Virtually every business I meet has problems raising sufficient leads, or maybe more importantly, producing a steady flow of leads. If your sales fluctuate, this is a clear sign of potential lead gen issues. Say you make $100,000 one month and zero for the next few months, then $150,000, you are going to have huge problems with delivery, operations and costs of staff sitting around doing nothing, and yet at other times working flat out. Systemising lead generation in your B2B business, so you get a steady, yet increasing volume of quality, qualified leads, is one of the most critical success factors for growth of your company, yet is often overlooked, or just the founders and owners don’t know how.
The trick is twofold. First, set your monthly billing targets and work backwards to meetings required and then how many leads you need to generate to secure these meetings. Then, identify all the available channels you can get leads from, and build out a clear channel strategy, with each channel identifying numbers of leads, and the corresponding activities to generate these leads.
Then print this out, stick it on your wall, and include all the activities in your weekly calendar or to do list so you must do them, week in, week out. Your new system!
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