First off, communication is important for generating business leads. It's the process that obtains valuable information about possible clients. Here are just some of the important kinds of information that play a key role in successful sales.
- Time – You obviously need to know when they can be available for a business meeting.
- Needs – This is another vital piece. It will help you long after the sale is made and when you're well on your way to providing the product or service.
- Budget – You'll also need to know if they can afford to give you your sale.
- You – A bit strange? You see, while you're gathering information on the prospect, that prospect is also gathering information on you. You also have to give information they want if you want to convince them to meet up.
However, one common mistake among lead generators is that they stick too close to just one form of communication. They would even go so far as to persist despite the obvious signs of ineffectiveness. This doesn't just apply to older methods like telemarketing and direct mail. The same also goes for social media, email, and other new forms of online marketing that are trending in the business world today.
An unhealthy dependence on one form of communication never bodes well in any process that requires you to be considerate of the prospect. Different people prefer different ways to communicate. When one person scoffs and says, “Who uses the phone these days?”, another person will say, “I don't need Facebook. Just give me a call.”
You never know what kind of medium your target decision makers and business owners would like to use. Maybe you can look up research studies and start coming up with generalizations but that's not enough. There are already differences just between industries with regards to how people would like to be contacted. You might also encounter exceptions.
Communication must be flexible in order to meet the desires of a diverse selection of prospects. A lead generation campaign is only a success when it ultimately delivers quality information on potential clients. The kind of communication you used won't matter as much.
It also implies versatility. When one method fails to reach them, use something else. For example, if you can't get through to them on the phone, try to look up their business on the internet. If they don't want to talk much via social media or email, then convince them to have the conversation on the phone. These are just some of the ways you can combine several forms of communication in order to establish a connection and take you closer to a set appointment.
Now if you're worrying about costs. That's not a problem either. Try outsourcing some of the other forms if you can't afford more than one. You want email? Try outsourcing email marketing companies. You want telemarketers? Outsource telemarketing services. What's important will always be making that connection, engaging in a conversation, and coming out with beneficial information. There's more than one way to communicate and set an appointment!