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Sales Lead Generation Needs to Enhance the Cycle

April 24, 2012 | Comments: 0 | Views: 167

The sales process typically occurs in a cycle. New leads are generated; potential customers are contacted and converted to sales. Some of these customers leave when their contract ends, creating the need to generate new sales from fresh contacts. Sales lead generation is an important part of this sales process and it needs to happen continuously in order to help a company maintain and increase revenue. Good sales lead generation shortens the cycle from potential customer to sale, and offer a better quality of leads to contact.

A sale is not usually generated after the first contact with a potential client. It often takes several communication attempts to convert a lead. The duration of this part of the sales cycle often depends on whether the leads are warm or cold.

A cold lead may be in the target market, but have no interest in purchasing a specific product or service at this time. If a sales person can demonstrate why the purchase needs to take place immediately, a cold lead will most likely take the information offered and contact the company when they are ready to buy. While this effort is beneficial, it often doesn't result in the sales volume most companies need to maintain to be successful.

A warm lead is in the target market and has expressed some interest in an immediate purchase. They may have answered a survey stating they are looking at a future purchase, started the initial research typical before a purchase, or responded to some form of company advertising looking for more information. This type of lead is more valuable because it is more likely to result in a sale.

Sales lead generation should focus more on warm leads than cold ones. The cost of generating this type of list is higher, but its return on investment is greater than creating cold lead lists. A warm lead list will shorten the period from initial contact to sale, and will help the sales staff use a more focused approach based on the lead's level of interest.

Warm leads are affective, but only if the list contains the right information. Sales lead generation needs to include how the lead was discovered, their level of interest, and how the lead was generated. If the company focuses on business-to-business sales, then the contact person and the company financial information are also important elements of lead generation.

With the research tools available today, there is no reason why a company can't have a quality sales list with information specific to their industry. Companies that conduct their research in house need to be able to provide the tools necessary for sales staff to create quality warm leads for their selling efforts. Businesses that purchase their leads from an outside source need to understand the process used to generate the sales list and the type of information that is included in the list.

The sales process can be lengthy and expensive as businesses add new customers to expand their market share. There are sales lead generation techniques that can help create a more effective contact list of warm leads and contain details to improve sales efforts. This will help shorten the sales cycle and generate new business that will be more interested in cross selling or becoming long-term customers. Reducing the number of new clients a company needs helps an organization save money and put more effort in other areas of the business, such as marketing or creating new products or services.

Andy West uses multiple sources for sales lead generation and positive promotion of his business.

Source: EzineArticles
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