas about buying patterns and vendor relationships. Show up at the door before the new name plaque is nailed up! A technological development or a move into a new line of business may also open up substantial new prospects.
Check for new companies' names in the tenants' listing in office buildings that you frequent. Current customers can serve as informants on new tenants in the building or in the area.
Cold calling is still a viable means of generating new leads. Between appointments, turn the handle on the door of a strange office. Do your best to find out about the company and its employees. Try to meet with an employee that may or may not be the qualified buyer. Who knows? You may make a totally unexpected sale or, at least, make a contact that could lead to a sale down the road.
Get referrals from satisfied customers. This method can be a great ice breaker on cold calls. Prospects like to identify with other companies that share similar needs and situations.
Purchase mailing lists from list brokers. Thanks to new software, mailing lists are now more specific to the company's needs. They can match you up with prospects according to their industry, needs, etc.
Network with vendors that sell to you. They can be a great source of leads because most likely they sell to people in your area and they can fill you in on specifics about the prospects.
Once you've developed a lead generation system, remember to use it on a regular basis, every month, to ensure a steady sales growth.