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Reference Desk
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Lead Generation - Take Baby Steps
A common mistake that many sales professionals make in their
marketing is trying to accomplish too much in a single step.
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A good example of this is in a lead generation ad.
The one and only purpose of the lead generation ad is to get leads.
It is not to start the sales process. It is not to get people to
make the purchase. It is simply to get them to raise their hand and
let us know that they are interested.
Yet, I often see ads that are trying to get the prospect from step A
to Z in one fell swoop. In most cases this just won't work. |
In lead generation our whole focus has to be simply getting the person's
name and contact information. In other words, we must make a compelling
offer and then avoid putting anything in the ad that would tend to scare
people off.
So instead of talking about our company or buying our product or service;
we should talk about the benefits that the prospect is interested in and
offer them free information or free benefits that will encourage them to
give us their name and contact information.
Once we have the name and contact information, we can then introduce them
to our company and the products and services we offer.
Additional Information:
Lead Generation Article
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