“If you ain’t dialin’, I ain’t smilin’.”
“Fill the pipeline and sort it out later.”
“All leads are good leads.”
We’ve heard them all before. Most people (and seemingly all of my past bosses) equate number of leads with quality of leads. Go to a trade show, have a giveaway contest in the booth, collect 3,000 leads, and consider the show an unparalleled success. Unfortunately, once the smoke clears and the afterglow of the show has passed, you soon realize that those 3,000 leads were nothing more than “trick or treaters” looking for a freebie to take back home. After spending six months chasing down all 3,000 leads, you discover that only 35 of them are actual revenue-generating customers, and only half of them are ready to make a purchase decision. In the end, you’ve spent $100,000 on a trade show that netted 12 customers and generated $150,000 in sales. Take into consideration all the efforts to get the booth ready, manning the booth, and time that the salespeople were out of the field, and suddenly you find yourself in a conversation with your manager about cutting back the number of shows your company attends next year.
The problem, of course, is not the show. Rather, it’s the way you pre-define prospects, leads, and customers. For every marketing program — whether it’s a trade show, advertising campaign, webinar, etc.— you need to have a game plan before, during, and after the event. You need to take the time to fully understand the customers, the needs of those customers, the sales process (see my “Lily pad” marketing entry for more info on nurturing a prospect into a customer), the messages that will resonate with customers in a differentiating manner, and the most effective medium with which to communicate. Complicated? Absolutely, but not on the rocket science level. Effective? Without a doubt.
I’ve helped many companies and clients with their lead generation needs (here’s a success story from my website), so if you’re looking for someone to help you, give me a shout.
May 22, 2009 at 12:32 pm