A real lead genius knows that selling is a game of metrics and ratios. Basically, more leads when added to sales training = more sales. Lead generation is one of the most important activities that any business can undertake. Because without leads there are no sales. Therefore, a lead genius is, by extension, also a sales genius!
But if you were to ask a room of B2B business owners what the greatest challenge their business faced was, you can be sure that most would say generating new leads. Finding quality prospects can feel like an Easter egg hunt, leaving sales people to focus too much of their time simply identifying leads as oppose to actually selling.
So if you’re looking for more success and less fruitless searching, think about outsourcing your lead generation. Not only can this save your sales team a lot of time and energy, it is also likely to significantly boost your sales rate.
A common barrier to making more sales
According to Gartner, 67% of a sales person’s time is generally spent completing non-selling tasks. This includes identifying leads, researching their information, entering their data onto spreadsheets, and other busy activities. Spending this much time on internal activities obviously means there is less time available to actually sell to customers. Instead of adding to the productivity of your business, these activities amount to wasted effort and resources, and lost opportunities instead of won deals.
When it comes to better lead nurturing and closing deals, you’ve got to separate your lead generation from your sales team. One of the biggest productivity killers is piling a load of different responsibilities into one general “sales” role.
Leads are typically generated through the marketing process of stimulating and attracting interest in a service or product for the purpose of creating a sales pipeline. On the other hand, a sales person is mainly focused on the exchange of goods and services for money, in other words – selling something. To state the obvious, these two definitions indicate that lead generation is not about selling. And selling is not about generating leads.
So let’s face reality here. Sales people are meant to be great at selling. When it comes to lead generation, many may lack the skills or experience to produce those all-important prospect lists in a limited amount of time. You’d be lucky to find someone who is amazing at every task you throw at them. Specializing the tasks in your company is proven to be most productive, effective and can generate the most revenue. Big brands like Facebook, Cineworld and AirBnB operate at high levels of specialization. This has enabled them to add thousands of new customers to their business every day.
B2B lead generation is definitely not an easy task. It requires time and effort – a lot of time and effort. The problem is that most companies just don’t have the time, resources and experience to hire a whole batch of new lead generation staff, put them through a training program and create an effective strategy of developing and nurturing new business leads.
But there is a solution to this problem.
Automated lead generation services
These services do the rough work for your sales team by providing them with a continuously flowing list of prospects that match your target lead profile. Data collection experts and lead generation technology deliver quality leads consistently to keep your sales pipeline full. This way, prospects are only an email or phone call away.
Investing in lead generation services means that your sellers will come in to the office each day to find a long list of quality leads sitting on their desk. And guess what, that means they can get straight down to selling your product.
Connectors Marketplace, for example, supplies sales teams with verified leads, along with their phone number, email, social media accounts, picture and general news about their current employers. Unique data research is conducted for each company. This technology, combined with their own data scientists can generate highly targeted and detailed customer information in such a way that cannot be generated using lead generation tools alone.
The goal of these lead generation services is to save your sales people time so that they can focus more of their energy on engaging with and nurturing relevant prospects.
How you benefit
Full sales funnel:
A recent survey revealed that almost 50% of companies said they wanted the number of sale leads to increase. Automated lead generation services ensure that your sales funnel will always be full. This lets your sales people concentrate on focused selling. As a result, the process allows faster conversion, lesser hassles and better revenue with a more specialized team.
The quality of leads and data is also one of the greatest obstacles sales team’s face today. The same survey revealed that over 35% of companies claimed that they lacked access to quality prospects.
When you outsource your lead generation, you turn over the responsibility to a specialist. It’s their core business, it’s what they do. Through access to better quality data and qualification methods, lead specialists can uncover leads that maybe your own sales team would never discover – often at a lower cost than internal sales techniques. So your sales team will only be targeting the most influential sales leads so they can start nurturing these powerful prospects.
CMO of Centerbeam, Karen Hayward, said in an interview that outsourcing lead generation helped her company narrow down a target market of eighty-thousand to the highest quality twenty-thousand leads. As soon as her target market was reduced by 75%, the deals closed were significantly larger than average.
Almost 50% of your business’s customer contact information can go out of date every year without constant updating (Source: Bureau of Labor & Statistics). So if your team have outdated information collecting dust in your database, or an excessive amount of inbound leads, lead generation services make sure your data is fresh and up-to-date.
One reason why lead generation is often outsourced is due to the cost of maintaining and running an in-house department. Deciding to create an in-house lead generation team typically means having to hire new staff, invest in new equipment as well as dedicate a lot of time to training new employees to the marketing of a company’s products and services.
So if you want to minimize your company’s costs, consider outsourcing lead generation to third party companies that already have the needed equipment as well as highly-capable and trained staff to handle the task of lead generation. In fact, outsourced B2B lead generation is proven to be 43% more effective than in-house lead generation (source: Marketing Sherpa).
So if you want to be a sales genius, you must first become a lead genius. Investing in an automated lead generation service will help your sales team be as effective as possible, and therefore generate more revenue for your business.