I hear it from my clients all the time…”My %&(!x sales team is not qualified…that’s why our pipeline is empty and dry…!”
Ok. Ok. I get it. Some sales people are bad, but most are not.
Let’s look at this issue more carefully.
By Definition, lead generation is finding someone who might be interested in something you sell…
Today in the Modern Digital Age here has been a shift of power… and while the goal is the same, but the process has changed.
The all-knowing seller once held all the power. Consumer’s knew nothing and the sellers spoon fed information. But then came the Internet, and with it, information…
Now buyers are informed. They research, make decisions, and often work through the buying process on their own accord. And yes they do this WITHOUT sales people. Buyers examine at least a dozen sources of information on the path to purchase. Only 12% of this information comes from the end organization.
We call this New Buyer the ‘Self-Directed Buyer’.
At the same time, however, sales people and marketers have a new tool and delivery for information. Enter: Social Selling.
This has killed the ‘cold call’ (thankfully). Now you can better identify your leads and why they are a good fit for you, all before even talking to them.
This is a real paradigm shift.
What does this mean for business leaders?
Your entire organization is now able to pinpoint leads who have a greater chance of buying from you based off the amount of information you now have on them.
But that’s not all that’s changed…
The lead generation process now also takes longer. It is believed that it can now take 7-13+ touches to deliver a qualified sales lead. This is due to the overwhelming amount of information helping consumers to make their own decision.
Therefore we now have the concept of ‘Lead Nurturing’.
This is the process of building a continual relationship with your leads by listening and responding to their needs across each stage of their ‘buyer journey’. The goal is to work them down the sales funnel until they become sales qualified leads.
The answer: Utilize Social Media! Social media and LinkedIn in particular have given you access to a powerful database of prospects with all the information you need to qualify them as a lead. Oktopost says 80% of all leads generated on social media were through LinkedIn!
So don’t fire your sales people. Just understand that new lead generation strategies and tactics have changed and now require new ways of measuring & implementing their effectiveness.
Tracey is the Founder of Thrive Ad Agency and the creator of the LinkedAutomation™ Method. She and her team are social selling masters, working with leaders and organizations to build a systematic method for generating business, developing qualified relationships and growing revenue.