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There are a multitude of approaches, solutions and tools which, if employed correctly, can make a real difference in your company's ability to generate quality leads. Some areas to consider:
One of our clients depends only on trade shows for leads. The reason is that they feel they must attend the key industry shows and doing that, in their words, leaves them with no funds left for any other type of outbound marketing.
Another client has a small inside telemarketing team. The team isn't effective for a number of reasons. The people making the calls aren't motivated, partially because sales people often don't follow up on leads, and since there is no formal feedback mechanism, no improvement is ever made. Also, there is no integrated marketing support to enhance their efforts, such as website landing pages, where the telesales team might direct potentially interested parties.
The bottom line here is one of business philosophy. Lead generation is a critical component to sales effectiveness. It is not something you do when you have a few bucks or when you're getting panicky because your pipeline appears to be anemic. It must be managed and funded strategically.
Dave Stein, after 25 years in sales leadership positions and delivering his own sales training and consulting worldwide, founded ES Research Inc. ESR offers independent, authoritative advice on Sales Training and Consulting and the Companies that provide it through weekly briefs, in-depth reports, online seminars and advisory services. For more information go to www.ESResearch.com or call 508.313.9585
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