Sales: The 3 Biggest Myths in Lead Generation
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- Published on Friday, 18 May 2012 18:41
- Written by Jonathan Story
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Robert Bacal and William Brooks, in their book, The Complete Book of Perfect Phrases for Sales Professionals, describe what they believe are the three biggest myths in getting sales leads. The first is "prospecting is a numbers game", the second, "all prospective customers are the same", and finally, "positioning is for companies, not people."
Myth: "Prospecting is a Numbers Game"
There is no question that more prospecting will bring more leads, but more importantly it is about being able to deliver the right message to the right people at the right time. Being able to target your audience lets you prospect more effectively and avoid wasting time with the wrong prospective customers or the wrong message.
Myth: "All Prospective Customers Are the Same"
Experience teaches salespeople several realities about prospective customers:
- Some will never buy, no matter what you do. Abandon them before they take up too much of your time.
- Some will occupy huge amounts of your time. Find out who they are and consciously minimise the time you spend with them.
- Some are only comparison or price shoppers. Don't let them compare "apples to apples", or squeeze you on price.
- Some will never be profitable. Be careful about dealing with too many price-shopping prospective customers.
- Some are not good fits in the long run for you or your organization. Look at the bigger picture beyond the immediate sale.
Myth: "Positioning Is for Companies, Not for People"
To a prospective customer, you are the face of your organization. Therefore, such things as appearance and etiquette, as well as business acumen, technical and market knowledge, positions you. The marketing message of your organization and your sales approach should be closely integrated.