6 Lead Generation Best Practices
4. Make messaging about peers. People don't like being told what to do or how to feel. Messaging that's “you-based" — "YOU will see these results; YOU have these problems; YOU will benefit from this solution" — backfires.
Instead, talk about peers and their experiences. What are their challenges? How have you been able to resolve those challenges? People are curious about what their peers are doing, so leverage that curiosity in the prospecting process.
5. Develop an accurate reporting mechanism. Have insight about how your campaign is working so you can adjust your program to get better results. Make sure you can see important metrics, such as what day of the week and time of day were best for calling, which lead source was most successful, which targets were most receptive (by revenue range, employee size, etc.), which message resonated the best, which team members had the most success, what campaign cadence or frequency of calls yielded the best results, and so on. Comb over this data frequently to optimize your campaigns.
6. Get value out of every call. An outcall should generate appointments and more. Every prospect conversation has value, even if the response is “no.” Have a process in place so representatives can gain valuable knowledge that will help future campaigns or give insight about product needs. For example, if you're selling a solution that complements a CRM technology, ask which CRM technology the customer uses. In several months when the company launches a module just for that technology, a database of vetted users is available.
With these best practices, companies should be able to come away with leads and appointments, as well as insight into how to adjust the outcall to exponentially increase output for more sales leads, appointments and revenue.
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